While B2B content marketing budgets continue to grow, there remain many sectors where the concept of producing your own editorial is akin to suggesting that the earth isn’t flat.
One such market is post and dispatch. Looking at Royal Mail and its associated companies Parcelforce and the Post Office, it seems like content marketing has yet to get the stamp of approval.
Each of Royal Mail’s related sites contains information about delays, packaging and other issues. Yet there is precious little in terms of actual content – basic stuff, such as advice on sending larger or fragile parcels. Even at consumer level, people have concerns… and there are an increasing number of alternative options.
Royal Mail’s best attempt is the Post Office Shop blog. This has been running since 2013 and articles focus on offers in Post Offices around the country. As well as the latest on commemorative stamps and coins, it contains information on charity events and calendar-based content around Christmas and back-to-school days.
Yet the blog cannot be accessed from the main Post Office Shop site.
How could it be improved?
There is so much more that could be done. Look at Yodal, which has a blog running articles and infographics on subjects like UK consumer preferences over Christmas trees and Valentine’s Day.
Probably the best in class is DHL, which launched the DHLGuide in 2014 targeting SMEs. This website is loaded with practical advice including a destination guide, frequent blogs and news updates on international trade.
The site’s creation came on the back of a government pledge to spend £95m to encourage UK companies to export. However, research from the British Chambers of Commerce revealed that many UK SMEs lacked the knowledge to go about it.
It includes a lot of well-produced video, much of it examining the journey and process of delivering overseas. But where it wins is on producing content with in-depth advice for companies looking to export for the first time.
Undoubtedly, content marketing works best when it can serve a dual purpose like this.