Content marketing is a relatively new type of marketing that provides free media-type content to customers in exchange for their attention.
Unlike traditional advertising which interrupts customers to get noticed, content marketing provides content that customers want in exchange for permission to market a product or service.
Content marketing provides media-type content that customers want in exchange for permission to market a product or service to them. Here’s how it works:
With content marketing, instead of developing ads that interrupt customers, companies create content such as:
- Blog posts
- Podcast recordings (.mp3s)
- White papers & downloadable guides
- Youtube videos that benefit customers and provide value
This value can be provided in two ways: as educational content and as entertainment content. In either case, customers have free access to content that provides value. Find below list of companies with jaw breaking result from the use of content marketing.
Toyota provides an excellent example of using Youtube video content to gain customers’ attention. Instead of creating another me-too ad about a car driving on a road and looking “cool,” they created a rap video for their Sienna minivan, calling it the “Swagger Wagon”. It’s a 2:36 seconds long entertaining video for customers to watch.
Because it’s so entertaining, the video went viral with people telling everyone they knew about the video to the tune of 9,985,158 views on Youtube at the time this article was written. Instead of paying for placement for an ad on T.V. that nobody wants to watch, they created a unique brand experience with a video that offered entertainment value that customers wanted to talk about.
Orabrush had been around for 10 years, begging dentists and retailers to carry their products with limited success – they took off after they launched a $500 video.
Photo courtesy of Orabrush
Orabrush sells tongue cleaners. Tongue cleaners are not sexy.
They invested in TV advertising and traditional marketing but weren’t getting much attraction. Then, they realized they could create humour around their brand, so they spent $500 on a “Bad Breath Test” video that promoted their tongue cleaner. They posted it on YouTube. The Orabrush channel has had over 40 million views and helped them attract 340,000+ Facebook fans and 5,000+ Twitter followers.
After 10 years, major drugstore chains finally carry Orabrush.
Mint.com was among the first company to create infographics to attract customers on a mass scale – that resulted in 2 million customers within 3 years.
Aaron PatNzer launched Mint.com in 2006 as a better way to manage your personal finances online. He was competing against established banks with huge pockets.
By focusing on blog posts, slideshows, videos, and infographics, Aaron grew Mint.com to 100,000 accounts in 2007, 600,000 in 2008 and almost 2 million in 2009, becoming the largest player in the personal financial aggregation market. Three years after he launched, Mint.com sold to Intuit for $170 million.
Today they have over 10 million customers, track more than $80 billion in credit and debit transactions and nearly $1 trillion in loans and assets.
Jeni Britton Bauer went from making ice cream in her kitchen to creating one of the fastest growing ice cream brands.
Almost 9 years later, she published a recipe book, “Jeni’s Splendid Ice Creams At Home.” It became a New York Times best-seller, fueling her growth and making her one of the fastest growing ice cream brands. Jeni now has 9 stores and her ice cream is in over 700 grocery locations.
Founded in April 2011 by comedian Michael Dubin and businessman, Mark Levine; DollarShaveClub sells quality no-name razors for less than the cost of brand razors, but with high-end customer service and packaging. There are competing against Gillette and Schick. With no employees and a small budget, their video helped them to attract 12,000 new customers in 2 days. DollarShaveClub went on to raise $10.8 million in financing. Now they have a team of 20+ in California.
Mari Luangrath started her cupcake online ordering business in 2009.
But she had a problem. Her website didn’t work – for the first 6 weeks, no one could order cupcakes. Instead of taking the loss, she went to Twitter and started chatting. They grew from 0 customers to 2, 200 targeted followers in less than 6 weeks, attracted national press and beat their sales targets by 600%! Mari and Foiled Cupcakes became a Chicago leg
Kinleigh Folkard & Hayward is a real estate company. Not an easy thing to be in 2008 and 2009 when the market was crashing and their competitors were going belly up.
Kinleigh Folkard & Hayward survived the housing recession to become one of the Top 10 Brands in the UK by launching a magazine.
So they launched a high-end magazine, The Completely London, to establish themselves as an authority. The magazine showcased houses and educated people on the market, among other things. The high-quality feel and content restored faith in their clients and brought them new ones.
It revitalized their company, turning them into an industry leader.
Last year, The Completely London was named one of the top 10 brands in the UK.
In 2007, Lauren wanted to subsidize her day job, so she started selling make-up on eBay.
“It took a few months of saving up to get enough money together to buy my first selection of stock. I can remember how hard it was to part with my savings and I wondered if the risk was worth it.” – Lauren Luke
To increase sales, Lauren created “how to” videos and posted them online. Those videos not only made her bigger than Estee Lauder on YouTube, they sparked the launch of her own makeup company, By Lauren Luke, which is distributed by one of the most luxurious names in the industry, Sephora. Lauren stopped dispatching cabs and became a successful business owner.
She never spent a penny on traditional marketing.
9. GOOD GREENS
Good Greens was founded by Keith Pabley in 2011 when he was working with a physician to improve his practice. Keith discovered that the health bars the physicians were recommending tasted awful, but they couldn’t find ones that didn’t. So he created Good Greens Bars – gluten free, dairy free, natural super bars with 40 antioxidants and 3 probiotics.
Pabley didn’t have a large marketing budget. Instead, he builds relationships with local bloggers to increase the number of reviews, mentions and search engine results for Good Greens. Good Greens grew their sales to $50,000/month by reaching out to bloggers. 3 of their flavours became the No. 1, 2, and 3 selling bars in Cleveland. His sales jumped 50% in 4 months.
Today, Keith’s bars are in over 1,200 stores.
Trevor Tice started his health and fitness company, CorePower, in Denver in 2002. Instead of using TV and print ads, Trevor used social networks to build awareness and establish relationships with his customers. He also offered his classes online.
By 2007, his sales scaled to $6.5 million. By 2010, he made $23 million. By 2011, he had 55 locations and a plan to open 100 more by 2016. CorePower became the largest yoga chain in the USA using word of mouth tactics.