Table of Contents
- 8 Ways Global Companies Are Using Content Marketing
- 3 of the Best Content Marketing Campaigns
- Key Takeaways
In this competitive world, if you are not doing something to promote your brand online, you will be hammered by your competitors. That is why website owners and global brands use marketing techniques to keep their brands afloat.
And the best way to do that is by using content marketing. It is cheaper than any other marketing technique. It is also very reliable and produces long-term gains. In addition, you can create brand awareness and set authority for your website with content marketing.
This article will discuss the ways global companies use content marketing in great detail. We will also take a look at the best content marketing examples.
8 Ways Global Companies Are Using Content Marketing
Small and mid-sized brands can follow big brands’ best content marketing examples to succeed in international markets. Here are eight ways in which big global brands promote content.
1. By making customers more loyal to the brand.
Big international companies use content marketing to make their customers stay loyal to their brand. The goal is to establish your brand as the superior product or service in the market. Therefore, you must ensure that whatever content marketing strategy you use depicts your product or services and helps remedy your customer’s pain point.
Supplying where there is a need is the core of any business. With content marketing, you get the chance to create demand by showing customers why they need it in the first place. That is why big brands like Gucci, Apple, and more sell their products at very high prices. A smiling Gucci bag will cost you 50 times more than a locally crafted bag just because of Gucci’s strong marketing.
2. By getting brand recognition on social media
The world has changed in the past few years; we now have more and more people joining social media channels like Facebook, Instagram, Twitter, and more. With this massive surge in traffic on social media, it would be a waste not to tap into this world and use it to promote your brand.
This is one of the best content marketing strategies that any prominent global brand uses. Today social media is ruled by memes, reels, videos, pictures, and more.
By aligning yourself with the latest trends, you can quickly funnel millions of people into your social media profile and then to your website, where you will be selling your product or services. Of course, the process of doing this is challenging, but if successfully achieved, it can generate more traffic than any advertisement you do online or offline. This is the fastest content marketing idea that produces overwhelming results compared to other methods.
3. By creating original content to boost conversion
Imagine running a news website and copying everything from competitors to save time and money. This mentality will lead you nowhere. Such websites will never rank high on Google search results and lose organic traffic. This will happen even if you run ads and create content on social media to promote this content. Customers will simply not subscribe to your website. The audience today is aware of what is happening around them. You will lose credibility if they’ve seen the original content somewhere else.
So, in simple words, create original content. Spend the time and money required to create quality content and see the results!
4. By establishing authority online.
Authority websites are those that have created a name for themselves online. Google and other search engines trust them only to produce excellent content backed by facts. The main benefit of being a website with high authority is that you will consistently rank at the top of a search result page irrespective of SEO.
If a website has poor SEO but high authority, it will rank above a website with good SEO. For example, we can see how Wikipedia consistently ranks at the top of a search result page. That is because Wikipedia is one of the pages with the highest authority in the world.
Your authority and credibility will also go up if your website gets a backlink from an authority website. So international brands try to create content worth backlinking to and ensure that they get a backlink from an authoritative website.
Government websites also have high authority, so if your brand has done any service for a government department, then you should ask them for a backlink to your website. This way, you can rank high on Google search results.
5. By using content marketing to save money on brand marketing
If your brand is new or your product/service is new, you need to market yourself, which will cost your business a lot of money. So, content marketing is the best way to save money on promoting a brand or product/service.
According to several studies, newer brands are discovered on their own via social media and Google searches. Writing a 1000-word blog is the best way to end up on the first page of Google. And to do that, you can either hire a writer in your company or outsource the work to a freelancer from a country where the currency is weaker than yours. This way, you will get quality work done on a very tight budget. In addition, if your new brand or product starts to show up on Google searches, there is a high chance that people will be interested in buying or signing up with you.
The same goes for social media; if you hire a person with great humor and ask them to make memes on your product to promote it, you will see better engagement and sales within a month of your campaign. This all can be done by spending just a fraction of what you would have spent otherwise.
6. By generating potential customers
Converting your potential customers to actual customers comes after you generate potential customers. You can use content marketing to achieve better results and a more significant number of signs up on your website. The best way to do this is SEO. First, you need to determine what kind of audience is interested in your product or services. For example, if you are selling antivirus software, you need to find out who is searching for it online. Then, use the relevant keywords in your article to calibrate it with Google to rank high on search results. If your website has high authority and good SEO, no one can stop it from ranking higher in a Google search.
