Forbes published an article illustrating how 5 major brands have confirmed through practical application and use that content marketing is driving traffic and creating successful branding and engaging both current and potential customers.
In their examples, they share how Virgin Mobile created an online newsroom that has grown to over 1 million unique views per month. The Head of Brand Marketing says that the online content “deepen(s) engagement” with their consumers. Marriott also created an online content site with “rich content for engaging guests…(which has seen) record traffic and exponential growth in engagement”, according to the VP of Global Marketing. In just weeks after launch of the, in this case, video content on YouTube, their channel has grown from “tens of thousands to hundreds of thousands views…with more than half staying to learn about the brand”. Some of the tips for content creation included in the article share how online content should “focus on existing customers as well as prospects” and that content marketing is not only a “great tool to create brand affinity but can also be powerful in building a new audience of potential customers.”