Shark Tank, Diapers, and the Missing Link: Content Marketing

Post inspired by Marcus Sheridan’s “Samsung Shows Complete Marketing Genius and Ignorance with Attack of the iPhone 5″

In the latest episode of Shark Tank– a popular television show that puts entrepreneurs in front of a group of competitive, money-hunry self-made millionaires/billionaires- there was one entrepreneur whose story really stood out. It wasn’t the product that captured my attention, but her situation with competitors, and the potential for out-marketing them. In fact, this is one of the best cases of where content marketing should have (and still can) put her at the peak of her industry!

The Patient: FuzzieBunz

A company called “FuzzieBunz” was requesting investment in the 12 year old company. Unfortunately, the owner had a few strings of tough luck along the way, as domestic and overseas competitors were allegedly squatting on her product’s patent.

It stinks, but that’s just part of doing business.

What I really admired about her strategy, however, was the establishment of an online marketplace for her reusable diapers. Little reliance on retail, a commitment to the web.

Why was I so onboard with the e-marketplace route?

Imagine you’re an expecting parent- your new baby will soon arrive, and you have millions of decisions to make before the little one shows up. Where are you going to find information about diapers (amongst millions of other baby products), and which one to choose?

That’s right- peek-a-boo, Google!

The Diagnosis: A Benign Content Marketing Strategy

To see how this company was set-up from a content marketing strategy, I began with a search for ‘reusable diapers’.

FuzzieBunz had a generally strong presence on Page 1 search results, with a 6th place ranking in organic results. Aside from the page 1 Paid Ad listing these are fairly respectable standingsĀ for a keyword that yields over 2.7 million results.

But then came the real test- long tail phrases and some product comparisons. This is where things became interesting, and her content marketing strategy revealed a devastating weak spot…

The search phrase: ‘reusable diapers vs disposable’

The result: Not a single ranking for her website on the first 3 pages (why go anywhere beyond page 3, right?)

In fact, the company didn’t even have any Paid Ads on the first few pages for the search phrase ‘reusable diapers vs disposable’!

As you might have guessed, the site had no organic presence amongst the first 3 pages of search results. Of course, there was a Paid Ad- but come on, for someone who needs investments this is no time to be spending your tight budget on the Pay-Per-Click model!

Product comparisons are amazing content for your website- people are naturally going to compare products, and if you truly stand behind your product, then it’s time to start telling the world what makes your product lightyears better than a competitor’s.

The Cure: Brute Force Content Marketing Strategy

After noticing that the company’s website had an FAQ page, this was a good start. Answering common customer questions is great for building trust, establishing thought leadership, and really knowing your target market.

But an FAQ page is just ONE PAGE- is it right for all of that glorious, decision-influencing content to be sitting in a single room (webpage), or do you want to grow your online home (website) and give each piece of content a room (webpage) to call its own?

Your content deserves more; your website deserves more; your customers deserve more.

In other words, it’s time for a blog!

Closing Thoughts

FuzzieBunz has a beautiful website from a design perspective and it’s colors, layout, and font seem like they would be a great fit for appealing to parents. Tereson (the owner) has a strong understanding of the industry, and I’m sorry for some of the misfortunes she has experienced.

Growing her website with a blog and making it a true educational resource for FuzzieBunz customers is, in my humble opinion, the real opportunity for crushing her competitors!

This is a great example of where the company could use its knowledge of the product and industry to start writing blog posts that:

(1) Compare reusable diapers to disposable diapers,

(2) Describe the benefits of reusable diapers

(3) Answer common customer questions about diapers (both reusable and disposable diaper questions)

(4) Add Tereson’s personality to the website (and this is where she will outshine the competition!)


Tereson’s story is common, yet the benefits of content marketing could be exponential to her company’s success. No, I have not stake in the company, but I feel compelled to at least offer this advice to Tereson, whose passion for her company and knowledge of the industry should be supported with informative blog articles, a stronger presence in Google’s organic search results, and building a community around her product.

And we didn’t even mention social media or Pinterest…


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