Today, digitalization and technology are advancing at an accelerated pace and have a direct impact on
the way people consume and show their preferences. This makes it essential for companies to apply
strategies that make them more competitive in their market and at the same time offer exactly what
they demand.
How does content marketing work?
Creating good content is an exceptional netherlands telegram data way for companies to connect with
their consumer audience. That’s why you’ve probably heard about it before, but do you know how it
works?
Well, the idea is to meet some fundamental objectives. For example:
- Generate content that attracts the public to your website, blog or social networks.
- Making what you post engaging enough for those visitors to become loyal followers of your brand.
- Turn your content into a product for sale and get those followers to eventually become customers who consume your product.
- Once they are your customers, convert every sale you make along the way into a new sale. This is achieved through quality content that addresses your customers’ needs.
Do you know any successful models?
We’ve talked a little about content why is a target audience profile and a clear tone of voice so important? marketing as a sales strategy and some of the principles that must be followed for it
to be effective. Now it’s worth going over real examples of some content marketing successes and the
strategies they’ve used to stay in the market.
In this case, I will talk about Latin American companies that have turned the content they create for
the public into the king of their sales strategies.
Let’s get started!
Colgate-Palmolive
This important company with a lack data presence in more than 200 countries has opted in recent
years for digital content marketing strategies. This has helped them capitalize on a younger audience
and has increased the intention to purchase their product.
To launch a campaign for a new toothpaste, they decided that they wanted to reach a younger
audience and that their advertising message could not be limited to traditional media such as
newspapers and television.
Social media is the key to reaching a young audience. That’s why they decided to support their
strategy on YouTube and, above all, take advantage of the boom in consumption of video tutorials
related to personal care.
The result was that they managed to connect, in record time, a traditional product with a digital
phenomenon that is increasingly appreciated by the public.
Nivea
This pharmaceutical brand took advantage of the health-promoting characteristics of its product to create a campaign that sought to attract a very difficult audience: children.
Nivea Doll was the campaign that in 2016 led them to earn more than 2 million dollars in profits and a 2% growth in the market.
It is a physical product that has used technology and social networks such as Facebook , Instagram and YouTube to enrich the product experience and bring it closer to the public.
In this case, they focused on capturing the attention of children to encourage the use of sunscreen.
They created a little doll that turned red when exposed to the sun and could only recover its skin tone by applying Nivea sunscreen.
Although the strategy was more physical in nature, they leveraged Instagram to generate quick and easy-to-consume content.
They also had a presence on Facebook and used it to get closer to the public, in this case parents, whose questions were answered interactively.
Beldent
This Argentine chewing gum brand is another successful example of content marketing. One of its most relevant campaigns was in 2016 and since then they have not stopped focusing their efforts on delivering relevant messages in the most personalized way possible.
The idea was to promote “Infinit 7” gum, a product that could be consumed at any time of the day, even at night.
After studying several proposals, the marketing team decided to use music as the main element to capture the public’s attention .
They analyzed the most popular type of music among the target audience and from there created ads that varied their musical background depending on the time at which they were broadcast on television and YouTube channels.
In this case, YouTube once again appears as a fundamental tool for capturing the public’s attention and brings about favorable numbers for the brand.
Netflix Latin America
This major streaming entertainment company is also a great example of commercial growth, successful in its market positioning strategies.
In this case, producing quality content has been essential in this industry.
The fact that users can watch seasons of their favorite series in one go has led to the loyalty of its audience.
Furthermore, applying Big Data has been a key to success , which is why it has been able to detect which types of series and films will appeal to each specific audience.
A recent example that can be highlighted from this platform is the phenomenon of the Luis Miguel series.
One of its great strengths is that it tells the story of the singer’s life as closely as possible to reality and the public has been able to appreciate the originality of a well-told truth.
Netflix has discovered the potential of producing these bioseries ; recycling a story belonging to a past generation and turning it into a success.
The content marketing strategy for these series was based on the expectation generated before their release. Although the series premiered in 2018, small trailers had already been released since 2017 , creating anticipation among the public.