(Paloma Gómez/CC BY-SA 2.0)

(Paloma Gómez/CC BY-SA 2.0)

By now you must’ve heard about a little thing called … content marketing. We’ve talked about it in this space a lot, but we’ve tried to take a sober approach. For some companies, it would be hard to argue that content marketing is definitely necessary. As we’ve mentioned, content marketing never hurts, but the returns are greater for some than others.

For car wash businesses, we would argue that it can be highly rewarding, but only if it’s done correctly.

What does that mean?

The most important aspect of content marketing is the content. It’s great to say, yeah, I’ll start a blog and deliver information that will send people to my car wash. But that’s not really it.

Content marketing for a blog like this is easy. We want to reach car wash business owners, so we deliver highly relevant news and tips specifically targeting people who’ve made the car wash industry their life’s work. That’s the Car Wash Business Blog. But Joe’s Sudz Shop doesn’t have such an easy time of it. For Joe and his ridiculously general target audience — people driving cars — the type of content you have to carry becomes less clear.

Think outside the blog

First of all, content doesn’t have to be a blog. If it is, that’s great. But your creative juices will flow better if you liberate yourself from what you think it means to do content marketing. Videos, social media posts and email newsletters are also content.

Videos — We’ve done stories about people who’ve used videos well. Take them as examples, then think about what you have to offer. If you’ve got a dog wash bay at your car wash, you will never — repeat, never — go wrong by stringing together video clips of adorable dogs and throwing them up on YouTube. No dogs? You’ll have to get creative. But think about what you would watch on YouTube, and aim for that.

Social media posts — Social media is a great place to let people know about surprise deals, weekend events, and other things going on in the community.

Email newsletters — It’s a good idea to ask all your customers for their email address. With tools like Mailchimp, it’s easy to send periodic gestures of goodwill to your loyal clients. That is, give them coupons nobody else gets, and treat them to snippets of news about your company and the community.

Content marketing can be a great tool for car wash businesses if you’re doing it right. If you need any help, don’t hesitate to let us know.