One of the best ways of specialising in any field or industry is by analysing what the true professionals are doing – how they work, what inspires them and what types of results they produce. In dissecting successful projects and iconic breakthroughs, we can begin to understand the anatomy of talent combined with hard work and inspiration.
In content marketing, things are no different. We could write books about epic moments when brands revolutionised the concept of marketing, and not just in the online world, but in the offline environment as well. What makes these campaigns and these ideas memorable is their sheer uniqueness and simplicity. Yes, every great marketing strategy is intrinsically simple, appealing to emotions and human values, going beyond the idea of selling a product and embracing the idea of building bridges and relationships between people and brands.
Because the power of example remains the strongest, today we shall analyse some of the most inspirational content marketing ideas and strategies which you should try to emulate in your own marketing plan:
1. Personalisation – “Share a Coke” by Coca-Cola
Unless you have been living under a rock, you must have heard of this campaign which spanned the online and offline mediums, taking consumers by storm. For the first time in consumer goods history, people could have a soft drink bottle with their own name on it. Or they could find a bottle with their loved ones’ names.
Paired with a consistent parallel campaign involving iconic celebrities (Marilyn Monroe, Ray Charles and Elvis among others), this campaign created the most powerful sense of direct addressing and personalisation among people. Finally, they had a product which was tailored for them to a never before seen level, and promoted in a similar direct approach level.
2. Stellar Customer Support – @NikeSupport on Twitter
The legendary sportswear company takes customer support to a new level through the dedicated account @NikeSupport on Twitter. The administrators of the account are helpful and provide answers beyond product-related issues. If you take the time to browse through this account, you will find them teaching customers how to clear the cache on their computers, how to install and configure a dedicated app and how to share their fitness progress on social media accounts. Advice is usually completed by visuals to help people understand exactly what they need to do.
3. Marketing to Customers in Their Own Language – A Game of Social Thrones by Hootsuite
An epic life-and-death battle inspired by the popular TV series Game of Thrones between Pins, and Facebook™ Likes and tweets…this is how the social media automation platform Hootsuite decided to promote its core services to prospects. The viral video of 1:30 minutes has become an internet sensation in its own right and increased conversion rates for Hootsuite beyond expectations.
4. Stunning Visuals – Rolex
A classic timepiece like the high-end products of Rolex does not really need too much promotion. The brand name is legendary, as is the design and quality of its products. But Rolex takes a bold step in social media marketing by giving a lesson in quality before quantity. Their content marketing mix is not focused on number of posts, but on ensuring that each post is memorable. Professional photography, top level editing and minimalist design in every visual and written content post is what keeps Rolex a timeless contender on the market of luxury watches.
5. Be Helpful In a Meaningful Way – Easy Recipes by Huffington Post
Its daily recipe video is no longer than 60-80 seconds and it shows quick and easy recipes to try at home when you are working against the time or simply have no idea what to cook. This is how online publication Huffington Post keeps both its website visitors and social media followers engaged and loyal. The recipe for success is simple: powerful visuals, friendly explanations and duration trimmed down to the shortest possible time to present all the steps necessary to prepare the recipe.
In conclusion, great content marketing means telling stories in a meaningful manner to your followers, sharing helpful and useful advice, using great visuals and being continually focused on being there for your customers and prospects when they ask for your assistance.