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Despite creating fantastic products and winning several Red Dot design awards in the process, BOSE isn’t often seen as a cool company.
Rarely are its designs mentioned in the same breath as Apple, or its headphones alongside young upstarts like beats.
Despite this slight lack of street cred, Bose remains one of the strongest brands in audio, so I thought I’d check out its content to see how it fares against the competition...
Monsoon has launched Swoon, a shoppable monthly magazine for tablets (but also working well on desktop). It's full of products and rich content and was built by Rockabox Studios on the Ceros design platform.
With the prices of Monsoon apparel comparable with Cos – middle to upper high street pricing - and the more artisan pieces pricier still, at more than £300, this feels like a good move.
The image of Monsoon has perhaps slipped in recent years and lost some of its chic or urbanity. I can see this campaign of shoppable magazines as a step towards bringing this firmly back to the brand, which needs to highlight the quality of its clothing, including its hand-embellished pieces.
The launch of a shoppable magazine is in line with many other brands seeking to bring more editorial and clustering to their offerings. Net-A-Porter has launched a mag, M&S has mixed up its website with plenty of content and trailblazers ASOS and TopShop have been doing this for a while.
Let’s take a more detailed look at Swoon.
Farming machinery isn’t necessarily the coolest product on the planet, so it’s good to see a B2B like Massey Ferguson doing interesting things with content, especially when compared to rivals like John Deere, which arguably has wider recognition.
I’ve been taking a look at the tractor company’s website and social feeds to get a feel for how it uses content to engage with a particularly niche market.
Incidentally, you wouldn’t believe how hard I’ve struggled to avoid using the phrase ‘content farm' in this article...
And for more on this topic, download Econsultancy's B2B Content Marketing Trends Briefing 2014.
In early 2011 I put together a simple video for a friend's band for a song they made referencing a certain (lonely) dictator.
It was uploaded to YouTube and had been seen by a handful of people; however on December 17 that year the viewing figures suddenly skyrocketed.
The despot in question had died, and I was the unexpected beneficiary of some web traffic.
Something I had long forgotten about was suddenly being watched by thousands of people!
The top 10 list of storytelling brands in the UK usually includes Apple, Cadbury, IKEA and Walkers.
But looking at the annual list from AESOP, it's Virgin Media that jumps out at me as a storytelling brand that breaks the mould.
Here I round up some of its activity that falls into my nebulous understanding of storytelling.
Let me know if you agree.
Five years ago if you were a brand and you wanted to make a video, you went to a video agency, begged them to make it more viral than h5n1 and paid through the nose for the privilege.
If you wanted an infographic you went to a design agency, if you wanted to write editorial you went to a PR agency etc…
Your content creation was almost completely outsourced and, unless you had a reasonably serious budget, a great content marketing campaign was probably beyond you.
That couldn’t be further from the truth today, brands have a wealth of tools that allow them to create highly professional content without the traditional agency brief.
The following are just five examples of the kinds of companies that are driving this change.
Shipping and engineering are inherently cool.
I thought I'd take a quick scoot through the websites of General Electric, Siemens and Maersk and check out what sorts of content they provide to market.
It's by no means an exhaustive journey, but hopefully it will give you some links to check out and some inspiration for your own B2B content.
These behemoth sized B2B companies, in the case of Maersk, make great use of their heritage. For GE and Siemens, the task is more about appearing imaginative and innovative and almost appearing as synecdoche or at least flag bearer for particular industries, i.e. an indisputable authority.
Let's take a look.
Forget the hard sell and the dry press release. Audiences have wised up, so give them high-quality content that they can really engage with.
For anyone who’s experienced the following phrase bellowed at them across the boardroom by a senior executive “we should get into content marketing, everyone’s doing it, Coca-Cola’s doing it, BMW is doing it, Red Bull is doing it, we should be doing it too” then this is for you...
Content marketing is everyone’s favourite hot new digital marketing phrase right now, yet the truth is that while the label has grown in popularity, the notion that content marketing is anything new isn’t quite correct.
What the imaginary senior executive above doesn’t realise is that his company has actually been making content for years. It just hasn’t been called as such until recently.
The company has been creating blog posts, surveys, whitepapers and reports for the entire length of its existence. In many cases, it understands the power of content and how it can keep its existing audience happy and engaged.
However the new era of content marketing brings with it more of a tactical focus: in seeking to help audience growth, generate new leads, spread brand awareness and improve brand perception on a much larger scale.
In line with this, content marketing roles are being created and teams are being restructured across an incredibly diverse range of industries. Content marketing has become an umbrella term, one that bonds together five different disciplines – editorial, marketing, PR, SEO and social media – in order to focus on one long-term marketing strategy.
Here I've rounded up some brands that are successful with content marketing.
I hope you won't have seen all of my examples. Some of them have heritage in content, and some don't.
For more case studies, subscribers can check out the Econsultancy archive.
Ashley Friedlein, Econsultancy CEO, kicked off 2014 by pointing to six trends of note in advertising.
These were real-time bidding, native advertising, video advertising, targeting, localised and geo-targeting, and mobile advertising.
Unilever is a company that continues to innovate in advertising. Let’s look at how.
Repurposing content is a fundamental part of inbound marketing activity. Or it should be if it currently isn’t.
Repurposing content is relatively easy and doesn’t require a large amount of time or budget, but can be really effective.
Do you repurpose your content? If not then this post explains what it is, how it will benefit your brand, and then looks at examples of three brands who are Jedi masters at the practice.
The World Cup, along with the Olympics, comes by once every four years and is therefore a good assay of changing media habits and technology.
Twitter users have doubled since the last World Cup in 2010. Live TV streaming is available from all the main broadcasters and the user experience of laptop and tablet TV-streaming continues to improve.
Mobile has been the main driver of social media consumption and increasing demand for real-time content. Additionally, user generated content is easier than ever to gather, as new devices and new users become more adept and involved online.
So, what should marketers expect to come out of Brazil and World Cup 2014? In this post I’m going to take a look at some of the brands involved so far and their efforts, as well as looking at lessons that can be drawn from the London Olympics in 2012.