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Today, we have chosen to give you 20 examples of quality content marketing .
For what ? So that you can take inspiration from it and implement an effective content marketing strategy.
1. Communicate on social networks
Social networks are very powerful new communication channels. If you want to benefit from good visibility and gain notoriety, it is highly recommended to relay your content on social networks such as Facebook, Instagram, Twitter and even LinkedIn if you want to reach professionals in particular.
To illustrate this example of content marketing, we can cite several major brands.
`Let's take BirchBox, a brand that offers a selection of beauty products sent to subscribers each month. In addition to advertising on social networks, BirchBox offers videos of users (most often influencers) who discover the contents of the boxes. The brand also offers beauty tutorials.
Thanks to social networks, it is even possible to promote an event before, during and after it takes place. It is first necessary to arrange for your community to attend the event in question. Then comes a phase of teasing which helps make your audience want to go to the event.
On the big day, do a live broadcast. You will finally be able to carry out a post-event retrospective to discuss it with your subscribers. The Agricultural Show uses this process to communicate on social networks and it is a success!
2. Leverage UGC
As part of a content marketing strategy, it is not possible to ignore UGC . These user-generated contents are free, authentic and effective. Indeed, today, consumers have great confidence in these UGC, more than in the content offered by companies.
To optimize your notoriety, you can encourage your customers to give their opinion and rate your products. You can also offer surveys. This approach will allow you to generate UGC and then use it.
Many cosmetic brands use consumer publications.
GoPro, which markets cameras, allows users to share photos and videos captured with their equipment and then broadcast them. When the content is interesting, the brand shares it online!
3. Focus on Motion Design
Motion Design is a form of animation that illustrates points using graphics and animations. Very visual, Motion Design allows you to explain an idea in a clear and illustrated way.
All you have to do is turn on the television and wait for an advertising page to discover numerous examples of Motion Design. Many insurers use it: MAIF, AXA and Groupama. These advertisements are also very present on social networks because they are visual and easy to share.
Motion Design is widely used to share messages. It is not uncommon for this type of format to be used to make an announcement, share good results or even send wishes.
4. Take inspiration from Buffer
If you are in the habit of publishing articles , it can be very interesting to adopt the Buffer strategy . This company focused on longer, but high-quality content.
By offering authentic and transparent content, you too can seduce your audience. When you write, you need to think about the readers and what you will bring to them. Whether for your audience or for ecological reasons, it is in your best interest to reduce the number of articles and ensure the impeccable quality of your content!
5. Post stories
On Facebook or Instagram , it is possible to publish stories. This ephemeral content must be part of your content marketing strategy. Indeed, because they exist for a limited time, they can build loyalty and even become addictive.
There are several ways to use stories. Some companies will use them to broadcast live events, and others will choose this ephemeral format to share company life. The GoPro account is a good example of exploiting the story format.
6. Offer BtoB content
Of course, it is important for businesses to reach out to the general public. But it is all the more interesting for them to communicate with other professionals.
Indeed, the products and services marketed can sometimes be useful for businesses.
It's no secret that BtoB communication is different from BtoC communication. It must be done from the website on which a “pro” space can be created. You can also use LinkedIn !
7. Create a glossary like Shopify
Like Shopify, you can create a glossary of technical terms specific to your industry. By writing clear and explanatory definitions, you attract traffic to your website and position yourself as an expert in your field. This example of content marketing is very simple to set up and ensures real notoriety.
By attracting prospects to your site, you can then convert them into customers by offering landing pages and other content marketing tools to satisfy them.
8. Launch a content series
As cloud specialist Oracle has done very well, you can launch a series of similar content in the same area. The objective is to successively post short (less than 2 minutes) and educational content to captivate your audience. These communication media must be short and animated (videos or motion design are generally preferred) to attract viewers.
The advantage of this example of marketing content is that customers and prospects are retained since their relationship with your company is long-term, through the regular publication of content.
9. Set up a webinar
The principle of the webinar has developed enormously since the health crisis and offers many advantages. Firstly, it reaches a large target since it is available in replay and can therefore be viewed at any time. It allows you to highlight your expertise on a certain subject and directly attract prospects.
With communication from you on this webinar, you are guaranteed to reach your prospects and transform them into customers. This is a true example of content marketing reaching customers in recent years.
10. Offer a white paper to download
One of the great innovations of recent years in marketing is to offer a free downloadable book to prospects or customers. This is a strategy that is paying off and proving very useful. The content of the book is quite classic, it consists of a few pages with basic information, accessible to everyone. With a captivating and dynamic design, you interest prospects who turn into customers.
The main advantage of this tool is to retrieve qualified contacts. In fact, to download your book, the prospect must give their email address. You therefore get a prospect who is really interested in your products/services and therefore develop a channel to contact them subsequently.
