As a consumer and as a content strategist, I’ve always looked to Crutchfield as an example of quality content.
Their product listings, like this Denon home theater receiver, don’t seem all that different at first glance. But when you dig deeper, you quickly notice the details that stand out: Bylined takes on the product. Detailed reviews. Extensive educational content including buying guides, setup guides, glossaries and FAQs.
The content is obviously created with audience-focused thinking, it’s carefully crafted, and it really shapes the brand.
The content quality doesn’t end with the product listings. Over in our story, you won’t find the usual blah-blah About Us section, or stale leadership profiles:
Sales our first year were terrible, and Bill didn’t know exactly what the problem was. So he mailed a questionnaire to several hundred customers, asking what was wrong with the catalog and the business. They replied that they didn’t know much about car stereos and were intimidated by the thought of installing one.
Bill decided to fill the Crutchfield catalog with information, so readers would be comfortable with car stereo. Emphasizing complete information and exceptional customer service were what it took to get this company off and running, and these values continue to define our company culture today.
It’s an effective storytelling approach combined with plain language and refreshing corporate honesty. The headlines and subheads also stand out:
40 years of helping you choose and use great gear
How Bill learned to listen to you
Rather than focusing on their growth and accomplishments, Crutchfield focuses on how customers shaped the Crutchfield story. It’s a small-but-significant example that demonstrates how all of your content – even your company story – can benefit from a stronger “you” focus.