There are many practical examples of content marketing . This article presents selected best practice cases from the specialist book “ Content Marketing in Practice “ (2017) by Dr. Claudia Hilker. The practical examples come from the automotive, beauty, construction, and food industries, including Schwarzkopf, Volvo, Hornbach, and Coca-Cola.
Content production at Schwarzkopf
Schwarzkopf’s website looks more like a fashion magazine with editorially curated content about hair and styling. There’s a reason for the radical change in Schwarzkopf’s online marketing strategy: search engine marketing with product advertising was expensive and yielded unsatisfactory results. The homepage of the Schwarzkopf website doesn’t display any products. Products related to the respective topics are found only on the second or third level. The starting point is hair problems like brittle hair, which are then followed by care products.
It turns out that people aren’t looking for products, but rather for solutions and answers to questions like „How do I dye my hair gently?“ or „How do I style an updo?“ The new content marketing strategy appears to be a complete success for Schwarzkopf so far. This is at least reflected in the significantly increased visibility in Google. This leads to high website traffic without investing large amounts of advertising money – a success across the board.
Youtube video from Volvo Trucks “Epic Split”
In Volvo Trucks‘ viral „Epic Split“ advertising campaign, viewers see 80s film star Jean Claude Van Damme performing the splits while standing between two trucks. The message is that the trucks‘ new chassis ensures smooth handling even over large road bumps, so the ups and downs of the road don’t harm the vehicle.
