Content Marketing

Last year, businesses invested over $150 billion in content marketing. That figure includes both SMEs and Fortune 500 companies. The numbers speak for themselves: content marketing is a potent addition to the marketing arsenal of any business. Lime’s experienced marketers deliver content strategy and execution that give your business a competitive edge.

What is content marketing and how does it work?

Content marketing is the distribution of information or entertainment that consumers find valuable. The perception as valuable is a key distinction from conventional marketing, which is often seen as an unwelcome intrusion. In contrast, people willingly seek out and consume good content marketing.

From awareness to consideration and conversion, content marketing can fulfil goals at every step of the marketing funnel. Blogs, social media posts, ebooks, videos, and podcasts, are all examples of tools that can make for effective content marketing.

What are examples of content marketing?

Here are some examples of successful content marketing.

B2B content marketing examples:

• WPCurve, a small business offering WordPress services, ran a highly successful blog that provided small business owners valuable advice on marketing and business growth. WPCurve was eventually acquired by GoDaddy.
• Vero, a small startup offering email marketing automation, has gathered a large audience of fans by teaching how to run successful email marketing.
• Cora Systems, an SME offering project management software, won away customers from much larger giants by impressing customers with helpful webinars and podcasts.
• Google offers various learning programs that teach how to use their tools, and about digital marketing in general, to help grow their massive online advertising empire.

B2C content marketing examples:

• Reedsy is a fledgling company that has cornered the book publishing services market, thanks to its wisdom-packed social media and blog posts.
• Formula One’s strategy of developing the Netflix series, Drive to Survive, to promote the sport’s popularity and viewership.
• As the name suggests, Amsterdam Vintage Watches sells watches. The company has earned more than 190,000 followers across social media and YouTube, with content that informs and stimulates their passionate audience.
• Succulents and Sunshine have grown a multi-million dollar business selling mud – by teaching people how to grow plants through their blog and email course.

What are the pros and cons of content marketing?

Advantages of Content Marketing:

• Improves your brand’s reputation and credibility with existing and potential customers.
• Enhances brand loyalty and goodwill by providing consumers real value.
• Increases your brand’s odds of going “viral” and winning earned media.
• Helps avoid rising year-on-year media spending by reducing the reliance on paid media.
• Enables positioning as subject or industry expert.
• Often delivers enduring benefits, with results that last well beyond the duration of an individual content marketing campaign, unlike certain traditional marketing methods where results sometimes drop off immediately at the end of a campaign.

Disadvantages of Content Marketing:

• It is generally a slow-burn strategy.*
• It is more suited to long-term, strategic brand objectives, as opposed to more immediate, short-term tactical goals that conventional marketing can fulfil.*
• Building an effective, coherent content marketing strategy is generally not obvious or easy, and often requires specialist know-how.

*If you’re looking for an immediate, urgent boost to your marketing, check out our display ads and search engine marketing services.

Lime’s experts devise campaigns that are tailor-made to the needs of your business. With our holistic approach, we craft marketing communication that fulfils the optimal balance between short and long-term objectives.