Five brands that excel in content marketing
Discover these 5 examples of brands that excel in content marketing. Nothing better than real cases for inspiration.
Paula Guzmán
8 years ago
This blog, like many others, provides articles about the world of online marketing, with tutorials and useful information, but often the best way to understand concepts is through examples.
In today's post, we will show you five brands from different fields that excel in their content marketing in very diverse ways, to serve as a reference and inspiration. Are you interested in getting to know them?
Maybelline, content marketing about your product
(A recommendation from Milena González)
If what you sell is women's cosmetics, what better way than to make your website a reference site for makeup lovers. This is what Maybelline achieves with its blog "Beauty and the City".
What elements did they see that they needed to work on to position themselves as one of the leading blogs in their sector?
First of all, the obvious: the latest news related to the beauty world, along with tips and tutorials from experts.
And for that, they drew from their own house, enlisting Gato, the official makeup artist of Maybelline New York. Just with that, they had a huge attraction pole.
But they also didn't want to give an image of elitism, of a website aimed at professionals in the field. They focused a lot on training new and inexperienced customers, always with corporate products, of course.
Their "Makeup School," with basic instructions, brings the website, and with it their products, closer to all types of female audiences.
Being able to feature celebrities in their articles and campaigns is also crucial for the success of the blog. You know, because they are worth it...
Red Bull, content marketing with values
(A recommendation from Luis Maram)
Raise your hand if you don't know the slogan of this energy drink brand. In fact, it is the founder of this type of functional beverages.
The universality of its well-known advertising slogan (“Red Bull gives you wings,” in case you just landed on planet Earth) is just a symptom of the good health of its marketing in general and online in particular.
Red Bull is closely linked to a series of extreme sports, trends, and youth activities that give its brand values of dynamism, modernity, and adventure that are invaluable today.
Just take a look at the main menu of its website in Spain: Motor, Bike, Surf, Skate, Adventure, Snow, eSports, Music, and Video Games. Is it clear who their target audience is, right?
Their unique way of marketing, launched in the 1980s, includes organizing and sponsoring countless activities that further strengthen the brand.
We are talking about races or jumps into the water with bizarre vehicles, snowboarding competitions, the famous rap battles (not the ones with roosters, eh!)...
Or, how could we forget, the famous base jump from the stratosphere by Felix Baumgartner, the first man to break the sound barrier and who took the name of Red Bull to the highest, literally.
Conclusion: If you work on your branding and content marketing half as well as Red Bull does, you'll be doing great.
Dove, emotional content marketing
(A recommendation from Ana García)
A paradigmatic case of emotional marketing. "For real beauty." Four words. A slogan. A 700% increase in sales after launching that campaign.
This brand, now a global reference in body care products, was just a soap brand until 2003. But it knew how to hit the mark by appealing to the fact that women are not a size, nor do they have to follow imposed standards.
Their defense of curves, wrinkles, and imperfections earned them the sympathy of millions of customers.
As proof, their video "You’re more beautiful than you think" has accumulated over 67 million views on YouTube:
This philosophy was also translated to their website, where as soon as you enter, they welcome you to the house of "real beauty." Immediately after, they invite you to read their commitment to it.
On the first scroll, attention, not a single product. Just a discreet mention of them and their link in the menu.
They also took their message to social media. They created the hashtag #SpeakBeautiful on Twitter. What was the goal? To change the "5 million negative tweets published last year about women's beauty."
Selling self-esteem is a difficult and delicate task. You can easily slip and damage your brand image, but if you know how to do it like Dove, it's a winning bet.
DiverXO, disruptive content marketing
(A recommendation from Vega Guerra)
The restaurant of Dabiz Muñoz is the most "hardcore" example of what an establishment that serves food can do in terms of content marketing.
Opening their website and finding a video, well, more like a short film like this, gives you a very accurate idea of what the multifaceted and controversial chef is and what he sells:
The first product is him, and that's how he sells himself, with a disruptive image that he has also imprinted on his website.
The axiom of differentiating oneself from the rest to be unique and attract attention has taken him to its ultimate consequences.
The result is clear: three Michelin stars and long waits for customers to be able to book at his restaurant.
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Contact us nowBanco Sabadell, content marketing that humanizes
A very peculiar example. First, because it is an entity belonging to a sector whose public image, after what has been seen and known about banking in Spain during these years of economic crisis, is more than tarnished.
And second, because it shows that to build your brand image, you don't have to be egocentric. You don't need to talk about yourself, nor do others need to talk about you.
We are referring to the successful campaign "Conversations about the Future." You may have seen some of their ads or videos. This bank launched this initiative to promote its Personalized Future Plans.
They were a series of videos featuring famous personalities from very diverse fields dialoguing about the future in pairs. However, they all did so in a very open and flexible manner, discussing everything from the divine to the mundane.
The fact that parodies of this campaign were even made means it had an impact.
Pep Guardiola, Rafael Nadal, Estrella Morente, and Loquillo, among others, starred in these videos.
An example of content marketing that helped to "humanize" the brand image.
https://www.youtube.com/watch?v=SCfFgSF7Xz8
And you, what other examples do you know of good content marketing? What campaigns have left an impression on you?
