Skip to main content

9+ Simple Ways to Boost Content & Attract 203% More Views

A recent study found that 86% of customers start their search for a new product with quality information. A separate study by the McCarthy Group discovered that 84% of millennials distrust advertisements.

With the increase in the use of ad blockers across the globe, it’s time for bloggers to rethink how they reach their customers. Many people...
  • Start a search for a new product with quality content
  • Don’t trust traditional ads
  • Go out of their way to avoid being sold to
What can you do to get your message across in this type of environment? Start with fantastic content!

Why use content marketing?

Nobody likes to feel like a product is forced on them. With just one simple contest, Zipcar increased page views by 203%!

People love to make informed decisions about the things they buy. They like to feel in control.

Take a look at babies. As soon as they learn how to hold a spoon, they want to feed themselves. Even if it means less food overall. Things don’t really change in adulthood.

You can actually invite your customers to the dinner table and make an attractive offer without having to shove terrible marketing food down their throats.

In other words, display your product like pie and ice cream and let your audience choose.
This is the same reason why the cable company offers so many different packages—to give the buyer control over their decision to purchase.

Author of Smarter, Faster Better Charles Duhigg had this to say about choice:
The choices that are most powerful in generating motivation, in other words, are decisions that do two things: They convince us we’re in control and they endow our actions with larger meaning.
Content can motivate your audience to choose you over your competition because it gives your buyer all the control. Let them make the choice.

But make that choice attractive with a nice slice of content marketing pie.

What is content marketing?

The Content Marketing Institute defines content marketing as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

In order for your content to actually work then, it needs to be...
  • Relevant
  • Valuable
  • Consistent
Don’t say what’s already been said, go above and beyond, and do it on a regular basis.

But what does good content marketing actually look like?

11 boss content marketing examples

Auto
  • Mazda
  • Zipcar
  • Ford
  • Honda
  • Toyota
Fitness
  • Nike
  • Peloton
  • Aaptiv
Food
  • Nestle Toll House
  • Coca Cola
  • Cheerios

Auto

Mazda

After the auto industry took a low blow, Mazda was forced to reinvent the way they attract customers. Instead of targeting anyone in the market for a new car (which could be....anyone with a pulse) they took a laser-focused approach to attract a new type of customer.

“As part of the new strategy, Mazda is focusing on a tightly targeted group of passionate drivers and weaving stories that create an emotional engagement,” Marketing Dive reports. “Digital is a key component, which includes video and content pushed out across a number of different platforms.”

Their short film The Driver in All of Us shows just how powerful this type of story driven approach can be.
Results + Takeaway
  • 33% more customers
  • 25% higher search interest
Don’t target anyone with a pulse in your content. Use stories to elicit emotion from a narrow audience.

Zipcar

Zipcar is one of the largest car-sharing companies in the world with hubs in New York, France, Austria, and Turkey.

In September of 2014, Zipcar launched the “Test Drive” campaign. The goal was to involve their audience and help them see how they would use Zipcar in a real-life scenario.

Zipcar hosted a simple contest that allowed users to submit artistic material answering one simple question—what would you do if you had three free days with a Zipcar in Paris? The campaign was originally hosted on the companies Facebook page but moved to their website for greater control.

“We want to get them thinking about the city itself and the surrounding areas you could really access if you had that flexible car use, and we encourage people to be creative with that," Mobile Marketing Manager Tom Hillman said.

Results + Takeaway
  • 717% increase in contest submissions
  • 203% increase in page visits
Host a contest on your blog to engage your audience in a new way. Don’t be afraid to try something new.

Ford

Ford took a rogue approach to traditional marketing conducted by many of the other top car producers around the world.

18 months before the launch of a new version of the Ford Fiesta, Social Media Manager Scott Monty reached out to 100 vibrant digital influencers to test run their new model. They asked these influencers to post their honest reactions daily to social media and their blogs.

Instead of relying on traditional media, Ford built a huge following and engaged a younger audience in anticipation of a release still 18 months away.

They used real people in real scenarios to shed the curtain of secrecy that cloaks most corporations.

