28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.
I use a combination of personal branding, consistent social audience building, and support in creating authentic and ongoing thought leadership content. I’ve done it for myself. I’ve done it for the companies I’ve worked for. I’ve helped activate hundreds, even thousands of thought leaders to tell better stories. I’ve done it for numerous clients. And I can do it for you.
The reality is that just creating content isn’t enough. In many cases, you need to amplify it. You need to market your marketing. This is where social media can help a great deal. Also recognize the many places (and many people: customers, employees, influencers) that can help you amplify your content marketing. (bonus: presentation on the difference between influencers and advocates)
Bloomberg's Diversity & Inclusion Blog shares thought leadership and research on the topic. Stories like "How to Be an Active Ally in the Workplace" share actionable tips to improve workplace inclusivity, while pieces like "Workers’ Trash-talk Goes Down When Leadership Diversity Goes Up" demonstrate why diversity is good for everyone. Bloomberg has also dabbled in creating video content to help move its message forward.
Web hosting is one of the most competitive sectors in the technology industry. There are hundreds of companies trying to reach the same customers, many of whom aren’t that tech-savvy. Not only that, many compete on price, rather than features or quality. Competing on price lowers the margins of the industry as a whole and makes the competition play hard in acquiring each customer.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.
Social media can be a great way to create shareable content. Many brands are doing all they can to get those shares, likes and follows up and no-one has mastered this better than Old Spice. This is a brand that – as lifted from their very own Twitter bio – has “74 years of experience helping guys improve their mansmells with deodorant, body-wash, antiperspirant and fragrances.”
11. House of Cards: The alternate Frank Underwood reality. Netflix’s political drama House of Cards adopts the marketing mindset that Frank Underwood and HoC characters are totally real. With a full election website and commercial that aired during a presidential debate, you forget that these people are acting — and isn’t that the whole point of TV? House of Cards creates a steady stream of content build-up to generate excitement for the new season. It’s a great example of how a few key content pieces released strategically can drum up anticipation for a big launch.