I’ve written about “show, don’t sell.” Here’s an example of that in action.
Samsung content marketing case study
Though Samsung sells its products through retailers — not directly to consumers — they wanted a way to engage consumers with their products across 70+ “regional” websites around the globe.
The solution was to develop content that would create a need for the product in the consumer’s view — but that would actually be product agnostic.
For example, an article on better sleep habits made a strong point about room temperature. Among the many sleep hints and tips, the piece mentioned that room temperature was important and some air conditioners could automatically adjust room temperature when someone is sleeping. The Samsung A/C units with this capability appeared next to the article. Those products got a huge boost in clicks/conversion rates.
The same happened to the Samsung robotic vacuum cleaners with the no-tangle pet hair brush when they were placed next to pet-owner “Tips for A Cleaner Home.”
You get the idea.
The articles and marketing assets were translated into eight languages and used worldwide.
Because the success metrics were so compelling, the initial content strategy turned into a 3+ year engagement (for my client as well as for me and an international team of writers).
We created a library of articles, plus marketing “modules” that helped cross-promote the articles throughout the websites and drove awareness and engagement on social media.
Yes, this content marketing will work for you
Samsung’s a huge corporation. But substitute “blog post” for “article” and the principles are the same for any-sized effort.
Create informative, quality posts related to what your service or product is (making sure you use keywords) and you “socialize” it – spread the word via social media (making sure you use hashtags). Use inline links to keep people engaged with your site.
And you keep doing it.
Do you need a content marketing strategy?
ContentMeant can help. Feel free to get in touch.