In the world of coffee, Starbucks stands out not just for its brews but for its unique overall marketing approach. While many coffee shops focus solely on the beans and blends, Starbucks understands that it’s about more than just the coffee; it’s about the experience. Let’s take a few minutes to indulge in this Starbucks’ content strategy example.
For busy stay-at-home moms running online businesses as solopreneurs, this Starbucks example offers valuable lessons for how you can create content that resonates with your ideal buyers. And content that creates an exceptional experience.
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Table of Contents
- Starbucks’ Content Strategy Example
- Starbucks’ Market Research
- How to Create an Exceptional Content Experience
- Conclusion
Starbucks’ Content Strategy Example
Starbucks has mastered the art of selling more than just coffee.
It’s about creating a welcoming atmosphere where customers can immerse themselves in a comfortable and inviting space. The aroma, the cozy seating, and the friendly baristas all contribute to a unique experience that customers are willing to pay extra for.
For your audience, this concept will resonate strongly. Just like Starbucks customers aren’t solely after caffeine, your audience isn’t just looking for what you solve. They’re looking for an experience – something that addresses their needs, solves their problems, and makes them feel like you truly understand their world.
This means, you can’t create only educational content that solves their problems. You must also create content that helps to create an entire experience for them.
Related Article: 5 Reasons to Create a Content Strategy
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Starbucks’ Market Research
One of the fascinating aspects of Starbucks’ success is the extensive research they conduct before choosing a location. They don’t open a store randomly; they meticulously analyze the demographics, traffic patterns, and local culture to ensure they’re building in a place that will be successful.
A place that shows a rise in population. They follow the stats and actually look for indicators that this is the right place to be.
Now, let’s dive deeper into this Starbuck’s content strategy example. Starbuck’s still to this day considers location research extremely important to their success. Just how important?
Well, back in 2007 and 2008, the CEO Howard Schultz was forced out of retirement to close hundreds of stores and try to get things back on track. One thing he did was use a company, Esri to map out the data.
This data would tell them whether the Starbuck’s customer base was close to the potential location. Essentially, this data would tell Starbucks if they would be able to drive more traffic and boost sales without taking away from other nearby locations. Learn more in this Forbes article.
As a Solopreneur, you can apply a similar principle to your content strategy. Rather than creating content blindly, research your audience, understand their pain points, and identify where your ideal customers hang out. This kind of strategic content planning ensures that your content reaches those who need it most.
And you aren’t shouting your message into the void and hearing those dreaded crickets. Instead, you’re putting your message in the exact spot it needs to be to reach those who want it most.
How to Create an Exceptional Content Experience
Now, how can you create content that offers your audience an exceptional experience? There are five main ways to create an exceptional content experience for your audience. Add these five pieces to your content strategy for an experience like no other.
1. Personalization in Your Content
Just as Starbucks baristas know many regulars by name, personalization in your content can make your audience feel recognized and valued.
Another way to get personalization is to know your niche. Speak to one specific group only, so you can make them feel seen. Like you’re reading their mind. If you help moms over 40 get their style back through an online consultation. Just say that.
I help moms over 40 feel comfortable in their clothes again by creating a style that fits your after-kids’ personality. Meet them where they are right now. Tell them exactly what you do.
2. Storytelling and Content
Share relatable stories and experiences in your content. Let your audience connect with you on a personal level.
You don’t have to tell your most private experiences, but a small glimpse into who you are. It just needs to let them get to know you past the problems you help solve.
Create emotion with your personal stories and tie them back to your paid offers, you’ll easily get more sales. People buy because of emotions, not logic. According to Adcock Solutions, “Emotional reactions are 3,000 times quicker than rational thought.” And they go on to say, “The persuasiveness ratio of emotion to reason is 24:1.”
Create emotions that sell. Tell your stories and find a way to relate them to your paid offers or services.
3. Simplicity in Messaging
Starbucks doesn’t overwhelm with complicated coffee jargon, and you shouldn’t overwhelm with industry jargon either.
Speak your audience’s language. Speak like your audience. This requires research to find how they speak, what their actual needs are, and where they like to hang out online.
4. Consistency and Content
Starbucks maintains a consistent quality of service across its stores. Similarly, your content should consistently deliver value to your audience. As well as consistently talk about the same topics, so your audience knows what to expect from you.
Consistency isn’t just the frequency of times you post your content online, but also how consistently you talk about the same topics. Your pillar topics. And your consistency with your messaging, branding (colors and images), and what you believe in. Even if it goes against the norm.
In fact, those things you believe in that go against the norm should be part of your pillars. They’re your polarizing statements that get people to stop and say “What?!” Stand out with your consistency and your polarizing opinions.
5. Engagement Through Content
Starbucks engages its customers through its rewards program and social media. Engage with your audience through comments, emails, or social platforms.
Don’t just post. Respond to comments. This one extra step can reap benefits even better than a new post.
Conclusion
It’s all about the experience. And just like Starbucks carefully chooses its locations, research and strategic planning in your content strategy can help you reach your target audience more effectively.
My best tips? Create a better overall experience for your audience by doing the following:
- Personalize your content with stories
- Speak or write using easy-to-understand words
- Maintain a consistent content creation schedule
- Respond to your audience’s questions and comments
Give your audience the content experience they want. It’s that simple. Because you’ll create a stronger connection with them and foster long-lasting loyalty.
Basically create the content that you would want to consume yourself.
And if your marketing strategy plays the long game, your business will be around for a long time.
Not sure where to go next? Check out this article:
for 5 reasons to stop what you’re doing and create a content strategy.
Without a plan, you’re wasting time creating content. And your content won’t be seen by the right people making it ineffective for the amount of time and energy you’re spending creating it.
What are examples of a content strategy?
One of the best examples of a content strategy, in my opinion, is Starbuck’s. They create an overall customer experience that far exceeds just a normal cup of coffee. They use data to follow their customers actions, and they research possible new locations like crazy before they start any projects.
Best Content Strategy Examples
One of the best content strategy examples that I can think of is Starbuck’s strategic research. They research location and customer needs in an over-the-top way. They make sure to know they’re making informed business decisions with very little chance of failure. Click for Starbuck’s strategic ideas.
Do People Buy on Logic or Emotion?
People buy because of emotion. That emotion is what gets them to take action. The logic is how they justify buying something. But emotion is the largest motivator for online purchases. “Emotional reactions are 3,000 times quicker than rational thought.”
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