For many businesses, marketing is often put on the back burner.
It shouldn’t be.
In fact, it’s more important than ever, especially in a crowded marketplace.
Over the years, marketing has taken many twists and turns. From the 17th century right up to the evolution of the Internet in the mid-1990s, marketing was in “outbound” mode, providing consumers with ready-made content.
This kind of marketing could be found not only in print (think newsletters, billboards, flyers and print ads) but also on radio and television. If you grew up in America during the 1950s, you’ll remember that the main source of information was from radio, newspapers, and magazines, followed toward the end of the decade by television.
With only three national networks to choose from, the choices were limited. This was a cash cow for the networks that ruled the airwaves because the audience was not yet distracted.
Education, Value are Key to Content Marketing
The Internet changed all of that of course, giving the masses easy access to information and finally a chance to participate in the conversation. But it also meant that there was a lot more information to go around and with it came competition and the struggle to rise above the noise.
Blogs, and by extension social media, are the most common form of content marketing that allows the audience to comment and share their own opinions. At its core, it is the kind of marketing that is meant to educate but also brings value and eventually creates a strong following among readers.
The final stage of the content marketing cycle is to turn loyal fans into customers.
It’s a long game for sure.
But one that is totally worth it. Just take a look at these examples to see why.
American Girl
The American Girl company is all about making beautiful dolls for little girls in the 7-12-year-old age bracket, as well as a line of soft, huggable dolls for younger children. The company was founded by a former elementary school teacher who wanted to create a company that would provide each child with a “rich, age-appropriate play experience.”
Since its takeover by Mattel in 1998, the company has continued to grow its marketing reach. In addition to the dolls themselves, the brand also sells companion books that focus on different periods in American history.
The aim is to tell the story of each doll/character, focusing on different issues of the time, be it child labor, poverty, slavery, war and more.
The company has since expanded its line of dolls and accompanying books and has also branched out to create books about self-care for the girls themselves.
At every turn, American Girl is aiming to educate and inspire its target market. Its content marketing portfolio includes a number of short-form films, including “For Girls, By Girls,” created, directed and edited by real-life girls; its “AG Life” series, and “Z Crew,” an animated show that is popular with younger children.
TED (Technology, Entertainment, Design)
Since 1984, TED, a media company now worth around $62 million, has educated the world through its “TED Talks.” While its original intent was to focus on technology and design, its talks now cover a range of topics, including those in the scientific, academic and cultural arena.
The organization’s YouTube page has over 5 million subscribers, which does not include its other channels TEDx Talks, TED-Ed, TED Fellows, TED Institute, TED Prize, TED Partners, and TEDx Youth.
Its content marketing strategy extends beyond video to include TED Books, which are advertised as “short enough to read in a single sitting.”
The books cover everything from architecture to business, space travel and more.
Readers are encouraged to “get inspired and learn something new” on TED’s Topics page. It includes information on activism, AIDS, biomechanics, dark matter, extreme sports and much more.
What makes TED’s content marketing strategy a winner is the fact that the company’s content is easily shareable. Who doesn’t want to feel smarter when they share a TED video on their social media pages?
Peleton
Peleton has worked hard to build its reputation and keep its growing fan base happy by creating continuous content. The company, which was established in 2014, has made indoor cycling hip by bringing it into people’s homes. Rather than sign up for a spinning class at your local gym, Peleton has made the idea of spinning in a virtual environment cool.
The company maintains a popular blog on its site called “The Latest,” which often highlights its instructors and their advice for Peleton riders. There’s also a cool “Community” page that focuses specifically on the Peleton’s community of riders.
In this “Great Big Story” video, Peleton riders and twins Katia Teirstein and Jasmine Leiselsen talk about their sisterly bond and how their Peleton workouts help keep it strong.
There are lots more videos like this on the company’s community page, as well as blog articles all over the site that speak to the importance of maintaining a healthy lifestyle. It’s all evidence that Peleton is keen to continuously reach out to its loyal fan base and bring in new ones, too.
WeWork
Marketers at the co-working space company, WeWork, know about the importance of relying on high-quality content as a way to engage and build its audience. According to a recent Marketing Dive article, WeWork’s organic traffic has grown from 7 percent to 40 percent because of those efforts.
WeWork has taken its mission to “empower communities and create impact” and infused it into a great content marketing plan. In its Newsroom section, you’ll find articles about WeWork’s employees, including Peter De Jianne who self-published a children’s book and is donating the sales to pediatric cancer.
Another news item describes the alliance between WeWork’s London office and the Hackney Council, a local government authority in London, and The Diana Award, a non-profit founded in memory of the late Princess Diana.
While the above examples might be difficult for a small business to imitate, there’s no reason why a smaller company should be intimidated by the challenge that content marketing presents.
Start slowly but be consistent. Create a blog or an e-newsletter, shoot a short video on your iPhone to create meaningful micro-content, or try Canva to make a cool infographic about something impactful in your industry. Most importantly, just do something no matter how small. Don’t let fear hold you back.