Building brand affinity through a coherent marketing strategy is something that all companies hope to achieve. Many are turning to the online world of content marketing – the use of infographics, videos, microsites, webinars and other forms of content to engage with, attract and secure their target audience. The question we must ask then is: who is doing it well? And why are they succeeding? Here are three of the brands I think are embracing content marketing with optimum effect:

Burberry has established itself as an international retail powerhouse and its popularity cannot be questioned with 12 million Facebook likes and a wealth of Twitter followers as well. So how does it maintain this momentum and keep engaging users? The answer lies partially in successful content marketing and connection with a modern audience through digital media.

Let us take one example: the brand is particularly renowned for trench coats, which were invented by founder Thomas Burberry. This resulted in the launch of a social networking microsite – Art of the Trench – showcasing images from professional fashion photographers, Magnum photographers and the public, with specific focus upon Scott Schuman – otherwise known as The Sartorialist. Between November 2009 and the middle of 2010, the site gained more than seven million visits, a figure that certainly speaks for itself. Ultimately what made this project fly was Burberry’s ability to attract users with a story before allowing them to add to it themselves. People submitted their own photographs, creating a visual ‘history’ of the trench coat, as well as being able to comment on individual pictures and share them with others. Overall the brand constructed a beautifully designed site targeted at those who love looking at fashion online, linking it with the experience of wearing it offline.

Throughout the last year IKEA have focused on increasing their content marketing presence, for example launching a YouTube channel with original videos including ‘how to’ options and style tips. Another facet of their strategy has been described as a special version of Pinterest, a community photo-sharing website called Share Space where consumers can upload pictures of rooms they have redecorated, giving other users inspirational ideas and encouraging them to share content. This is supported by traditional written content on the IKEA blog, also accessible through the microsite.

IKEA are using appealing visual tools to connect with their customers, creating easily digestible chunks of information and, like Burberry, encouraging internet users to take pride in and share their own content. People like to feel valued, and this is precisely what IKEA have achieved, carrying out extensive research to extract precisely what the people in their shops actually want.

Coca-Cola have such faith in content marketing that they believe it can double global consumption of the fizzy drink by 2020. They released two internal videos with this strategy in mind, giving an insider’s view into their mindset (these videos are essential for all digital marketers). The videos outline how Coke will deliver ‘content excellence’, using storytelling, starting conversations and earning a disproportionate share of popular culture. Recent interactive examples include some neat and playful toys such as the Sticky Hand, the Coke Spinner, an experience drawing on images from Coke’s history, and Blowing Bubbles in the Sky. Generating a massive volume of social noise, this is just the start of what can only be described as a revolution in content marketing, and they are certainly not trying to hide it. We like to call them: ‘windows into happiness.’

Have you seen an amazing piece of content marketing lately? Share it in the comments.

Charlotte

Charlotte Evans is the Senior Content Manager at Caliber Interactive. Based in the Edinburgh office, Charlotte edits high profile work and writes for a range of clients. Charlotte grew up in Scotland and spent time in a past life writing about and building websites for Visit Scotland. In her spare time she likes reading, the odd glass of white wine, Sunday cinema and tea (not necessarily in that order).

With Pinterest dominating the Social and public limelight for months, it was only a matter of time before the business world came knocking on its door. Eager to tap into the fastest website to reach 10 million unique visitors, companies flocked to sign up to the hottest site and develop attractive Pinterest campaigns. And there’s good reason too; studies have shown that in some cases Pinterest generates more traffic than Google+ and LinkedIn put together! (See graph below)

Source: http://www.statista.com

However, before you start setting up your boards and dash off on a pinning spree, it’s important to first set out a clear strategy to define how Pinterest can help you and your business. Here are three effective tips to help you on your way

The best way to get your images liked and repinned is to upload original high quality pictures that will catch people’s attention. For instance, if you own a bakery, why not upload the pictures from your website that have received the most comments – delicious cupcakes, tempting desserts and so on? To generate traffic, upload your images by clicking ‘add’ then ‘add a pin’ and enter your URL to select the picture (you can only upload one image at a time, so repeat this process for each picture you’d like to add to your board). Consequently, if someone clicks on your image, they will land straight on your web page.

If you want to display your wonderful products, a great way is to create individual boards for specific items or topics. Leading retailers like Ikea have created boards to show off their collections, so that consumers can click on particular boards of interest and see a range of products they’re interested in seeing and/or buying. Moreover, you can also add prices to your product pictures, thus effectively turning your board into a shop window. This method will work to only attract people who are interested in buying your products, so that when they click and land on your website, you can convert their visit into a sale.

Aim to be the thought leader in your field – the Pinterest account where others get their images from. It’s simple to pin a few images then forget about your account for a few days or weeks. However, for your Pinterest strategy to be successful, as well as, your traffic and influence to remain high, you have to continuously keep pinning to keep your boards up-to-date with the latest website content, industry infographics and relevant images. Also, don’t forget to like and repin other people’s content to build a wider audience and following. After all, Pinterest is a Social website.

So there you have it; three simple tips to get your Pinterest strategy on the right track. You can also grow and engage with your Pinterest community by adding Pinterest buttons on your website and blog, including your Pinterest domain name on all marketing strategies, and including a ‘Pin It’ button on all of your images.

Let us know what you think about Pinterest and feel free to add your own essential tips?

Anthony Ngaithe

Anthony Ngaithe is a Social Community Executive at Caliber Interactive overseeing client’s social media accounts and providing reputation management. Prior to joining Caliber, he was the assistant head of Marketing at a fashion event company responsible for promoting fashion campaigns and acquiring sponsorship for company events. Aside from work, Anthony loves to write and read poetry, socialise with friends, play video games whenever he can and immerse himself in all things digital media and technology.