Home Depot Content Marketing

The Home Depot produces content on many platforms including Facebook, Instagram, Twitter, Pinterest, YouTube, Google+, and their company website. According to Strauss and Frost (2014), digital content is used as inbound marketing and should be available to “inform, entertain, and engage users” when they search for or view the company (p. 318). The Home Depot accomplishes such successful digital media with their articles, videos, tutorials, images, and newsletters shared on their social media sites and web pages.

           

     Soni (2015), divides Home Depot’s customers into three categories; do-it-yourself customers, do-it-for-me customers, and professional customers. The digital content on The Home Depot’s various platforms are tailored by buyer. The Home Depot’s Pinterest is full of boards that would appeal to the do-it-yourself customer. Fitting to Pinterest and its users, there are many boards related to interior decorating, holiday decorating and other projects that have more of a feminine appeal. The Home Depot’s YouTube page has videos that would also appeal to the do-it-yourself customer. This content is more hands-on and more about home renovation, such as how to replace a ceiling fan, how to fix a leaky faucet, and how to install a dryer vent. The Home Depot Facebook and Twitter pages contain content about the company that may be more appealing to the professional customers. Such posts and articles shared on these platforms include Home Depot news about their investments, earnings, recalls, and new products.

                The Home Depot has content that is tailored to the awareness stage, consideration stage, and decision stage. An individual may find that their closet is unorganized, their exterior paint is faded, or their toilet needs replacing. Viewing the Home Depot’s YouTube channel, Pinterest, or other social media sites can help one realize that Home Depot my have an answer to their problem. They can view their photos and videos and browse their online store to compare prices and eventually choose to make the purchase online or in-stores.

                The Home Depot motto is “More Saving. More Doing” and they have a value proposition of more for less. Their online content shows a lot of the “more doing” aspect by showing many renovation and fix-it photos and videos. Going through these pages I have seen items that I wasn’t aware Home Depot sold. I do not see a lot of content that portrays the “more saving” part of their motto. It seems that their different digital channels focus on showing the many various products that they sell. By comparing their prices online to other retailers, one may find that Home Depot has better prices. On the Home Depot Google+ and Instagram pages there are links posted with their photos that take you to the Home Depot website. From there you can see everything shown in the photos, view prices and descriptions of the items, and purchase the items.

                                                                                References

Soni, P. (2015 March 25). Home Depot’s target market and customer base. Yahoo Finance. Retrieved from: https://finance.yahoo.com/news/home-depot-target-market-customer-230603019.html

Strauss, J. & Frost, R. (2014). E-Marketing (7th ed.). Upper Saddle River, New Jersey. Pearson Education, Inc.