The world of content marketing is like the Pacific Ocean. It is vast (most businesses today use content marketing in some form), it is stormy (lots of competition) and it is mostly the same from Los Angeles to Tokyo.
Even with all the competition, there are a few companies that are making a splash and getting great results by doing things differently.
In this blog post, we’ll explore the content marketing strategies of 5 big brand companies, as well as how YOU can use these strategies in your business.
Create Expert Content and Command a Position of Authority
IBM understands that their customers crave technical and expert level content. Serving a range of industry verticals, their blog content reflects the various areas they cover. Every piece that IBM puts out across online channels is expert level, technically accurate and authoritative.
When you fulfill a customer’s need, they trust, respect and like you more and they will see you as an authority. You can emulate IBM’s content strategy by giving your customers what they really want; not what you think they want. When your customers talk to you, listen intently. The more you understand what they want, the closer you get to delivering it. Create content in a voice that reflects your brand’s authority and expertise on the subject matter.
HootSuite is a brand that specializes in producing content that is visually interesting and that people want to read. One thing they do wonderfully is using humor.
For example, their viral video from 2014 called “A Game of Social Thrones” is a play on the name of the popular TV show, Game of Thrones. You can take away from HootSuite that even if your content is about serious matters, you can still be light-hearted and have fun with your content marketing.
Create Content that is Meant to be Shared
Social media is an integral part of marketing strategy today. You don’t just want people to read your communications; you also want them to engage with you and share your content.
Buffer has done a great job with this. They have carefully tested every area of social media so that they aren’t just a blog, but a social sharing machine. They have outstanding content which is a prerequisite in content marketing, but they angle every part of their strategy to increase shares, likes and ReTweets on social media channels.
Tell A Good Story
People learn and remember information best when it comes in the form of a story. Stories are emotionally engaging and a simple yet effective way to grab attention and keep your audience hooked.
Microsoft does this with great success. Most of their content tells a story, but not a story about their software as you might think. They tell stories about real people, and their struggles and triumphs. They then tie in this emotion by bringing the readers’ attention back to software.
You can use this in your own business. Not by telling stories of how you came up with your business idea, but by sharing the stories of your customers, and how your product or service solved their problems and improved their business or personal life.
Gain Trust Through Customer Service
McDonalds understands that they have room to improve when it comes to how the public views the company. The company has created a content marketing campaign that invites people to ask whatever question they may have regarding their food and service, and they answer honestly. This shows that the brand cares deeply about customers and wants to be known as a trustworthy source.
If you can answer your client’s questions and start a discussion, you’ll gain their trust, and more business will come your way.
If you find yourself floundering in the world of content marketing, then be inspired by some of the world’s top brands. If you’d like to learn more about brands paving the way to their customer’s hearts and minds, read this article:
Interested in a discussion about turbo charging your content marketing and rapidly increasing your results? Talk to us at MintCopy. Call 888-646-8003 or send us an email.