It’s hard to do content marketing right. You can easily fall into the traps of shouting out your own accolades, writing great content and never having anyone see it, or even being confused about what makes great content to begin with. How do you go about doing effective content marketing?
Luckily for us, however, some companies have effective content marketing down pat. Take a look at the four below. You’ll quickly see why these businesses are amazing and how you can apply what they’ve learned to your own content marketing efforts.
Whole Foods Market
Whole Foods Market does a great job of combining branding with effective content marketing. Its social media posts and content both support the grocery store chain’s philosophy of “Eat Real Food®”.
In fact, not only does the food seem “real”, so do the people behind the social media accounts. With helpful hints and thoughtful comments, Whole Foods does a great job of humanizing the business.
Whole Foods covers the major bases. It regularly posts content from customers, links to articles containing helpful cooking tips, videos of scrumptious dishes being prepared before your eyes, and more. From beautiful displays to holiday gifts, Whole Foods provides it all.
With its stunning photos, helpful articles, and friendly tone, Whole Foods gives customers a glimpse into a world where food is luscious and the company is accessible.
Apply these lessons:
- Make sure your content supports your brand’s personality.
- Use bright, colorful photos and graphics to draw visitors in.
- Include customers in your content marketing efforts.
Looking for other ways to build customer loyalty? Read the article 5 Proven Ways to Grow Customer Trust, Confidence and Love.
Procter & Gamble’s Always Brand
It’s hard to gain much interest when it comes to something like the pads you use to manage your period. Yet Procter & Gamble’s Always brand managed to capture the world’s attention through its amazing #LikeAGirl campaign.
Focusing mostly on videos, with a few photos and articles in between, Always has brought to light the core of the challenge of equality of the sexes: it’s ingrained in our society that saying that someone is doing things “like a girl” is an insult. Always aims to change that by making the phrase into something to be proud of – a symbol of strength instead of weakness.
On a personal note, when I saw my first #LikeAGirl video, I bawled my eyes out. It struck a genuine note in my heart, both as a woman and as a mother with four children of my own. I thought about how I wanted my girls to grow up proud of who they are and my boys to grow up supporting their efforts. Then I immediately became a follower of Always.
In bringing pride and self-confidence to women, Always also brought business. And that’s the ultimate sign of successful and effective content marketing.
Apply these lessons:
- Just because what you’re selling isn’t sexy, it doesn’t mean you can’t make your content marketing heartfelt.
- Content marketing doesn’t necessarily have to be directly about touting your product.
- Video is a powerful medium that should not be ignored.
Want to add video to your content marketing efforts but not spend tons on fancy equipment? Then you should know that you really can make great videos using only your SmartPhone.
If you’re looking for examples of effective content marketing from a technology company, HubSpot is the place to be. From their highly informative blogs (yes, they have multiple blogs) to their eBooks to their videos to their events, HubSpot provides valuable content on nearly any channel you can think of.
One of the standout things they do is to tailor their content marketing efforts to the channel they are using. They even change up their header pictures, depending on what works best for each medium.
All of the graphics use the company’s trademark orange, so even though they are different, they still all carry the HubSpot brand. While I’m not exactly sure what the Facebook ping pong balls are supposed to represent (other than an interesting graphic), the other headers also clearly show what kind of content you should expect from each channel:
- Twitter – Advice about content, social media, metrics, and HubSpot itself.
- YouTube – Information about inbound marketing.
- LinkedIn – Posts about working at HubSpot.
Apply these lessons:
- Provide valuable content, not just information about your company.
- Tailor your content marketing efforts to the audience that’s appropriate for each social media channel.
- Carry your brand through to each social media channel you use.
Ready to understand how best to incorporate visual branding into your content marketing efforts? Then it’s time to read about How to Use Content Marketing in Your Visual Branding.
TurboTax by Intuit
I don’t know if TurboTax by Intuit can make you look forward to paying your taxes, but the company certainly offers you lots of options to make figuring out your taxes a more interesting and less painful process.
TurboTax does a great job of answering customer questions. From the company’s new SmartLook live on-screen help tool to their wealth of social media channels, they instantly show customers and prospects that they really want to interact with their audience.
Each channel provides interesting links to information about everything from common tax questions to customer stories to entertaining commercials and video clips. Even its Pinterest account is engaging, covering such topics as “Words to Live (& Save) by” (quotes), “TurboTax Refund Splurges”, and “DIY Tax Party.”
Apply these lessons:
- Let your customers know you truly want to talk with them – provide live channels and be sure to respond when customers contact you.
- Quickly answer the questions customers ask you and then turn those answers into compelling content.
- Find creative ways to include graphics in your social media efforts, regardless of the kind of business you’re in.
You Can Do Effective Content Marketing Right
As you can see, it takes true expertise to do content marketing right. With these companies as your guides, you can make your own content marketing efforts shine.
What other companies do you think do effective content marketing? Let me know in the comments below or Tweet me up @HollyChessman.