Here are five examples of successful content marketing from household names.
1. Don’t make it about you - The Chipotle Lesson
Popular American fast food chain Chipotle is a great example of the ‘Not About You’ motto, having successfully created content with a core focus on healthy and sustainable eating. Their campaigns focus on the bigger picture and have attracted significant plaudits.
The brand most recently launched their YouTube-only ad and mobile interactive game ‘The Scarecrow’. This whimsical clip highlighted the perils of factory farming, and went viral across the globe within hours. The brand may not be the focus of this campaign but it certainly reaps the benefits.
2. Honesty is a great policy – The McDonalds Lesson
McDonalds Canada has answered over 10,000 open questions since it launched its ‘Our Food, Your Questions’ campaign in June 2012. Global corporate brands are not normally renowned for their upfront and open approach so the refreshing honesty in this content marketing campaign exploded virally.
3. Don’t forget about offline – The Red Bull Lesson
Red Bull is the founding father of content marketing, having successfully turned an energy drink brand into a complete world of extreme sports, arts & music events and even entire movies.
The brand consistently highlights the value of holistic content marketing. Content marketing is not about a single campaign across one channel, it’s about creating a complete content strategy that speaks to consumers across all media – online and offline.
4. Be ready to react – The SpecSavers Lesson
It may not be content marketing in the strictest sense, but reactionary marketing can be an easy way to secure big wins through well-placed content. SpecSavers highlighted this tactic during the London Olympics after the incorrect Korean flag was shown at the women’s soccer.
Barely a heartbeat later and content featuring this gaffe with the infamous ‘Should Have Gone to SpecSavers’ tagline was featured across Google searches, in full-page newspaper ads and even on the television. This novelty and timeliness of these ads ensured they went viral and the content marketing began its second cycle of success. Amazing what a little quick thinking can produce.
5. Become a publisher – The Colgate Lesson
Large brands frequently have a depth of knowledge about their niche area that few others can touch. While this is rarely put to its best use, Colgate’s Oral and Dental Health Resource Center is a great example of how a brand can become a publisher – providing truly valuable information to customers and non-customers alike.
This value add is at the core of great content marketing – it’s not content for content’s sake, it’s content that serves a real purpose.