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.
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
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.
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.
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
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.
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.
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.
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
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
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
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.
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
5. Take advantage of your company's
USP (Unique Selling Point) - General Electric
Selling Point (USP) - Unique selling point is the sustainable advantage of a
defined brand or product to make a difference with competing brands or
does not provide the most interesting products in the world, they are able to
make the most of their knowledge and knowledge.
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.
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
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.
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.