I hope you will not have seen all of my examples. Some of them have heritage in content, and a few do not.
For extra case studies, subscribers can take a look at the Econsultancy archive.
Brands with content heritage which have tailored to on-line
You can examine AMEX’s historical past of content in this excellent post from Contently.
In 1915 the model opened a journey agent and there adopted a variety of publications, together with titles reminiscent of:
- The American Express Cruise Around the World: A Handbook of Information for Cruise Members (1922)
- Tours in France by Rail and Automobile (1924)
AMEX has excelled in digital, too. It’s Open Forum was began in 2007 and is a site for patrons to change information with others and skim recommendation from AMEX.
Since 1966 The Arup Journal has introduced the best of Arup’s work and considering.
Now it is on-line, is free and straightforward to entry, and pushes the status of the engineering agency.
Thoughts, movies and publications
Download the magazines without spending a dime
The Arup journal
The British Library has almost 600k followers on Twitter.
The content that goes nicely on social is usually from the library’s assortment blogs.
From the late nineteenth century Burberry has been on the forefront, equipping Roald Amundsen, creating gabardines utilized in WWI and producing adverts come content corresponding to the 2-pager under.
Burberry in the present day could be very lively with content marketing, stay streaming occasions and catwalks, utilizing social media closely and creating Burberry Acoustic. Burberry Acoustic is the partnership of unsigned artists with the model, displaying movies on the website and acting at occasions.
IBM has had analysis labs churning out new findings and new merchandise because the Nineteen Forties.
The firm at the moment publishes on a variety of subjects, with its Midsize Insider the bes instance of content marketing and group. The vary and quantity of contributors could be seen under. It’s not a small enterprise however an enormous useful resource for medium sized companies and their professionals.
Contributors to Midsize Insiders
Brands new to content which have picked up the baton
S’Oreal’s make-up.com site might be one of many clearer examples of content marketing. Tips and tutorials, how-to movies, appears and information, all by means of the lens of L’Oreal.
With cosmetics a market the place content has taken off on-line with the success of vloggers, manufacturers have needed to catch up. Indeed, some manufacturers have employed the vloggers themselves.
OK, it is a new model, however it’s performing some good content marketing, alongside comparable strains to the S’Oreal instance above.
The #bestnightever marketing campaign used music movies, video games, type recommendation and superstar content to push ASOS gear.
The marketing campaign aimed toward younger ladies resulted in H.6m constructive acts of engagement throughout social media platforms. The content was credible, genuine and fascinating to ensure that ASOS’s clients to adore it sufficient that they work together and share with their associates – delivering on the marketing campaign aims of deeper model engagement and advocacy.
— ASOS (@ASOS) November 5, 2012
End of the road for the Kombi was an emotional occasion.
Volkswagen commemorated it with a website and an entire bunch of content. Fans might share their reminiscences and a ebook was produced which could possibly be subsequently purchased.
This was all about elevating consciousness of the manufacturers heritage and historical past of great merchandise.
Buy the Kombi guide of tales