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Fortune 500 and Small Business Content Marketing

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Fortune 500 and Small Business Content Marketing

  1. 1. & The Fortune 500 Small Business Content Marketing
  2. 2. of Table Contents Introduction..............................3 Automotive...............................4 Automotive Facebook................................. 4 Automotive Tweets.................................... 4 Automotive Blogs...................................... 5 Lessons Learned........................................ 5 Consumer Goods.........................6 Consumer Goods Facebook.......................... 6 Consumer Goods Twitter............................ 6 Consumer Goods Blogging........................... 6 Lessons Learned....................................... 7 Education................................. .8 Education Facebook...................................8 Education Tweets......................................9 Lessons Learned........................................9 Finance.................................. 11 Finance Twitter...................................... 11 Finance on Facebook................................ 12 Lessons Learned...................................... 12 Fitness................................... 13 Fitness Facebook..................................... 13
  3. 3. Fitness Twitter....................................... 14 Lessons Learned...................................... 14 Food..................................... 15 Food Facebook........................................ 15 Food Twitter........................................... 15 Lessons Learned....................................... 16 Hospitality.............................. 17 Hospitality Facebook................................. 17 Hospitality Twitter................................... 18 Lessons Learned....................................... 19 Home Living............................. 20 Home Living Facebook............................... 20 Home Living Twitter.................................. 20 Lessons Learned....................................... 21 Marketing................................ 21 Marketing Facebook.................................. 21 Marketing Twitter.................................... 21 Lessons Learned....................................... 22 Real Estate.............................. 23 Real Estate Facebook.................................23 Real Estate Twitter....................................23 Lessons Learned........................................24 Conclusion.............................. 26 About.................................... 27
  4. 4. to get in contact with their custom- ers and keep a thumb on the pulse of consumer interest. Content marketing is effective both on the large-scale and the small. Introduction While we work with smaller com- We at Content Equals Money work panies, we’d also like to take some with small businesses in order to fa- time to look at the many ways that cilitate content marketing initiatives. Fortune 500 companies use content marketing to stay in contact with For those who are not in the know, their consumers. Each company content marketing is any means of listed here has a different strat- connecting with the consumer out- egy - and the best part is that these side of traditional advertising meth- strategies are utterly scalable. So ods. For example, having a blog is whether you’ve got 5 million em- a form of content marketing, as is a ployees or just 5, there’s a way to Twitter feed, a Facebook page, or an make content marketing work for email marketing campaign. Having you and your business. instructional videos up on YouTube is content marketing. Sharing in- formational white papers is content marketing. Virtually, any way that a company connects with the consumer on a personal level in order to share rel- evant information is a form of con- tent marketing. Content marketing has incredible ROI (that’s return on investment) and provides companies with a way 3
  5. 5. Automotive go and visit Ford’s Facebook page, you are drawn quickly to the fact There are three recognized Ameri- that Ford is made up of and focuses can car manufacturers with a new on people. Ford has a vast number one starting up. The current big of likes on Facebook. With 1.5 mil- three are Ford, GM, and Chrysler. lion Facebook likes, it’s easy to see The new one starting out is Tesla. that Ford made the right choice to However, for the established car use Facebook as a tool to reach out manufacturers, they have the luxury and connect with their marketing of an established history on which base. they can market their vehicles. A strategy that both companies Automotive Facebook employ and that any company can You see car commercials all the employ is using Facebook Timeline time for car manufacturers whether to establish their company history. they are American or not. However, With pictures to compliment their what you are less likely to see—un- long history, they keep customers less they specify the “come check reminded that have been established us out” line on their commercial—is for over a century and continue to their social media presence. The keep a strong active presence in the more online content, the more ac- automotive world. tive and healthy the business looks. An example of this is both GM and Automotive Tweets Ford; the two largest American car Just as important as Facebook, Twit- manufacturers. ter is utilized by both companies as well. GM uses Twitter as another Both GM and Ford have Facebook facet of social content marketing. pages. With over 386,000 likes on Ford’s Twitter page keeps followers General Motors Facebook page, in the loop regarding Ford business they have made sure that they are and news. It’s a fast way to keep easy to find. And with a US popula- both companies connected to their tion estimated at 314,000,000, that’s followers. about 1 “Like” per every 830 peo- ple. Ford is even better. When you 4
