One of the outgrowths of quarantine has been the re-emergence of a little thing called hobbies. So many people were stuck at home last year; it motivated many of us to actually pursue some of our interests. An interestingly popular hobby that gained some new popularity in the midst of the pandemic was classic car (and motorcycle) restoration.
What didn’t increase was the amount of marketing content centered on these things. Well, it’s still a popular pastime and one that lends itself to useful, unique, and engaging content. Whether you own a car restoration business, sell products and supplies for car restoration, or just want to tap this niche via content marketing, the ideas I’m about to present apply to you.
As with any specialized niche, it is always helpful to have at least a working knowledge of the subject from the start. A good researcher, coupled with a content creation partner like BeezContent, can definitely pull it off, though. Here are just a few of the marketing areas you can tap with an auto restoration marketing campaign.
Educational Content
Reliable educational content in any niche can position you as an authority. This is especially important if you want to sell either auto restoration services or products. As a restoration professional, I recommend zeroing in on quality blog and video content. How-to videos and blog posts are popular among hobbyist restorers. Sharing a few secrets about the basics could lead to new business from those who lack experience in certain areas of restoration.
For content marketing purposes, educational content can lead to higher rankings, especially if you publish a lot of long-form content. Long-form written content is typically anything 1500 words or more and should provide comprehensive information on its subject. Search engines like long-form content because it suggests a heightened level of authority on a given subject.
Long-form articles and blog posts that educate readers on various methods and procedures in auto restoration can lead to more conversions and sales. Integrate information on products and services you offer with the information/instructions in the article and link directly to your website, affiliate site, or product page.
Product Reviews
Product reviews and ratings are a great way to educate consumers about the things you sell. Now, just so we’re clear, I’m referring to reviews that you write for your blog, vlog, or website, not the kind that far too many marketers use to seed product pages on sites like Amazon. The latter is very black-hat, and the larger e-commerce sites can usually tell the difference between a legitimate review and a fake. Post too many fake reviews, and you could lose your listing or even your store.
Like other types of content, product review content that is more detailed and accurate will almost always rank higher on search engines. Your reviews should be informative and engaging while steering clear of grandiose adjectives and overstatements.
You might think your product is “amazing,” but words like that detract from the messaging. Good product reviews explain what the product does and why the customer should buy it. In the case of the latter, drive the outcome of the project as the key motivator. Why does the customer need this product to complete their project the right way?
E-commerce
E-comms are an excellent option for moving auto restoration products. Good e-comm sites are well-rounded and offer store owners perks like SEO auditing, native responsive page design, and multimedia. They also nearly always have a blog feature. You really should be populating your e-commerce blog and even migrating your blog to your store site if that isn’t where it lives already. This is a great place to post how-to articles and link directly to the products referenced in them.
I always recommend launching any blog with at least five posts for site visitors to consume. This alone will boost rankings for your site right out of the gate. You can also utilize metadata in images and page headings to pull even more relevant traffic to your store from day one.
Curating Narrative Content
There is no shortage of content out there from other restoration enthusiasts, and you can use that content to round out your own blog. Video content that showcases various procedures and processes can be augmented with original commentary and, again, links to the products that will help people complete their projects like the pros.
Producing and Curating Video Content
If you are promoting your own services, there is no better way to demonstrate that you have the skills you claim than through your own well-produced video content. I’m not talking about studio quality, per se, just good quality video that is well-produced and scripted out enough to establish a sense of flow as you speak.
Content marketers will find that curating video content is the better option. Develop unique written content around the videos you select. Then include concise calls to action to click or tap on links to buy the products people need to complete the part of the project the video describes.
Essential Support Content
Any online marketing campaign is going to require the use of support content to get their pages seen. This includes things like emails and email sequences, a steady stream of social media posts, and a constant new offering of blog content seeded with currently relevant keywords, so the right people find you. BeezContent can assist with these things as well as any other written content you need to succeed.
If you need help organizing your written auto restoration content schedule, we can help with that, too. Our dedicated team of professional copywriters is here to help you make your next automotive marketing project a success. Contact us today to learn how!
