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Content Marketing Wins: From Insurance To Blenders

February 19, 2020 Carolyn Harding

Shutterstock_346762226 CONTENT word on wood blocks concept

High-quality content marketing has the capability to transform a business by increasing brand reputation, establishing consumer trust, creating conversions and improving SEO efforts, all while remaining one of the most cost-effective marketing solutions.

Many brands are recognizing just how effective their content marketing can be, with roughly 80% of marketers stating they expect content-led campaigns to grow in the next two years. In honor of these increased marketing efforts, here are five brands that have delivered standout content marketing to attract and retain consumers.

Aetna Inspires A Healthy Lifestyle

Aetna recently set out to create a content marketing strategy centered around educating consumers on healthy living. Tapping into the world of social media, Aetna began establishing a strong online presence to inform, engage and help consumers understand the health-related success stories of others.

Following their social media efforts, Aetna created a variety of informative materials for consumers. Labeled “health checklists” and “digital hubs,” each section contains a different disease category and coinciding information. For example, if a consumer is scheduled for a biopsy, he or she can access a variety of Aetna content before the appointment — including videos, guided questionnaires, tips on what to do before appointments, decisions to be prepared for, etc.

“We do measure the traffic on the site that comes from people who want to learn more about health insurance,” said David Edelman, Aetna’s CMO. “The information on those sites is not biased toward any one health insurance option; it’s factual and done in an interesting way to help people better understand the process. It then gives them an option to contact us afterward and learn more about their options with Aetna. We certainly measure leads that come through that.”

Blendtec Goes Extreme To Prove Its Worth

Go big or go home — that seems to be the motto for Blendtec’s content marketing strategy. Through a dedicated YouTube channel, the popular blender brand set out to prove just how powerful their blenders really are. Rather than whipping up a smoothie or milkshake, Blendtec tossed unconventional items like an Apple watch, solar lamps and an iPhone X into the blender to prove the machine could break down just about anything.

The “Will It Blend” video series was a hit, transforming Blendtec into a viral sensation and resulting in a 700% increase in sales over the course of three years. Today, Blendtec’s YouTube channel is still going strong, with nearly 900,000 subscribers and videos regularly attracting hundreds of thousands of views. Blendtec went extreme, yet light-hearted, to attract a mass amount of eyeballs to its page and entice consumers to purchase. Because if it can blend an Amazon Echo, it can surely blend a strawberry, right?

General Electric Utilizes The Social Media Influencer Trend

Many consumers automatically associate “influencer marketing” with brands in the travel, fashion or similar “trendy” industry. General Electric (GE), however, proved that assumption wrong by showing that wind turbines and jet engines too could leverage the power of social media influencers.

With its #GEInstaWalk campaign, the energy company invited six Instagram influencers to tour the GE facilities and share their experiences on social — providing followers with a unique behind-the-scenes look at GE’s cutting-edge projects and facilities. The result? GE generated 200,000 social engagements, 3.5 million viewers and more than 3,000 new Instagram followers. Without paying a cent on advertisements, the #GEInstaWalk campaign proved social influencers as a content marketing tactic can go beyond just the trendy lifestyle brands.

IBM Builds Meaningful Consumer Relationships

IBM’s content marketing strategy hones in on the importance of building relationships with consumers. “You don’t get to advocacy unless customers feel like they have a relationship with you, your company… you’re not going to have someone write a blog post saying, ‘That was the best cookbook I ever read’ or ‘IBM software is the bomb’ — you’re not going to get that level of advocacy unless you have a relationship,” said Andrea Ames, Enterprise Content Strategist for IBM.

To reflect Ames’ statement, IBM began offering their “DeveloperWorks” blog, filled with actionable tutorials, case studies and informative content for the everyday person, not just industry experts. To make the brand’s content even more relatable for consumers, IBM launched the “world’s smallest movie,” made by moving actual atoms frame by frame (since IBM research focuses on moving atoms to explore the limits of data storage). The movie was a unique way to make the IBM brand relevant to the everyday consumer.

Digital Media Solutions Launches Impactful Content Platform

Digital Media Solutions (DMS) (yes, we’re calling ourselves out!) launched into the performance marketing industry, and quickly established our business as a trusted and innovative leader. Seeking out a new opportunity to inspire digital marketers to reimagine the win through stories of innovation and success, DMS Insights was created. Through a balance of lighthearted articles geared toward tracking trends and sought out articles that provide details on marketing updates and technology, DMS Insights became an approved Google News publisher and a reliable resource for the performance marketing industry.

In addition to daily content, our DMS Insights subscribers receive weekly emails spotlighting the latest and greatest content and adhoc updates. DMS Insights aids in the larger DMS efforts to differentiate our business from what the “typical” digital performance marketing company focuses on. This innovative content marketing strategy was able to build our external and internal brand and solutions awareness, gain the attention of our desired consumers and significantly increase website traffic.

Content marketing continues to prove its worth and create highly relevant material so that brands can become credible and trusted sources in the eyes of their targeted audience. Additionally, content marketing has continued to be effective in generating up to 126% more leads and as much as six times higher conversion rates compared to other marketing strategies. According to the Marketing Insider Group, within the last year alone, there has been a noticeable increase in many brands’ budgets allocated for content marketing.

When done right, there’s no denying content marketing can make a substantial contribution to increased brand awareness, improved consumer relationships and overall growth in sales.

Looking For Ways To Improve Your Consumer Engagement?

Digital Media Solutions® (DMS) deploys a robust database of consumer intelligence to develop scalable and reliable digital performance marketing campaigns that engage consumers and grow businesses.

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About the Author

Carolyn Harding

Carolyn Harding is an Associate Manager of Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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