Content Marketing in the Automotive Industry

Building an Automotive Industry website starts with a great content strategy. Let’s get started.

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Whether you’re selling car-related products and services or run a blog that details the competitive landscape of the automotive industry, you need great content to grow your audience and increase traffic to your site. One of the most effective ways to do this is by creating and following a detailed content strategy for businesses in the automotive industry. But this can be tough when your expertise lies in cars—not content marketing.

Fortunately, digital marketing experts here at Scripted have already done the research for you to help you get more traffic to your site through a combination of quality content and SEO strategies. Let's get started.

Why Does Content Marketing Matter in the Automotive Industry?


Before you get started on a marketing plan for your automotive brand, you should know exactly why you need it. First, realize that the more high-quality content you have online, the better the chances your marketing efforts will be successful. After all, most consumers do their research online before making automotive purchases.

One study found that 88% of car buyers go online to research cars first. And according to another study, accurate information is one of the key drivers of satisfaction with car websites as consumers prepare to buy a new car. So whether you want more people to buy from your company or need more readers to visit your automotive site, expert content writing can help capture the attention of consumers as they do their research.

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Get Started on Your Content Marketing Strategy

Now that you know why content marketing is so important, you should consider a few facts. Start by answering some questions. For example, who will be most affected by your content? And what's your reason for creating content? Here's how to get started.

Define Your Target Audience

Defining your target audience means thinking about who you want to visit your website. This depends on what you’re offering. If you’re an auto brand selling cars, your target audience is comprised of people shopping for cars.

The same is true if you run a car review website or blog informing people about the latest vehicles on the market. This means you’ll need to provide accurate, updated information that buyers can trust as they decide which car to purchase.

On the other hand, if you sell car accessories or services, your target audience is likely people who already own one or more cars. Keep their specific needs in mind as you develop content that will increase organic traffic to your website.

In fact, you can better target your audience by developing a few customer personas. A customer persona is a profile of your ideal customer that defines their values, attitude, interests, and goals involving your products or services. It not only defines who your customers are, but also what their most common pain points are--and how you can address them with your automotive products or services.

For instance, as you do some research on the people most interested in buying a new car, you might find that most of them already own one car, have a family with at least one child, and like to explore their world through family road trips on the weekends. Knowing this information, you can tailor your automotive content to suit their needs.

If you also want to appeal to people looking to upgrade their car with new accessories, you can create another customer persona for your target audience. It might include information about their average income, age range, typical goals for car improvements, and their favorite automotive brands. Such details will help you produce the most helpful content for your target audience.

Define Your Content Goals

Next, think about the primary reason you’re developing content for your automotive brand to begin with. Some of the most common reasons for content marketing include:

  • Increasing brand awareness
  • Boosting brand loyalty and engagement from current customers
  • Introducing a new product or service
  • Getting a chance to increase organic traffic to your site through SEO strategies
  • Collecting new leads
  • Showing that your brand is an authority in the automotive industry

Now that you have a content marketing purpose and target audience in mind, you’re getting closer to the ability to increase organic traffic to your website through content writing. But first, you need to decide on a few more details about the content you’re going to publish.

Types of content

The Types of Content to Write and the Platforms to Publish On

As you work on marketing your automotive brand, you’ll notice there are lots of types of content to publish—and plenty of places to publish those words. This is good and bad. On one hand, it means you have variety in what you write for your brand and where you can publish it. But this variety can quickly become overwhelming. The good news is you don’t have to create every type of content out there, and you don’t have to publish it everywhere.

Instead, focus on a handful of content types to start with. Once you feel confident publishing those, you can consider moving on to other options. For instance, most brands start with the following:

  • Blog posts
  • Social media updates
  • Email newsletters
  • Pictures

These are popular with the target audience and simple to put together. Once they master those types of content, automotive brands might move on to more complex options that require more time and expertise to write, edit, and publish. These include:

  • Videos
  • Infographics
  • Podcasts
  • Case studies
  • White papers
  • eBooks

Before you decide on the content to publish, think about what your audience would most appreciate, as well as what you hope your content will do for them. For instance, if you want to introduce a new product, a picture and blog post—or even an infographic—can show off its appearance and features. On the other hand, if you want to teach your target audience how to fix a car problem, a step-by-step guide or a video would likely work best. So think about why you’re publishing the content before you decide on the channel to use for it.


Use the Best SEO Keywords for the Automotive Industry

You need to do some keyword research to find the terms your target audience would be most likely to use when looking for an automotive brand like yours. You can use online tools that help you determine the best short and long-tail keywords for your business, and then create content around answering those queries and giving searchers the best possible information around your topics.

There are several tools to help with keyword planning. One of the most popular tools is Google Keyword Planner. To use it, you can simply enter one or more keywords that come to mind instantly when you think of your business.

What terms would your audience use to find a company like yours? It likely depends on what products or services you’re offering, but in the automotive industry, let's start with “cars.” Once you enter that keyword, this Google tool will tell you some facts about it, such as the number of average monthly searches and how competitive it is to rank for. You’ll also get a list of keyword ideas to use as the focal point in the content you create.

