By Steve Goldner
In the past 20 or so articles, I have given you information and rationalizations to help you become a better content marketer. (For starters look at the content marketing playbook – Content Marketing 101 through Content Marketing 112). Now I want to give you five examples of companies that have done an excellent job with content marketing. Each company is very different … I want to demonstrate that it really does not matter what business you are in. You can deliver great value to your target audience via great content.
Farmers Insurance Group
Farmers focus is to deliver education on home safety and driving. Makes sense. They sell homeowners and auto insurance. Their content is completely aligned with the value their product delivers. They used a little known actor (J. K. Simmons) as their professor of safety. That is, J. K. was little known when they contracted him. Now that he swept many awards as a leading actor (including an Oscar), everyone knows him. Pretty forward thinking on the behalf of Farmers. If you go to Farmers’ site you will see a Farmers Inner Circle, which includes an extensive library of helpful tips around home maintenance and repairs, budgeting, auto care and insurance, and more. As a result, the site captures approximately 1.5 million unique visitors per month. Not bad for an insurance company. Consider all these visitors leads or loyal customers.
I always say that brands should think like a publisher. And Birchbox does exactly that by producing “The Magazine.” The Magazine provides valuable tips on grooming, hair, and the latest trends. The content they deliver is true to their brand as it focuses on personal style. They produce many pictures so The Magazine feels more like a “look book” then content pushing their products. This helps Birchbox stand out in an extremely crowded online retailer space. This results in almost 8 million unique visitors to their site per month and almost 8 Million views of their videos on YouTube.
Through American Express’ OPEN Forum, AMEX helps small business owners succeed. They provide advice for small businesses on leadership, marketing, finances, and many other business issues. They provide both original content and user-generated content (UGC). I really like OPEN Forum for two particular reasons. First, it demonstrates how easy and successful content marketing is for a B2B company by providing answers to solutions rather than pushing product. This is really important in making a target audience comfortable and winning them over. Second, is the use of UGC. Tap into your audience and let them help other users. The OPEN Forum delivers great results – over 16 million unique visitors per month and one-quarter of a million link back referrals.
Red Bull is one of the leading content marketing companies. But they do not talk about their product. They reinforce the lifestyle of a Red Bull drinker – a highly active extreme sport enthusiast. Many are familiar with their sponsorship and live coverage of the Stratos Jump. 8 million have viewed it. But go to their site on any given day and you will find other content on BASE Jumps, workouts, motor biking and a whole array of extreme sport activities. Red Bull has won almost 1 billion YouTube views and over 400 thousand referral links (awesome advocacy) to their content.
IBM is a technology company looking to deliver products that make “A Smarter Planet.” IBM provides an exhaustive library of case studies, technical resources, analyst papers, and executive briefs that it shares with everyone on their site. They also cover topics on technological innovation and advancements on their “Building a Smarter Planet Blog.” IBM is a great B2B example of a company sharing their solutions to strengthen their brand position and perception as a technology leader. They have won over 20 million views of their videos on YouTube, drive over 1.5 million unique visitors to their site and have almost three-quarter of a million referral links backs to their content.
These are five pinnacle examples of companies doing an awesome job with content marketing. You may not drive results to the magnitude of success as these companies have, but certainly you can reach relative great results with your content marketing when done right.
Make It Happen!
Steve Goldner is the Content Advisor for Appinions. This article is part of the Content Marketing Series he is covering to help marketers get better ROI from their efforts. Appinions is a data driven content marketing platform providing clarity on content generation and distribution.