  6. 6. Twitter allows the automotive with their site, but they have what industry to stay current and release is called FordSocial that acts as an news on a moment’s notice. Both online news hub so Ford enthusiasts companies use Twitter to keep can read the latest company news. customers engaged. Whether it’s an Much the same as news websites, announcement of a release date or Ford articles can be searched by an upcoming auto show, it allows date and popularity. the company to release information and consumers to speak back. Lessons Learned Twitter is an excellent tool Both Ford and General Motors have for content marketing for a long and successful automotive both companies because it history. And each is one of the keeps information circling and others’ competitors but they employ conversations to stay relevant. much of the same content marketing Customers can talk to each other strategy. Both have a strong about the products and respond presence on Facebook and Twitter. when something from the company is posted. They keep their sites regularly updated and this keeps their sites Automotive Blogs relevant. It’s a great marketing General Motor’s blog called strategy that has helped contribute FastLane Blog is the company’s to the ongoing continued success for official blog, but has also been both companies. organized into subcategories to help blog readers find articles they have a particular interest in more quickly. Such categories include Auto Shows and Business. So if you are on the Learn More site to find only articles related to @ Our Blog Auto Shows, you have the option to They Did What?! choose the subcategory rather than General Motor’s Content read through the entire blog history. Marketing Bomb-Drop and Beyond Ford differs slightly in that they don’t have a true blog in connection 5
  7. 7. Consumer Goods history is all you will find. General Mills is a Fortune 500 company, but Most large companies use their fans they do not engage their customers to help market their goods. Whether with news regarding the products or it’s to help market directly to their company over Facebook. consumers or using their consum- ers as a further tool to market their Consumer Goods Twitter goods, it’s a very clever strategy. Pepsi keeps active with their Even food goods are utilizing con- consumers through the social media tent marketing and social media to of Twitter as well. Pepsi’s Twitter further their products. page, much like their Facebook page, engages people to interact Consumer Goods Facebook with and through Pepsi. They Everyone or almost everyone knows encourage tweeting on topics that that when they go onto Facebook range from music performances to they can “like” a comment or how your individual weekend went. product. When a company is “liked” they know how popular Similarly, General Mills participates their product is. It also allows the on Twitter as well. General Mills company to continue marketing uses Twitter similar to Pepsi but directly to the audience they with less open-ended tweets to start want to target. Pepsi uses their conversations the way Pepsi does. Pepsi Facebook page as a way to Twitter for General Mills allows continue communicating with their them to respond to customer tweets consumers even with something as and in cases where they post about minimal and simple as stating the their product such as about health weekend is winding down and to benefits, they refer to their page on enjoy it! Linkedin.com. On the other hand, General Mills Consumer Goods Blogging has no activity on Facebook. If Both Pepsi and General Mills are you go onto Facebook and type in part of the consumer goods industry that uses blogs to help promote their General Mills, the General Mills company and what their company logo and a brief description and 6
  8. 8. stands for. Blogs allow for the social media to communicate with companies to express more deeply their consumers. And as General who they are and what they support. Mills and Pepsi both realize, a com- For instance, General Mills’ blog, pany blog helps further educate con- Taste of General Mills, has articles sumers what their company believes about recycling, news regarding the in and how the company benefits food industry and General Mills, as others. The content marketing not well as customers who have shared only helps create traffic boosting their story with General Mills. sales, but also works as a public re- lations tool as well. Pepsi has their series of blogs called The PepsiCo Portal Blog Hub. It is In terms of Pepsi and General Mills truly a hub and is more for company educating their consumers and gen- information and what the Pepsi erating conversation, Pepsi does a Company is involved in than being far better