Originally published April 4, 2023 , updated on July 10, 2024

Automotive companies often struggle to establish trust with customers. Many customers have limited knowledge about cars, so they rely on the expertise of car dealers to guide them in their purchase. However, according to an article from Strong Automotive, 91% of people do not trust the car buying process. It’s a common stereotype that car salespeople are dishonest and they are trying to scam you.

If you want to maintain sales, you need to generate trust and improve your reputation. If you can build a strong brand and position yourself as a trusted source of information, customers will have more confidence that you are honest. An experienced automotive content writer can help you do this.

Improving your brand reputation also generates more leads online. This is crucial because the way that people buy cars is changing. According to an article on ABC News, almost 30% of car sales in 2020 were completed exclusively online. This trend was largely driven by the pandemic, but online car sales are here to stay. Automotive content marketing can help you drive more organic traffic to your website, so you can compete in the online space.

Common Challenges in Automotive Content Marketing

Working with professional automotive content writing services is beneficial because there are some distinct challenges you will face when developing a strategy.

Understanding and communicating the technical aspects of the industry is crucial for an automotive content writer. The general public needs your guidance when choosing a car and comparing specifications and features. That means your writers need to have in-depth industry knowledge, so they can explain concepts to potential customers in a way that they can easily understand. Working with professional automotive content creation services is the best way to ensure that you have access to knowledgeable writers with the right industry experience. Ultimately, this means your brand can create more valuable content that provides detailed information for customers.

The diversity of your target audience is another hurdle you have to overcome. The age, gender, and social background of people that use cars varies greatly. Some companies appeal to a specific income band because of the value of the cars they sell, but even then, you have to market to people of varying ages and genders. Creating automotive content marketing that has such broad appeal can be difficult.

Finally, there are regulations about how companies can advertise automobiles. You must check that all blog posts, whitepapers, or videos are compliant before you publish them. Any mistakes could land you in legal trouble. An experienced automotive content writer will know the regulations inside out, so they can always ensure compliance.

How to Use Automotive Content Creation Services to Get More Customers

There are a few key things you can do to improve your strategy and boost your marketing. Here’s how you can use automotive content writing services to get more customers.

1. Use Different Formats

Blog posts are a good way to drive traffic online, as long as they are optimised for SEO. They can deliver important information to your customers too, but you need to vary formats if you want to compete online.

Thought-leadership pieces are excellent for the car industry. This type of content aims to demonstrate your knowledge and expertise in your field. It shows customers that you are a trusted source of information, and helps you strengthen your brand.

Whitepapers are a brilliant example of this. These informational documents present a complex concept in a concise way that readers can easily understand. You could write whitepapers about different specifications and what they mean (engine size, horsepower, different braking systems, and safety features, for example).

As well as whitepapers, you can write articles on the latest industry developments. Car technology is constantly evolving. By publishing regular updates and analysis on the latest changes, you can show your in-depth knowledge of the industry.

Video content is great for showcasing cars or explaining topics using visual aids. Video content is good for engagement on social media too, so it can help you generate more traffic.

Any good marketing strategy should incorporate all of these formats to help you build a strong brand.

2. Generate Unique Ideas

There are a lot of car dealerships out there, and many of them are publishing regular content. That means there are a lot of duplicate articles online. If you write a piece about the importance of keeping your tires inflated, for example, you won’t catch the attention of customers. There are already countless articles with the same information.

In order to drive traffic and differentiate yourself from competitors, you need to generate unique ideas. Try to think of a unique angle on the topic. For example, you could write a blog with stories about accidents caused by people not inflating their tires properly. It still covers the same topic, but it’s a different take on it that is more relatable.

3. Avoid Self-Promotion

Posting videos about how you’re the most reliable and affordable dealership around won’t get you anywhere. Remember, people already have a mistrust of the car buying process, so these empty sentiments won’t convince them that you’re reliable.

Instead of telling consumers that you are the best dealership around, you need to demonstrate this through your content. Creating detailed whitepapers, industry updates, and videos without trying to promote yourself, is far more effective. 

It’s important that you find the right automotive content writing services to get these elements right. Writing technical whitepapers and in-depth thought leadership pieces is challenging and requires experienced senior writers. Most importantly, they need industry experience so they can understand the topics that your customers want to learn about.

Work With Experienced Automotive Content Writing Services

At Goodman Lantern, we have a range of expert writers with automotive experience. Get in touch today to learn more about our services and we will create a tailored content marketing plan with you.

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