Content strategy for fast-moving consumer goods companies
Posted: Sun Apr 20, 2025 8:24 am
In the ever-changing world of the fast-moving consumer goods sector, the key to success lies in identifying customer intent and needs and creating relevant and engaging content.
User Intent
Understanding the intent of users with a specific search query forms the basis of any content strategy. This could be, for example, the desire for information, the purchase of a product, or the visit to a specific website. The challenge for companies is to recognize these intents and produce appropriate content.
Let's imagine a customer is looking for information about healthy eating. In this latvia phone number data case, a company that produces healthy food could provide a blog post or a guide on healthy eating. This content is not only informative but also promotes the product in a subtle and effective way.
On the other hand, a company must also fulfill the desire to make a purchase when users are seeking it. An attractive product page, for example, that highlights the product's benefits while simultaneously facilitating a simple purchasing process would be appropriate here.
The key to success is correctly identifying user intent and tailoring content accordingly. Only then can FMCG companies ensure they offer their potential customers exactly what they are looking for and effectively convince them of their products.
Keyword strategy
A crucial aspect of content strategy is the selection and application of appropriate keywords. At the heart of this strategy is the goal of ranking high on Google for specific terms. But this also raises the question: Which terms should we rank for? The answer to this question is complex and depends on various factors.
Brand Keywords: Create uniqueness
Brand keywords, such as brand names, slogans, and product names, are generally relatively easy to acquire. A company's brand is unique, and in most cases, Google won't display any other brand for these keywords. However, one challenge may be that there are third-party providers or retailers with whom the company competes. When customers search for a brand, they should ideally find everything they want to know about the company on the first page of search results—including social media channels, the Knowledge Graph, images, and Google My Business listings.
User Intent
Understanding the intent of users with a specific search query forms the basis of any content strategy. This could be, for example, the desire for information, the purchase of a product, or the visit to a specific website. The challenge for companies is to recognize these intents and produce appropriate content.
Let's imagine a customer is looking for information about healthy eating. In this latvia phone number data case, a company that produces healthy food could provide a blog post or a guide on healthy eating. This content is not only informative but also promotes the product in a subtle and effective way.
On the other hand, a company must also fulfill the desire to make a purchase when users are seeking it. An attractive product page, for example, that highlights the product's benefits while simultaneously facilitating a simple purchasing process would be appropriate here.
The key to success is correctly identifying user intent and tailoring content accordingly. Only then can FMCG companies ensure they offer their potential customers exactly what they are looking for and effectively convince them of their products.
Keyword strategy
A crucial aspect of content strategy is the selection and application of appropriate keywords. At the heart of this strategy is the goal of ranking high on Google for specific terms. But this also raises the question: Which terms should we rank for? The answer to this question is complex and depends on various factors.
Brand Keywords: Create uniqueness
Brand keywords, such as brand names, slogans, and product names, are generally relatively easy to acquire. A company's brand is unique, and in most cases, Google won't display any other brand for these keywords. However, one challenge may be that there are third-party providers or retailers with whom the company competes. When customers search for a brand, they should ideally find everything they want to know about the company on the first page of search results—including social media channels, the Knowledge Graph, images, and Google My Business listings.