Opinion: The Self-Storage Industry Deserves Better Than This Rubbish

The self-storage industry is dynamic, influenced by inflation, interest rates, and natural disasters. Yet, the recent content marketing piece posted on a self-storage industry website is embarrassingly inadequate. If this is the best the industry association can offer, it’s time for a serious overhaul.

Hiring a Professional Partner for Your Self-Storage Digital Marketing

The article addresses why self-storage operators should consider outsourcing their digital marketing, what’s included and how to choose a partner.

InsideSelfStorageJohn Jordan

The article starts with the banal statement: “Self-storage is a constantly progressing industry.” But it quickly becomes clear that this is just filler. The piece lacks specific data or examples to substantiate its claims, making its introduction both bland and unconvincing. The industry deserves insightful analysis, not vague generalities.

The analogy comparing digital marketing to building a house is both simplistic and condescending. “When thinking about digital marketing, it’s helpful to compare it to a house,” the article says. Really? Industry professionals deserve more sophisticated explanations that address their unique challenges. This analogy falls flat and insults the intelligence of its audience.

The article's discussion on digital marketing services like website design, SEO, and paid advertising is superficial at best. It correctly notes that “your website is the core of the digital self-storage experience” and that “an excellent organic marketing strategy involves technical SEO and content.” However, it fails to provide actionable insights or best practices specific to the self-storage industry. Instead, readers are left with generic statements devoid of real-world relevance.

The treatment of paid advertising is particularly disappointing. It mentions that “paid ad campaigns are an integral part of digital marketing” but offers no detailed strategies or tools. In an era of sophisticated digital advertising, this lack of depth is unacceptable. The industry deserves detailed, data-driven advice, not vague nods to importance.

The section on choosing a digital marketing partner is poorly structured and lacks substance. It touches on industry experience, reputation, communication, accountability, and transparency but fails to provide concrete examples or case studies. This makes its advice feel abstract and unhelpful.

The conclusion attempts to reinforce the benefits of outsourcing digital marketing, stating, “You want the best people in charge of the things your company does and hopes to achieve; and professional marketers are a vital part of that success.” True, but without stronger content to back up these claims, the message is hollow.

This content marketing piece is a missed opportunity. It should have been a robust guide to navigating digital marketing in the self-storage industry. Instead, it offers superficial insights and general advice that do little to advance understanding. The self-storage industry deserves better. If this is the quality promoted by the industry association, it’s clear they need to step up their game. The stakes are too high for anything less than top-tier, expertly crafted content.

🔒📚 Hi! I'm Eric Manning, a self-storage operations nerd and lifelong learner. 🗝️ My articles blend industry know-how with a dash of humor and wisdom. Whether you're a storage newbie or a pro, join me as we explore the world of storage, one witty insight at a time! 📦😊🔑