Both the B2B and B2C marketplaces have grown hostile in the last decade. From established brand leaders to spunky start-ups, we see all kinds of companies pitted against one another. Each wants to be the first to capture the golden snitch of the marketing game: You. Your interest. Your engagement. Your loyalty. But the rules of marketing have shifted drastically from traditional advertising to two-way communication, and we’ve witnessed the rise and fall of brands struggling to adapt.
At face value, some content marketing might look like a bunch of tactics, from blog posts to Instagram pictures and videos and social media. So it’s easy to assume that just by using all of those elements, everyone should end up with the same level of audience interaction, right?
As important as all of those pieces are, strategy and a little bit of “outside the box” thinking are the most vital for creating a fantastic content marketing plan—and some brands have truly gone above and beyond. How? They’ve discovered ways to connect with their audience by establishing content that suits their lifestyle.
Here’s a quick look at a few brands who struck content marketing gold by reaching out to specific audiences and providing valuable content that they both want and need.
Patagonia was founded as a small company that created tools for climbers, so it makes sense that they would focus not only on designing apparel and tools that are simple and useful, but also pay close attention to sustainable business practices and the environment. So in
On Patagonia’s blog, The Cleanest Line, their ambassadors engage the audience by writing about something much bigger than packable down jackets, tents and daypacks. They write about paragliding in Alaska, a call to the Bears Ears region in Utah and improving the food system. In addition to the blog, the outdoors brand also offers field reports, “intense glimpses of nature’s front lines through the eyes of athletes, travelers and adventurers,” and books, which they’ve published since 2007. The publishing arm is another way to engage with the audience and extend their mission to educate people about the environment and inspire them to live more environmentally friendly lives.
Rachel Roy does more than sell edgy, contemporary women’s clothes. She also inspires, educates and empowers women with two blogs—The Life and Kindness is Always Fashionable.
The Life provides tools and tips to help women design the lives they want to live with helpful posts in four sections: Learn, Style, Give Back and RR/TV. She provides tips on health and beauty, running a business and living a fulfilling life, trending styles and living a more charitable lifestyle. RR/TV includes videos on the latest Rachel Roy fashion lines, a behind-the-scenes look at New York Fashion Week, interviews with other entrepreneurs and designers and travel vignettes.
Kindness is Always Fashionable helps Rachel Roy and her loyal followers create stronger communities by giving more women around the world an opportunity to work. The blog makes available accessories, jewelry and other gifts made by artisans in emerging countries to help them reach a wider audience and, consequently, live a better life. The stores told in both Rachel Roy blogs extend to other social outlets like Instagram, Facebook and Pinterest to keep shoppers and followers engaged and inspired.
Naturally, one of the most revered supermarkets in the world had to develop a content strategy that’s up to par with the quality of their stores. Whole Foods not only prides itself in selling the freshest food; they also develop extensive content for their health-conscious customers. In addition to their blog, which covers topics on healthy eating, organic farming, seafood sustainability, and going green, the grocer giant also provides resources for parents and children and those with special diets. Whole Foods also has an extensive social media presence, where they actively engage their customers on platforms including Facebook, Pinterest, or Instagram. Covering all aspects of health and fitness, Whole Foods serves not only to provide customers with great food, but also advice on how to lead an equally great lifestyle.