job at content marketing. a consumer-friendly blog. However, They leave topics open for their the blog is extremely informative. customers and consumers to dis- The PepsiCo Portal features cuss while being sure to not push articles regarding recycling and themselves too much. Their blog, international responsibility. however, while extremely informa- tive does little to generate conver- Lessons Learned sation and feels dry. General Mills’ No matter where they use their blog is far stronger than their non- content marketing, both General existent Facebook presence and they Mills and Pepsi are communicating respond only to tweets; because of with their consumers. They keep this, General Mills misses out on themselves relevant and up-to-date. the benefits that content marketing Through Twitter, they both interact could bring. with consumers. And their blogs inform everyone what projects their companies are involved in and what their company stands for. This technique can be applied to any business. Any business can use 7
  9. 9. Education Education Facebook Any company that means serious There are no Fortune 500 companies based on solely on education. business wants to have a Facebook As beneficial as education is, it’s page. Facebook offers a way to get not a money-making industry. information about the company out Actually, it is quite the opposite. and get people talking about the We all pay money into taxes so that company. Rosetta Stone has taken every young person can receive an full advantage of this. The Rosetta education. From this perspective, Stone Facebook page has over education is more of a money-losing one million “likes” and like any enterprise more than anything else. company serious on their content Only through repaid student loans with interest does anyone profit marketing, they keep it updated; from helping someone else get daily, if not weekly. through school. Rosetta Stone even uses their However, this doesn’t prevent Facebook to encourage conversation companies from helping in the between their followers; with little field of education or producing and selling products that help educate. questions or statements people Such can be seen by two examples. “like” or commenting on their Apple is a company who is helping feelings and relevancy of their push education with lowering the Facebook post. This is a brilliant cost of iPads. And a company that use of Facebook in terms of produces learning material for content marketing. You want your adults and students alike to learn a customers to interact with you about foreign language is Rosetta Stone. your product. Rosetta Stone is not a Fortune 500 company, but that doesn’t mean that On the other hand, Apple Inc. has they don’t care about education. 6.5 million likes on Facebook but And they employ the same content the company doesn’t post anything marketing techniques used by larger regarding their business on the Fortune 500 companies. social media site. There is little in the way of conversation generated by the company on Facebook. 8
  10. 10. Education Tweets learning language. Rosetta Stone is active on Twitter as well as Facebook. You don’t have The content includes articles to look very long at their Twitter that people interested in learning page to see that the main use is to languages may find interesting such promote their support, answer and as Irish being a dying language to respond to customer tweets, and customers’ testimonials about their announce sales. However, the bulk language learning process. of Rosetta Stone’s Twitter use is to respond to consumer comments. While the blog doesn’t generate a lot of conversation it still informs Apple is not much better in terms of the audience of what is happening in the Rosetta Stone world. And while Twitter. You can follow Apple stock blogs are not updated on a daily or Apple news, but it is very cut and basis, there is a new blog every few dry. There is information about what days or at least once a week. is happening with the company but nothing that stimulates real Apple doesn’t have a blog. Their conversation. You can read a quick information and news is much piece of news, but it’s something harder to come by. Indeed, when you’d skim than really read and you go to the Apple site they push nothing you would go out of your the products they sell. In order to way to share or re-tweet. get news about the company you have to find a tiny link at the bottom Lessons Learned of the page labeled “Hot News.” It Rosetta Stone also uses its blog, is when you click on Hot News that LinguaVore, to continue its content you come across articles relevant marketing. LinguaVore is divided to what Apple has been doing or into five areas: Welcome, Latest product news. Posts, RVoice, Inside Rosetta Stone, and Language Journeys: A Most of the Apple site is pushing Customer Perspective. The content their products and how impressive in the RVoice features various their products or sales numbers are, articles pertaining to language or but occasionally, there are articles 9
  11. 11. such as Apple aiding in education that demonstrates that Apple doesn’t just simply push their products even if the article is still product-heavy. “Create a brand message that people can rally around.” [ePublishMedia] Learn More @ Our Blog Lessons From a Content Marketing Powerhouse:Intuit 10
