Free gift: a content marketing strategy for Steamwhistle Brewery

First thing’s first: I have no affiliation with Steamwhistle Brewery whatsoever. I dont’ even drink the beer. Full stop.

That said, I did recently have, what I think, is a good idea about how they could use content marketing to grow their business. So instead of keeping it to myself, I figured I’d share it with the world (or at least with my wife, who is probably the one person who reads this).

But, before I dive in,  let’s review the framework I use to develop content strategy. It basically comes down to answering three big questions that, ultimately, lead to your content driving profitable growth:

1. What is your competitive advantage?( I.e., what does your brand represent?)
2. What are the higher order needs of your market? (This must go beyond the base needs your product or service are intended to address)
3. What are the themes/topics you can credibly publish about that address those higher order needs AND align to/support your competitive advantage?

(You can switch up the order of these questions depending on the situation but generally competitive advantage should go first.)

With that in mind, here’s a set of answers Steamwhistle could have for the above questions that could help them use content marketing to grow their business:

1. What is your competitive advantage?( I.e., what’s at the core of your brand)
Using their motto as one indicator of their competitive advantage, you could say that “doing one thing really, really well,” is one differentiator. In this case that specifically applies to manufacturing a premium pilsner, but could also (from what I’ve read) apply to their culture and running of their business.

2. What are the higher order needs of your market?
Again, based on the concept that higher order needs go beyond the base need addressed by the product/service (in this case, the base need is a beer to drink), you could say that every person has a higher order need to be great at something, anything. Whether it’s your job, being a parent, a hobby you pursue – whatever – everyone wants to be great at something.

3. What are the themes/topics you can credibly publish about that address those higher order needs AND align to/support your competitive advantage?
Given the above answers, it’s not a long jump for Steamwhistle to adopt a content marketing theme focused on “being great”. They could publish regularly on how anyone can be great at a variety of activities, preferably fun activities to remain consistent with their brand personality. Things like “how to throw a frisbee”, “how to shave with a straight razor” or “how to impress your girlfriend’s parents” would all fit within the theme. They could also answer questions from people about how to be great at their “something” and turn that into great content, which also increases engagement with their market.

You may ask yourself, “how does this help the company grow? It’s not even about how great their beer is?” While that’s true it has little to do with the beer, this type of an approach, which may occur in parallel with othermore product focused marketing activities, helps a company grow in several ways:
- it keeps them top of mind, which is half the battle in the buying process
- it creates a halo around their brand, based in part on their values, that positively predisposes prospects to buy their beer – i.e., it makes people feel good about the brand because it (the brand) is seen as helping people
- it’s another way to differentiate themselves from their larger competitors who still mostly depend on jocks and women to market themselves, and that differentiation goes a long way to keeping them top of mind.

So there you go Steamwhistle – Christmas come early from someone who could really use some advice on how to be great at the humble brag – I just work so hard I never have time to get it right! ;)