Content Marketing – 5 Brands doing it right

Content Marketing

Though the term “content marketing” has gained grounds in the recent decade, we have been using content even before the internet. Think of Marvel digest, for example, the entire marketing of the comics’ series was based upon its content.

Content marketing, after all, is about good storytelling.

Brands across the world and across industries are increasingly relying on content strategies, though the KPIs vary from one brand to the other. In a recent Hubspot study 2016, 60% brands put content creation as their top priority for inbound marketing. For someone who is passionate about content or marketing in general, this is an interesting time to see the power and creativity in delivering content out to the masses. The research behind the content, target audience, creativity in production, consistency, and way the content amplified makes all the difference in the ROI (Return on Investment) generated from it. We will try to understand what these brands have achieved with their killer content marketing strategies:

1. IBM – Through targeted content and influencers:

IBM has a massive content production strategy and distributes them across channels on a very consistent basis. The reason why this brand makes it to the list is that in the way content is produced by prioritizing quality and the use of influencers through various content formats.

IBM extensively uses video in their content strategy to explain their complex and innovative merchandise mix. The brand on a regular basis collaborates with industry influencers to deliver their content to a carefully targeted audience. IBM shows how targeting is to be done.

2. Zomato – Content Creativity: 

Zomato has shown amazing creativity in its content. They have really understood their audience and are delivering exactly they want to see. Relying more on visual content, creatively curated rather than blogs to spread the message of associating the foodie in its audience with the brand. This message is then amplified across multiple channels which again Zomato utilizes with great efficiency.

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3. Amul – Social Storytelling:

Amul has created a niche in itself but aligning brand message with a stand on a social issue. When most brands shy away from social issues, Amul consistently has managed to hook on its audience by conveying the same story through the ever green Amul girl. The social media amplification of the brand message along with the ever present OOH (out of home) presence brings a nice integration between its traditional and digital marketing channels.

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4. GoPro – The power of imagery:

Awe inspiring visual imagery and videos are the core of GoPro’s content marketing strategy. The most interesting part of their content production strategy is to make their users the real hero on the content. Using content created by its users has helped GoPro to gain visibility and a passionate audience thus creating a niche for itself in a space ruled by giants like Nikon, Canon to name a few.

GoPro products in the branding efforts are almost nonexistent, focussing more emotional part of user feeling to spread the brand message. With 5 million subscribers on its YouTube channel and over 13 million followers on its Instagram page, GoPro has definitely created a content revolution that we all should take a lesson from.


5. Burberry – Be present where your user is:

As per a recent study by Bain & Company, “aided by global currency fluctuations and continued purchase by borderless consumers, the personal luxury goods market ballooned to more than 250 Billion Euros in 2015. With a market space, this large, luxury brands around the world are going all out to capture the bigger slice.

A special mention in the space of luxury marketing is Burberry with its unique content strategy. While majorly luxury brands are about exclusivity, Burberry does the opposite by being agile in adopting newer platforms and being present at places where their audience frequents. Burberry kisses in collaboration with Google is a unique and exciting campaign which connects two totally unrelated elements i.e. communication over the web and universal relatability of a real kiss seamlessly.

Targeting at Millennials the resounding success of the campaign is proved by the numbers, people across 200 countries used their app to send kisses across the globe and average engagement in the app is over 3 minutes.

Through these amazing content strategy implemented by brands, as the lines between traditional and digital marketing getting blurred, we see content marketing gaining importance in a brand’s overall marketing strategy. Creating meaningful and targeted content goes a long way in increasing a brand’s recall and is an important key in generating inbound traffic and leads.


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