Intelligentsia – Share and then share again
One might think there isn’t much content related to coffee, but Intelligentsia is a company that shows the opposite. What really sets them apart is precisely the content. Their strategy is all about creating useful content for their readers, aka, coffee lovers. So they focus on creating content their readers would expect and love to read. Their education section is full of stories that feature instructional materials and amazing photos. The main purpose of this content is to help their readers get answers to the questions they might be having about coffee. Secondly, this content is also a part of their iPhone app, which helps them engage mobile users as well. Finally, it’s something worth sharing on social media. This way, the company completely leverages the power of creative materials and uses them to maximize the exposure it gets online.
Conclusion: Content represents a valuable asset to be shared with the users, but it can also be repurposed to target the app users, as well as social media users. Repurposing content is a perfect way to explore its potential on various platforms, targeting different groups of online users.
HubSpot – Inform and convert
As a provider of inbound marketing and sales software, HubSpot has content marketing completely mastered. The content on the blog is super useful, allowing them to become absolute influencers in this field. Any question you have about online marketing, chances are HubSpot has the answer. The blog includes a lot of how-to articles, which are very helpful resources to learn from when it comes to online marketing. Other stories on the blog include inspirational ideas, major trends, and events happening in the online world that influence decision-making as well as planning new strategies. They optimize each post with a headline that is catchy and engaging.
What helps them in generating leads so much are guides. These are very effective when it comes to converting the visitors. Not only do they represent an exclusive material, but they also provide lots of useful and practical information about a particular topic, becoming a sort of a handbook for all those who work in online marketing industry.
Conclusion: Try creating and offering outstanding content to grow your mailing list. It’s a proven strategy that gets great results.
Coca-Cola – Relatable experience
One of the most famous brands known globally, Coca-Cola has been focused on making a special connection with its customers. Over the past years, the company has introduced several campaigns that were focused on consumers. They were trying to focus on allowing consumers to become a part of a creative process. First, they started with printing names on the cans and bottles. It made their product relatable and personalized in an instant. They went a step further when they enabled online users to contribute with creating custom labels. These labels featured names and titles for their products. Not only did the customers feel special, but they were also getting a unique product with a tag they could relate to.
Of course, this experience transfers to social networks, where visual content has become the main asset in the company’s online marketing strategy. Users from all over the world started sharing their images and videos with Coca-Cola products and its custom labels in the center of attention.
Conclusion: Make content that is personalized and relatable to improve your relationship with online users. Engage users to obtain feedback. It’s the customers who can help you grow your campaigns through shareable content materials.
Marie Forleo – Inspiring content that speaks to you
Marie Forleo is a life coach and motivational speaker who has been sharing video content on YouTube since 2011. Her content is inspirational and motivating. It helps solve dilemmas and issues her target audience has, with a dose of humor along the way. Her subscribers get access to exclusive content, which helps her keep growing her mailing list. Besides the outstanding content quality, her content strategy is also consistent. Every Tuesday you can expect an engaging email, inviting you to watch the new video. In each new episode, she talks about a particular problem or an issue about starting a business, running a business, staying motivated, etc. She’s also mastering content marketing through her own blog as well as email marketing.
What really helped her become an influencer is her expertise in the topic, experience in starting an online business and ultimately a down-to-earth approach. She constantly reminds us that she is just another girl from New Jersey, who had a dream and went for it. The encouraging message behind – if I can do it, you can do it too.
Conclusion: Try exploring different content formats, especially video, which has consistently been growing in popularity over the past years. Also, make sure you keep thinking about your target audience as you create content. Think about the way they feel, think and make decisions, to create content that helps them in the process.
Denny’s – Sense of humor goes a long way
It’s generally known that entertaining content performs amazingly well on social media. However, there aren’t too many brands that recognize its true potential and even fewer that do it well. Denny’s is an American dinner which uses Tumblr blog to share amusing images, gifs and comments all designed to promote their brand and the concept they stand for. The content goes from funny to ridiculous or even weird, but the goal is to entertain, and they’re nailing it. Witty comments and interaction with the users are what helps them connect with their online community. The company is also being quite aware of its target group, so it remains loyal to this casual approach on Tumblr and Instagram, while their Facebook page keeps the lingo and content more ordinary.
Conclusion: It’s always good to entertain your audience with interesting comments and content, but such content has to complete two goals. It needs to be in accordance with the brand impression you want to promote online. Also, it has to appeal to your target group.