Planning to enter the US market? Don’t forget that content marketing is the key to success.
Developing an effective content marketing strategy is a huge opportunity for brands to stand out and attract more customers.
But remember: translating content is not enough to establish a successful presence in the United States. You need to understand the local specifics and the needs of your audience.
The US is a market with diverse habits, communication styles, and cultural values that have a direct impact on the effectiveness of marketing campaigns.
In this article, I share five key learnings that can help you better tailor your content efforts to an American audience.
Welcome to America. How To Start Selling Here?
Creating an effective content marketing strategy for the US market is challenging, especially when we take into account its high competitiveness.
Let’s start by analysing the data.
The United States of America is the fourth largest country in the world. It has an area of 9,826,630 sq km and a population exceeding 331 million in 2024.
According to statistics, there are 33.3 million businesses in America in 2024. Out of these businesses, as many as 99.9 percent (or 31.7 million) are small businesses with fewer than 500 employees.
Other than that, we can count 20,000 large corporations with more than 500 employees and as many as one million start-ups, which employ a total of 5 million people. It accounts for as much as 4 percent of all private sector employment.
We also can’t forget about the millions of companies from all over the world that want a piece of the pie for themselves. They all try to make their presence felt in the US market — with varying results.
The US market is extremely diverse in terms of industries. US companies are active in many sectors, such as technology, health, or retail.
The statistics for the current year show that as much as 70% of the Gross Domestic Product in the United States of America comes from services.
Even a brief glance at these figures will give you an idea of how difficult it is for marketing departments of individual companies to stay ahead of, or at least catch up with the competition.
Doing business in the US requires you to join this relentless marketing “arms race” — there’s no way around it.
Content Is King. A Few Words About Content Marketing in the US
In the highly competitive US market, it takes a lot of effort to attract the interest of the audience — especially if you’re a smaller company.
Unsurprisingly, in such a crowded and dynamic marketplace, content marketing really is king, as one of the most famous Americans, Bill Gates, said in 1996.
Content is becoming a key tool for building customer relationships and differentiating brands.
Consumers, accustomed to the abundance of information, expect content that is not only valuable but, most importantly, precisely tailored to their preferences.
Americans do not have the time to search for what might suit them. It doesn’t come as a surprise — after all, the abundance of companies on the market allows them to pick and choose from a wide variety of options.
Content marketing must be strategically planned to attract attention and build trust. This is why there is a strong emphasis on authenticity and personalisation of content in the US. A direct yet engaging tone of communication is essential here.
Diversity is also becoming increasingly important. Content marketing in America makes masterful use of multimedia, including, for example, video marketing or AI solutions.
Finally, it’s worth mentioning that 70% of companies in the United States of America conduct their business online!
What You Need To Know Before Creating a Content Plan for the US Market — 5 Valuable Tips
Home to millions of small and large companies, the United States offers a plethora of opportunities. Yet, at the same time, it poses many challenges for marketers.
As you already know, the most important thing is to not let yourself get consumed by this “chaos.” The key to success is to understand the preferences of American consumers, who value qualities such as immediacy, authenticity, and personalisation and who love to be surprised.
To help you achieve this goal, I’ve put together five tips that will allow you to effectively plan and — most importantly — execute your content marketing strategy in the US market.
1. Content Marketing Is Truly King — And a Marketer
In 2024, content marketing remains a key component of every successful marketing strategy.
With the help of content marketing, companies can build brand recognition and generate three times more leads than traditional outbound marketing — all while cutting costs by up to 62%.
Modern consumers avoid intrusive advertising, preferring valuable content that provides knowledge and solves problems.
The example of BRITA, a water filter company, shows how effective the integration of influencer marketing with educational content can be. The company’s activity on TikTok generated more than 44 million impressions, translating into a significant sales increase.
In the US, consumers make purchasing decisions after reading content about a product. It means that well-planned content is not only king but also… a marketer.
