Innovation and thinking outside the box are essential in order to great content marketing, yet there’s no need to reinvent the particular wheel every time.
Studying successful content advertising case studies can give you regarding techniques that work and inspire you with their creative understanding.
Here’ h some of the most successful content marketing case studies I have actually seen, with some lessons for everyone…
- There are a lot to learn from studying the most successful content advertising case studies.
- It’s not at all times easy to get executive buy-in for content marketing.
- You can usually prove the content marketing business case with a small budget and a limited timeframe.
- Content creates real connection between brands and customers.
Capgemini Uses Storytelling to Build Link
Consulting company Capgemini had a problem. Brand attention was low and the reputations of their consultants needed a serious boost. Despite working with a few of the world’s top brands like KPMG, Deloitte, and Accenture, revenue growth was slow and the company was falling behind its competitors.
Capgemini executives had been convinced the answer was to purchase paid advertising in golf magazines and airports, and even in order to sponsor a professional golfer. They had seen competitors carry out this strategy with apparent success.
The information Strategy:
Digital advertising and brand campaign manager Rena Patel had tried this type of expensive marketing before and seen disappointing results. Rena knew the brand wasn’t engaging with its audience and that the proposed strategy may not resonate with its customers. They will weren’t interested in golf and didn’t even know the titles of the famous golfers the executives wanted to sponsor.
Instead, Rena mapped out a content marketing plan that would engage Capgemini with its target audience at a reduced budget. She set an objective to attract nearly one million new website visitors and set her own reputation on the line by taking full responsibility for the strategy.
Rena’s articles marketing strategy for Capgemini revolved around a storytelling website. This site answered real questions plus challenges customers had around topics like big information and the cloud.
Right after one year, the site achieved Rena’s original goal of providing nearly one million new visitors to the brand web site. It also attracted more than a hundred, 000 new followers for their LinkedIn page and one 8 million content gives. The strategy generated almost $1 million in sales in its first year and an even more impressive $5 million in the second year. It is now approximated that the content marketing program pioneered by Rena is bringing in a staggering $20 million each year.
A big spending budget doesn’t compensate for a lack of connection with your customers. Always focus very first on how you can resonate with your audience (hint: content marketing is the way to do it), then direct your sources to a strategy that can accomplish that goal.
You can read more about Rena’s content material marketing strategy for Capgemini in the book Mean Individuals Suck .
College Raptor Gets Big Publicity with Strong Visuals
College Raptor was obviously a startup that had just raised a Series A funding round for their technology matching high school students with the right university. They were looking for creative ways to make it scale.
The Content Strategy:
College Raptor implemented a three-prong content marketing strategy. Initial, they focused on creating evergreen content about topics their particular target audience would always be searching for, such as “ What is a good ACT score? ”
Second, they made content that may not verify all of the SEO boxes yet would be more likely to go virus-like on social media, building brand name awareness and visibility.
Finally, College Raptor developed pieces specifically aimed toward link building , or increasing the number of inbound links to a webpage or bit of content.
Over time the College Raptor team produced tons of dynamic content, which includes infographics like the one beneath which shows where every member of the 114th Oughout. S. senate went to university. This one hit the mark in a big way — it was shared by The Washington Post.
They also launched a “ Hidden Gems” series featuring high-quality colleges that may not really appear on traditional “ best colleges” lists for one reason or another. The colleges upon these lists shared the particular articles, and College Raptor saw a huge spike in organic traffic from the collection (250K visitors in one week).
College Raptor produced over one million guests in one year, with more than 100, 1000 organic sessions per month. Their creative mixture of content that covered classic topics and highly shareable pieces contributed to this huge growth and established their brand reputation.
Creating highly shareable content not only makes it more interesting, but allows you to leverage your own target audience and other brands to achieve visibility and increase traffic.
Cleveland Center Taps into Human Feelings
Cleveland Clinic is usually dedicated to its core worth: Patients First. The clinic wanted every one of its forty, 000 employees (who it calls “caregivers”) to fully embrace and embody this worth in their work.
The Content Technique:
Cleveland Clinic’s in-house mass media production team and Individual Experience office created a video clip entitled Empathy: The Human Link with Patient Care.
