Companies That Made A Big Impact On Content This Year And How You Can Learn From Them
Looking back on 2016, there are a number of companies that were said to have made an impact on content. The two biggest names that stand out are Visa and Lenovo. Content marketing experts look to learn from their experiences, as well as the experiences of other, smaller companies in order to improve their own content.
The credit card company had to change its content to be more in line with actual customer experience. Since the economy weakened, people began using the card for smaller purchases, such as groceries and other day-to-day necessities. This is a switch from when people only used Visa to purchase vacations and other expensive items.
Furthermore, the company also added social media sites, such as Twitter to its website and created a photo-sharing website so that consumers could submit photos of the things they bought with their Visa cards.
This not only goes to content getting a better response with a visual, it also helps to tell a story and give the brand a story. These are two trends that will continue to grow in the next year. Stories with visuals are more likely to be shared, clicked on, and consumed. Any content marking expert will tell you that brand story that is relatable also helps to increase content consumption because it elicits an emotional response that people remember.
In 2016, Lenovo introduced a new brand identity and repositioned itself in order to appeal to younger users. It also changed its approach to marketing in order to better connect with its audience. Therefore, the company no focuses on consumer experience and views the content marketing expert as the customer’s voice at the company. One of the ways it did this was to shift from traditional marketing channels to social media.
The content marketing experts believe that they are responsible for finding ways for the consumer to get involved, especially since marketing has switched to a customer focused way of thinking. Therefore, storytelling has to be personalized in order for it to be effective. Browse the company blog and you will see stories and pictures of real people using Lenovo products.
Five other smaller companies also made an impact on content in 2016. They are Health Catalyst, Block Imaging, Ongoing Operations, Segue Technologies, and AqualCal.
Health Catalyst is a data warehouse for the healthcare industry. They got doctors and nurses to be their content marketing specialists. By supplying a large quantity of high-quality content they secured $50 million.
Block Imaging sells refurbished medical imaging equipment. Ongoing Operations supplies clouds to credit unions. Instead of the typical content of blogs, e-books, webinars, and the like, these two companies chose to answer customer questions and address their needs instead. As a result, sales are through the roof, they have a ten-fold increase in web leads and sales, and both companies have become an authority in their industry. Segue fits into this category, as well.
AqualCal had every employee attend a content marketing workshop and then they, along with a content marketing specialist, became responsible for ensuring the website was the most informative in the industry. As a result, web traffic has increased by over 300%. This has led to additional revenue increasing in the hundreds of thousands of dollars in just over a year.
Content Happiness Advisor
Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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