So you want to create great content marketing, but where do you turn when it comes to finding examples? Well, you don’t have to worry because you can find examples flourishing all around you. Think about what you’ve seen on your own personal social media accounts and what things have shown up in your news feeds. Chances are, you’ll have seen some great content from various brands pop up.
If not, we’ve come up with a list of five companies that have done great, creative things with their content marketing efforts. This is by no means an exhaustive list -- there are seriously hundreds, if not thousands, of great examples out there -- but it should get you thinking about how you can leverage content marketing in your own company.
1. Kentucky Fried Chicken
Mother’s Day, believe it or not, is the best selling day of the year for KFC, so to help promote things this year, the fast-food chain released a 96-page romance novel for free for the Amazon Kindle written by none other than Colonel Saunders. (Never mind that he’s been dead for nearly 40 years.)
Give Mom her true heart’s desire this Mother’s Day—a family meal and a romance novel featuring Colonel Sanders. pic.twitter.com/WHJNL9kRqn— KFC (@kfc) May 4, 2017
The novel certainly got people talking (and sharing the news via social media), and it just goes to show that you don’t have to be deadly serious all of the time to get people’s attention. The tongue-in-cheek feel of the novel, called Tender Wings of Desire, unloaded the puns when people did talk about it, and it was a fun way to boost sales on what was already a banner day without feeling “sales-y”.
Nike is already well-known as a brand -- after all, think of Nike and you’ll think of the swoosh and “Just Do It’. However, Nike has also branded itself as a company with exceptional customer support, and you can tell just by the fact that the company has a Twitter account strictly dedicated to that (@NikeSupport). Nike is super fast to respond to people and does so in a casual, but friendly tone of voice.
By having its own Twitter account for customer service, Nike isn’t clogging up its other Twitter feed with questions from the public about orders or accounts. You can learn from being super-specific in your social media accounts, and dedicate an account to a particular conversation that you want to have with your customers.
Starbucks is a great example of a company that was rather late to the content marketing game, but made up for the lag time by offering highly creative content. It offered up a content series last year called “Upstanders” that featured uplifting stories from across America.
The company also recently launched a web cartoon series about animals who work and hang out at Starbucks that was the brainchild of some Simpsons writers.
That’s not to say that everything Starbucks does is golden. You can learn from them by the fact that the company rarely promotes its content on social media. Despite that, you can see that you can develop great content marketing and didn’t have to be doing it for a long time to make big strides with an audience.
If you’re looking for examples of great content marketing online, chances are you are going to repeatedly bump into Denny’s from time to time. The reason? They have a humorous and somewhat weird voice that is all of their own. For instance, the company put a picture of someone stuffing a pancake into a shoe to make it more comfortable on their social media channels. Speaking of pancakes, the company ran an interview with an anthropomorphic pancake and somehow got 11,000 people to watch it. (Skip to 3:50 to see the beginning of the broadcast).
Denny’s content is edgy, whacked out and fun. That makes following them a pleasure, and something you can learn from when it comes to applying a tone across your branding channels.
If you were on social media during last year’s U.S. election, chances are you came across a dictionary definition shared online through Merriam-Webster. By reporting on and analyzing language trends during the election, this company found a way to own election coverage in a unique and on-brand way. What did they do? They, for starters, listed words that were trending during the election on their blog. Some of that content wound up being shared. All of this effort earned Merriam-Webster coverage in mainstream media outlets. You can learn from how Merriam-Webster leveraged current events into its content marketing efforts, making their content timely and relevant.
Are you still scratching your head over best practices for content marketing? Don’t worry, we have you covered. Reach out to us today to let us help you meet your content marketing needs. We’ll get you on the right path to creating creative and engaging content marketing.