By: Katie Rush
Ready for a blog post to begin with a dictionary definition? Well, here it is. According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience— and, ultimately, to drive profitable customer action.
What stands out most to me, as both a consumer and a communications professional, are the words valuable and relevant. I love the idea that content marketing focuses so heavily on these two ideals when communicating to the customer. Evolving from simply a consumer to a communications professional has made content marketing campaigns more enjoyable to engage with. Here are my top five favorite.
This campaign was one of my first favorite examples of content marketing (once I realized what content marketing really was). I learned about this in an advertising and marketing promotion course, and although I learned about it as a content marketing plan, I couldn’t help but fall in love with the idea, and be immediately drawn to Always as a brand.
Spending quite a few years of my (younger) youth as a Tumblr fanatic, I obviously have a soft spot for any brand that aligns itself so seamlessly with the tricky humor of the Tumblr crowd. Denny’s undoubtedly achieved this with its hilariously put together posts and responses to customers of the blogging website.
This new creation from the ice cream moguls Ben and Jerry was the epitome of relevant strategic marketing during the primary election. The ice cream connoisseurs wanted to make their political stance clear, while marketing their product, and also supporting a candidate through successful marketing.
In my opinion, those Tasty videos we’ve all shared and saved for quick and easy recipes are one of the best content marketing strategies that has ever utilized Facebook. The content is consistent, and definitely retains a clearly defined audience (people who want to eat all those tasty recipes).
Go pros have taken content marketing to a new level by giving consumers the ability to experience their amazing product– before they even have to buy it. By utilizing content marketing, this brand has taken on the identity of fun and adventure, and positioned itself so that consumers automatically think of Go Pros when they think of capturing adventure on film.