88% of B2B and 76% of B2C companies in the U.S. is using content marketing as a core marketing strategy. It is clear that content marketing is no longer the future of online marketing. It is already here.
In Singapore, we are seeing more and more first movers as businesses continue to discover the huge untapped potential of content marketing within the local market audience. By that, I’m referring to the exciting opportunities ahead, of using content marketing to carry out highly effective + cost efficient leads generation, branding and SEO to capture local market share and increase brand awareness.
While content marketing as a strategy continues to evolve and grow, it is worth taking a look at how others are using it successfully so far. And to see if there are any lessons to be picked up. Whether we can replicate their successes and apply them in our own businesses here in Singapore.
In this ReadyCEO case study, we researched a handful of the most representative and successful content marketing campaigns in recent years. We then narrowed down the list to 3 stellar examples which we felt offer the most interesting learning material for the Singapore business community to draw inspirations from.
While noting that 2 of them are big brands with deep pockets to pull off large scale content marketing stunts, the fundamentals – of creating valuable content that pulls in target audiences and converting them into customers – still hold true regardless your size or budget.
Intel – B2B content marketing powered engagements
When it comes to B2B content marketing, Intel’s blog magazine iQ is your classic success story. Created in 2012, the goal was to reach out and engage the younger segment of Intel’s business audience. Which they have done incredibly well. In early 2015, iQ has surpassed 2 million unique visitors and counting.
While quality (and relevancy) of content, whether it’s custom or curated, is of utmost importance in any content marketing campaign, iQ’s success was largely attributed to its distribution strategy.
To reach their target young business audience, they adopted a distribution strategy made up of a mix of multiple channels. Distribution channels used include major social media networks as well as content discovery platforms such as Outbrain (In Singapore : Outbrain’s current media partners include Straits Times, CNA etc) and Taboola.
Key takeaway – Having great content (curated content in this case) is just one part of the secret recipe. Equally important is getting the content out of the door through a well thought out distribution plan. The key is to reach a clearly defined audience at places where they can be reached.
Uber – Riding high on B2C content marketing
Besides posting everyone’s favourite festive coupons and promotional deals, Uber sure is making good use of their blog in more than one way. They are successfully using engaging content to attract, educate, convince and retain riders (their term for passengers) and drivers.
A revolutionary brand like Uber calls for more efforts on its part to constantly engage with users and partners on the ground. That is to solidify the brand’s proposition in the midst of all the chaos and rapid changes. One such effort is in reassuring safety, where we can see more than a few posts dedicated to this end.
Key takeaway – Your blog and social media channels are not just for selling or leads generating. They can be used effectively to market content that help you achieve higher level goals. Be it reassuring customers’ concerns, advancing a cause or even for post crisis damage control, as seen on SMRT’s blog.
Groove – Overcoming the odds with content marketing
Here’s a case study that is closer to heart for most of ReadyCEO’s customers. This success story shows that financial muscles – as with the case of the two giants above – is not a pre-requisite for finding success with content marketing.
Groove is a cloud-based support delivery software, competing in a highly competitive industry, then largely dominated by established players like Zendesk.
In 2013, they were still quite far away from their goal of $100,000 in monthly revenue.
Then they started blogging.
Two years on, as of Sep 15, Groove has surpassed (by a far margin) their initial goal of $100,000 in monthly revenue. Check out their Startup Journey blog where they detail every step of their journey towards their new goal – $500,000 per month.
Key takeaway – It’s a myth that you need a fat wallet to get started with content marketing. With the right content and effective distribution, content marketing can work for small budgets too! You just have to be more creative and productive.
Thanks for reading and I hope you’ve enjoyed this post!
In this post, we saw how 3 companies made good use of content marketing to achieve business goals.
We saw how a deeply rooted industry giant used B2B content marketing to successfully engage their disengaged younger business audience.
There’s also the revolutionary fast and furious brand using content marketing expertly to reassure and manage public sentiments.
We also heard the rags to riches story of how a humble startup in a competitive space took on the giants of the day and did so successfully through creative content marketing.
So no matter what stage or state your business is in now, we hope you’ve drawn inspiration from this post, picked up a tip or two and meet your next epic success sooner.
If you have a business tip or a story of your own to share with everyone, please share them in the comments below. Together we’ll thrive as a Singapore business community!