For many B2B and B2C companies, content marketing is a daunting task. For one, coming up with consistently creative ideas is hard work—60 percent of companies struggle in doing so. Along with that, content marketing involves taking stances and generating authentic, informative assets, meaning companies have to step outside their comfort zones now and then.
Today, we’re going to take a look at some examples of content marketing done right. With a few tricks up your sleeve, a successful content strategy can shift from intimidating to practically second-nature, and boost your organic traffic while you’re at it.
1. Kate Spade New York
This luxury fashion design house is known for its colorful handbags, whimsical jewelry, and air of colorful sophistication. It shouldn’t come as a surprise that their Instagram page reflects just that!
Take a peek at their social media, and you’ll see what we mean. Bask in those artfully-posed stationery sets, set against vibrant pink, green, and red backgrounds. Aren’t those pastel purses, arranged next to a delicious brunch, to die for? And in more recent weeks (perhaps due to some of the anxiety surrounding COVID-19), the company has been posting fun memes and animal videos to keep people smiling—reinforcing, rather than detracting from, their playful vibe.
Content Strategy In Play: Streamlined Aesthetic & Cultural Relevance
A brand’s aesthetic goes a long way in conveying its quality and keeping it memorable. If you post something that deviates from the “look” you’ve curated, it may throw your audience off, so only do so if you have a good reason. As for cultural relevance, we can’t say with certainty that the memes are there to lighten our moods during the current cultural climate, but notably, they started to appear on Kate Spade’s Instagram account just this past March.
Even B2B businesses can take a page from a loud, colorful B2C brand like Kate Spade. If you’re in an industry that’s overwhelmed with similar marketing strategies, something fresh, bold, and innovative can set you apart. Go on, then, do as the company suggests and “live colorfully” when it comes to your creative marketing campaign!
2. Blue Apron
Blue Apron and other meal kit subscription services are easing the strain of social distancing by making it simpler to cook enjoyable meals at home. Those who are avoiding grocery stores and other public places can now depend on what might seem like a luxury at any other time. Blue Apron in particular is engaging its audience with clever, relatable, and informative social media posts, including Q&A sessions with chefs, digital wine tastings, and instructional videos. This interactive content not only draws views but also actively engages consumers and encourages responses.
Content Strategy In Play: Interactive Content & Personalization
Interactive content is a fantastic way to boost brand awareness without your customer even realizing it. So many of us, after all, take online quizzes or watch live videos on social media simply for the fun of it—and if we should learn even more about our brand preferences in the process, all the better.
Another powerful aspect of interactive content like live Q&A sessions is that these assets are personalized. Personalization is a two-way street; your brand has the opportunity to figure out what customers most want to see next, based on their answers.
Going live on Facebook or Instagram not your thing? Other effective methods of interactive and personalized content include digital contests, interactive ebooks, clickable infographics, and much more.
Whether you’re looking to develop romance or friendship, Bumble’s got you covered, as they’ve exhibited through several blog posts that second as testimonials. Consider the story about the woman who moved to Tennessee without knowing a soul and built an intramural soccer team within a matter of days using Bumble BFF. Stories like these emphasize Bumble’s effectiveness—its ability to make users feel connected in what can often be a big, scary world.
Content Strategy In Play: Telling Stories
There’s a common adage in storytelling that if you try to appeal to everyone, you’ll end up appealing to no one. With that in mind, telling your brand’s story—and a specific story at that—does wonders. Undoubtedly, it won’t appeal to everyone 100 percent of the time, but that’s okay! Chances are, you’re not a woman who recently moved to Tennessee and is looking to set up a soccer team—but testimonials of this sort suggest that that kind of connectivity is within your reach, too, if you have access to the right resources.
When telling your brand’s story, focus on the following: characters, setting, conflict, and resolution. And then, of course, how your brand fits into all of that. Operate through the lens of a storyteller, as opposed to a salesperson—your brand’s authenticity will shine through as a result. And you don’t have to be a Pulitzer Prize-winning author to do so, either.
Digital Content Strategy Made Simple With Snap
Do you need help curating a consistent tone for your digital marketing plan? Looking to tell your brand’s story in an engaging, personalized way? Trying to curate some interactive content that speaks to your viewers, and your viewers specifically? We can help with that—and more.
Snap is a digital marketing agency well-versed in successful content marketing and powerful SEO strategies, whether it be social media, written blog posts, web development, or something else.
Go on, shoot us a message. We’re looking forward to partnering with you.