Three brands whose content marketing isn't all about product sales*
Posted by tamar.riley | 09 February
*Although we're pretty sure they've had a good ROI
As consumers back away from push marketing and traditional medias - content marketing continues to thrive. According to research by Altimeter, in 2014 only 26% of marketers invested in content distribution, although more than half believed they needed to. In the 2014 B2B Content Marketing Benchmarks report, 58% of B2B marketers plan to increase their content marketing budgets this year.
In fact many brands are becoming so focused on their content they've turned into full media houses, churning out content with a well oiled internal engine.
We've rounded up our top content focused brands:
1st Place - Red Bull
Not a surprise to anyone. Red Bull was content marketing before content marketing became such a buzz word. In 2013, Red Bull sold 5.3 billion cans of Red Bull - a product that doesn't feature on the landing page of their website.
Red bull have built their own media house which exists in it's own right, it's a business model focused away from drink sales - these are simply a successful by-product.
2nd Place - Whistles
Since Jane Shepardson got her hands on this tired brand in 2008 the public have seen a brand transformed. A case study on retail rejuvenation. This brand now continues to innovate both online and offline. Online Whistles have created their own 'inspiration page' which isn't designed as a hard sell - an online catalogue - instead it is filled with lifestyle articles spanning culture, travel, fitness and styling.
It's all tailored with their consumer's thoughts & questions at the heart of it - examples including 'A Whistles guide to cashmere care' and 'a Whistles work out: Defining the upper arm'.
3rd Place - Sport England - this girl can
Potentially one of the most talked about campaigns of 2015. On their website they describe their campaign as "This Girl Can is a national campaign developed by Sport England and a wide range of partnership organisations. It's a celebration of active women up and down the country who are doing their thing no matter how well they do it, how they look or even how red their face gets".
The YouTube ad is nearly at 7 million views and the hashtag #thisgirlcan has encouraged women all around the country to curate content by sharing their fitness photos and statuses across their social channels.
Image credit to littlevisuals.co