11. Stream Regular Podcasts
The benefit of using a podcast as content marketing is twofold.
Firstly, you can create podcasts for internal distribution, which unites your teams and creates a certain cohesion since everyone has access to the same information.
Secondly, and this is the one that interests us the most, podcasts are a real content marketing tool. B2B podcasts, in particular, are very successful and allow you to stand out from the competition. With a format generally in the form of questions/answers, podcasts allow you to develop a certain notoriety. You thus assert your brand image, which at the same time asserts your status as a leader on the market.
12. Utiliser Think with Google
Think with Google is a marketing tool that is offered by the search engine itself. It allows you to present different supports and formats of educational content (video, podcast, template, etc.) to develop your company's marketing strategy.
In doing so, Google strengthens its image as a thought leader, promotes its own tools and attracts visitors to its sites. Not only does the search engine implement real tools to help marketing professionals, but it establishes itself as a pioneer in the field.
13. Publish advice guides to establish your expertise
One of the techniques used recently in content marketing is to offer a guide on a very specific subject which is at the heart of your activity. With a structure that must be rigorously defined and thought through before publication, your book aims to become THE reference guide in the field.
With such expertise, prospects and customers perceive you as a true leader in your field of activity. This therefore has a double advantage: you attract prospects (who can become customers) and you retain your existing customers.
14. Practice infomercials
By mixing journalism and advertising, you get a real-life example of content marketing. For example, Scotiabank used direct mail in a roundabout way as part of its marketing strategy. To do this, she published articles that do not directly deal with the promotion of her product (a new bank card). This type of support attracted its older customers, and it entered into a partnership with Buzzfeed to attract younger customers.
Through this dual content marketing strategy, Scotia has attracted the attention of all age groups of its customers.
15. Create statistical reports and studies
Let's take a concrete example of content marketing through the publication of the Litmus statistical report, in partnership with the firm Convince & Convert. Through this study, Litmus contacted thousands of companies to collect their opinions, and thus collect the contacts of potential customers. Then, with the publication of the report, Litmus attracted hundreds of prospects since the statistical study focused on a fundamental aspect of their business (the future of enterprise messaging).
With a consultation rate increasing year after year, this example of content marketing is increasingly applied by young companies seeking to establish themselves in their field of activity.
16. Launch competitions between users of your products
The best way to convince a potential customer to buy your products is to have them test the product in question! To do this, this test can be transformed into real content marketing. How to do ? An example of promotion consists of putting users of your products in competition with each other. By sending them samples of your products and asking them to film themselves or give their opinion in comments, they launch a whole media movement around your company.
Through this competition, an entire ecosystem is created around your products, which leads to a certain attraction to them. Not only do you gain visibility on social networks, but you also gain customers!
17. Implement a cross-platform strategy
The most striking example of the implementation of a multiplatform strategy is certainly that of Netflix during the promotion of the series Altered Carbon. In order to make an impact and encourage viewing of the series upon its release, Netflix carried out content marketing on different media. On social networks, in the street, in 2D, in 3D, with sound, images...: everything was used and put in place to bring light to the series.
This example of content marketing was a real success since Netflix users even felt like they were experiencing the series. By awakening the senses of its customers, Netflix has achieved a masterstroke and once again shows that content marketing is indeed a major promotion channel!
18. Interview people on the street
Another example of content marketing is the campaign launched by Heineken to promote its beers. What does it consist of? Heineken filmed people sharing beers in a heated discussion with diametrically opposed opinions.
Not only does this create interesting discussions, which encourages viewers to continue watching the video, and it makes them want to buy Heineken beers. The longer the customer stays in front of his screen watching the lively discussions, the more he is tempted to buy his Heineken beer too! Although original and out of the ordinary, this example of content marketing is also a real success.
19. Publish and post a paper magazine
Like Airbnb, you can also offer a paper magazine to your customers and prospects. Although, at first glance, this may seem outdated, we see that Airbnb is succeeding in reaching a new range of prospects. In fact, the accommodation reservation company communicates mainly on the internet, which does not really make it possible to reach older people. However, the latter are often very interested in renting a room in their accommodation.
By having carefully analyzed its offer and its customers, Airbnb was able to develop a new type of content marketing to ensure it reached all its customers!
20. Offer free tools
Like Coschedule, you can offer free tools on your website. This example of content marketing is based on a well-defined strategy. First, you attract prospects to your website by promoting your free tools. The idea is that these are very useful and are available with a paid version which offers more advanced features.
Then, the interest of these tools in paid version is quickly felt and becomes almost essential. This way you get customers back. In the event that the free version is sufficient, you still position yourself as an expert in content marketing since your tools are used and recommended by many professionals. This necessarily generates traffic and interest in your services.
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