Let’s pretend you’re in the business of building pirate ships. Why? Because it’s fun! But mostly because I found this picture of a macaw that matches our brand colours and I’m trying to find a way to use it!
Your pirate boat business has a few ongoing campaigns running on all the social networks pirates frequent, but you feel like all your direct sales efforts aren’t bringing in the pirate punters you know are in the market for a new ship. You have an inkling that you need to provide more value to your audience. Let’s investigate what sort of value content marketing can create.
Value as Relevance
Know thine customers and speak directly to what matters most to them but not necessarily directly about what you’re selling. Those in the market to buy a pirate ship are ’also more likely to want to know about parrots rather than pigeons; they’re attracted to adventure rather than DIY transformations, and want to know time-saving treasure-hunting techniques rather than the best companion plant for tomatoes. It may be stating the obvious, but thinking around what your audience likes and preparing content that shows you understand their world showcases your brand’s relevance and authenticity.
Value as entertainment or inspiration
How to Sail the Seven Seas and Get Rich While Doing It!
How’s that for a catchy title that sparks the imagination and hits aspirational and motivational goals for your audience? Provided the content is engaging and offers practical or entertaining insights, this is the sort of article that consistently wins new visitors and leads to increased social shares, returning traffic, and potentially even conversions – whether that’s email sign-ups, purchases, or a deeper connection with your brand.
Value as problem-solving = content marketing gold!
How to Handle Every Pirate’s Worst Enemy: Sea Sickness.
It’s not a sales piece (unless you partner with a ginger lolly company, perhaps) but a trust-building exercise. Showcasing that you know what remedies work when the going gets blagh will prove you know the cut of your jib. Addressing a problem that few pirates admit to will reassure your readers of your expertise and authenticity.
Value as education or empowerment
Did you know that September 19th is International Talk Like a Pirate Day? That’s not an article example for our piratical scenario, it is an actual fact. Here’s how our pirate business could make use of this annual celebration with a series of articles, videos or podcast episodes:
- Get Ready for International Talk Like a Pirate Day: Know your Ahoys from your Avasts!
- How Not to Sound Like a Landlubber on September 19th!
- Five Feasts Fit for Your Crew on International Talk Like a Pirate Day
This content makes your audience smarter, more capable, or better informed.Think about those DIY instructional videos from Mitre10 that help their audience – and their potential audience – to feel confident to start a project (and buy lots of product).
Pro tip: don’t be afraid of including content that mentions your competitor’s products. We’ll explain why and how in a later blog.
Value as trust-building:
Value is built by providing consistent, high-quality content that positions your brand as an authority on pirate ships. This is thought-leadership and your chance to really showcase your industry knowledge.
- Why the best buccaneers in the business buy our boats
- How we get so many 5 star reviews for our ships
- Our head ship builder answers your frequently asked questions
- The best crows nest for the 2025 season
- The top 3 Pirate Ships on the market today: a comparison guide
Value as impact:
- Sign up today and we’ll send you our comprehensive guide: Keeping your Pirate Ship Ship-Shape.
- Use our inventory calculator to discover how many bottles o’rum you need per crew member.
- Is it a Mutiny, or Just a Union Discussion? Download our handy flow-chart to find out!
- Don’t get in the gravy with the Navy: Real stories from captains of our ships evading capture on the High Seas
Okay, you get the picture. I think I’ll hang up my pirate hat now before I steer this ship adrift!
If you want to see how content that delivers real customer value can help your business set sail toward success, then hoist the Jolly Roger and chat with us – we’ll chart the course together!