Content marketing done effectively is part of an ongoing dialogue companies are meant to have with customers if they want to get a higher ROI from their marketing activities.
Knowing what your customers are thinking, feeling, complaining about, what problems they are having, or their aspirations and dreams – which you can discover using social media listening tools – is the basis of a more constructive dialogue. With this kind of knowledge you can create more effective content, which converts a higher percentage of your customer base.
There are already some great examples, which we will take a look at now, that you can learn from.
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1. Red Bull.
Known for being a ‘king of branded content because they are a content first organization’, they have done very well in establishing a meaningful, well managed content conversion cycle. They rarely mention their products in the RED BULL BULLETIN, a print, online and iPad magazine, with millions of fans. Subtle branding, with engaging content, is a successful talisman for the lifestyle they want to encourage around their brand values. Think about what you really want to say, then you should be able to start more meaningful conversations.
2. General Mills.
Parent company to popular consumer brands, Pillsbury and Betty Crocker, has created the food blogging network, PLATEFULL. They have 8.1 million unique visitors, it is very popular with moms, especially those aged 25-54, with more web traffic than AOL food or Cooks.com. It has very little branding. Like Red Bull, it is subtle. And yet, the conversations it starts do a terrific job in keeping customers within their various multi-national sales cycles across their multiple brands.
Luxury e-commerce retailer, Net-A-Porter, have created an online magazine, The Edit. Customers who ordinarily would read print or other online fashion magazines now find their fashion fix here. They combine insightful interviews, stunning visuals, video and a carefully curated selection of product suggestions. They don’t overload their customers with the clothes they stock. They build a strong level of trust, based on The Edit behaving like any other fashion magazine. The bar has been set high, which keeps their customers coming back for more.
All of these examples took time, commitment and continuous investment. Lots of trial and error. With all content, the results are cumulative, but once Red Bull, General Mills and Net-A-Porter found a model which worked for them they reaped enormous benefits from their customers.
Attentive.ly is an easy to use tool for companies and organizations to send highly-targeted , triggered communications (email + social media) based on the digital body language of customers, supporters and prospects across the social web. Attentive.ly has been used to identify and track 5 million+ influencers on the social web by over 100 companies and organizations.