@britausa Show mother nature some by switching to Brita. You’ll replace up to 1,800 single-use plastic water bottles EACH YEAR when you do!* Raise your hands if you’re making the switch *Standard 16.9oz bottled water. #brita #sustainability #sustainable ♬ Canyons – Official Sound Studio
This is how it works in the US. Want to make a name for yourself there? Stop thinking of content strategy as having to come up with a few blog posts.
Your content plan can include almost anything: your Instagram posts, YouTube videos, notes on product packaging, copywriting in ads, information brochures, and much, much more.
2. The Bolder, the Better — You Need To Stand Out
The US market is hugely competitive, so standing out from the crowd requires courage and creativity. Companies that take risks and go beyond the standard patterns gain an edge.
For example, Beardbrand, a beard care brand, has created interactive quizzes that match products to… the customer’s personality.
With this bold and innovative strategy, the company generated more than 150,000 leads, increasing the number of backlinks and improving brand recognition in the process.
Personalisation and interactivity are now more important than ever to capture audiences’ attention, increase their engagement with content, and encourage them to make a purchase.
Source: www.beardbrand.com/pages/beardsman-quiz
3. Tailor-Made Content Marketing Should Be Your Goal
Personalisation is becoming indispensable in content marketing, especially in the diverse US market.
According to research, customers prefer content tailored to their needs and behaviour — brands that take this into account enjoy greater customer engagement and loyalty.
The US company The Ordinary is the perfect example of this principle in action. It answers customers’ questions on TikTok and tailors product recommendations to their skin concerns.
This kind of approach not only builds a relationship with the customer but also reinforces the brand’s authority as an expert in the field.
One thing is clear: a product must be more than a tangible thing. It must be an experience. Isn’t that inspiring?
4. Remember About Diversity and Inclusivity
Diversity and inclusivity are not so much a trend as a requirement in 2024. Consumers expect brands to make their content inclusive of different social and cultural groups.
Sephora and Nike integrate diversity into their marketing campaigns, which shows how important it is for any brand to be seen as out-front and represent the broad spectrum of its audience.
Including diverse perspectives in content builds trust and loyalty with customers who feel the brand represents their values.
The US market is so large that you have a wide range of potential options to explore. You can come up with dozens of different products that will still find a target or present one product in dozens of different ways, such as relating to other social groups.
You are only limited by your cleverness and imagination!
5. Deliver More Experiences, Less Products
Contemporary content marketing in the US places more emphasis on customer experience than direct product sales. Successful companies focus on building customer relationships by providing valuable, educational, or inspirational content rather than pushy product advertising.
Substack, a paid newsletter platform, is an excellent example — people pay this platform for content that is unique and valuable, rather than traditional advertising. This approach helps build long-term customer engagement and loyalty, which ultimately translates into increased sales.
It’s an invaluable tip for business owners who expand their services offline and want to attract more customers with authentic experiences (such as brilliantly designed shop windows and displays or shopping experiences that take on the feel of visiting an interactive museum).
Likewise, brands developing online can use it to their advantage: don’t forget the importance of UX, or User Experience.
Remember to:
- not only WRITE the text but also DESIGN it;
- create an attractive, interactive landing page, e.g., seasonal or occasional;
- increase the impact of your message with pictures, tables, charts, and even memes.
The Bottom Line
It’s time to sum everything up. The conclusion won’t be long, and it won’t be surprising: cleverly applying content marketing to the US market is a challenge that can pay huge dividends — provided that it is well planned and executed.
The whole secret is to understand the nature of the American consumer, who values immediacy, authenticity, personalisation, and variety.
Applying the five tips presented above will allow you to build a stronger connection with your audience and reach a broad market in the US.
If you dream of expanding into the US market, start with a well-planned content marketing strategy that takes into account local nuances and customer expectations.
Could you use a hand? Our team of experts at NoN agency will be happy to help you.
