Marketing to Women: Why Content Marketing Is the Best Strategy

marketing to womenYou might think that marketers would have developed a highly evolved strategy to sell products and services to a demographic that makes up just over half of the Earth’s population.

But it turns out that the trusted “strategy” when marketing to women is actually something akin to “slap a pink bow on it and call it a day.”

Although most efforts when marketing to women fall painfully short of creative (and effective), it turns out that content marketing is actually the perfect strategy for reaching the female demographic.

Marketing to Women: What Women Want

Pink is Ineffective and Sometimes Insulting

At the heart of content marketing is the idea that communicating deeply with potential customers and clients is beneficial to sales, and that well-educated consumers tend to be more loyal.

Well, pink marketing can do the exact opposite of that.

It turns out that something like 90% of women feel like businesses and marketers don’t understand the needs of the female demographic.

Why is that?

Understandably, women, like any other consumers, want information about the products and services that they’re spending their hard-earned cash on. Women don’t particularly care if something is pink. More important factors in women’s purchasing decisions include things like information about multiple functionality, features and pricing, as well as stuff like size and weight.

Enter Content Marketing

If giving potential clients and customers more information sounds familiar, it’s probably because you’re already thinking about content marketing. Women want information, not color schemes.

In fact, Jack Morton, a brand experience agency, put together a guide to marketing towards women last year, seen below, that recommends providing education and information as the number one way to market to women.


Another guide on marketing to women, this one by the Outdoor Foundation, highlights transparency as a big way to get women’s business.

What better way might you supply more insight into the workings of your business than by writing about it (or paying somebody else to write about it for you)?

The Bottom Line

If you want to reach out to a female audience, “pink and frilly” is not the way to go.

But blogs, eBooks and guides?

They’re absolutely perfect for giving women the information that they want when they’re making a purchasing decision.

A Woman Photo via Shutterstock

More in: 18 Comments ▼

Amie Marse


Amie Marse Amie Marse is the founder of Content Equals Money, a small content generation firm based in Lexington, KY. She’s been a passionate freelance writer turned business owner for over 7 years. Her philosophy is that the essentials of content marketing do not change from the small business to the Fortune 500 level, and that creativity trumps budget every time.

18 Reactions

  1. Great piece here, Amie. I for one actually love the color Pink, it’s my favorite color and would be effective in catching my attention, it always does. But I can see how it could be offensive to other women. Just because your girl doesn’t mean that they’ll automatically respond to the color Pink. Thanks for sharing your insights with us.

    Ti

  2. Right on the mark with this piece. Sounds like you are a viewer of The Balancing Act on Lifetime TV. Where we work to find trusted solutions to everyday challenges that women have and also help companies whose products are something that we can recommend engage in the content on our show,

  3. Thanks for the interesting post. I completely agree with what you are saying. I for one, am not a fan of pink, although I still like feminine styles. I do feel the comment “It turns out that something like 90% of women feel like businesses and marketers don’t understand the needs of the female demographic” is a little misleading. The link doesn’t show any reference to the way the info was gathered or measured making it pretty useless.

  4. Being FOR a specific demographic is a really smart strategy. A smart marketer once said, “if you’re FOR everybody, you’re really FOR nobody”. Segmenting a marketing campaign to a specific demographic will add clarity to a message and can be a very search engine-friendly thing to do…in which case PINK is irrelevant!

  5. Agreed that many marketers slap a pink bow on their campaign and call it a day. However, we’re getting away from that – women are much more complicated than that these days. Our best advocate when marketing to women is other women. They’re chatting to each other all day – on text, on social media, on blogs. Use your customers as brand advocates – ask them for feedback, have them share their experiences, reward theme – and you’ll create very brand loyal fans.

    There’s a a number of great tips for content marketing to women in this post: http://www.punchbowl.com/trends/blog/post/white-paper-10-content-marketing-strategies-to-help-brands-reach-moms

  6. Thank you for tying in the importance of content marketing with buyer persona in this article. Content marketing is not promotional. It is informational, adds value, and helps the customer make a better informed decision. It just so happens that women tend to research and compare products before buying them, which is why content marketing should be used when marketing women-specific products and/or services.

  7. This is a useful article, thanks.

    I love pink! As a man I’m continuously disappointed that so few marketers fail to utilise my favourite colour.

    What is with this social defect where we’re so compelled to segment groups of people based on colour? This is the 21st century, I thought we were past that bullshit. :(

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