Results + Takeaway
  • 11 million social network impressions
  • 5 million social media engagements
  • 13,000 photos
Let your audience do the marketing for you. Get off your high horse and start finding ways to give more. The more you give, the more you get in return.

Honda

What’s the first thing you think of when I say Honda? Maybe it’s your classic red Civic that has lasted for the past 11 years through potholes, hail storms, and all your exes.

But it’s most likely not music.

Honda decided to be a sponsor during the iHeartRadio festival with its own Honda Stage. What could possibly justify such an action?

TV ads are increasingly expensive. And they don’t always work as well as alternative online channels. By putting their brand literally on the heels of some of the hottest stars in the country, Honda got their name out there without having to pay big bucks for tv time.

Results + Takeaway
  • 200 pieces of content
  • 100 million views on YouTube
Video marketing is here to stay. Use Youtube to produce videos on your own channel and influencers in your niche.

Toyota

During the 2016 Rio Olympics, Toyota raised awareness of their brand by giving back.
The #LetsJoinHands campaign was simple—allows users to build the campaign and feel good about sharing pictures of holding hands.

For every tweet, Toyota promised to donate $20 to United Way.

Instead of building advertisements in a bubble, Toyota turned the focus outwards and allowed fans to share their own content.

Results + Takeaway
  • 116 million impressions
  • 370% increased campaign awareness
You don’t need to center your message on your product with every blog or post on social media. You can engage people by asking them to support a movement that raises awareness.

Fitness

Nike

Nike’s iconic “Just Do It” campaign launched 30 years ago this fall.

It worked and still works because it’s simple. It gets right to the point. It invites us to take action.

Last summer Nike launched a new type of video ad aimed at starting a dialogue and making emotional connections. “What Will They Say About You?” featured top Muslim female athletes wearing a Nike Hijab.

While many applauded this type of raw storytelling, critics claimed that Nike supported the oppression of woman with this new type of campaign. In reality, the video sparked a debate. One in which brought opinions and high emotions to a top-notch brand.

Ads come and go, but fighting against social stigmas is a never-ending battle.

Results + Takeaways
  • 400,000 YouTube views
  • 75,000 Twitter views
Don’t be afraid to speak out and start a conversation about an emotionally charged topic.

Peloton

Indoor cycling tycoon Peloton faces a very unique challenge— how do you sell a $1,000+ bike to the average Joe?

With stellar content! A huge part of their success comes from their ability to spread the word about their product.

Content to Peloton is not just a side gig. It’s literally how they structure their business. When you buy a bike, you can pay a subscription to take live classes right from your living room! This is the future of content marketing— live feeds.

Every day top-notch instructors teach 12 hours of cycling lessons that members can join at any time.

Digital screens allow users to get live feedback on their performance. Peloton pays its coaches six figures to host 10-15 classes a week.

Results + Takeaways
  • #1 Fastest growing NY company 2016
  • 2,829,405% 2 year growth rate
Take your content live and offer training to teach a skill and market your company at the same time.

Aaptiv

Aaptiv uses intense audio workouts to fuel workouts at home, on the road, and in the gym.

This is another company that uses content creation first and marketing second. It’s easy to see why this model works so well. With 2,500 custom workouts, expert trainers in everything from running to strength training to cycling, Aaptiv publishes useful content on a consistent basis.

Every week users benefit from 40 brand spanking new classes. With an active free community on Facebook, users get real feedback from friends who buy into this ideal community fitness group.
It works, says author Tara Gentile, because…
As customers, we’d rather talk about our own successes than a product. We’d rather share our connection and belonging than a brand.
Results + Takeaways
  • $20,000,000 in 2 years
  • Partnership with Bose for first audio augmented reality
Worry about your content first and know when to let your content speak for itself. Create a loyal community.

Food

Nestle Toll House

Nestle Toll House literally designed the chocolate chip. Talk about a mind-blowing accomplishment.

Yet after years of dominance in the kitchen, Nestle suddenly realized they were losing badly to their competition. Why? Because many millennials didn’t grow up learning how to cook. The people who loved and trusted their products the most were not passing on the tradition.

