As we start to get deeper into 2014, we are realizing that the Internet has become a dog-eat-dog world and we have to come up with some creative ways to attract our customers, potential customers, and our general target market to our website. Search engine optimization is not the same. Social media marketing is not even the same. What with promoted posts, sponsored Tweets, Pins, what have you, we are creating a very competitive landscape on the Internet. What you can be confident about is the fact that people still come to the Internet to find the information that they are looking for. That means, you need to work on delivering that information in a strategic manner.
Content Marketing is one of the most important strategies to work on in 2014. If your website is static for an entire year, you are going to look like you’re not in business anymore. Google, and other search engines, are not interested in “dead websites” and therefore your rankings could slip up. Come up with a content strategy that can both create fresh, new content while also creating quality content that will make readers want to return to your website.
Let’s take a look at three of the largest brands around that have great content strategies:
1) Coca-Cola: Coke understands the importance of content strategy. So much to the point that it is included in its advertising mission, which they have dubbed the Content 2020 advertising strategy mission:
“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”
2. Procter and Gamble: Better known as P&G and its popular brands such as Gillette, Tide, Duracell and countless others, Procter and Gamble uses content marketing for its pet division, Petside. They understand how important a pet is to its owner/family, and includes information on training, pet behavior, raising a pet, products, and more. This is a great example of using content to keep readers and users coming back for more.
3. General Electric: When speaking about GE’s content marketing strategy, they are using their industry and society’s interests as a meeting place for ideas. GE uses a number of different content marketing strategies, but one that sticks out the most is their Ecomagination, which is a forum for users to discuss greener technology and sustainable products. It is laid out like an e-magazine and has all the staff that goes into a magazine. Their biggest goal is to create content that is highly share-able, thus bringing new readers to their site.