Last week we discussed how Content Marketing is used to inform, engage, or amuse in order to do something for a business. We will now cover the types of content being created and how certain companies have leveraged it to enhance their marketing effort.
For some reason, businesses were previously reluctant to create compelling content for their website. Now, many have realized they have a storefront on the internet that never closes and the connectivity possibilities are endless.
As a result, several brands and businesses have incorporated content marketing into their strategy to achieve their goals. Today, if your company is not creating and sharing ideas everyday, you will find your search ranking slip.
Brands are now publishing their own e-newsletters, magazines, videos, and blog posts in an attempt to influence the behavior of customers.
Companies such as Coca-Cola, Legos, and Red Bull are taking advantage of the benefits of content marketing by attempting to control their message and creating a unique brand narrative to reach their ultimate goal; sell you more of their products.
The Coca-Cola Company recently launched their version of a media outlet site titled Journey. Through the use of content marketing along with traditional marketing channels, the brand has been able to reinvigorate its creative process and institute what they refer to as “liquid storytelling.”
The shift in focus for the brand is due to Coca-Cola’s Content 2020 advertising strategy. First introduced internally for their marketing team, Content 2020 is now a popular example of content marketing strategy.
The brand has successfully leveraged marketing opportunities created by their media site to enhance their brand narrative and foster better communication with their customers.
The company has pledged to create content that will make the world a better place for all while still achieving their goal of developing value and significance in people’s lives. Through the stories they share, Coca-Cola is able to create a message many can relate to and has cemented itself within popular culture.
The LEGOs brand is another example of how storytelling and brand narratives should be a vital part of any business’s content strategy. Legos business was staring many competitors in the face and facing troubling times after their patents expired.
After all, they are selling colored plastic bricks that are easily replicated.
However, Legos was able to remain relevant and fight off stiff competition by embracing a publisher’s role.
With the use of several social media platforms, Legos has created several outlets for fans, children and everyone in between to socialize and express their passion for the brand.
Indeed, it is fascinating how well they engage with their customers. LEGO has masterfully crafted conversations and relationships with its customers and creates content that is trustworthy, engaging, and fun.
The company has become a never-ending source of content. LEGO posts several videos on Instagram and Vine (RIP), shares customers’ experiences and answer questions on Twitter. They also host multiple contests on Facebook and make sure that their YouTube channel is updated regularly.
More notably, LEGO’s partnerships with fan favorite brands such as Star Wars, The Simpsons, and Harry Potter have enriched their communication with consumers and are connecting fan base communities with their product.
Red Bull has took its publishing to a whole new level when it created its Red Bull Media House division. The goal for this enterprise was to become profitable and self-sustaining by creating valuable and engaging content.
Since then, Red Bull has been frequently referenced by expert content marketers such as Joe Pulizzi as being an outstanding example of what it means to act like a media company.
Red Bull Media House launched back in 2007 and taken the world by storm; just as much as their signature drinks. Red Bull’s founder, Dietrich Mateschitz, was even quoted as saying
“Red Bull is a media company that happens to sell energy drinks.”
If that quote does not personify to what extend the company is focusing on content, I am not sure what will. Red Bull has become extremely popular for the content they produce through their media house.
The company launched their online and print magazine The Red Bulletin, which boasts a subscription total of more than 5 million and is distributed in 11 languages. They also have several videos on their YouTube channel that have been viewed over 350 million times.
Millions across the globe watched a video created by Red Bull as Felix Baumgartner ascended 24 miles over the earths atmosphere, opened the door of the capsule, stepped off the platform, and broke the speed of sound while free falling safely back to Earth.
In the future, Red Bull plans to profit directly from the content and stories they create, not solely from energy drink sales.
These companies are just a few who are leveraging content and content marketing to expand their business and reach new creative heights. Through such means, brands are creating brand awareness, fostering lead conversion and loyalty from customers, providing excellent customer service, upselling, and most importantly creating word of mouth.
Yes, the aforementioned companies are all large corporations. But, that doesn’t mean these tactics cannot be applied to small businesses out there.
Next week we will cover how small businesses can begin to apply content and content marketing in order to reach a broader audience and sell more to more people!