Top Content Marketers in Consumer Goods
Marketing principles are being turned upside down. Brands have historically paid for media to deliver their messages. But now, those brands are becoming the media, creating and sharing content for the purpose of engaging current and potential consumers.
This new strategy is referred to as content marketing, and has been embraced by brands like General Mills, whose content marketing site, Tablespoon, stocks enough recipes to answer a family's call of "what's for dinner?"
And more consumer goods companies are joining the ranks everyday. P&G's recent switch in focus on digital marketing is a prime example of this colossal trend.
We came across an interesting study from ClickZ, which analyzed the content marketing operations of a large group of brands. The result was this list: "Top Brands in Content Marketing in 2012".
Choosing the brands for evaluation was not a perfect science. Essentially, ClickZ used the research team’s collective knowledge and extensive online research to identify brands that were doing something interesting in the field of content marketing. Ultimately, 75 brands/companies were selected and run through the assessment tool, from which the top 50 were identified based on their scores.
Click here for the Top 50 list. Or simply refer to our abbreviated version below, featuring only the consumer goods brands on this interesting list. We've also provided some links to their key content marketing sites should you want to learn more about how they are leading this emerging space.
Top Content Marketers in Consumer Goods
#3: General Mills - Check out Tablespoon and GlutenFreely.com
#6: Kate Spade - Check out Behind the Curtain
#11, #17, #40: Procter & Gamble - Check out Home Made Simple , Man of the House and Being Girl
#13: Degree Men from Unilever - Check out The Adrenalist
#14: Patagonina - Check out The Cleanest Line
#15: L'Oreal - Check out www.makeup.com
#28: Fiskars - Check out Fiskateers
#32: PlayStation - Check out the PlayStation Blog
#47: PepsiCo - Check out Pepsico WIN
Related Content:
P&G to Cut 1,600 Jobs, Banks on Digital Marketing for ROI
General Mills Creates New Consumer Experiences
This new strategy is referred to as content marketing, and has been embraced by brands like General Mills, whose content marketing site, Tablespoon, stocks enough recipes to answer a family's call of "what's for dinner?"
And more consumer goods companies are joining the ranks everyday. P&G's recent switch in focus on digital marketing is a prime example of this colossal trend.
We came across an interesting study from ClickZ, which analyzed the content marketing operations of a large group of brands. The result was this list: "Top Brands in Content Marketing in 2012".
Choosing the brands for evaluation was not a perfect science. Essentially, ClickZ used the research team’s collective knowledge and extensive online research to identify brands that were doing something interesting in the field of content marketing. Ultimately, 75 brands/companies were selected and run through the assessment tool, from which the top 50 were identified based on their scores.
Click here for the Top 50 list. Or simply refer to our abbreviated version below, featuring only the consumer goods brands on this interesting list. We've also provided some links to their key content marketing sites should you want to learn more about how they are leading this emerging space.
Top Content Marketers in Consumer Goods
#3: General Mills - Check out Tablespoon and GlutenFreely.com
#6: Kate Spade - Check out Behind the Curtain
#11, #17, #40: Procter & Gamble - Check out Home Made Simple , Man of the House and Being Girl
#13: Degree Men from Unilever - Check out The Adrenalist
#14: Patagonina - Check out The Cleanest Line
#15: L'Oreal - Check out www.makeup.com
#28: Fiskars - Check out Fiskateers
#32: PlayStation - Check out the PlayStation Blog
#47: PepsiCo - Check out Pepsico WIN
Related Content:
P&G to Cut 1,600 Jobs, Banks on Digital Marketing for ROI
General Mills Creates New Consumer Experiences