brand content spotlight

Cool Brand Content Spotlight: 6 Ways Farmers Insurance Wins at Incredibly Great Content (in a Boring Industry)

There’s a brand out there that is able to seriously transform dull into delightful.

You’ve seen the commercials.

Actually, we all have.

From partying deer in your backyard pool to dogs performing water ballet after flooding the kitchen, Farmers Insurance has seriously catchy advertisements on TV.

Their commercials alone get you excited about their brand, and what is even more captivating is their tagline. “We know a thing or two because we’ve seen a thing or two.”

It’s catchy, but also tells you that Farmers has been around for a while and that they are prepared to tackle just about any claim you have to give them.

That’s superbly brilliant advertising. They’re establishing their superiority, longevity, and expertise in a single sentence.

Did you know that they go well beyond that with their content marketing? From their blogs to helpful guides, all the way to social media, you’d be surprised at how word savvy the people behind Farmers Insurance really are.

(PSA: Krystal leads our brand content spotlight initiative (her post on Denny’s was marvelous). I just had to step in and add one of my own today :-))

brand content spotlight

Insurance Isn’t Sexy, & Farmers Knows That: Here’s How They Turn that Around

Let’s face it; we all know that insurance is not a sexy or compelling topic.

People usually gag at the idea of having to hunt down a new insurer for anything. It’s one of those pesky things in life that we all need, but dread.

Yet, Farmers Insurance tackles the natural urge to run and makes their brand fun, engaging, and almost exciting to interact with.

They are all about creating compelling experiences in their content, from social media to YouTube to the articles and guides on their website.

That’s why I’m here highlighting them: because Farmers Insurance took a boring topic and made it fun. That’s skill.

6 Ways Farmer’s Insurance is Brilliant at Brand Presence (& Great Content)

Let’s look at six ways Farmer’s Insurance takes the cake with an incredible brand presence.

1. Farmer’s Kills it on Facebook

Are you following Farmers Insurance on Facebook? If not, you probably should.

They belt out tips on a weekly basis that are not regurgitating the same facts you have heard over and over.

For example, here’s this post about a hand-crank charger for your car’s battery this winter! I didn’t even know one existed.

The social media team behind them is excellent.

While they don’t have thousands of shares yet, if you follow them, you notice that they are quickly gaining momentum in followers and shares. That’s quite impressive for an insurer on Facebook.

2. Expert Tips and Articles to Guide Customers as well as Non-Customers

Farmers Insurance does not discriminate. Instead, they provide valuable information to all.

Neil Patel’s post on Content Marketing Institute highlighted how Farmers Insurance empowers customers with excellent information. He specifically focused on their Inner Circle content. Here is a resource center that is created to provide consumers with information (whether they are customers of Farmer’s or not).

Farmers-Insurance

Their information does not just focus on insurance-related topics. They also provide information about anything life throws at you.

Getting divorced?

Lost a pet?

The Inner Circle tackles your biggest hurdles in life and provides you with well-thought-out advice on how to cope.

3. They Create Easy-to-Digest Content

What is more impressive about Farmers Insurance content is how easy it is to read.

They include statistics and facts — showing that all their content is well-researched.

However, they break it down and make it easy to consume. When you walk away from a post, you feel educated and empowered.

Take this post on easing student debt:

See how they give you the facts first to help you understand the problem with student debt? They also show that they are more than aware of the issue student debt poses for consumers.

After they reel you in with the problem, they dive into their solutions. They don’t just offer a quick bullet list of solutions either. Instead, they provide real-life solutions that include savings plans, insurance policies, and even encouraging children to work.

4. They Touch on Real Pain Points & Get Relatable

What is brilliant about Farmers is the fact that they know how to touch on pain points in their content.

Pain points are one of those areas that are not easy to dive into. According to Henley wing at Buzzsumo, these topics are things people do not like to talk about, but if you can successfully bring them up, you get a conversation and following going for your benefit.

The content from Farmers touches on topics like death, divorce, debt, and failure. However, they take it in an approachable way and make it easy for customers to solve those sensitive issues.

More importantly, they establish themselves as the go-to resource for customers and non-customers alike.

5. They’re Simply Genius (Example: The Hall of Claims Content)

Okay, we’re back to the commercials.

Now, some of these claims sound outrageous, but if you visit the Hall of Claims on Farmers Insurance website, you are surprised to find out that these were real-life outrageous claims that their agents have handled and settled in the past.

That’s pure genius.

They take the outrageous, hilarious, real-life events a person suffers and makes it into a commercial.

Naturally, they embellish them a little for entertainment value, but they bank on the fact that life happens and they make it a reality in their pitch to consumers.

farmers insurance example

View all the Hall of Claims videos on their YouTube.

6. Let’s Not Forget: Farmers Establishes Their Capability to Cover Just About Anything

The entire purpose behind Farmers’ content is to show that they have experience.

