The key to content marketing is conveying a message
correctly to the right audience through the right channel. But being able to do
this isn’t always so direct and easy. Here’s a little inspiration, when it
comes to content marketing, for a Friday afternoon. This article by Econsultancy.com highlights some
brands that are taking content marketing to the extreme – and doing it well!
According to this article,
four brands to learn from include:
·
Coca Cola – consistently voted number one brand
in yearly surveys; has 56 million Facebook likes; $1.8 billion of its products
consumed daily; content marketing strategy focuses on promoting all the good
the brand does in the community
·
Nike – only spent 33% of advertising on
traditional media and the rest on content marketing in 1996; strategy includes
reaching a broader audience by embracing the greatness in individuals offering
useful services like athletic training apps
·
Jamie Oliver – the chef, restaurant, author,
campaigner, TV personality and publisher is a brand; content marketing
strategies include upselling his book with an app, providing recipe of the day,
cocktail making tips, videos, blogs and food community forums on his website
·
Innocent – started as a company making smoothies
at a festival and now voted the most social brand in Britain; publish books;
hosts an annual festival called Fruitstock; and the website includes videos,
pictures, blogs, competitions, and customer engagement
What can we learn from these brands? The article summarizes
three main things – “they all use content marketing techniques on a larger or
smaller scale: blogging/videos/social media/providing tips & advice/publishing
books/crowd-sourcing;” they all have “adopted a consistent vision;” and they
all are having “two-way communication with customers.” For more information,
view the entire article.
For content marketing, and all other marketing services,
contact Sagefrog Marketing Group. Visit www.sagefrog.com
or call 215-230-9024.
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