Online content is constantly changing and evolving. As such, a good content marketer must always experiment with different types of content and be on par with the latest trends. One way to do this is to learn from and emulate the strategies of other successful companies that have seamlessly adapted content marketing to achieve great results. For instance, Marriott International launched its very own global content marketing studio which produced a highly successful sea of digital content like webisodes, influencer collaborations and original short films. The more customers can trust your business, the more profits you rake in. Great content strikes an emotional chord with readers and they begin to trust you more. You can follow in the footsteps of the following 5 companies for building successful content marketing strategies:
Zomato have an excellent knack for targeting big-time foodies and getting their taste buds tingling in anticipation. By posting top content with amazing food pictures and descriptions at specific times, they leave a certain excitement in the air from readers who eagerly await new posts. Zomato are everywhere. Facebook, Twitter, Instagram, you name it! Their excellent social media presence demonstrates how good a strategy it is to utilize multiple channels for content marketing. Zomato believes in posting effective content irregularly and sharing them far and wide that not a single food crazed hungry Indian soul can ever miss.
What started off as a tour planning portal quickly escalated to become one of the best travel booking websites in India. Based in Bangalore, Thrillophilia’s content marketing strategy involved developing an amazing repository of informative, attractive and shareable articles. Thrillophilia has fixed activity based tours and travel packages to the most offbeat places.
Amul came up with the most innovative content strategy that few companies would think of and have the courage to do. Amul’s topical stories and opinionated cartoons on social causes hit it off in a big way with the audience. They managed to address social issues through their cute caricatures by adding a dash of humour to otherwise boring news. Amul has an active social media presence and they regularly engage with viewers through contests and surveys. Amul learnt that the best way to capture the attention of their audience was to post things that they were empathetic about.
The most popular content on the Internet are shared over and over again for the sole reason that they are eye-catching and they tickle the audience’s funny bones. Denny’s Tumblr blog has bizarre, weird but downright hilarious content which is why it clicked with the crowd. They have managed to keep a consistent voice that played well with their brand while posting ridiculous and genuinely funny content like puns and memes. If your content is appealing, people won’t look at your brand and will share it without a second’s thought. But make sure you evaluate what most appeals to your audience and create suitable content.
Content Marketing involves creating high quality content consistently which can be expensive and time-consuming. Contently, a company that was initially created for ‘saving journalism’ has evolved over the years and is now a full-fledged brand. Contently facilitates easy and fast creation of inexpensive content by licensing software that allows companies to easily create, distribute and track their online content. Contently also has a platform for writers to host their portfolios and expose their prowess to brands from across the world.
- American Express:
American Express indulged in a large number of content creation programs in the past. But the most successful content program staged by American Express was American Express Unstaged. It live streamed concerts by great music artistes covered by well-known directors and brought these videos to fans residing in different corners of the world. Fans could not only view live performances, but also exclusive videos like after-parties and back-stage events. In 2011, American Express Unstaged presented Coldplay which went on to become the largest single-artist event on YouTube.
Marketo Inc. specializes in the creation of marketing automation software for different companies. Marketo has carved a niche for itself among the most persuasive marketing pioneers. Marketo’s blog is a plethora of engaging articles with beautiful pictures and excellent research on email marketing, content marketing, lead management, automation promoting and social networking. Marketo has hundreds of guides and toolkits to enable prospective customers and marketing experts to obtain the best know-hows in the marketing space. Marketo has an excellent library for amateur marketers and individuals striving to personalize, market ROI etc.
Oreo transformed from being just a favourite cookie to a modern marketer. Oreo had a complete image makeover in 2013, by changing its advertising using a real-time marketing coup. It rolled out creative and culturally relevant tweets and Facebook posts which were simple and impulsive at the same time which managed to captivate its audience with its excellent marketing philosophy. Oreo transitioned from being a self-involved advertiser to a nimble content creator.
- Whole Foods:
Whole Foods is not just a grocery store anymore, but a lifestyle choice. Whole Foods has incorporated its motto of healthy living and earth-conscious eating into its content marketing strategies. They educate and help customers by posting articles on how to eat healthy while saving money, diet change tips etc. They have integrated brilliant content tactics into their articles and blogs like usage of proactive language to engage users. You can apply Whole Foods’s inclusive content creation in your own content marketing campaigns in order to attract new customers and build lasting relationships. Whole Foods’s content highlight’s the company’s efforts to make people choose healthy food.
- Marriott International:
Marriott came up with a brilliant plan to target the next generation of travellers through a digital content platform. They understood that the next generation of travellers wasn’t too impressed with banner ads but wanted to see real value content that provided factual information rather than companies trying hook, line and sinker to sell their services. Marriott’s content studio developed creative and engaging content in a storytelling format to gain the attention of travel enthusiasts from around the world. They developed Marriott Traveller, a digital magazine with informative content on what to do in different cities along with ultimate vacationing ideas.
Skyword’s unique content production platform automates every aspect of content creation from the actual creation to measurement and analytics thus streamlining the whole content creation process for brands, retailers, media companies, agencies etc. Skyword realizes the importance of brand storytelling and has turned out to be huge success in the content creation space. Skyword has managed to create a sustainable, scalable approach to storytelling. It helps brands strengthen bonds with their audience. Skyword gives companies access to thousands of freelance writers and has big investors like Cox Media Group, Allen & Company, Progress Ventures and American Public Media Group.
GoodGreens is a range of tasty, gluten free and dairy free health bars containing over 40 antioxidants and 3 probiotics. GoodGreens founder developed healthy relationships with local bloggers to increase his reviews, mentions and search engine results since his marketing budget was pretty tight. It turned out to be a massive success. GoodGreens saw a sales boost of up to $50,000 per month simply by reaching out to bloggers. Sales saw a huge leap to about 50% in just 4 months. 3 of its flavours became the number 1, 2 and 3 best-selling bars in Cleveland. Good Green bars are currently sold in over 1,200 stores.