Content Marketing Lessons from Major Brands

Gretchen Steenstra | 10.06.15
Topics: Web - Mobile - Social

This was sure an interesting title for a session – one that I attended at the ASAE Great Ideas Conference last month. The speakers – Jay Daughtry, Frank Fortin, Kim Howard, and Ray van Hilst – shared content marketing examples from the corporate environment.

Content Marketing Examples from the Corporate Environment

Bottom line? Associations need to take risks and try new ways to deliver diverse and interesting content to their members or customer – or corporate will!

Why is this your problem? Everyone in your organization is a content editor. Everyone has the opportunity and responsibility to contribute content.

It’s okay to get creative

Have you noticed that several airlines have updated their safety messages to include well-known characters? Air New Zealand featured a safety video with Hobbit characters; Delta has ALF join the crew to demonstrate safety procedures. It’s familiar content – repackaged to reengage passengers. It works – people pay attention!

Many companies send customer newsletters to provide product-related information. These are not direct sales messages; they contain additional information or tips. GrillMaster sends newsletters including recipes, cleaning tips, and other useful grilling information. It’s content customers want – not content the company is simply pushing.

Motorola has a Pinterest page to show the features of their HC1 headset to promote the product, but also to help customers get more use out of it. 

It’s not all about the money

Big budgets are not the key to developing good content. Creativity is free and there are many low-cost ways to deliver fresh content to association customers. Here are a few ideas:

  • Use a simple video tool like Blippar to create quick video
  • Transform written testimonials from customers to a video version
  • Use email to communicate and provide information – not as a sales tool
  • Add your content to the locations where your customers live and work – most people research what they plan to buy before they go to the direct site to make the purchase
  • Create a budget to try new content options without strings attached 

Whatever your approach, perform a regularly scheduled content audit to clean up old information and identify areas that need new information. A content audit is just one step toward creating a digital content strategy.

Create a content marketer manifesto and if all else fails, bribe staff who contribute!


Master the Digital Experience with a Content Strategy  Learn how creating a strategy for content will engage your audiences. Download the Whitepaper

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