15 Businesses That Are Boss At Content Marketing & How You Can Be, Too
“If only I could get more people to my site, they’d see how cool we are.” Great, but it’s not just about getting the traffic, but keeping it. So, how do you do it? One way to succeed big time is by creating some really, really good content marketing. That’s awesome, right? But now you’re wondering, “How do I do that?” I’ve got you covered with some inspiration. There are a bunch of companies who are getting content marketing right, from brand new startups to tried and true giants who only get better and adapt to it over time. To get your juices flowing and tweak your brain with some perspective, let’s look at these companies who are dominating the content marketing arena. And since you want to know how to do it, too, we’ll take a look at the end on how you can use what they’re doing right to help you create what makes the most sense for your own business. I’m using an 8-point system upon which I’ve based why these particular companies are masters at content. We’ll dive in to all that later. Ready? Let’s go. I’ve divided up the fifteen winning brands into seven segments of categories. Then, keep reading for the 8 points that make all these brands stand out. Enjoy! I. The “Taste” Makers: More Than Just Another Drink or Meal 1. Coca-Cola On the face of it, it’s just soda pop, but this iconic brand has positioned itself to be synonymous with emotion. Their content is vivid and fresh, and they’ve figured out how to stay current yet nostalgic at the same time. Creating a feeling of inclusion and diversity is key for them, because they clearly understand their consumer is everywhere. On their site, they post a lot of content about current events (especially sports), which further appeals to and brings in current readers and consumers by their interests. And by pushing a feeling of comeraderie, it makes you genuinely believe the way to someone’s heart is through sharing a Coke and a smile. To still be able to evoke that sense with your content after 130 years is pretty stellar. On Twitter, they pull in celebrities to talk about why they love Coca-Cola, making them even more relatable to “today’s” market. 2. Red Bull “Red Bull gives you wings,” and they definitely ensure their content drives that home. This energy drink has become the gold standard by which all others compare, and for good reason. Their marketing has been pushing their extreme sports/lifestyle tone since day one and has continued that intensity even they’ve grown. One thing they win at online that you might not have known about is in interactive cartoon collections. It’s some of the most creative stuff I’ve ever seen, and solidifies that content marketing is done very well when you bring in custom artist illustrations (I do this quite a lot to make a good point, see my copyrighting vs. copywriting cartoon here). Check it out at My Wings and Flying Planet – be sure you have a few minutes before you click. 😉 And, they show the deep global roots of their product in The Red Bulletin. 3. Whole Foods Whole Foods is touted as “America’s healthiest grocery store” for a reason. This brand truly wins at everything. Not only are they known for their name, but they’re known for their mission, purpose, and values–which they convey excellently online. One way they win (out of many) is by putting emphasis on the consumer. “Your Stories” is a featured tab on their home page, right next to Our Stories; and it goes to an Instagram feed where anyone posting with the hashtag #foods4thought can be featured. Good move, Whole Foods, good move. II. Fresh, New Stories with a Colorful Edge 1. Poo~Pourri You already know how much we love this adorable site. They call their visitors Poo Pals, have an Alice in Wonderland meets every iconic music video theme ever intro that will make you blush, giggle and dance, and a slogan that touches on hidden concerns. But what makes them queens of content marketing is how in your face they are with what their product is in a way that makes you feel like they don’t just know you, but get you. And it’s pretty. Their entire site—how they present the product, the fonts they use, and the colors they’ve chosen—is beautifully whimsical. Even their social media icons are uniquely them. 2. Squatty Potty “Healthy colon, happy life” sums it up in one wonderful slogan for this creative company. One way they absolutely win is the clarification of exactly how the product works on their home page. Oh, and their superbly creative YouTube video story that involved a prince, rainbow ice cream, and a pooping unicorn that won with 24 million views to date. (Involve all those protagonists in a story, and you can’t help but win.) (And all evidence to the contrary, we promise we’re not obsessed with bum issues.) However, when someone takes on a subject matter that is so uncomfortable in a way that makes you readily embrace it, you’ve got to sit up and notice. Or squat, in this case. Different from the cute Poo~Pourri, Squatty Potty gives a medical reason for their product, but in a way that’s so relatable, you can’t resist it. No bells, no whistles, just straightforward yet creatively crafted content. III. The Movers: Cars Taken to a New Level 6. Subaru Subaru tapped into the depth of why you want a car that runs well like no one else did. They’ve done a great job of creating content that marries the durability of their product with the emotional resonance that creates. Turning a car into a friend as opposed to a status symbol isn’t new, but how they do that and continue to play on that feeling to keep you coming back for more is a winning combination. 7. Mini Cooper When you think Mini Cooper, you’re thinking something cute to zip around in and they know that. … Read more
