Five interesting examples of content marketing in the US

Posted by: CMA

There is a growing number of US brands that are producing high quality content both in print and online. Here are five that are all notable for the excellence of their work and the way they are doing things a little differently.

1. Bergdorf Goodman, ‘5th/58th'
Luxury retailer Bergdorf Goodman is something of a US institution with a big following among more affluent Americans. Not surprisingly its content takes a similarly upmarket tone which is reflected by both its print magazine and its website/online presence.

The magazine is a high quality glossy affair crammed with striking images from exotic looking photo shoots. And complementing this is some excellent supplementary content on the website too. There are, for example, behind the scenes looks at photo shoots, information about models and products and more. The site also features shots of background details about BG's store windows too - which are apparently something of a New York landmark.

What sets Bergdorf Goodman apart then is the very classy way it seamlessly integrates both on and offline content.

2. Qualcomm, ‘Spark'
Launched last year Spark is a content driven site from a prominent tech company that among other things makes core components for mobile phones. Qualcomm also seeks to be a thought leader in the tech world too, hence the creation of Spark. Why Spark is such an exciting project is because of two things.

Firstly the quality of the content, for the team that the company has assembled is comprised mainly of industry veterans who have spent many years as technology journalists. The second reason is that the company isn't afraid to work with journalists from mainstream publications and websites. So Spark boasts stories and controversial articles written by influentials from sites like Engadget and Gizmodo. These writers post links to the stories on social media sites thereby ensuring presence and traffic. There's also a strong video section which boasts mini documentaries that are also designed to encourage debates about the future of technology.

3. Sears, ‘FitStudio'
One of the giants of US retailing Sears sells a huge variety of goods in its thousands of stores. However in content marketing it has chosen to focus on one very lucrative niche - fitness and wellbeing.

The company has a site FitStudio, which is designed to be an online resource for the brand to use to engage with wellness communities. So in addition to all sorts of valuable evergreen content on the site - such as hints and tips on keeping well and eating sensibly - the company also pushes out its content extensively via social media channels like Facebook, Twitter and Pinterest. And once the customer is hooked on the site there is also plenty of gear for them to look at and purchase too.

4. Colgate Oral and Dental Health Resource center
Colgate's Oral and Dental Health Resource center is a great example of how a brand can use its expertise to establish itself as an authority in its chosen area. Not surprisingly the website is all about dental health and features content that mainly delivers advice on how to look after teeth. It is a really great resource and is notable because it doesn't push the brand as hard as you would expect. The quality of the videos is excellent too.

5. Degree, ‘The Adrenalist'
If you take a quick look at The Adrenalist you could be forgiven for not realising that it is content marketing at all. The site boasts a huge amount of words, images and videos on the ‘coolest adventures, extreme sports, speed, gear, and gadgets', some of which feature adventurer and TV star Bear Grylls.

It is all delivered in a very BuzzFeed style way with lots of top fives and lists. Interestingly the site isn't afraid of using other people's content too in areas where it has less of a pedigree. So for example some of its video reviews of products aren't its own but come from sites Cnet and Engadget. Overall though it makes really great destination site for people who into active sports, and a great connection with the deodorant brand.

Related items:
>Five inspirational indie magazines
>Five emerging online platforms

Posted in CMA blog
9thJul 2013

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