  12. 12. Finance Finance Twitter It may seem like a funny thought No matter the industry, there is no doubt that there is a benefit to that Fannie Mae and Bank of content marketing. And the benefits America have tweets but they do. of content marketing apply to Indeed, Bank of America has two Fortune 500 finance companies as facets of their Twitter pages. They well. Of course, if they work for have the Bank of America News and Fortune 500 companies, even a Bank of America Help. small business owner can benefit from the same content marketing And both are just what they sound strategies. like. Bank of America help is Take two Fortune 500 finance for customers to reach out with companies such as Fannie Mae problems they’ve had or are having and Bank of America. There is and have them addressed. The Bank no doubt you’ve heard of these of America News includes news of two companies. Would it surprise the bank’s quarterly reports but also you to know that they both utilize environmental projects that Bank of Facebook and Twitter? It shouldn’t. Lots of companies use social America is helping to sponsor and media and content marketing to support. better reach their consumer base and promote themselves and their Fannie Mae also is active on product. Twitter. Fannie Mae’s use of The difference is content marketing Twitter is as a quick method to isn’t just selling a product, but get news out to their followers. getting people talking about the However, they do not have a large company and getting the company following. Less that 3,000 people to talking back; along with helping currently follow Fannie Mae, even people learn about the company as though Fannie Mae offers links well. When people are being talked that may seem useful for future with and not talked at is when financial predictions such as a June content marketing is doing its job. 7th link about consumer spending predictions regarding spending as well as home buying/renting. 11
  13. 13. Both companies are using Twitter Unlike Bank of America who stays to express news and reach their active and involved, Fannie Mae has customers on an easy mobile social no Facebook presence. If you search media market. And big businesses for Fannie Mae on Facebook, all are not the only businesses that that comes up is a description of the company as well as a brief history. can use Twitter as a tool for This doesn’t get customers involved communication. A small business or talking about the company. can equally use Twitter as a communication tool. Facebook is a great way to get Finance on Facebook customers and consumers talking More than Twitter, it is Facebook about your company. Your company where social media and content can inform Facebook followers of marketing can really explode. your company and programs and Most people will simply respond have them respond in return. to something with a “like” that they have read and possibly agree Lessons Learned the statement or concern being When customers are actively addressed. Bank of America’s engaged with a company, they are Facebook allows for a more one- more apt to have good and insightful on-one approach for the company information to share with others. with customers. It can be a simple The company seems more personal conversation starter such as a post and friendly. That is the whole about how much money is the purpose of content marketing. The proper amount to gift at a wedding content reaches out and truly speaks to community outreach programs to your customers, encouraging such as volunteer work performed more active participation boosting by Bank of America employees. your business. Of course, Facebook only benefits your company if your company is actively involved on Facebook and is regularly updated with new posts. 12
  14. 14. Fitness When you look at Pepsi’s Facebook page, you see pictures with lots There aren’t any Fortune 500 of movement and conversation companies in the fitness industry, prompts regarding what activities but there are smaller companies will be performed over the weekend. that are all about fitness. There are Pepsi uses their Facebook page even some Fortune 500 companies to engage and open conversation that encourage fitness among their without trying to push their product. employees, but fitness is not what The picture of Pepsi cans is able to their companies sell. speak for itself. Two of the small companies that Google also has their own Facebook are not Fortune 500 companies but page which they use in a very fitness is their business include similar fashion. Instead of using Nautilus and Johnson Fitness. their Facebook to exclusively push Both companies produce training or market their products, they use and fitness equipment. However, their posts as conversation prompts. some Fortune 500 companies such This is an excellent use of Facebook as PepsiCo, Google, and Verizon for content marketing. Wireless provide the necessary amenities in their corporate building Verizon’s Facebook page, on the so their employees can find time to other hand, is more product-heavy. incorporate fitness into their after There are some prompts to start work life. Providing opportunities to conversation but many more revolve keep employees fit has been found around their phones and the various to be beneficial for each company. apps and feature their phone sports. While they are good at keeping Fitness Facebook their page up to date, Verizon Unfortunately, while they are doesn’t generate the same amount of Fortune 500 companies, they don’t fall into the fitness category. But, comments or conversation the way they do provide the means of their Pepsi or Google does. employees to work to become fit and an example of this is PepsiCo. 13
