Content Marketing is a form of marketing that communicates and shares content with target audiences to acquire new customers.
Below I have taken the following three examples of content marketing from the Content Marketing Institute’s “100 Content Marketing Examples.”
The Nike website provides a section on their site that is dedicated specifically to environmentalists; informing their audience of clothing that is made from recycled products and places in which they can recycle their old shoes. In the article, “The Business Case for Agile Content Marketing” by Brian Clark, he states that “how you sell is more important than what you sell.” This being said, Nike is doing good in their content marketing by providing adequate information to their audience about some of their environmental-friendly practices.
This website provides a place where Starbucks customers can input their ideas and opinions on improvements for the company. Customers are able to share ideas, discuss ideas, and vote ideas whether it has to do with the products, the experience, or the involvement of the company. This is an effective example of content marketing because it allows the customers to get involved in improving Starbucks which makes them feel important. By Starbucks trying to understand their audience, their needs and wants, it helps in keeping their customers happy which leads to repeat purchases.
The Home Depot YouTube channel provides easy to follow, do-it-yourself (DIY) videos that gives the audience tips on home improvements. They are showing consumers products from Home Depot and how they can be used in an informative manner. In the article “The Business Case for Agile Content Marketing,” Clark states that “people want to learn before they buy, be educated instead of pitched.” This is exactly what Home Depot is doing, they are educating their audience on how to use their products. This form of content marketing is also very helpful for inbound marketing because these videos can easily be shared on any social media website.