The automotive industry has many shake-ups coming this year – sales folk are going to lose a few zeros from their commission, EVs are going to continue to slug their way into everyday life, and Google’s latest update is going to rock the digital foundation.
Now, I will admit the first part is a personal observation - given the current sales vs repossession climate brought on by COVID-19 spending.
But the other two are complete certainties. And while I could write a dissertation on the EV discussion, that’s not what this blog is about.
No, we’re going to talk about the barren desert that is automotive content marketing.
A Tale as Old as Time
Traditionally, the automotive industry has relied heavily on a formulaic approach to digital content – shuffling the same 15 boring topics into keyword-saturated blogs, cringy social media posts with a freshly signed car buyer, and big award ceremonies for the owners.
The list goes on.
As a baseline, this wasn’t a terrible way to get started, but as the world evolved, the content continued to lack creativity or find a foothold for someone to truly engage when they stumble onto their digital front door.
While this safe a secure strategy may have yielded short-term results in the yesteryear of the Internet, it managed to draw a divide between modern web surfers.
Today’s car buyers aren’t dumb – especially the younger generation. They’ve become adept at researching, and finding out who truly cares about their needs. Long story short, they are engaging with businesses that have a unique online presence, and a genuine value to their plight.
And they certainly aren’t reading another ‘Why Changing Your Brakes is Important’ blog on some random dealership landing page.
That’s why Google went and switched up the game.
New Search Engine, Who Dis?
Rolling into 2024, the biggest search engine has revamped its algorithms.
Now, instead of searching for keyword-heavy copy on a web page or spammed blogs, it has a different quota – authentically written, user-friendly content that provides relevant information for a potential car buyer.
This means businesses that invest in a copywriter who understands the industry and what the target market is looking for, will have a leg up on the folks who draft up AI blog posts and smatter the words ‘brake job’ here and there.
Yeah, it's that damn sophisticated. And terrifying - but that’s a whole other thing.
So what does this mean for the industry?
Get it Together Man
Dealerships, auto shops, car detailers, parts stores, and everything in between are going to need to shift gears.
Instead of paying the bottom dollar for regurgitated content, they are going to need to take the time to strategize and craft something original and engaging. Think of it like the first guy to use a whacky-wavey-inflatable-arm-tube-man.
It also means that to stand out, they should prioritize a professional marketing team, or at the very least, an experienced copywriter with a history in the automotive industry (wink, wink, nudge, nudge), and embrace creative storytelling within their content.
Gone are the days of the product-centric approach.
It’s time to move toward a customer-centric narrative that relates to potential car buyers – not a photo of someone half smiling because they just signed a $600-a-month lease.
But Nathan, how do we even get started?
I’m glad you asked.
More Than Just an Air Freshener
The best chance you have is to just get jiggy with it.
Make things fun by creating videos or quizzes that make the audience want to be involved. Fill your blog with headlines that scream, ‘I’m Fun to Read, Not Just a List of Car Specifications.’ Take a few chances and have a few failures – what is there to lose?
A big step is leveraging social media to help amplify your reach. Platforms like Instagram and TikTok allow for real-time engagement and interactions where you can showcase your brand personality.
In the age of Multimedia, content like short-form videos, infographics, and podcasts can convey information more dynamically and cover a diverse scope of online audiences.
If you aren’t already investing in the new digital landscape, there isn’t a wrong way to go about things.
And as a former technician, I’ll be the first to admit that the industry has a hard time letting go. But bringing valuable information in a way that engages your audience is the only way you’re going to establish yourself as an authoritative source in this new age.
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