Winning Evergreen Content: Best Practices From Big Brands

Any digital marketing specialist knows that evergreen content is a key to a strong brand image. You can follow the rule of creating content that will bring value to a customer without asking anything in return. It is an excellent way to grow a team of brand evangelists and make your content viral. Researchers from Havas Group have studied 1,500 international brands and 55 different content actions to test 60,000 content combinations. According to the annual research, 84% of people expect brands to provide relevant content that entertains, tells stories, provides solutions and creates experiences and events.

Examples of Evergreen Content From Big Brands

Today we will analyze the leading global brands that have successfully implemented content marketing best practices and have set an example of creating evergreen content.

Apple Proves That Technology Can Have a Human Side

According to the 2017 Meaningful Brands global study done by Havas Group, Apple has been chosen as one of the leading global brands due to its unique marketing approach to creating a memorable experience from the content it offers. Taking a trip down memory lane, since its first Macintosh commercial in 1984 Apple has devoted a large chunk of budget to creating videos. In fact, consistent video content is extremely important for an effective content marketing strategy.

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Apple’s traditional Christmas campaign shows that these guys know well how to appeal to emotions and target the maximum number of people. Every year Apple launches a holiday commercial, which is heartwarming and does not sell the product directly. It stands alone as a touching short film and is a great example of evergreen content that people watch over and over again at any time of year. After all, the best content marketing campaigns are about consumer rather that product.

Lessons to learn:

  • Create consistent video content
  • Appeal to emotions of the customers
  • Put your customer in the center of your campaign

Coca-Cola: 130-Year History

When your company is 130-year old, there is a lot to share. Coca-Cola created infographics of remarkable moments arranged in a chronological sequence that reflect the brand’s history since 1886.

Celebrating 130 Years of Coca-Cola

What makes this content original is that it evokes nostalgic memories and tells facts people to have no idea about. For example, did you know that Coca-Cola was the first brand that appeared on the cover of Time magazine? Or that designers of Coca-Cola bottle were instructed to make it recognizable even in the dark? Lesser known though not boring facts keep the readers engaged and stimulate social sharing.

Lessons to learn:

  • Use brand history for storytelling
  • Create short and social content
  • Benefit from nostalgia factor
  • Disclose unknown facts about the product

How Lego Became a King of Content Marketing

Lego has been in content marketing since 1987 when it launched its first Lego Club Magazine known as Brick Kicks. Lego Club Magazine (which in fact is a catalog) has gained a large popularity among kids as it offers extremely interesting stories from Lego website describing new toys, comic adventures and even showcasing new constructions. It is a perfect example of how free content can be the main tool to sell more and increase customers’ loyalty.

Smart segmentation of target audience is what represents Lego as a company with a great marketing team. According to Lego Group, “Just below five percent of the LEGO sales goes to a large and loyal group, called AFOLs – Adult Fans of LEGO.” Apart from producing content oriented for kids, Lego has created a new range of ‘adult lego’ aimed at architects, engineers, and designers. To support the 16+ set, Lego has launched the 250-page guidebook with tips and inspirational building exercises from leading architects.

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To promote content, it uses multiple channels and even creates landing pages for the biggest campaigns. LEGO life is a perfect example of a dedicated page that promotes an upcoming app. When you get on this page, you should notice that the content is smartly divided into blocks containing videos, interactive windows, and infographics. These days Lego has developed an effective content marketing strategy using different platforms to deliver its message including social network, dedicated landing pages, blog, online magazine, emails, etc.

Lessons to learn:

  • Create free content to hook your potential customers
  • Use highly-targeted messaging to specific segments
  • Spread the content via different channels (microsites, emails, social media, blog)

How Big Brands Create Meaningful Content

Before carrying out, a content strategy companies should answer three basic questions: how this content is related to my brand; how we will implement the content strategy; whether people want my brand to offer this content. If you have answers to these questions, there is a big chance that such content will establish strong connections with your audience and make your brand prosper.

 

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