attraction marketing

What is attraction content marketing?

Attraction content marketing is another clever name for a very simple strategy – be valuable and useful to your audience, and they will be drawn to you. It’s the whole reason your business or brand exists, right? Read more to find out the secret to making attraction content marketing work for your brand…

Scott Bampton 6 months ago

Attraction content marketing is the secret handshake that draws customers in like a magnet, wooing them with value, insights, and solutions, instead of bombarding them with intrusive ads. Imagine this: it’s all about creating a dance, where businesses and customers move together in harmony, building trust and connections that last a lifetime.

The power of building valuable connections

At the heart of attraction content marketing lies this golden rule – provide value first, and the rest will follow. For a B2B brand, this could take the form of sharing insights, gaining the trust and admiration of their audience. For a more consumer-facing brand, this could look more like a free tool that their audience could use – like a “virtual try-on” tool for a fashion brand.

Some other examples of content that could form part of an attraction marketing mix could be:

  1. Educational blog posts: Create blog posts that address common problems or questions your target audience may have. Offer valuable insights, tips, and solutions related to your industry or niche. This helps establish your expertise and positions your brand as a valuable resource.
  2. Video tutorials and how-to guides: Develop video content that demonstrates how to use your products or services effectively. This type of content not only showcases your offerings but also helps potential customers understand the value you provide. It’s a great way to build trust and credibility.
  3. Social media content: Share engaging and relevant content on social media platforms. This can include informative posts, behind-the-scenes looks at your business, customer testimonials, and other content that showcases your brand’s personality. Social media is an excellent channel for building relationships and connecting with your audience.
  4. Webinars and live events: Host webinars or live events that provide in-depth information on industry trends, best practices, or specific topics of interest to your audience. These events create a sense of community and allow you to interact directly with potential customers, building a stronger connection.
  5. Free downloadable resources: Offer valuable resources like ebooks, whitepapers, checklists, or templates that address your audience’s pain points. By providing these resources for free in exchange for contact information, you can build your email list and nurture leads over time.
  6. Customer Success Stories: Share success stories and case studies that highlight how your products or services have positively impacted your customers. This type of content provides “social proof” (when somebody is essentially vouching for a business) and builds confidence in your brand. It also allows potential customers to relate to real-world examples.

Unlocking the attraction treasure chest

Why does attraction marketing work so well?

  1. High-quality leads Instead of casting a wide net, attraction content marketing aims for precision. By offering value, businesses reel in high-quality leads from people who are genuinely interested and engaged. These leads are not just window shoppers; they’re eager, motivated potential customers, ready to convert.
  2. Thought leadership By consistently serving up value to your audience or customer base, your business or brand can become known as the go-to experts within your niche. This builds brand recognition and trust, paving the way for long-term growth and success.

How to build your attraction content marketing plan

Deep connections with your customers? More conversions? Stronger, longer customer relationships? All sounds, good right? So how could you, your brand, or your business build an effective attraction content marketing plan that draws people in like a magnet?

  1. Target audience insight Want to hit the attraction content marketing bullseye? Understanding your audience’s desires, needs, and quirks is the gateway to their hearts. It’s about speaking their language, crafting content and messages that resonate, and establishing an unbreakable bond of trust. So scour whatever data you have – website data, social media interactions, anything and everything you can get your hands on – to understand who your audience is, what their needs are, and what kind of content they’re likely to find valuable.
  2. Getting the right format Blogs, videos, webinars – this is where you decide on the channels and formats that will bring your audience that valuable content in the most useful form possible. Let’s go back to that example of a fashion brand. Maybe the audience insights show they really need help understanding the right blend of fit and style. Could that be an ebook titled “Your ultimate guide to blending fit and style?” Could it be an app? Even better, could it be both, with the two working in unison to promote the other (“Love our ebook? Why not try our app?”).

    The key here is not to skip step 1. Too many businesses leap straight to “let’s make an app!” euphoria without understanding what that app should be and how it might provide genuine value for your customer base. Start with what the audience want – like a common problem they need help solving. Then decide on the best way to deliver that solution.
  3. Channelling the magic You’ve landed on your idea. You’ve developed your ebook and app. They look great! Now, sprinkle it where it matters most! Social media, emails, paid ads – they’re the stage where businesses shine. The key? Finding the audience’s sweet spot and serving up your valuable content in an environment they’re most likely to engage with it.

