5 Companies Doing Content Marketing Right

Like any other skill, the art of content marketing can be studied and improved with training and education. One of the most effective ways to advance a skill is by learning from others. In school, students learn by listening to their teacher; in sports, athletes learn by watching film of other athletes. Content marketing is no different. Those that have achieved success have studied their audience, gained a deep understanding of their needs and in turn developed strategies for how to reach them through engaging content. There are thousands of companies in a number of industries actively engaging in content marketing. Let’s take a look at some superstars doing content marketing right.

JetBlue

JetBlue, one of the largest major U.S. airlines, effectively utilizes images and videos to promote its flights and generate new customers. One look at the airline’s Instagram page will reveal a gallery of breathtaking photos showcasing the many luxurious destinations available to customers. From New York to Salt Lake City to Orlando, premier vacation spots are highlighted frequently by JetBlue on social posts that would make anyone want to immediately hop on a plane. 

The airline is also a heavy user of YouTube, the largest video-sharing platform in the world. Having established comedy as part of its brand voice, JetBlue’s YouTube page features recurring videos of the “Alright Brothers,” a play on the Wright brothers who are credited with inventing, building and flying the world’s first airplane. More recently, there has also been a campaign promoting the JetBlue Plus Card with videos of a man trying to escape the friend zone with his female travel companion. Publishing funny videos as part of its brand allows JetBlue to develop recognition with customers that will inevitably come into play when someone is looking to book a flight. 

TED

An instantly recognizable brand to many people, TED Conferences is an American media organization that frequently publishes videos and podcasts featuring leaders from a variety of different industries discussing what it believes to be “ideas worth spreading.” These full-length TED Talks are all posted on the company’s YouTube page, which currently boasts 15.9 million subscribers. They are also trimmed into shorter clips, creating even more content that can then be reused time and time again on various other channels. 

These wildly popular TED Talks have allowed the organization to position themselves as a thought leader in what seems like every conceivable subject. As the podcast market has boomed in recent years, TED has also made use of this channel with its TED Talks Daily podcast, featuring short conversations on a wide range of topics that can easily be listened to on a daily commute to work or school. TED’s publishing frequency is its biggest strength, as it’s nearly impossible to go a day without a new conversation on one of its channels. 

Lush

As a cosmetics retailer, Lush knows imagery is its most effective form of content marketing to showcase the company’s organically made products. Lush’s Instagram page is flooded with vibrant, colorful posts that are eye-catching and difficult to ignore. These bold images allow Lush to stand out in the crowded field of beauty products. Photos aren’t only coming from the company itself. Lush also frequently takes user-generated content from different customers using various cleansers, moisturizers, masks and other products, and reposts to encourage engagement, while building a relationship with their target audience. 

Despite the potential risk of alienating a percentage of the population that disagrees, Lush isn’t afraid to use its platform to speak on social issues as well. Just in the last few months, the cosmetic giant has published Instagram posts promoting awareness for the climate crisis, recycling, the Women’s March and the abolition of the death penalty. While many companies steer clear of such topics, Lush’s willingness to be bold and push back in the face of adversity allows it to develop an even stronger connection with members of its target audience that feel the same way. 

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Engine eCommerce

Fayetteville-based Engine eCommerce is a platform for vertically integrated, digitally native brands. It was created by industry veterans to “make growing your business online a scalable and straightforward process.” With a deep understanding of content marketing practices, Engine eCommerce uses all of its channels together to work toward the same goal. From the company website and blog to e-marketing and social media posts, everything that is published is done so with a strategic purpose. 

With posts on all types of ecommerce as well as email marketing, entrepreneurship and influencer marketing, Engine eCommerce’s blog reinforces its place as a thought leader in the ecommerce field, building and maintaining credibility with its target audience. Engine’s thought leadership is also improved with the use of a newsletter that is promoted directly on its website where interested users can easily subscribe. A multifaceted content marketing strategy can only work if all of its parts are moving in the same direction, and Engine eCommerce has that down pat. 

Evereve

Almost all fashion companies adept at using Instagram to drive their products, and Evereve is no exception. With a niche target audience of moms 35 years of age and older, Evereve uses its Instagram posts and Instastories to speak directly to those women. Evereve’s posts feature women in this same age group modeling different outfits tailored to their busy lifestyles of work, soccer, date nights with spouses and girlfriend happy hours. This clearly defined audience allows Evereve to be very deliberate and targeted in its content marketing approach. With a message in its bio to “share your style with #evereve,” the company also encourages engagement and community within its target audience. The promotion and use of hashtags allows Evereve to build a deeper connection with its customers in the same way that many other fashion brands do with a younger audience. 

 

While their techniques may be different, each of these companies are utilizing content marketing in a way that works for their brand. They have studied their target audience and developed a unique strategy based on those results. They know what works (and what doesn’t work). Much like a student learning from their teacher, we encourage you to take a deeper look at these businesses and their content marketing efforts. Study your target audience, and you just may find something to put into practice for your own brand. 

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position