It’s all too easy to fall into a rut with your online content. However, how you produce and distribute content online is now an integral part of business, and should be a key consideration in any marketing strategy. Although there are some tips that apply across the board, there’s no one-size-fits-all strategy for content marketing success—as these examples demonstrate.
Denny’s: Web wordplay
The American diner made an unusual choice in setting up a tumblr account. Their informal tone and light-hearted content works well for the brand, and reaches an oft-ignored audience (youth/teens, tumblr’s dominant user base).
GoPro: Very visual
GoPro’s approach to content marketing is directly tied to the product(s) they offer—it is almost entirely visual (videos, images). They also encourage members of their user community to get involved, adding an interactive angle. This may not be the most surprising strategy for such a brand, but it shows how GroPro have really understood their target market.
Coca-Cola: Customisable content
The world-famous beverage brand often relies on customisable products to build engagement—for example, encouraging consumers to share a Coke with their (or their friend’s) name on it.
Hootsuite: A hat-tip to HBO
The social media management platform created their own version of the iconic opening credits of Game of Thrones: “ After all, uniting warring kingdoms is a story we know a thing or two about,” they write. This plays heavily on relevance and popular culture, something that is key in many successful strategies.
Ben & Jerry’s: Conscious content
The ice cream manufacturer have integrated social values into their content marketing, with blog posts covering current issues such as the refugee crisis and climate change. While this is a potentially polarising move, it portrays the brand as socially aware, caring, principled, and will appeal to consumers who appreciate those values.
Which companies do you admire for their content marketing strategy? Let us know in the comments below.