We know that trust drives loyalty…
And that one of the best ways to build that trust is with informative, entertaining, and relevant content.
To put some concrete numbers to it:
60% of customers say they have a more positive view of companies that deliver custom content.
Author and marketer Seth Godin goes as far as saying that he believes:
“’Content marketing is the only marketing left.”
Technology is empowering consumers to filter the marketing messages they are exposed to…
But content marketing provides a way to reach those consumers through entertaining and educational material that they actually want to dig into.
For some industries, content marketing is a natural fit. Companies like Red Bull and Nike have access to a rich supply of content through involvement with adrenalin pumping sports…
But what if you are in a “boring” industry?
Do you need to abandon content marketing for more traditional advertising strategies?
As you’ll see in the following examples, the answer is no!
There are businesses ranging from manufacturing to financial products that succeed with content marketing, even if they aren’t so-called “exciting” industries.
Content Marketing Case Study: Simply Business
Business insurance isn’t what most people think of as glamorous industry…
Because of this, attracting new visitors to their website (and engaging with them once they’re there) was a challenge for insurer Simply Business. At least it used to be…
Until they asked a defining question: Who do we serve?
The answer: the champions of small businesses in the UK.
Once they understood exactly who they served, content creation became as simple as providing the info that particular audience wants.
This meant less focus on narrowly defined topics like “professional indemnity insurance” – and more on broadly useful subjects like “how to create a business website.”
It’s the same persona, just with a different (and much more specific) way of gaining attention and offering value.
The result of this switch in focus: a 25% increase in search engine traffic in just two weeks.
Content Marketing Case Study: Magnolia
Content marketing didn’t start with the internet…
In fact, the same basic method has been used successfully for more than a century. Brands like Michelin, John Deere, and Jell-O found success through content marketing long before the days of the World Wide Web…
And the same methods were the secret to photography store Magnolia’s own entrepreneurial success…
Magnolia created the “Buyers Guide Place,” a short periodical that provided advice on buying electronics. The popularity of the guides played an integral part in the later purchase of the company by Best Buy – for $87 million.
Content Marketing Case Study: Gorilla Glue
Think that glue isn’t the type of product that could inspire a large amount of user generated content?
Think again.
Gorilla Glue requested that customers provide examples of how they‘ve used Gorilla Glue in their daily lives in its “Tough Stories” section.
This also included the opportunity to share video footage of Gorilla Glue in action – which became a huge avenue for plenty of engaging content – along with fantastic social proof that Gorilla Glue sticks as well as it claims!
Content Marketing Case Study: TriNet
Human Resources is another industry that probably inspires more jokes than passion…
But HR outsourcing firm TriNet hasn’t let that stop them from creating great content that appeals directly to their preferred customers.
TriNet has its own podcast, blog, and informative webinars – all of which focus on the ins and outs of HR.
Content Marketing Case Study: MaerskLine
Maersk is the world’s large supply vessel operator, with more than 25,000 employees and 600 container ships.
Again, not a business that you’d associate with exciting content and a strong online presence…
Despite the seemingly mundane industry, the massive shipping line takes content marketing very seriously.
Maersk commits to sharing at least one post per day through the company’s Facebook page, and makes sure to regularly interact with fans. Their twitter account boasts an impressive 26,000+ followers…
Not bad for a “boring” old shipping company.
Businesses in more traditional industries may need to dig a little deeper to find compelling content, but as the businesses listed here show – with a little creativity and a good look at precisely who they want to target, any company can promote itself with content marketing.
In your corner,
Charlie
