By Jennifer Johnson, Marketing Manager, Alexa
Looking for an affordable way to boost your brand’s reputation and find new consumers? Search no further. An effective content marketing strategy can create enormous wins and give small companies a chance to compete with larger ones.
To see the results of content marketing in action, my team at Alexa analyzed the innovative approaches of three very different companies: Uber, ipsy, and Fitbit. We looked at each brand’s traffic and search strategy (including links, press, and traffic), social media strategy, and original blog content.
Content marketing is a way for your brand to increase its successes, so keep reading for tips to help devise a smart marketing strategy.
Uber: How Smart Marketing Fuels Success
Ever had a hard time hailing a cab on a busy street? Enter Uber. The ride-sharing company was founded in 2009 and is now worth over $62 billion.
Search is a major source of Uber’s success, and the company also sees a lot of traffic from links. Uber and its competitors enjoy a high level of brand recognition that other brands strive for: 66 percent of Americans are familiar with ride-hailing apps.
On social media, Uber has lots of people listening: The company has almost five million followers and close to 600,000 Twitter followers. It shares a variety of content, with videos being one of its most effective tools: They account for more than 15 percent of Uber’s total Facebook shares.
Hashtag campaigns are also a great way for companies to market themselves to new users and spark conversations on social media. Uber has found success with several campaigns, including #UberSAFE (drunk-driving awareness) and #UberHEALTH (flu-prevention awareness).
Innovation is key when creating a hashtag campaign. In the #UberKITTENS campaign, Uber delivered kittens to people’s offices for 15 minutes for a small “snuggle fee” to promote pet adoption and support animal shelters. The #UberICECREAM promotion provided on-demand ice cream delivery in certain cities.
When it comes to blogging, shorter is sweeter for Uber. The average length of top blog articles is 382 words. Posting succinct articles frequently will hold your audience’s attention and help maintain engagement.
Fitbit: Hitting Its Marketing Strategy Stride
Fitbit, which was founded in 2007, offers an array of wearable sensors that track steps and calories to help people meet their fitness goals.
Fitbit’s online traffic comes from various sources, including search and links. Of the top 30 sites that link to the company, more than a third are articles from health blogs and a quarter are from tech gadget blogs. Generating buzz among industry blogs can help drive traffic immensely.
The brand uses social media to drive traffic to its blog, with more than 73 percent of Facebook posts linking to the Fitbit blog or articles that mention the brand. Using social media to promote visits to a corporate blog takes advantage of the high level of engagement on social platforms.
Unlike Uber, Fitbit shares lengthier content on its blog. The average length of a blog post is 518 words, while listicles run about 660 words. More than half of the posts are articles, over 40 percent are listicles, and fewer than 5 percent are videos. The company averages nearly one post per day, which is a smart strategy. Posting new content with such high frequency boosts search visibility and increases traffic.
ipsy: The Beauty of a Smart Marketing Strategy
Ipsy was co-founded by YouTube star Michelle Phan in 2011. The beauty-focused online community centers on a monthly “Glam Bag” containing personalized beauty products that more than 1.5 million people receive each month.
When it comes to links, nearly a third of the top sites that link to ipsy are articles written about Phan. It’s clear that celebrity influence can translate into major success for a brand. Along with links, social media plays a surprisingly large role in driving ipsy’s online traffic – more so than for many other companies.
On ipsy’s Facebook page, the company averages nearly two posts a day. The brand posts sneak peeks before its Glam Bags ship, which helps get fans excited before product releases.
The brand also hits gold with its online makeup tutorial videos. Ipsy efficiently churns out YouTube videos demonstrating and selling its products, and many of the videos rack up tens of thousands of views. Rather than updating a traditional blog, ipsy relies on original video content.
There’s no one-size-fits-all approach to content marketing, and knowing how your audience prefers to receive information is the key to success. Even a relatively small investment in a content strategy can yield surprisingly big results.
Jennifer Johnson is the Marketing Manager at Alexa. With a knack for syntax and passion for building connections, she drives daily content strategy to bring you the latest and greatest happenings within Alexa and the wide world of web analytics and marketing.