Modern Content Marketing Success Stories
The modern consumer is constantly connected to the ’Net thanks to the adaptation of mobile devices like smartphones and tablets.
As a result of these mobile devices, content consumption is at an all-time high – which provides brands with an enormous marketing opportunity. The challenge when it comes to content marketing, however, is producing material that attracts attention, because it is difficult to stand out in the inbox and newsfeeds of today’s connected consumers.
Luckily, there are many innovative brands on the Web that are breaking the virtual mold when it comes to content marketing. For some inspiration, look below to discover five modern content strategies from a few brands that are doing it right:
Brand: Alex and Ani
Strategy: Social Teaser
In order to increase the excitement around its Super Bowl commercial, Alex and Ani decided to give its social followers sneak peeks into the ad a week before the official premier. The brand got the social chatter going by leveraging a combination of videos and images for the teasers, which made the status updates both eye-catching and engaging.
Brand: The Limited
Strategy: Style Helper
The Limited uses its website to feature unique content through a section called “STYLEist.” STYLEist offers lookbooks and a fashion calendar, which can help consumers see how different garments can be paired together. This type of content helps shoppers pick out complete outfits without ever entering a fitting room, which is a win for both the brand and its customers.
Brand: American Eagle
When it comes to content marketing, it is vital for brands to reach consumers in the channels where they spend time. This is even true for emerging channels like Snapchat. Among the brands that have already created a content strategy for this ephemeral app is American Eagle.
Brand: Bentley’s Corner Barkery
Strategy: User-Generated Content
Posting user-generated content is a great way to grab attention, because it makes a brand seem more approachable from a consumer’s standpoint. Bentley’s Corner Barkery leverages this strategy (and the cute faces of its furry customer base) to connect with its customers. The strategy also encourages others to post on the retailer’s wall or bring in their furry friends to the retailer’s brick-and-mortar locations.
Toms leveraged email to promote relevant and heart-felt content. The retailer’s message not only promotes the next big holiday, Valentine’s day, but also encourages subscribers to give back by purchasing from the company. The retailer’s email message provides calls-to-action to shop for the holiday, as well as features examples of gifts “for her,” “for him” and for “kids.”