  15. 15. Fitness Twitter Lessons Learned PepsiCo uses their Twitter page as a If you own your own small business source of connecting their followers or work for a small business, you to news articles about what is can easily add content marketing to going on at Pepsi. Consumers can help your business as well. Content marketing isn’t just a tactic for also respond to tweets as well. It’s Fortune 500 companies. Anyone another great way for Pepsi to stay can make their own Facebook in contact with their consumers. Page, Twitter account, or even company blog. Any way to generate Google equally offers a plethora information and get people talking of articles related to what is new about your business is a good way with their company on their Twitter to market. page as well. And they get a lot If your company has a Facebook of response back in return. This is page then make sure it’s updated exactly what you want with content with new posts regularly. Not every marketing. You want to post or hour but perhaps once a day. Don’t tweet something and have people be overly product-heavy. People respond back to your prompt. Even don’t want to read post upon post if it’s not directly related to your of what you sell. Post articles about business’s products, you want to get company activities, charities, or people talking with you. news that involves the business environment. A variety of content is better than none at all. Verizon’s Twitter page works the same as Pepsi and Google. They tweet references to articles and people respond to the articles generating conversation. In this manner, Verizon also makes good use of their content marketing. 14
  16. 16. Food Sara Lee is another Fortune 500 food company with multiple There are quite a few food companies that are part of the Facebook pages as well. With Fortune 500. And part of their a Facebook page dedicated to success comes from their marketing. Sara Lee Deli Meats and Sara But there is much more than large, Lee Desserts, Sara Lee are able nationally commercially-aired to direct content to the different advertisements that these Fortune products they sell. They use content 500 food industries use. They also marketing on Facebook to call use content marketing tools as well. attention to the products they sell, And if it works for them, it can but also to generate conversation work for small food companies as prompts as well; such as summer well. plans or asking their fans what The trick to successful content flavors the consumers would be marketing is to keep things interested in seeing. updated. Don’t go weeks in between adding new material. And content marketing doesn’t Food Twitter mean continuously pushing your Hershey’s company also has a product either. You want to create Hershey’s Kisses Twitter page. conversation around the product, but They inspire conversation prompts not necessarily about the product. such as family traditions and favorite places to go to the beach. Food Facebook By incorporating conversation Hershey is well known for their prompts instead of just talking about chocolate and when you want to their food product, they make better want to look them up on Facebook use of Twitter for content marketing. you have options. Hershey is very large and has a page dedicated to Sara Lee diversifies their product on Hershey’s Kisses and another to Twitter as well as Facebook. With Hershey’s Bliss and Hershey’s a Sara Lee Desserts Twitter page as Kitchen’s, a place to find recipes well as a page for their bread and which prompts conversation deli meat, they create more content regarding cooking traditions and for their products. cooking tips. 15
  17. 17. And the content marketing doesn’t just center around their products. The deli meat page also features tweets on gardening advice as well as simple prompts like what makes their followers happy. “ The more you Lessons Learned Facebook and Twitter are excellent blog, the more places for content marketing that can be used by more than just Fortune 500 companies. Even small business you companies can learn from their use of social media sites and imitate the form in a manner that works for them. get. ” With both Facebook and Twitter, [Hubspot] both Hershey and Sara Lee link to recipes in their prospective sites; such as Hershey’s Kitchen and the Sara Lee dessert recipe page. Any business whether in the food industry or not can use their own Facebook or Twitter to link to recipe pages that people will enjoy. And the recipes can work Learn More as conversations starters, thus providing even more content. @ Our Blog Kraft Foods: A Content Marketing Strategy That You Can Do, Too 16
