Most companies tend to keep track of competing businesses, but even when they don’t they’re bound to come across content marketing efforts that go viral.
Although every business is passionate about its solutions, it’s important to get inspired by others and their promotional efforts and learn from other campaigns.
When done right, content marketing can appeal to many consumers and even other businesses, and there have been plenty of brands that have managed to create great content that breaks the mold and grows target audiences.
The media company Mattermark created a curated newsletter that brings subscribers insights from marketing and sales leaders, titled Raise the Bar.
It rounds up all of the top stories about a number of industries, giving the subscribers a snapshot of trends they need to be aware of, and important news stories, without them having to go out of their way to search for the information themselves.
This is one of the biggest benefits that the newsletter provides its readers, as the content is curated, the work that readers would have to do to find those stories on their own is eliminated.
With most people being quite busy throughout their daily lives, it’s not always easy to keep up with the latest trends and news stories, which is why when Mattermark decided to do that job for its readers, it managed to strike gold.
The landing page software business Unbounce understood how many marketers feel after they’ve successfully conducted an optimization experiment, which is why it decided to leverage that feeling when it decided to create a very engaging microsite in collaboration with Conversion XL, an optimization company.
The microsite, titled Page Fights, only lasted for a year and contained live streams of various panels regarding marketing optimization and experts from the field that talked about landing pages and how they can be optimized.
The VC firm NextView Ventures decided to create an active presence for the business on Medium and experiment with different stories, tones, and voices without attaching its name to the blog, titled Better Everyday.
All of the content on the blog came from different experts, and the company gave a boost in discoverability, quality, and variety to both publishers and readers of the platform.
The business analytics platform and market intelligence company CB Insights created its own newsletter aimed at educating and entertaining its subscribers.
Without the company taking itself too seriously, it managed to create relevant messages for a wide audience that includes investors, current and potential customers, and tech enthusiasts.
Companies can learn a lot from this content marketing effort of the business, especially in terms of thinking outside the box when creating their own marketing strategies, while still sharing relevant information with their consumers.
The business management solutions company that helps its clients manage their business finances, MYOB, understood that all the different consumers have their own sets of concerts.
That’s why it decided to create different hubs of information that cater to those buyer personas and positioned the company as the go-to resource that helps other businesses navigate every stage of business development.
As Co-CEO at 5W Public Relations, Dara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.