At the moment, all you hear about in the content marketing conversation are the big guys – the Coca-Colas, Krafts and Red Bulls of the world. Sure, when you have millions of dollars at your disposal you can make anything look easy.
But the real heroes of content marketing are the ones who start small. River Pools and Spas, highlighted in the foreword to Jay Baer’s Youtility, could hardly be described as a content marketing giant, but it is arguably one of the brands that started the content marketing revolution.
Let’s shine the spotlight on some home-grown content marketing heroes – brands that are doing a great job without gigantic budgets to spend. (In the interest of full disclosure, and to quell the curiosity that will no doubt arise from this post, none of the brands mentioned here are our clients. Not yet, anyway.)
If the mark of a good real estate agent is their wealth of specialist market knowledge, the London Property Market blog, an offshoot of Kinleigh Folkard & Hayward, do a stellar job in selling themselves.
Rich in region-specific content – which approaches the enormous London region by dividing it into five key groupings: west, north, central, south east and south west – KFL position themselves as the experts in all things property. Their blog is updated frequently and offers digestible but fact-driven pieces that offer a prospective buyer or seller the information they look for. With a cast of over 40 experts who contribute to the blog, they pepper evergreen actionable pieces (such as preparing for a move, or areas great for families) with substance-driven articles (such as assessing the best areas for investment by their market value).
This is a traditional form of content marketing that we know and love.
David Mitchell publishes a short story on Twitter
Over the course of a week in July, author David Mitchell offered up 140 characters, twice daily, of captivating and suspenseful story titbits. Pieced together, they built a modern (if not experimental) story littered with innumerable micro-climaxes and resolutions.
For an audience that is so often criticised for their attention spans, David Mitchell proved the worth of a captivating story as part of social media campaigns.
His foray into Twitter storytelling was a clever tactic to promote his new novel The Bone Clocks. Garnering over 100 retweets on his first tweet, and over 300 on Sceptre Books’ compilation of the short story, this was a move that obviously resonated with his followers.
Another social success is the fundraising platform JustTextGiving, launched by Vodafone. While many social media campaigns focus on the content being pushed out, it’s equally as important to consider social engagement. And a lot of this comes from targeting individual users on social networks and engaging through unsolicited mentions.
JustTextGiving reaches out to their target audience on a grassroots level. Just scrolling through their Twitter feed, you can see the organisation intercepting conversations occurring outside their network and engaging their audience with useful information. In effect, their social listening embodies Jay Baer’s function of Youtility perfectly.
There are countless other examples in the London content marketing space. Who did we miss? Comment below.