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How Big Brands Are Using 2013’s Top Content Marketing Strategies: Part 2

Last month, we shared the first part of our two-part series “How Big Brands Are Using 2013’s Top Content Marketing Strategies”, highlighting how some of the nation’s biggest brands are effectively and creatively using content marketing to attract and retain customers.

The list below has five additional major brands that stood out to us with respect to their content marketing efforts. With a little guidance from them (and us!) you can incorporate any of these techniques into your own content marketing plan, too.

Here’s part deux…

6. Southwest Airlines

In an attempt to truly connect with their customer base, Southwest Airlines decided it needed to get off the runway and onto the blogosphere. So what did they do? They took a chance and launched a humor-centric blog, “Nuts About Southwest“.

From the airline peanuts scattered across the webpage to the hilarious content, Southwest took nutty to a whole new altitude and it has resonated with their audience. As we see here, when executed properlyhumor can instantly connect your brand with your readers and keep them coming back for more!

In addition to the funny videos, beloved columns like “Flashback Friday” and employee spotlights like “Star of the Month”, “Nuts About Southwest” also provides interesting articles on travel, sustainability and corporate community outreach (all with a playful spin, of course!).

Image Source: blogsouthwest.com 

7. Red Bull

Probably one of the most cited content marketing success stories, Red Bull is a shining example of a brand-turned-publisher and has mastered the art of storytelling.

If you’ve ever seen their commercials, marketing stunts (like the Red Bull Stratos Jump) or tried their energy-pumping liquid, it would be no surprise that their blog is designed to entertain and motivate readers. Extreme-sports related content and a diverse group of contributors make this blog a playground for their target audience — thrill-seekers and extreme sports junkies.

Red Bull has created a lifestyle around their brand by effectively implementing the “4 I’s” of storytelling – immersion, interactivity, integration and impact. With all this goodness wrapped in one powerful content marketing package, it makes you wonder which came first… the content or the beverage?!

Image Source: redbull.com/en
 
8. Target 

Ever wonder how a product ends up on a store’s shelf or how the designer behind your new favorite tee might dress it up for a night on the town? Well, Target’s blog “A Bull’s Eye View” does just that.

With article contributions from the stores’ home and clothing designers, top celebrities and thought leaders across all departments, including food, entertainment, home, and garden, no subject goes untouched.

By offering up unexpected content to their readers, like behind-the-scenes with their newest CD release artists and a glimpse into the inspiration of “The Shops at Target”, a line of specialty boutique brands now sold at the superstore, they keep readers interested in not only their blog, but also in what’s new in their favorite Target stores. Producing something completely out of the ordinary isn’t simple, but spicing it up every once in a while will keep your content fun and your customers engaged.

Image Source: abullseyeview.com

9. Colgate

Whitening, extra-whitening, gum defense, tartar control… the world of toothpaste has gotten a lot more complicated in the past few years, but Colgate is keeping it simple online. Their company blog “Oral and Dental Health Resource Center” isn’t fancy, but it reports on a topic their brand is built upon — oral health and hygiene!

With industry thought leaders like dentists, health experts and university reviews as the sources behind their straightforward and informative articles, Colgate’s blog is a great resource for readers looking to learn a thing or two about oral care.

A strong content marketing strategy built upon thought leadership helps Colgate to differentiate itself from the other “toothpaste” brands. So the next time you’re debating which tube to toss in your cart, what brand will you choose?Image Source: colgate.com

10. Kraft Foods

As one of the first brands to add content marketing to its repertoire of customer acquisition tactics (launching kraftfoods.com in 1992!), Kraft Foods has developed a distinct voice across all efforts, including their community focused blog.

From recipes, cooking tips, money-saving ideas, an interactive community and other food-related content, the Kraft Foods blog is a resource for every type of homemaker and has become a proven source of income for the big brand. In fact, Kraft Foods Director of CRM Content Strategy and Integration said in an interview with Forbes, “The ROI on our content marketing work is among the highest of all of our marketing efforts”… just another reason developing your brand’s voice is essential to content marketing success!

Image Source: grocery.com

To be successful in content marketing, you must get to know your consumers and their needs, as well as the most effective and authentic way to address them. What works for one brand or industry may not work for another, so don’t settle for average results — be open to new possibilities and try your hand at a few of this year’s top trends!

If you found useful content marketing strategies, tips and ideas in this list, you won’t want to miss part 1 of the series “How Big Brands Are Using 2013’s Top Content Marketing Strategies”. Plus, be sure to share your favorite content marketing examples with us in the comments below or connect on our social networks –  TwitterFacebookLinkedIn or Google+.







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  1. Nick Stamoulis responded:

    Kraft identified that their products basically provided the potential for nearly unlimited amounts of content. They took their well known brands and published recipes and cooking tips that incorporated said brands. It not only works by continually releasing new content to the web, but it is a call to action for blog readers to go out and purchase the ingredients to make the recipes on the site. Other businesses should take a moment to analyze their inventory and identify areas in which they can take their existing products and/or services and turn them into a content strategy.


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