They decided to do something about it by taking their content to “streets.” In 2015 they launched a YouTube channel with popular chef Ashley Adams. Their marketing tactics including hundreds of new short videos on how to bake fantastic treats.

Results + Takeaways
  • 17 million views on YouTube
  • 20+ years of baking videos watched
Partner with popular figures in your area. Create short video content for every season that answers your audience's questions.

Coca Cola

Research shows that even though 74% of marketers know that personalization increases customer engagement only 19% use it.

Coca Cola tapped into the personalization data bank with their “Share a Coke Campaign.” By placing specific names on the bottle and creating simple jingles with specific names, Coke reached out to their audience one by one.

People listen when you personalize your message. Make your content something personal.

Results + Takeaways
Tailor your content to the individual! Make a message just for them, and it will resonate with them more.

Hershey

With 120 years of chocolatey dominance, Hershey continues to whip up fresh content to keep the brand relevant. New takes on popular sweets push long time fans to try something new.

But a key to Hershey’s success has always been clear research. Research that leads to better content that leads to better snacks.

A few years back Hershey’s hit gold when they partnered with the NCAA. After hiring a professional actor, the company launched hundreds of videos where the actor interviewed students at games, practice, and around campus.

Results + Takeaways
  • 700,000 views
  • 60% of viewers shared videos
Partner up with key players when it makes sense to do so and when both parties benefit.

Cheerios

Cheerios is just one of those iconic American cereals that are clearly here to stay. I mean, how can you really beat those perfectly shaped o’s that are healthy–and delicious!

Cereal stock recently started to drop from competing yogurts, shakes, and fruits. General Mills wasn’t afraid to try something completely new to attract a younger crowd. Just days before father’s day in 2016, founders of the Life of Dad website created the Cheerio stack challenge.

The idea was to see how many Cheerios you could stack on your baby's forehead before the baby woke up.

General Mills wisely spotted the memes and quickly started to spread the Cheerio stack challenge on their own channels.

Results + Takeaway
  • 375,000,000 media impressions
  • 3.5 million social media engagements
Don’t take your message too seriously. User-generated content is a quick, effective way to spread the word about your product in a natural way.


The bottom line is this: don’t be afraid to try new things, be consistent, and allow your fans to join the conversation.

Comments

Popular posts from this blog

15 Fantastic Fall Getaways

Fall is my favorite season of the year. Leaves change colors, winds bring in fresh mountain air, and children head back to school leaving the house peaceful once again. It also happens to be one of the best times for travel in general. Here are 15 US destinations for a relaxing getaway.

Creating Your First Online Course for Under $200

So you have decided to create an online course for your audience. First off let me say congratulations! This is a big step in using your product or service to generate truly interested followers. While it may not be easy, building a course for customers to learn and gain information is critical.


Before you start recording yourself you are going to need some basic materials. This post will walk you through all the hardware/software requirements necessary to create your first online course. Relax, take a deep breath, get some popcorn, and let's do this!
Hardware Requirements Do you want to know the best thing about living in a digital world is? (Besides watching hours of Netflix and Redbox movies) You most likely have all the tools you need right at your fingertips to create an online course. No sense breaking the bank on fancy equipment. Here is the list of hardware you will need, and probably already have.
PC/Laptop/Phone (with webcam)Webcam (if you don't already have one)Mic t…

How to Build a Winning Content Marketing Strategy

Do you want to know the truth about content marketing? You’re exposed to it every day and probably don’t even realize it. It’s a lot like the plague, but a plague of positivity. Companies, artists, schools, and government all use content to send messages to their audience. In the last article, we learned that you get to choose your audience by choosing your content.

But how do you choose your audience without sacrificing your message or spending way too much money?

Through targeted content marketing!

Definition of content marketing:
Content marketing is the use infographics, videos, pictures, and blogs to inform your audience about a topic and persuade them to choose your services or products without forcing it down their throats. In other words, you create great material and the buyer eventually purchases from you because of your free content. You inform, and they make the final decision.
Why do I need a content marketing strategy? You may think that content is overrated. If I’m goin…