Once your target audience comes across your website using those keywords, they become a potential customer.
7. By creating brand awareness
If your brand is new, you need people to trust you. But why would they trust an unknown brand? This is the main reason why many brands fail. Successful global brands also started out unbeknownst to the public, but they slowly built brand awareness using content marketing. And, it’s even easier today.
You can do this by appearing in front of your potential customer from time to time. For example, if you sell mobile phones, ensure that your website pops up every time a customer looks for words or phrases like “a mobile phone with the best camera” or “a mobile phone with big RAM,” etc.
They will automatically believe that your brand is superior to the rest since you are everywhere they go. This creates a good brand image. Even if customers do not know your brand, they will ignore you once or twice, but they will click on your website the third time. Then, it will be up to you to convert that potential customer to a paid customer.
SEO is the best way to make a business more visible online. Google ranks pages according to their usefulness and originality. If your brand is creating original content with SEO, you will see your web page on top of the Google search results. This will increase your visibility on the web. There are a lot of examples where people lose interest in a brand when they go out of sight.
For example, eBay, one of the best online shopping websites, recently lost many customers because its website disappeared from the customer’s sight. eBay is still up and running in America, but they had to shut their business in many countries like India, where Amazon and Flipkart rule the online shopping market.
3 of the Best Content Marketing Campaigns
Almost every successful brand uses content marketing to promote its products and services. So, here are some of the best content marketing campaigns of all time.
1. Coca Cola’s Share-a-Coke campaign
Coca-Cola is the world’s most consumed soft drink. The company added another feather to its marketing cap when it promoted the Share-a-Coke campaign in Australia. It took 150 of the most common names in the country and printed them on every Coke bottle. Then they promoted the concept to encourage people to “share a coke” with the person whose name was on the bottle.
2. Buffer’s Open Blog
Buffer offers social media solutions. You can use their app to schedule posts, track your growth, and more. But there are thousands of apps out there that can do the same, so how did they become successful. Of course, by using content marketing.
They started posting blogs and provided solutions to every social media management problem. They then promoted the app and showed the audience how they solved their problem using it.
3. HubSpot’s Inbound Marketing
Hubspot is a well-known name in the content and digital marketing field. But this was not the case earlier. Every beginner needs tips to start content marketing, and you have to buy courses online and pay for them. But Hubspot created blogs and articles that teach beginners how to do digital marketing on their own, and by doing that, they started getting a lot of traffic.
Then they pushed their services in those articles to convert all that random traffic into genuine customers.
- Content marketing is cheaper than any other marketing technique. It is also very reliable and produces long-term gains.
- Ensure that whatever content marketing strategy you use depicts your product or services and helps remedy your customer’s pain point.
- By aligning yourself with the latest trends, you can quickly funnel millions of people into your social media profile and then to your website, where you will be selling your product or services.
- Spend the time and money required to create original, quality content and see the results!
- By appearing in front of your potential customer from time to time, they will automatically believe that your brand is superior to the rest since you are everywhere they go.
Content marketing is the cheapest way to create brand authority and brand awareness. Using content marketing, you can generate tremendous traffic for your website and potential customers for your product or services. Remember, content marketing requires a lot of time to show results. So be patient and reap the results.
Content marketing refers to using content (written, video, or image-based) in a sales-driven manner. Generally, it targets the intended audience and makes them interested in your product and services via online channels like websites, social media, ads, and more.
Both small and large businesses can benefit from content marketing. B2C, B2B, retail stores, tech companies, and service-oriented companies can all benefit from content marketing as it helps them reach their target audience. This holds especially for new and small companies.
Yes, it is possible to generate leads for your business using a content marketing strategy. For example, if a consumer reaches your website from a content marketing campaign for a particular piece of information, you can consider them as a potential customer.
Content scoring is used to determine the essential metrics on which content quality is measured for future endeavors. The content score is calculated by analyzing what content generates more leads for a particular product. Then the content is checked for structure, keywords, and more to determine a default score for future content.
Content marketing may depend on the brand, product, or services a company promotes. For example, if an online news company tries to promote their brand using podcasts, they will notice less growth, but they will see more growth if they use blog posts or email.