  18. 18. Hospitality When you scroll down and look at some of the posts, you see links to Many businesses are finding ways to help market themselves that summer BBQ ideas, questions about involves more than paying for a places you’ve wanted to always spot on primetime TV. In many visit, as well as asking questions cases, marketing can be done such as what you want to plant in more efficiently and for much less. your garden this year. And what a better way to market than to find a way that allows The purpose is to engage people customers to market your product in everyday conversation; to talk to other customers? Not only will to customers instead of talking more content help others find your at them about your product. product more, but it’ll start to gain a reputation on its own. Engaging customers in an everyday conversation about food or pastimes A lot of content marketing occurs will provide content while your on social media sites. It’s a quick business logo will remind them of way to get many people in one place the company behind such everyday talking over or around your business conversation. product. You don’t have to push your product for content marketing to do its job. In fact, pushing the On the other side of hospitality product or service isn’t content is Starwood Hotels and Resorts, marketing. another Fortune 500 company in the hospitality industry. Starwood Hospitality Facebook Hotels and Resorts, like Marriot You want to get people talking in an International, also have their own easy manner where your customer hotel Facebook page but unlike is more involved. You want to open up discussion that people will Marriott, their Facebook seems very remember; to engage people without self-promoting. being a pushy salesman is what content marketing is all about. It doesn’t engage their customers in conversation. It is hard to create Marriott International Facebook is long dialogue when posts are about a great example of using content awards or new location openings. A marketing on a social media site. few people may “Like” the post, but 17
  19. 19. that is about as engaged as people Starwood Hotels uses Twitter very will get. This is missed content effectively. Their Twitter page marketing. People already know that addresses customer questions and the company wants to promote their comments. They also share tips to business—or in this case, hotel— save money for various destinations but where Starwood Hotels doesn’t such as restaurants or give ideal engage, Marriott does. shopping locations. These are the Hospitality Twitter little prompts that make for ideal Not surprisingly, Marriott content marketing. International also has their own Twitter account. And they use their Lessons Learned Marriott International Twitter to Marriott International and Starwood address customer concerns and Hotels are Fortune 500 companies comments. Whether it is to find out that use social media and content what went wrong with a customer’s marketing techniques to help boost stay or to thank customers for their their business. A small business can use these same techniques as well. wonderful comments, they are quick If you own a small hotel or bed to respond. and breakfast, you can create your own Facebook page. You can talk This certainly works to make about yourself, but create content customers staying in their hotels that will spark interest such as good feel as though they are being heard. places to eat or shop, sights to see The follow-up questions or “thank and things to do. This will generate you” tell the customers that Marriott conversation and is the content is listening to them. While it is not marketing you want. much of a conversation starter, it is how Marriott has chosen to use their Twitter. And customers are being shown that Marriott does care about the service they provide through Marriott’s quick responses through Twitter. 18
  20. 20. Home Living matters such as drinking water before bed to help with bad breath Have you put much thought into to encouraging family scrapbooks. the products you use around your home to promote a safe and healthy Proctor & Gamble on Facebook use living environment? Two of the content marketing strategies as well. biggest names of household items Examples of their Facebook posts are Proctor & Gamble and Colgate- include advancements in batteries to Palmolive. Sound familiar? They partnerships with other Fortune 500 probably do. You can probably look companies to develop plastic from at your house cleaning supplies or body products and see one of these plants. companies. They each are Fortune 500 companies that focus on Both companies use Facebook and keeping families happy and healthy. both use content marketing through articles that may not seem directly You’re probably used to seeing their products on TV commercials related to their product. Good even if you don’t necessarily always content marketing will include pay attention to the company itself. articles that are about more than the But they actively market in other company or products. In this way, ways besides TV commercials or Colgate does better than Proctor & magazine ads. Both companies Gamble on their Facebook page. use content marketing and this is a marketing method that any company Another key to successful content can use whether they are big or marketing is to make sure there is small. fresh new content on a regular basis. Home Living Facebook This can be new content daily or While Colgate and Palmolive are a couple of times a week. But the represented as Colgate-Palmolive, more content, the better and more they use just Colgate on Facebook. engaged your customers will be. You can visit the Colgate Facebook page and see how they use content Home Living Twitter marketing to promote their Just as both companies use company. They give little tips that Facebook, they both have Twitter may help with everyday living accounts as well. 19