This video poses problem, “If you could stand within someone else’s shoes, do you treat them differently? ” This was achieved through a number of emotional vignettes exploring the particular stories of a varied set of characters including a young female visiting her father for your final time, a woman who also just received a devastating diagnosis, and a family using a 19-year-old son on lifestyle support.
The video was originally intended for internal content marketing purposes just, but the content marketing team quickly realized the potential associated with releasing it publicly. They will posted it across several social media channels and on Cleveland Clinic’s own blog, Health Essentials .
The video achieved incredible success internally and proceeded to go viral after it was contributed on the blog, circulating in the healthcare field and beyond. It has since amassed nearly six million views on YouTube alone.
The Essentials blog also attained massive growth and is at this point the most visited hospital weblog in the US, with over 6 million people visiting each month. The blog sets out to answer a wide range of health questions including “Is there really this kind of thing as a broken center? ” and “What will the color of your urine state about you? ”
The Cleveland Center blog is a great example of precisely why knowing your audience and their needs is critical in order to content marketing success. The blog now generates enough revenue to cover the costs of their content material production and to support the brand’s mission of giving top-quality care and education and learning.
You can read read more about Amanda and her content marketing strategy in the book Mean People Suck .
Blendtec The “ Boring” Product Fun
Blendtec, a vendor of commercial and residential blenders, wanted to implement a content marketing strategy that would increase visibility and sales. The thing has been, blenders weren’ t one of the most exciting product. They required to think of a unique way to produce content about their item that their audience would like to consume.
The Content Strategy:
Blendtec took a risk. They will launched the “ Does it Blend? ” video series featuring company founder Tom Dickson blending non-edible items not intended for the blender — everything from glowsticks to lighters to iPhones and iPads. The series has been intentionally outlandish, meant to provide humor into a product line that’ s decidedly boring (for most people — nothing towards you kitchen appliance enthusiasts).
The video series was an immediate hit, and today the “ Will it Blend? ” series has featured greater than 180 videos over the 12-year span.
The particular “ Will it Blend? ” series created a huge new following for Blendtec and also a 700% increase in sales over its very first three years. The Blendtec YouTube channel now has more than 860K followers and the “ Will it Blend? ” collection has its own place in place culture, even earning an entry in the Internet Movie Database.
Every kind of company can get innovative with their content strategy! Don’ t assume that a traditional industry or product line is a hurdle to good content. The particular Blendtec story also instructs us that unique content can be a risk, but when successful it can reap big rewards.
SAP Inspires with Customer Stories
In 2011, SAP’s Co-CEO during the time, Bill McDermott, realized that the inspiring stories of creativity from SAP’s customers did not appear anywhere on the brand website. Instead, it included only product information.
Bill realized SAP was missing out on a big opportunity to engage its customers plus prospects through inspiring articles. Bill tasked me as Vice President of Content material Marketing and Content Strategy with all the challenge of changing how the brand name spoke to its digital audience, moving from a product-centric approach to a customer-centric approach.
The Content Strategy:
I implemented a radically new strategy by launching SAP’s initial content marketing site, SAP Business Innovation, with the objective of engaging with early-stage potential clients through quality content. I went on to identify what I’ve now documented as The Content Formula — a combination of creating the business case, finding the budget, and demonstrating the RETURN ON INVESTMENT.
After checking out web search data, I discovered that there was no content to satisfy non-product searches such as “big data. ” By having no content to address the particular questions of early-stage leads, SAP was missing out on taking these potential customers. Thus, the business case was proven.
There was little to no budget available for this particular new content marketing strategy, but I realized the brand name was spending a significant amount of money each year on advertising along with less than impressive results. I proposed that the advertising group give up half their spending budget so that we could build a dynamic content marketing platform to replace the original landing pages.
Following a year of publishing a large number of articles on the platform, it had not only saved the particular advertising team half their own budget for years to come, but it acquired also generated over multitude of leads equating to $750, 000 in revenue, plus 7x ROI.
Like with Capgemini, SAP’s big budget couldn’t solve their own problem — they required to connect with their customer first. An additional takeaway here is that will content about existing customers (like SAP’s stories of innovation) is highly engaging plus builds interpersonal proof , one of the best ways to convert leads.
Ready to get more visitors your site with quality content that’s consistently published? Have a look at our Content Builder Service . Setup a quick consultation, and I can send you a free PDF version of my books. Get started today and generate a lot more traffic and leads for the business.
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