What I learnt from Flinto's content marketing strategy
Flinto had a great playbook for content marketing.
Putting down some learnings and what we did while building the strategy for Flinto’s marketing.
What is Flintobox?
Flintobox was a pre-designed, well thought, engaging activities put in a box and delivered to your door step every month.
Who are the audience?
Parents of young children (typically kids between 2-8)
Whom are we making the content for?
Young parents, parents who are raising kids in metros, nuclear families, educated, don’t have much of a support system.
Typically our audience were (especially when we started) were used to e-commerce, ranking high in the pyramid, the innovators and early adopters.
They are parents who wanted non-conventional toys or activities for their children so they can give an “edge” to the kids’ learning experience.
Typical questions and interests involved
how to keep kids engaged at home?
how do I reduce screen time for my kid?
healthy meal options for kids?
how to make writing easier for children?
how to make meal times interesting?
how to make kids more physically active?
Reducing screen time as a problem statement: In the pre-pandemic world, this was a big problem that most parents faced (schools for toddlers are online now, so pre-pandemic situation is key to understanding here.) How did Flinto deal with this?
We were not going to teach you how to parent but we want to make your life simpler and better.
The simple statement of “Engage children at home. Better” conveyed just that.
Flinto wasn’t just a toy. It wasn’t a toy at all. We are a process which nurtured creativity and skills in your kids, and an enriching experience.
This post on the dangers of using screen time while eating(or distracted feeding), let us break this post down
problem statement
what situation leads to problem?
what are the consequences?
what is a possible solution?
Reduce screen time in your children buy Flintobox is a CTA statement but
“hey, are you struggling in reducing screen time in your children? We hear you, this is something we can help you with” is a marketing strategy.
This told our audience that-
we understood the problem
we are here to help
but more than anything, it wasn’t making them the villain nor guilt tripping them.
we are listening and we are here to help because hey, we are parents too.
This personal connect was a great hook and always helped in retaining attention.
Few content marketing strategies done at Flinto
Blogs (listing titles that worked)
—> How to handle bullying in kids?
—> 20 indoor games for children
—> how to reuse your old Flintoboxes
—> Are you a helicopter parent?
DIY videos (season based content- holidays, Diwali, Father’s day)
Testimonials from parents
Footnote and disclaimer: I was an ex-employee at Flinto, all learnings mentioned in the post are personal and not of the organisation.
All images and rights for posts belong to Flinto learning solutions.