From email marketing and digital ads to website personalization and organic social media, there are so many tools you can keep in your digital marketing tool box. One tool that many companies forget to put in their tool box is content marketing. Content marketing is the creation and sharing of digital materials with the goal of generating engagement and interest in a product or service. According to digital marketing expert Neil Patel, content marketing costs 62% less than traditional marketing and generates three times as many leads. Here are five great examples of brands using content marketing.
Hubspot, home to inbound marketing, sales, and service software, is a great example of a company using content marketing. Their Marketing Blog is full of high-quality, relevant and educational information for their target market, digital marketers. From how-to guides to research reviews, digital marketers can find answers to nearly any question within the Hubspot Marketing Blog. Because of the relevant information in their blog, digital marketers trust Hubspot. They are seen as a knowledgeable source and are more likely to purchase their marketing software.
2- Red Bull
Red Bull, a popular energy drink company, is another great example of a company using content marketing, but, unlike Hubspot, the content they are creating is not a written blog. Instead, Red Bull is creating high-quality, adrenaline-inducing video series. Whether you want to watch Kai Lenny surf huge waves, see daredevil mountain bikers fly down steep mountain sides or anything in between, Red Bull is creating adventurous content that is perfect for their energy-seeking customers.
When someone watches a Red Bull video of someone building and riding an insanely fast motorcycle or skiing untouched slopes in British Columbia, they are likely to feel the excitement and adrenaline associated with the Red Bull brand. This makes them more likely to pick up a can next time they are in the gas station or store. Red Bull’s content also has a unique viral factor. This means it is content that people like to share with their friends and pass on to other adrenaline junkies. Because of this, Red Bull’s content spreads like wildfire, creating more and more customers as it grows.
Similar to Red Bull, Lululemon has an energized, athletic following who is interested in being active. Lululemon changed the content marketing game by creating a community of super fans and encouraging them to create the content. Lululemon Community Ambassadors host events and classes around the world which draw customers and interested onlookers into the brand for a very personal, high-touch experience. Their community also has a large library of stories, tools, and training plans built to inspire customers. When customers participate in live classes and view online content, they are drawn into the brand on a personal level. This increases the possibility that they purchase another pair of leggings or try out a new product in the shop.
Similar to Hubspot, Moz.com targets digital marketers as a marketing software company. Specifically focusing on SEO, Moz.com has created a blog that includes anything a digital marketer might need to know about search engine optimization and similar topics. After creating their high-quality blog content they send out daily emails to subscribers. This makes their content a constant part of their subscribers’ lives. As blog readers and email subscribers are reminded of Moz.com’s SEO expertise they are more likely to purchase their software.
5- onX Maps
Similar to Lululemon, another company doing a great job building community and creating content at the same time is the GPS map app company onX Maps. They have two apps, Hunt and Offroad. Both are built for outdoorsmen and women who need ownership, property and road information along with typical map data. These aps assist them in their hunting and vehicle riding adventures. Both the hunting and riding communities have famous influencers and content creators that are heavily followed by onX’s target customers.
OnX has found a way to leverage these influencers to create content for their brand. OnX influencers create Instagram stories explaining their favorite app features to unbelievable images that show off their adventures. They create jealousy-inducing content onX customers love to see. When customers see famous influencers using the onX apps and having fun while doing it, they are more likely to purchase a subscription.