Content marketing is, at its heart, about creating eminently shareable content (which could be anything from blogs and videos to social media activity and useful data) which either stimulates interest in your business’ focus area(s), encourages traffic to your site via links, or establishes your organisation as an influencer or thought leader.  

A particularly good piece might do all three. Here are a few examples of our favourite content marketing campaigns:

3 of the best content marketing campaigns

Rolex

Whilst Rolex’s product quality is clearly world-class, what they really trade on is the name. Simply advertising more is on one level pointless (as there are people who will never own a watch who knows what Rolex is all about) and could even be detrimental, if it were seen a ‘crass’ or ‘down-market’.

Rolex used content marketing very cleverly, though. They share (very artistic, quite beautiful) images of their products and related subjects freely on Instagram and other social media platforms. It is all sleek and very minimalist, is appropriate for the brand. And because it reaches its audience from a fellow user – not a shill – it isn’t seen as ’selling’ at all.

Nike

Nike has taken another route entirely, but has had just as much success with it.

In a world were a company can do 1000 things right only to see one small mistake go viral and linger in the public consciousness for months, Nike was determined to turn the concept of snarky, embarrassing viral Twitter posts on its head.

Nike’s Twitter feed is unrelentingly helpful, positive and responsive. @NikeSupport is obviously well-staffed and a high priority for the brand. As a result, the sheer effectiveness and positivity of their replies impress users enough to share them.

This probably isn’t something that would work for a less well-known company, but ‘customer service so good they’ll tweet about it’ is certainly doing wonders for Nike’s reputation.

Whole Foods

Unlike Nike, this is an American company you may not have heard of. Nonetheless, it is a ‘big deal’ in the States, and one of the reasons is their classic – but very well executed – content marketing strategy.

Whole Foods bases its brand around ‘purer’ foods – organic, free range, and the like. Their content marketing strategy is to produce well-researched, professional quality content about the issues its customers care for and deal with on a daily basis.

The Whole Foods blog features a large constantly updated and carefully curated collection of articles on various aspects of the ‘healthy living’ lifestyle, as well as slightly more product-oriented content such as recipes and healthy eating guides that use their foods.

By producing content that their market actually uses, they stay current and their brand recognition is stellar.

What strategy will you use to attach your branding to a non-sales message that results in sales? We’d love if you could share your thoughts with the rest of the community…