  21. 21. Proctor & Gamble tweets include Between these two companies shout outs to moms and dads, teams Colgate has the content marketing they sponsor, and responses to that you’d want to imitate. customer’s tweets. However, the Their individualized responses responses seem very standard with to customers as well as their conversation prompts will do a no real change in tone. better job at generating conversation content to market your company Colgate also has their own Twitter than just talking about what your account called Colgate Smile. company has accomplished can do. Colgate takes on a much more personal approach to thanking customers when they tweet the company. They also give advice on helping teach kids to brush their teeth and they also have generic prompts on what you can do to find happiness. In terms of content marketing on Twitter, Colgate does a much better than job Proctor & Gamble. When you read through the list of tweets, you can feel Colgate’s individual one-on-one feel. This promotes a “we hear you” on an individual feel and promotes the company’s image. Learn More Lessons Learned @ Our Blog Small businesses as well as big businesses have strengths and Bouncing Off the Wall weaknesses. And although a Fortune of Shame: 5 Companies 500 company has a Facebook and Making The Most of Twitter account, it doesn’t mean Angry Customers they are using it to market as effectively as they could be. 20
  22. 22. Marketing And none of their Facebook posts really seem to generate Looking at a list of Fortune 500 conversation. Posts will have companies today, there are only two a couple “likes” but that is all. companies that made the list that For a company that specializes fall under the industry category of specifically in advertising and Marketing/Advertisement. When marketing, you would suspect doing research on content marketing their Facebook page would be methods, it was somewhat the prime example of direct and surprising that only one of the indirect marketing such as content marketing companies actually had a marketing. Facebook page. Marketing Twitter Marketing Facebook Many companies have Facebook You would think that a company pages and in addition to Facebook, that specializes in marketing would they have Twitter accounts. After take it upon themselves to market all, being at the forefront of in every way, especially in a place peoples’ minds is what marketing as common as Facebook. But, is meant to do. You want people to Omnicom Group doesn’t market remember your name and recognize themselves or even use content your company icon or logo. Brand marketing on Facebook. recognition is what sells. So if you have a business or even However, Interpublic Group has just a service you’re selling, invested time to make their own Twitter is another great way to self- Facebook page. However, not a lot promote, right? about their page really stands out in Once again, these two Fortune 500 terms of great content marketing. marketing/advertising companies There are a few cases where there are surprising. Just like with are posts to funny commercials or Facebook, only Interpublic Group cute videos, but a lot of content has a Twitter account. Interpublic is about the company itself. And Group’s Twitter page has new their Facebook page is updated, but tweets about a few times a week. appears to only be updated with The tweets are very similar to the what they feel is noteworthy. posts on their Facebook page. 21
  23. 23. A lot of the tweets focus on the Something as simple as a post company or individuals within the about your product or service can company. Nothing really stands easily be followed up with another out to inspire deep conversation article that is unrelated or seemingly or get people outside the company unrelated can help show what your interested in the company. Because company does, but keep things of this, there is not a lot of content interesting. Advertise a product or marketing done by either of these service and follow-up with common Fortune 500 marketing companies. summer activities that your product may be used with or for. However, while Interpublic Group’s Twitter may be dry and nothing to Or you may not even need to really spark interest, they still are mention your product or service more active than Omnicom Group at all. You can simply make a generalized post about how in terms of advertising through customers spent their weekends. social media. Omnicom Group has Or upcoming events that people a Twitter account and over 100 should consider checking out followers but they do not use their within your community if you are Twitter for anything. They neither a small business. This provides an self-promote nor share industry opportunity to engage customers news through their Twitter account. and get them talking to you as a company even if it’s not about your Lessons Learned specific product. While you may not be able to actually go out and out-market professional marketing companies, you can do a better job at maintaining content marketing. If your company or business isn’t a Fortune 500 company, you can still market yourself through Facebook or Twitter. Content marketing is a great way to promote yourself without looking like a self-obsessed and dry company. 22