For instance, here are the related keywords you get from Google when you enter “cars” as a keyword:

  • cars; 1 million to 10 million searches per month and medium competition
  • honda civic; 100,000 to 1 million searches per month and high competition
  • tesla model 3; 100,000 to 1 million searches per month and medium competition
  • tesla truck; 100,000 to 1 million searches per month and high competition
  • jeep wrangler; 100,000 to 1 million searches per month and high competition
  • tesla cybertruck; 100,000 to 1 million searches per month and low competition
  • audi a3; 10,000 to 100,000 searches per month and medium competition
  • cars for sale; 100,000 to 1 million searches per month and high competition

When you use Google Keyword Planner for your automotive content, you can also refine your search terms based on several details. For example, you can decide if you want to include car brands and years in your keywords. Additionally, you can choose to expand your search by including words like “cars trucks” and “motor vehicles” in your SEO list. Overall, keyword planners like Google’s are very helpful in using SEO to increase organic traffic to your website.

The better you know your audience and your business, the easier keyword research will be. You know what you're an expert in, what your customers want to know, now just use the GKP to help you find key terms to target.


Look at What the Best Automotive Companies Are Doing

If you need some inspiration before you start creating and publishing automotive content, you should pay attention to what the top brands are doing for content marketing. After all, some of the most popular brands in the car industry are known for publishing great content that keeps readers coming back. Look at some examples of what a few big automotive brands have done as far as content marketing to increase organic traffic.


One of the most trusted sites for buying, selling, and researching cars is Autotrader. Not only is it easy to list a car for sale or browse car listings when you’re ready to buy on this site, but it’s also possible to learn more about specific models. That’s because the content marketing on this site is exceptional.

For instance, someone interested in buying a car can go to Autotrader to browse new and used listings, find local dealers, get tips on buying a car, or use calculators to determine how much they can afford on car payments. And a visit to the blog shows lots of posts on the following subjects:

  • Car industry news
  • Best car deals
  • Car reviews
  • Sneak peeks at brand new vehicle models
  • Car comparisons

As you can see, Autotrader has a lot of appeal for anyone even thinking about buying or selling a car any time soon. If you want to target this type of audience for your brand, you should create the same type of content—with your own twist, of course!

Land rover
Land Rover

Many car brands have robust websites with lots of information car buyers and owners alike might want to read. Land Rover is a great example. If you check out its website, you’ll see several large pictures and interesting videos that will catch your eye, most of which explain why you might want to become the owner of a Land Rover.

But this site also features the following types of content to explore:

  • Vehicle specs and images
  • Payment and trade-in calculators
  • Owner stories
  • Updates on the brand’s latest innovations
  • Downloadable brochures

These features ensure there’s plenty of written content for SEO keywlandords to appear, helping increase organic traffic to the site. This means you can take notes on this SEO strategy, especially if you want lots of content despite not having a blog.

Kelley blue
Kelley Blue Book

This is among the most well-known sites to visit when you want to start planning on buying or selling a car. One reason for this is the substantial amount of helpful content at your fingertips when you visit Kelley Blue Book.

Not only can you see car values on this site, but you’ll also have access to many resources that can help you do the following:

  • Research car makes and models
  • Look into different car loans
  • Compare cars
  • Check your credit
  • Find out about recalls
  • Get a vehicle history report

When you read the articles on this site, you’ll also see top 10 lists, buyer’s guides, the latest car news, and more. If you want readers to make your website their go-to resource for all things automotive, make sure you model your content after Kelley Blue Book and similar sites.

Measure Your Results As You Go

Measure results

Once you have a list of SEO keywords to use—and you know what type of content you’ll publish and where—it’s time to write. But before you get too much content created, it’s important to consider how you’ll measure your content marketing results. After all, no matter how good your content is, some of it will do better than the rest. And you’ll want to know which content does the best so you can publish more of it!

Fortunately, it’s easy to measure your success with content marketing in the automotive industry, as there are lots of metrics to track—and plenty of ways to track them. One of the most popular ways is through Google Analytics, which more than 40 million brands use. This useful tool connects to your site and tells you the most important facts about it, such as:

  • How you’re doing compared to your competitors
  • Which websites your web traffic comes from
  • Where your website’s visitors live
  • How long visitors spend on each page
  • Which browsers and screen resolution your readers have
  • How many visitors take action when they visit your site—such as buying or clicking links
  • How fast people leave your website

Google Analytics can give you the answers to all these questions and more, allowing you to find ways to improve your website’s content. After all, when you see that a post on your blog gets more visits and clicks than any other page on your site, you know you’re doing something right—and you can try to replicate that success on future posts to boost traffic to your site!

Get Content Writing Help from Experts

Whether you’re creating brand new website content or want to start a blog, you’re going to need lots of written content. And if you don’t have the time or skills to write a lot about the automotive industry, you need help from content writing experts. That’s where Scripted comes in.

Our automotive writers are knowledgeable about cars and reliable enough to provide you with the tone you’re looking for to impress your target audience. So if you need blog posts or video scripts about buying, selling, or repairing cars, our talented writers can help. Browse our list of automotive writers, and then contact us today to get started!

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