Producing great content for the internet age is not as easy as it may seem. Attentions spans are shorter than in the past. Audiences are unwilling to sit and read long articles and advertisements. So, what is a company, website or blog to do to get noticed?
Here are some general things content needs to do to stand out:
- tell a story
- highlight brand
- add value to readers
- be personal
Following are three companies that are playing the content marketing game the right way. They have perfected the means of communicating with consumers in the millennial age.
This old, global beverage company demonstrates just how to remain competitive in a new business environment. Coca-Cola’s marketing team did not allow the internet age to bypass them; instead, they revitalized the brand through content marketing, reaching even more customers than before. Coca Cola Journey is an example of how the company does content marketing better than others. This website promotes the brand through subtle advertising. The content is of high-quality and actually provides value to readers beyond promoting the company. For example, there are recipes and videos of cooks preparing meals. Of course, the food would go down better with a bottle of Coca Cola! By providing true information that transcends product advertising, this brand has managed to remain relevant in the 21st century.
TED is a non-profit, educational organization. It seeks to inform the general public on issues that affect their daily lives. The lectures are brief, yet packed with useful knowledge. The speakers are professionals in their fields. They succeed for a number of reasons. First, TED uses video technology The videos resonate with a visual generation. Moreover, the Youtube channel makes the recordings accessible to audiences around the world. As an added benefit, since Google owns Youtube, the search algorithm obviously respects its vidoes when assessing quality rankings, Now, that is using the power of the internet to drive potential viewers to your site.
This Dutch banking concern had a problem. Its shareholder magazine was merely a print copy transported to the web. There was little to attract outsiders to read the issues. To reach more readers, who of course could become customers, ING unveiled ING.world in May 2014.
As with most successful content marketers, the company decided that this new online magazine should discuss the industry broadly. Narrow focusing on their own products would have been unsatisfactory. The search engines reward content that can benefit large numbers of readers rather than those already searching for a particular company. ING.world now receives 35,000 unique site visitors each quarter.
Given the proliferation of websites out there, getting listed on page one of internet searches is crucial. Great content is the key to being successful in this regard. Companies should follow the examples of Coca-Cola, TED and ING if they want to do content marketing the right way.
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.
Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
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