Content Marketing: 6 examples of successful digital strategies

Today's technology devices allow users to access content continuously and variedly. Many people keep up to date on the news while they are on the move, so the time spent on each content is fleeting and the first 37 seconds that attract their attention are key to connecting. When it comes to content, Marketers face a number of challenges: with 50% finding it difficult to consistently produce content and 49% having trouble measuring its effectiveness.

A successful content strategy is not only to produce it but to ensure that content will reach everyone. In this article, we will explore the global organizations' strategies used to build and maintain relationships with their customers, providing insight into what makes efficiency and why.

1. Tell a story - TOMS Shoes

Storytelling is the key to engaging customers. Consumers want to know what this brand stands for and what it can offer. So integrating the message into a story is a great idea to spread it.

A good story will create empathy, have certain results, and address customer needs. A great example is the TOMS shoe brand established over the past decade based on an innovative business model, donating a pair of shoes when one is purchased.

Their annual campaign "One Day Without Shoes" - A day without shoes held in May - encourages people to walk barefoot for one day in order to raise awareness about children's health and education. I live in many countries like Peru and India. By using social media, the company spread its story and encouraged people to tag their bare feet photos on Instagram, each with a pair of shoes donated. This year alone, 27,435 children in many countries received new shoes through the campaign.

Using the social entrepreneurial spirit to create a better world or the TOMS shoe brand saying "Our wish is that someday all children will have shoes" Has driven the company to become a reputable brand, famous forgiving.

2. Measuring ROI (return on investment) - Cisco

Cisco is always proactive in creating content and using social networks to expand its Marketing campaign with Facebook, Twitter, and Youtube. However, the company's marketing team is having a hard time demonstrating the benefits of social media even if they know it.

With the launch of the new router, Cisco took advantage of social networking to engage their customers in a more interactive and fun way. In addition, they meet customers where they are - online venues and gaming worlds through platforms like Second Life, a 3D game, video conferencing, and a Facebook page dedicated by the Cisco support team. for users, blogs, and online forums.

This launch is a change for Cisco compared to the old times, the campaign brought a huge number of orders. More than 9000 people - 90 times more than previous launches - from 128 countries participate in virtual events and save the company more than $ 100,000 more than expected. As a result, Cisco received the Leading Lights award for the best marketing category and changed the marketing strategy to include social networking as part of all product launch campaigns while the cost of advertising printing was switch to social activities.

Four years ago, the global company had to set up a social networking center to track 5000 daily mentions on 70 company-related Facebook pages, 100 Twitter accounts as well as other platforms like LinkedIn, Youtube, management blogs and company forums. Its operation has resulted in 201% ROI for more than 5 months, with an annual cost-benefit of $ 1.5 billion.

3. Using multiple platforms and formats - IBM

During a powerful content campaign, IBM created authoritative content at a high level of expertise. To achieve this, they create content for a number of different blogs targeting different markets through the Social Impact Blog, Software Blog, and Smarter Business Blog to promote a range of technological innovations across the globe.

As a worldwide organization, IBM works in an assortment of businesses and its substance reflects these wide regions. Many of their content is gathered from sources at the library, which include identities, education, training, research, data, consulting reports, and some other technical documents, with Capturing the target audience, IBM used content to its utmost advantage.

4. Do not underestimate the power of images - GoPro

The GoPro video camera company has built its content strategy with inspirational images. With 3.2 million subscribers on the Youtube channel and 6000 GoPro video tags uploaded every day, the company has a sizable user base joining their channel.

Aside from Youtube, GoPro has hundreds of thousands of subscribers to their other channels (World, MX, and Tutorials) while the company's Instagram feed has 4.2 million followers with high-quality photos and videos, which have to Be able to introduce a product to customers that are essentially not focused on the product

5. Take advantage of your company's USP (Unique Selling Point) - General Electric

Unique Selling Point (USP) - Unique selling point is the sustainable advantage of a defined brand or product to make a difference with competing brands or products.

Although GE does not provide the most interesting products in the world, they are able to make the most of their knowledge and knowledge.

Their content is varied with podcasts, TV shows, and web series along with online magazines, GE Reports. On their slogan "Be creative at work" GE uses GE Report to tell the story of the ongoing research within the company and that is also the story that attracts and becomes viral on Reddit. The key to GE Reports is a variety of topics from climate to cancer. They set out before each person the story of science and motivate customers to the level of participation and trust.

Its podcasts were also extremely successful and just last month its fictional podcast, The Message, told the story of a group of cryptographers using GE technology to decode a message sent from space 70 last year climbed to No. 1 on the iTunes charts, surpassing the hugely popular series like This American Life and serial.

6. Stimulating interaction - BBC

The most effective way to attract customers is to ask them to join the campaign, which proves that both parties can benefit. With 78% of consumers more open to interacting and building good relationships with brands and companies, content gives customers a powerful way to engage and engage.

The BBC set this up through a personalized "Your life on earth" infographic based on the customer's responsibility. By entering their date of birth and height, users will get facts and interesting data on how the world has changed throughout their lives. The data is rich, many interesting facts, it has led to other content such as videos or articles on the BBC website.

A content strategy is key to guide your marketing efforts and ensure your presence in the digital field. By focusing on the strengths of your company and refining your message, your content and the way it is spread can make a big and positive impact on the brand.