  24. 24. Real Estate and quarterly profits. In 2009, there were several Fortune While it’s informative and much 500 companies in the Real Estate can be learned about the company, industry. Two of those were CBRE its content is dry and boring. There Group and Jones Lang LaSalle. are more people who simply “like” Both companies specialize in the post than who have comments or corporate real estate. And both opinions about it. companies utilize social media to help market their companies. Not surprisingly, the two big social Similarly, Jones Lang LaSalle’s media marketing avenues are Facebook page is more informative Facebook and Twitter. about the company and its successes than it is about content Real Estate Facebook that encourages interest. Like Lots of companies have at least one CBRE Group, posts include Facebook page dedicated to their quarterly earnings outlooks, posts business. Jones Lang LaSalle and of interviews with the CEO and CBRE Group real estate companies President, and business partnerships. are the same. They post articles that they find relevant or important to Just as with CBRE Group, Jones their business. Lang LaSalle uses their Facebook to inform and as a news hub but the CBRE Group is good about making content is dry and does little in the sure their company Facebook page way of content marketing. With is updated with a post about every every post pointing to the company, working day. For their company, there is little to show that they are this helps keep things up-to-date interested in anything outside of their company. and current. However, in terms of content marketing, they are Real Estate Twitter kind of dry. The posts focus on Both real estate companies have the company. Such posts include Twitter accounts. Similar to their respected individuals who’ve joined Facebook pages, they use Twitter the higher ranks of the company, as a source of information and acquisitions the company has made, releasing bits of news. 23
  25. 25. CBRE Group tweets seem to be are strictly articles pertaining to almost the same content that is property research articles and real available on their Facebook page. estate strategies. And the links on Twitter are Lessons Learned about property leasing, quarter There is plenty to be learned from predictions, and businesses that both of these real estate companies use CBRE Group for their retail in terms of content marketing. You purchases. can see how and what it is they post. When you look through both their If you are in the commercial retail Facebook and Twitter posts you can business then the articles and feeds identify what you are likely to skip may have greater meaning, but over versus something you may stop CBRE Group doesn’t have any to consider watching or reading. feeds that inspire conversation about If you want good content marketing their business or go in-depth about material, you want the content that their business ventures. makes people stop and read. You want people to respond and share Jones Lang LaSalle’s Twitter their views on the material you’ve page does a little better than provided. It’s when people respond to your posts that you are engaging CBRE Group in terms of content in successful content marketing. marketing. Their tweet titles do more to interest a reader. Even though the tweets are still about commercial real estate, they create a bit of curiosity. Such feeds include one of their links to a video in their Learn More May 30th feed regarding “Getting @ Our Blog Retailers to Think Green.” Hubspot: Content Jones Lang LaSalle has a decent Marketing Done Right size following of over 12,000 people. And some of their tweets are links to videos while others 24
  26. 26. Conclusion Companies of all sizes and shapes are involved with content market- ing. No matter what industry that you are in, your company can bene- “Traditional fit from content marketing the same way that the big Fortune 500 com- marketing talks at people. panies do. It doesn’t matter how big or small your company is - content market- ing is a scalable endaevor that can Content work no matter who you are or what you are are marketing. It’s always a marketing great idea to start working with your customers on a more social level. talks with Content marketing allows you to get them.” in touch with the people that you are selling to and gives your brand a more personal angle. [Doug Kessler] Content marketing isn’t just suc- cessful for those who are at the Fortune 500 level. No matter what size your business is, it’s possible to create a personalized and effective content marketing program that will benefit your company and allow you to reach thousands of people through virtue of Facebook, Twitter, personal company blogs, and other means. 25
  27. 27. About Content Equals Money is a content writing service that serves a wide variety of clients with top-shelf, sharable content. Our goal is to work with small com- panies in order to help them reap the same results from content market- ing as the Fortune 500 companies. Content marketing is truly scalable and can work for all businesses and business sizes! Check out our social media here: Twitter: @content_money @CEM_Social LinkedIn: Content Equals Money Facebook: Content Equals Money 301 Owsley Ave Lexington, KY 40502 www.contentequalsmoney.com info@contentequalsmoney.com (866) 853-0580 26

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