They do this through their Inner Circle articles, YouTube videos, claims assessments online, and of course their hilarious commercials.

By employing actor J.K. Simmons, they were also able to tack on an infamous Hollywood voice and face to their branding — giving them even more credibility.

Let Farmers be Your Muse: Turn Your Boring Industry into Sexy Content

Are you in a boring industry? Take heart from Farmers Insurance.

Take what is the “norm” for your company and turn it into something exciting just like Farmers did with their off-the-wall insurance claims.

By thinking outside of the box, Farmers has revamped their brand and created a content marketing strategy that appeals to all ages, because they establish themselves as a company that gets it no matter what “it” is.

express writers cta

brand content spotlight

Cool Brand Content Spotlight: How Denny’s Wins at Social Media

We need to talk about Denny’s.

I’m from New York City. Born here, raised here, still here, and will probably die here.

If you’re from the New York tri-state area, you know that diners are a dime a dozen. I’ve only been to one Denny’s, and I think it was in Oregon.

So why, might you ask, do I care about Denny’s?
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Cool Brand Content Spotlight: How Denny’s Wins at Social Media

That’s why Denny’s is unlike any other social media account I’ve ever encountered. They don’t actually promote any of their food on a regular basis. In fact, it’s a rare occurrence. They’ll throw in some tweets about… foodstuffs. Food that’s on their menu – sometimes.

Bottom line: it’s unpredictable. When I first came upon this social media presence a year ago, I had no idea how or why their marketing team had chosen this approach. That confusion was short-lived. Because a year later, I still think about Denny’s tweets and share them with my friends.

Where else can you get lowercase quips about The Walking Dead with a reference to food?

In some ways, it’s impossible to describe how these tweets make me feel. It’s akin to stumbling upon scrupulous spam like @Horse_ebooks:

Or an account like @dril:

Weeks later and I’m still laughing at that tweet.

This sort of social media posting is like a free-association experiment. I’ve no doubt in my mind that whoever runs their social media was around for the birth of You’re the Man Now, Dog and 4chan.

Ytmnd-screenshot

My people.

What Denny’s Does Right: Niche Content Audience-ing

That being said, Denny’s is clearly targeting Millennials and Gen X’ers. I’m still not sure which one of these I belong to; though for the sake of my ego I’ll go with Gen X. We were around for the birth of memes, both creating them and sharing them. Moot was a household name for us (I had the odd honor of working with him professionally many years later in Manhattan — touche!), and may or may not have (almost) failed out of college because of late night raids in World of Warcraft.

Denny’s knows this demographic. They know quirky memes and they embrace the randomness that certain niches of the internet also embrace, even desperately fall in love with. Who needs proper grammar and punctuation? Not Denny’s.

They win because they make your brain associate good feelings with their product. Let’s call it the Meme Sensation. It’s that instant gratification that you feel when you find a great meme. It makes you chuckle, makes you hit the little Retweet arrow, or copypaste it into your Facebook Messenger group chat.

In Denny’s case, their social media makes you want to join their business’ culture, not necessarily hook you in with their food. You’re investing in the brand, which in Denny’s’ case, is a weird world of puns and run on sentences. It’s how we (my generation, the just-turning-thirty-year-olds) talk when we’re really excited about something. You know, caps lock is cruise control for cool. So when you RT that weird tweet about eggs or how scared of Negan we all are, you associate it with Denny’s. It’s a brand new world of marketing, akin to getting jingles stuck in your mind – only this time, it’s something entirely different.

Denny’s embraces the randomness that certain niches of the internet embrace, even fall in love with. Who needs proper grammar and punctuation? Not Denny’s. And yet, it’s still highly unique and marketable.

What Denny’s Needs To Work On

Pet peeve alert! Despite how quotable Denny’s is, the fact is they don’t seem to engage with their customers. I talked about my great interaction with @PenguinRandomHouse in an earlier blog.

Interaction like this would only further cement their fans’ loyalty. We are all attention-starved on social media, after all.

For instance, Denny’s passed up a perfect opportunity to get involved in some great, free marketing. Widely popular webseries @GameGrumps (SHOUTOUT TO MY OLD FRIEND @egoraptor) engaged in exactly the kind of random quirky banter with a bunch of food chains’ social media, and Denny’s missed the mark and never replied:

This thread is absolute gold, by the way. I highly recommend checking it out.

Conclusion

Honestly? I don’t know if I’ll ever go out of my way to go to a Denny’s while I’m at home. But if I’m outside of NYC and need American comfort food, their tweets will definitely come to mind. They’re tapping into an unconscious need to laugh at random stuff that your parents wouldn’t even begin to understand. The stuff you find yourself remembering and laughing about on the toilet at 3am.

The difference? It’s connected to a company. And it’s 3am. Guess who’s open at 3am?

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