2. It's not a commercial
“It's not about finding yourself. It's good to be inspired and look up to people, but to really find out what makes you happy, no matter what that is, don't follow the crowd. Don't do what other people do because everyone else is doing it. If you want to go against the grain, don't be scared to, because if that's what makes you happy, it doesn't matter.” – Cara Delevingne Introducing #DoYou, a campaign directed by @badgalriri, featuring @caradelevingne and our fiercest female ambassadors.
A video posted by PUMA (@puma) onSep 22, 2016 at 7:59am PDT
The example with Cara Delevingne is excellent, because it conveys a message about how the slovenia consumer email list brand wants to be perceived without actually mentioning it. In addition to the video, the hashtag #DoYou was created and spread on social media.
3. It's not just online
Image via: Airbnb
Content marketing for an eCommerce site isn't necessarily online. Airbnb demonstrated this when it included in its catalogue the possibility of staying in a replica of Van Gogh's room .
In addition to the interaction achieved on social media - which constituted a successful case of user-generated content - many media outlets talked about the replica that could be visited at the Art Institute of Chicago.
4. Directed blog
Threadless offers a range of original designs printed on t-shirts, bags, towels and related products. Its content marketing strategy is aimed at creatives, advertisers, designers, artists and tattoo artists -among others-.
Image CC: Threadless
Their blog “ Creative Resources ” offers topics of particular interest to these users and the brand’s personality is reflected in each post. In addition to being consistent in the subject matter of their articles, they share their content on social media.
5. Choose your networks well
Image via: Victoria´s Secret
Victoria's Secret is one of the brands with conceptual content that has been able to choose its social networks well. Its strategy revolves around the image of different types of women, with different needs; hence it has not ruled out using Pinterest as a channel, since the majority of users of this network correspond to this gender.
Your profile features different boards to inspire usage scenarios:
Image via: Victoria's Secret
You have to make your product description original, because two things depend on it: that your customers read it andunderstand. Apple's online store has been able to effectively develop content, explaining all the features of its gadgets, focusing attention on their strengths.
For example, in the case of the iPad Pro , they placed videos, presentations, text descriptions and images, all pointing to the product's features: its size, weight, screen resolution, sound quality and other technical characteristics.
7. Everyone participates
Playmobile and Barbie are two of the brands that best generate “participatory content” to reinforce the feeling of belonging. On their portals you can find downloadable materials to color, cut out and play with. They even have online comics where the products are the main characters.
Conclusion
These brands have been able to carry out successful content marketing strategies because they have complied with three fundamental rules:
They don't always talk about the product they are selling.
They include useful content for their consumers.
They treat their content as a social and participatory element.