Many of us have heard the phrase “content is king” when discussing online marketing. Although the expression was originally coined back in 1996 by Microsoft founder, Bill Gates, it has never been more relevant than it is today. The phrase is rooted in the idea that valuable, engaging, and exciting material is essential for success in the Ecommerce space.
That’s because as companies use content for compelling storytelling, they’re able to humanize their brand, trigger new ideas and thoughts, and attract larger audiences.
With over 4 billion digital users, there is an enormous push for companies to develop a content marketing strategy. But how can businesses make their content stand out?
In addition to compelling and valuable information, organizations have to find ways to differentiate themselves online. This article highlights four Ecommerce brands currently tackling content marketing in fresh and innovative ways, while still providing consumers with useful material.
The four companies listed below have found new ways of featuring their material online. From blogs to podcasts, social media, and YouTube, their content stands out and is a reflection of their success.
Writers at Amerisleep analyze medical research and surveys to provide the most accurate and up to date information possible. The site includes advice on issues such as how melatonin affects sleep, the best mattress for hip pain, and how to establish good sleep hygiene.
One of the most creative ways Amerisleep is advancing its content is through the use of data-driven surveys. Their surveys poll a large sample of the population on their current sleep habits.
With the release of tablets and eReaders in recent years, the future of print publication has been uncertain. However, e-book sales have steadily declined since 2017, while print sales have increased.
In addition to the author interviews, book previews, and guest articles on their website, they also run a global early reader program. This program sends advanced copies of upcoming publications to an affiliate group made up of book reviewers and bloggers.
Reviews must have an established readership on their blog and a strong presence on social media to participate in the program. In exchange for the advanced copy, affiliates agree to post an honest review and promote the book on social media.
In turn, PRH features many of these posts on their social media sites, which gives bloggers even more exposure.
Their ability to branch out to different online platforms has made this growth possible.
LEGO’s biggest content forum. Their channel currently has 8.33 million subscribers with a wide range of ages. What makes this space so unique is its use of original and user-generated content.
To keep videos fresh, LEGO runs campaigns that encourage followers to share their content. For example, a recent campaign asked viewers to explain something using legos. Users submitted videos on everything from “how do volcanoes work?” to “why do we have seasons?” Additionally, LEGO also promotes fan channels showing creative new ways to use their product.
User-generated content affords LEGO an endless pool of branded material that connects the product to the consumer, and is, above all, fun!
Trader Joe’s is unlike most grocery store chains. 80 percent of their items are private label. They don’t run sales or coupons in circular publications, and they have small locations and narrow aisles.
Mixed in with their valuable content are entertaining puns, jokes, old-fashioned illustrations, and anecdotes that have created a loyal readership. It is this type of unique content that makes Trader Joe’s stand out from other national chains.
Episode topics include “Around the World in 80 Trader Joe’s Products,” which outlines their assortment of international products, and “Why is Everyone So Nice?” which discusses why they are famous for their customer service.
These companies understand the value of providing customers with information that is compelling and memorable.
They apply no shortage of creativity, original storytelling, and unique formats to produce narratives worth reading, watching, or listening to.
With a reverence towards audience engagement, the most innovative brands utilizing content marketing aim to deliver stories that, above all, give readers something that adds value to their lives. When this happens, content truly is king.