Is content marketing effective? These three case studies show how three different companies utilized different content marketing strategies to achieve success and growth in under a year.
The Challenge: With fewer than 400 views on their blog per month, HotPads needed to curate traffic that would convert visitors into an engaged, returning audience. HotPads decided to turn to original content and forego the use of any paid content or promotions in order to achieve their goals for growth.
The Strategy: HotPads turned to content creators to create and publish original story-based content to their website. They focused on hiring quality, vetted journalists and content writers to produce the content.
Never underestimate the power of original content. HotPads used storytelling to get their message to the right people and created an engaged audience that helped them grow into the popular rental site we know today.
Superdrug.com wanted to build a campaign that would bring more attention to the lasting problems surrounding body image issues, especially in women. The goal was to offer and raise awareness of resources available to anyone struggling with these problems. This was a sensitive topic that needed to be handled well in order to be effective.
Graphic designers from 18 countries around the world were hired, all with the same simple task: photoshop the same image of a model and make her attractive in a way that fits their country’s beauty standards. The results were shared as part of the campaign to show the vast differences in beauty standards across the world.
Appealing to emotion in a way that is relatable to your audience is an effective way to connect and encourage engagement. Emotions are also a key factor in viral content.
Dell’s marketing strategy didn’t account for following up on leads from partner campaigns, leading to ROI losses and a disconnect between Dell’s marketing efforts and their sales channels.
Dell began a lead nurturing solution that utilized thousands of pieces of unique content that would personalize the experience for every lead, guiding them through interactive content including emails, landing pages, and more that would enable viewers to explore and educate themselves about Dell’s products before ultimately making the decision to buy.
Always follow up on leads and never leave your customers with a dead end when they are viewing your content. Dell’s efforts in creating thousands of pieces of interwoven content allowed for a highly personalized campaign that appealed to a wide audience.
Different companies have different goals to achieve their idea of success, but the many sides of content marketing offer something for everyone when it comes to reaching those goals, whether it’s company growth, greater ROI, or greater brand recognition. Content marketing strategies are the most effective when marketers take the time and research to understand their target audience. The key takeaway from any content marketing case study is to craft a strategy that revolves around your company’s goals and the story you want to tell.
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