Here’s an example of content marketing in action.
Samsung content marketing case study
Samsung wanted to drive consumers to learn more about their products via their 70+ regional websites around the globe.
My client approached me with a list of 18 Samsung products and asked me to create a strategic project brief around each. The ultimate solution was to develop content that would create a need for the product in the consumer’s view — but that would actually be product agnostic.
For example, an article on better sleep habits made a strong point about room temperature. The piece didn’t specifically mention the Samsung air conditioners (which automatically adjusted room temperature when it sensed someone was sleeping) — but the A/C units that appeared next to the article got a huge boost in clicks/conversion rates. The same happened to the Samsung robotic vacuum cleaners with the no-tangle pet hair brush when they were placed next to pet-owner “Tips for A Cleaner Home.”
These articles and marketing assets were translated into eight languages and used worldwide.
Because the success metrics were so compelling, the initial content strategy turned into a 3+ year engagement (for my client as well as for me and an international team of writers). We created a library of articles, plus marketing “modules” that helped cross-promote the articles throughout the websites and drove awareness and engagement on social media.
Yes, you can try this content marketing “at home”
Sure, Samsung’s a huge corporation. But substitute “blog post” for “article” and the principles are the same for any-sized effort. You create informative, quality posts related to what your service or product is (making sure you use keywords) and you “socialize” it – spread the word via social media (making sure you use hashtags). And you keep doing it!
Of course, there’s a bit more to it (cross linking, etc.) — but the basics are all here.