The following are real-world examples of brand content marketing
More and more often these days they talk about content marketing, which involves the creation and dissemination of relevant, useful information to users in various ways (via sites, blogs, social networks, etc.) in order to attract attention, gain customer confidence and promote products and services.
According to studies, this year 54% of marketers plan to increase the budget for content marketing. However, it is important not only to use technologies, but it is also important to use them correctly so as not to waste money.
What kind of lessons can we extract?
1. Volkswagen, one thing. com: say a word about personalization
Volkswagen's onething.com is beautifully crafted. The company realized that the audience was tired of advertising and craved personalized content. Users answer questions about what they like (favorite song, a place they would like to live in, dish, sports team, etc.) and get the opportunity to watch a movie based on their answers.
2. Pepsi, Pepsi Pulse: neither good nor information
There are among the successful examples of content marketing and absolutely disastrous. Pepsi pulse is completely devoid of content in its traditional sense. The site is a collection of colorful, non-informative tweets, diluted with pictures and advertising slogans such as “Live for Now”.
Lesson: Nature does not tolerate emptiness. Any content should carry some sense and mission: to entertain, inform and/or surprise. Otherwise, there is no reason to spend time and money on its publication.
3. Confused. com: who does not take risks, he receives nothing …
Price comparison service Confused.com is actively practicing content marketing and is not afraid to experiment with various types of content. On the site, you can find blog posts, news, games, applications, news, videos, infographics, guides. The infographics” The most confusing road signs” received almost 2.3 thousand shares. After analyzing that users like infographics more than regular articles, they now place more visual content on the site.
Lesson: if your budget allows, try different forms of content and find what works most efficiently.
4. GE, Ecomagination: I, only I, and again I
GE launched the site ecomagination. The site posts on a “green” topic, each of which at best collects a maximum of 10 likes (but more often than not receives a single one). What is their mistake? They write too much about themselves, and articles are more like press releases. A brand could engage a lot more users by changing the style of publications.
Lesson: Content should interest the audience. Few people care about your company and your products. Customers care about how you can solve their problems, so post useful things.
5. Tablespoon: beautifully and with taste
Online Tablespoon.com various interesting recipes are published. Beautiful site, beautiful photos, detailed description. It is not immediately possible to guess that the site is aimed at promoting products that are competently integrated into content. For example, here the brand unobtrusively promotes its cereal.
Lesson: You will win many times if you can advertise the product, creating useful and interesting content for users.
6. Colgate, Dental Heath Center: Forever Young and Healthy
Website Colgate is a great source of dental health information. Here are the advice of doctors, answers to user questions. Such content will be relevant even after a few years.
Lesson: Create content that will be useful for a long time, in the same way, you simplify your work in the future.