Now that nearly every company has (or should have) some sort of online presence, content and social media marketing strategies must be sharp in order to help a business to really stand out. For every social media faux pas (such as the team from Amy’s Baking Company that began cursing out clients on Facebook) there are a number of shining examples of what social media and content marketing should be. Here are some of the best of the best:
Kraft was ahead of the game in terms of content marketing. They launched kraftfoods.com long before many other companies even had websites. Now, they use the platform to provide users with food-related articles, recipes, and a community where foodies can converge. The site has become more than just a promotional tool for the brand; people often turn to the site for information and entertainment.
This company relies on content marketing to get the 132-year history of the business out to consumers. They have created Ecomagination, which is a forum that promotes a dialogue about clean technology and sustainable infrastructure. The platform is run just like any successful magazine or website, and features a managing editor and an editorial staff comprised of a variety of reputable writers and journalists. Their goal is to create content that users want to share with family members and friends.
Zappos has long-since been a formidable presence when it comes to content marketing and social media. The brand has a very distinct voice, and relies on humor and conversational tones to provide information about the company. Witty posts and tweets are what keep Internet users coming back for more. The team at Zappos remains committed to interactions with their audience, and is focused on providing just enough content to keep this group engaged without overwhelming them entirely.
Regardless of whether you’re a fan of the country’s #1 brand of Greek yogurt or not, you’ll want to take note of how the organization is harnessing social media to leverage its impact on the marketplace. The Chobani Facebook page is full of a mixture of recipes, answers to customer questions, eye-catching pictures, and product promotions. The business’s Twitter account is equally as impressive, as the brand makes an effort to respond to every consumer question or comment that they receive. Chobani also leverages influencers to extend its reach. For example, they get in contact with well-known bloggers, thus getting them excited about the product.
Though these brands come from a variety of different industries, they share a number of traits that make their content and social media marketing a success. Namely they all put a human voice behind their products, thus creating a conversation between two people instead of between a robot and a consumer. They also provide compelling content that users want to read and watch, instead of simply splattering their platforms with ads and shameless plugs for the products. This conversational approach is part of what makes users excited to engage with the companies, both in person and online.
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3 responses to “Four Real World Examples of How Content Marketing Should Be”
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I’m impressed with the infographic at the top with all of Kraft Foods’ subdivisions! Holy shnikies… and each of them, I am sure, has a social media presence of its own.
It would be interesting to know how much content is generated by Kraft, GE, and the other companies in this post, and how much of the content is generated from conversations between and among users.
More and more we are seeing savvy companies allow their customers to sell them. Hope we all can take a lesson from that.
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