    For example, maybe your app needs some paid spend to reach a big enough audience. That still counts as attraction content marketing – because you’re promoting something that offers the audience value. You’re not simply ramming product down their throats and screaming “buy now!”

    Or maybe your website data from step 1 shows there’s enough traffic already to simply embed an app download link in key spots on your site? The secret here is to really look at your channels under a microscope, understand how, when, and where people are interacting with your brand, and use a combination of data insights and intuition about where to place your valuable content. Remember – you can always move it if you don’t quite nail it first time! Speaking of which…
  4. The art of re-engagement So, they’ve come knocking for your amazing app – now what? Engage, engage, engage! Answer their questions, shower them with more insights, and build a dialogue that feels like a warm conversation by the fireplace. That could involve emailing tips and tricks to get the best out of the app, for example. Or running a social media poll asking if people have tried it and enjoyed it.

    This is all about testing and learning. Not every app or ebook will hit first time. So be prepared for all kinds of feedback – good and bad. And make sure you take it on board to optimise your approach.
  5. Closing the deal Ah, the finale – the conversion! It’s about the final leap, making that compelling offer, and ensuring a seamless, delightful customer experience. Because after all the wooing, it’s time for the ‘happily ever after – a satisfied, loyal customer.

    This is where, all along, you knew your “try on” app would be so incredible that people would naturally want to buy the products they’re virtually trying on! So you cleverly embedded purchase links, but also ensured push notifications alerted app users when items they’ve tried on go on sale. Who wouldn’t want that?

    They key is, you built the connection first. You offered value. Unlike that intrusive ad that screams “BUY NOW!!” while the customer is busy doing something else, your attraction content has reeled them in first by offering something that helps them out.

In the ever-evolving landscape of marketing, attraction marketing stands tall, championing relationships over transactions. It’s the trust-building, value-driven strategy that not only attracts and engages but nurtures customers into long-term advocates. So, marketers, take the plunge, build those bridges, and watch as attraction marketing works its charm, creating a world where businesses and customers move together in perfect harmony.

Best in class examples of attraction content marketing

Learn from the best! Here are some prominent examples of where well-known brands have really nailed that strategy of attracting their customer base with valuable content campaigns:

  1. HubSpot Inbound Marketing Methodology: HubSpot’s extensive inbound marketing methodology stands out in the usually stuffy world of CRM platforms. They provide free resources, such as the Inbound Marketing Certification, which educates marketers on the principles of inbound marketing. This free certification has been widely adopted and contributes to HubSpot’s reputation as an authority in the field.
  2. Red Bull Stratos Jump: Red Bull’s Stratos Jump campaign in 2012 was a groundbreaking event. It featured Felix Baumgartner’s freefall from the stratosphere, breaking multiple records. The live-streamed event created massive online engagement and showcased Red Bull’s commitment to extreme sports and pushing boundaries.
  3. Buffer Open Blog: Buffer’s commitment to transparency is evident in its Open Blog, where they share insights into their company culture, challenges, and experiments. One notable post is their “Transparent Buffer” series, where they openly discuss employee salaries, providing a rare level of transparency in the business world.
  4. Dove Real Beauty Sketches: Dove’s “Real Beauty Sketches” campaign is a widely acclaimed example. The campaign featured a forensic sketch artist drawing women based on their self-descriptions and then based on descriptions from strangers. The emotional impact of the campaign challenged conventional beauty standards and garnered widespread attention.
  5. Airbnb: We Are Here: Airbnb’s “We Are Here” campaign focused on celebrating diversity and promoting acceptance. The campaign featured short films showcasing unique stories of Airbnb hosts and guests from around the world. It effectively communicated the brand’s values and commitment to creating a sense of belonging.
  6. Patagonia Don’t Buy This Jacket: Patagonia’s “Don’t Buy This Jacket” campaign is a bold example. In an anti-consumerism move, they ran an ad on Black Friday urging customers to consider the environmental impact of their purchases. This transparent and environmentally conscious message resonated with their target audience.
Written By

Over the past 17 years, I've developed a passion for helping businesses understand content marketing in simple terms. I've been lucky enough to work at some of the most well-regarded agencies in the world - on successful campaigns for Bosch, Optum Health, University of Southern California, JD Sports Brands, Fosters Wine, Greene King, Tough Mudder, University of Arizona and Disney Interactive. I've also held in-house content marketing roles at Silicon Valley tech unicorn Truepill, and WPP-owned AI company Satalia.