It would be safe at this point to call content marketing the revolutionary and successful new form of marketing. For instance, content marketing is shown to cost 62% less than outbound marketing and has conversion rates six times higher than other forms of marketing. For these reasons and more, this new technique is being adopted by businesses and brands from all over the world. Today, we wanted to highlight a few ways that content marketing has been implemented with amazing results.
1. Spotify’s use of individual customer data to
A defining characteristic of content marketing is engagement with individual consumers. One of the best examples of content marketing comes from Spotify’s use of anonymous user data. With information on how people use music in their lives, Spotify creates content that wins over customers due to its personal appeal. Spotify’s CMO Seth Farbman referred to this anonymous user data as “the creative inspiration for our marketing.”
2. BuzzFeed’s catering to its target demographic
It’s no secret that BuzzFeed has become one of the most successful digital media company, with over 200 million monthly unique visitors and a total global audience of 650 million people. BuzzFeed aims to make their content appeal to younger age demographics, and creates content that appeals with techniques such as writing with readability in mind. BuzzFeed’s content is written at a fourth grade reading level, allowing for younger readers to engage with the content and BuzzFeed’s brand.
3. The core principles that led to The Infatuation’s success
The Infatuation is a food and restaurant brand that was created from the ground up. Today it has millions of active followers on its website and social media platforms, and all of this was done within five years. The two co-founders of The Infatuation, Andrew Steinthal and Chris Stang revealed the secret to their website’s success. They were able to engage people by making sure that all the content produced felt authentic, relatable, credible, and useful.