Brands doing content marketing right.

Content marketing can make or break a company. Telling a story, reaching your customers is an art. Here are some examples of companies doing content marketing right.

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way.

Enter content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

There is a lot of research that shows an emotional response is important in driving further cognitive or behavioural responses.

If you want to read some original research on this topic from more than two years of work, five different data sets, around 1,000 videos, and nine individual studies by a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, then I recommend reading Viral Marketing: The Science of Sharing by Dr. Karen Nelson-Field, which is published by Oxford University Press.

According to Tubular Labs data, 24.9 million videos were published by 3.6 million accounts over the last 30 days on Facebook, Instagram, YouTube, and Twitter.

But, only 547,000 of these 24.9 million videos (2.2%) were uploaded by brands.

Dr. Nelson-Field says in her book:

“The most successful creative approach appears to be to feature personal triumph. When a video included a creative story of personal triumph, it was shared more than other creative devices.”

1. Google Search

Google Search: Reunion was published on November 13, 2013, and is 3:33 long. It currently has 15.1 million views and 117,000 engagements. It is a powerful example of content marketing.

“The India-Pakistan partition in 1947 separated many friends and families overnight. A granddaughter in India decides to surprise her grandfather on his birthday by reuniting him with his childhood friend (who is now in Pakistan) after over 6 decades of separation, with a little help from Google Search.”

2. Thai Life Insurance

“Unsung Hero” [ภาพยนตร์โฆษณา ปี พ.ศ.2557 ] [Official TVC 2014: Thai Life Insurance] was published on April 23, 2014, and is 3:06 long. It currently has 52.8 million views and 408,000 engagements.

Translated into English, its description says:

“Ever wondered? What do we need? Why do some people have so much money … Still not happy? This clip is not the answer, but it may be the beginning.”

Showing a lot of content marketing is about evoking a feeling and touching all the feelings.

3. Sainsbury’s

1914 | Sainsbury’s Ad | Christmas 2014 was published November 12, 2014, and is 3:41 long. It currently has 20.9 million views and 167,000 engagements.

Its description says:

“Inspired by real events from 100 years ago, this year’s Christmas ad from Sainsbury’s – Christmas is for sharing – was made in partnership with The Royal British Legion. It commemorates the events of Christmas Day, 1914. When the guns fell silent and two armies met in no-man’s land, sharing gifts – and even playing football together. The chocolate bar featured in the ad is on sale now at Sainsbury’s. All profits (50p per bar) will go to The Royal British Legion and will benefit our armed forces and their families, past and present.”

4. Samsung India

Samsung India Service (SVC) – We’ll take care of you, wherever you are was published December 30, 2016, and is 4:01 long. It currently has 211 million views and 197,000 engagements.

Its description says:

“This video shows a story of how a young Samsung Engineer undaunted by rough terrain, attends to a customer complaint in a remote hilly area. His efforts help bring up smiles on the faces of a group of children, for whom their Samsung Television is the medium to celebrate their special moment.”

5. LG

LG Innovation Story – Brand Film 21 Years Celebrations was published on May 16, 2018, and is 4:40 long. It currently has 195 million views and 106,000 engagements.

Its description says:

“LG celebrates 21 years in India with a special treat for its customers with its latest brand TVC – LG Innovation Story, a delightful message that touches the heart of billions.”

6. Hyundai

Hyundai | Celebrating 20 Years of Brilliant Moments was published June 27, 2018, and is 4:46 long. It currently has 223 million views and 130,000 engagements.

Its description says:

“In the journey called life, there are a few moments that are treasured for a lifetime. Hyundai celebrates 20 Years of Brilliant Moments. Join this celebration by sending in your stories to http://www.brilliantmoments.in/ and get a chance to win exciting prizes.”

7. Southeastern Guide Dogs

Pip | A Short Animated Film was published on October 22, 2018, and is 4:06 long. It currently has 93.0 million views and 617,000 engagements.

Its description says:

“‘Pip’ animated short film presented by Southeastern Guide Dogs. A heartwarming tale for underdogs everywhere, Pip is the story of a small dog with a big dream—to become a Southeastern Guide Dog. Does she have what it takes?”

If you do content marketing right it can make a huge difference to your Prince George business. These brands can help you get ideas on how to improve your content marketing. If you need help with your marketing contact us.