Keep reading as we review some of our favorite content marketing channels and an example of each type done right.
1. Social Media
Now, we love blogs and long-form content (we wouldn’t be here if we didn’t!). But, it takes more work than you’d think to get people to read a blog post in today’s scattered web-scape. So, how do you get them to stop scrolling through their feed and start digging in to those posts you’ve worked so hard on?
One of the best ways to syndicate your content and get it in front of your audience is by creating intentional and engaging social media channels for your business. Social is a great way to reach your potential customers in a casual, branded, and consistent way. The hard part is ensuring that your content is exciting, educational, and interesting. Otherwise, you won’t break through the clutter of other stimuli that your audience is exposed to.
Try to show a new side of your business; find a voice that feels more laid-back and fun than your typical communications. We call it “taking off the mask.” By being authentic, you will develop a connection with your audience that will create lifelong customers.
Social Media Content Marketing Example
Did you do a double-take? You’re not the only one. In 2011 Patagonia ran an incredibly successful print and social media campaign called “Don’t Buy This Jacket”. The headline immediately made the headlines of The New York Times and captured the public’s attention. Patagonia’s goal was to get people to stop and think amidst their flurry of knee-jerk Black Friday purchases. Always a brand with a strong social ethic, they sought to educate folks about the harms of extreme textile production and waste during a time when online shopping was top of mind. While every other clothing retailer was encouraging purchases, Patagonia was instead advocating for conscious consumerism. This built trust, but also helped them amplify their brand message by doing something completely different from everyone else which made them stand out.
2. Articles & Blogs
The last time you were thinking about making a purchase, did you “Google” it? What did you see first? Chances are that the top results were articles and blogs. This isn’t a coincidence. As we mentioned in the intro, blogs, articles, and the ever-popular “listicle” (if you’re not sure what these are, here’s a hint: you’re reading one now!) are some of the best ways for your audience to educate themselves and do their research before they make a purchase. Plus, search engines love them! Why? Because your audience loves them, and they’ll keep on clicking!
Web articles and blogs allow you to connect with your audience in a detailed and informative way. While they require more engagement and commitment from your audience than a follow or like on social media, they give you the ability to really communicate what’s important to your customers and your brand.
Blog Content Marketing Example
Certain companies have been highly successful with their blogs. We particularly enjoy REI Co-Op’s blog. They don’t just push out stories that promote their products. Instead, they’ve done an amazing job of getting inside their customers’ heads and seeking to support them. Their blogs answer some of the most common questions or problems related to outdoor activities. Their aim is to be seen as a helpful part of your outdoor adventures, not a company that just wants to take your money (although, of course, that’s their ultimate goal).
The above article is on how to fix a bike chain. Useful, right? Experts provide helpful guidance and list the right tools to get the job done. By putting their customer’s interests and needs first, this blog establishes trust between the consumer and the brand. REI’s audience is likely to think of them as a helpful and reliable brand, which will make them more likely to become loyal customers for years to come.
Bonus points if you include video content in your blogs! Many people would rather watch a quick video than read a blog, so if you have the ability to supplement your written content with video, please do (oh, and MG Creative can help with that, too!). That’s a great segue into…
3. Videos and Podcasts
In an increasingly digital world, people have come to rely on multimedia sources, such as videos and podcasts, for information. This change has caused digital content creation to become an increasingly popular sector of content marketing.
Videos are a perfect way for your audience to learn a lot about you and your company in a concise and entertaining way. Podcasts have become extremely popular in recent years, primarily because of their ability to provide quick entertainment for people on the run. Many consumers take advantage of podcasts on long commutes, while doing chores, and while exercising. This offers a great opportunity for your audience to get to know you and hear what you have to say while fitting your content naturally into their day-to-day.
As podcasts can take some production set up and manpower, they can be intimidating. If you’re not sure how to start, or are worried about the cost, collaborating with a partner brand to produce co-branded content is an amazing idea! This way, you’re not solely responsible for any equipment or software that you may need to curate a successful podcast. Plus, if you can find a partner brand who already has podcasting experience, they can get you up to speed and in feed much faster than you could on your own.
Podcast Content Marketing Example
To go back to REI, they have a number of brand podcast series available. This series, Camp Monsters, is sponsored by YETI, a separate but relevant brand. Chances are that there’s a lot of cross-over between fans of REI’s products and those of YETI, so their partnership feels natural. But, they’re not competitors. Since they provide different types of products, sharing their voice in this way can really only benefit both brands.
So, What’s Next?
Wondering how to get started? Well, the good news is that you’re in the right place. Schedule a free consultation with us at MG Creative and we’ll explore how to drive content marketing success for your brand.