Ahead of our annual spring conference, Capturing the Content Zeitgeist, we asked some of the leading names in the content world to share their thoughts on which brands are creating the best content right now, and here’s what they had to say:
Managing Director, IMPRINT & panel moderator ‘The Strategic Imperative—Creating a Content Strategy That Motivates and Inspires’
The Muse is a job board founded by three women in early 2012, and they realized early on the power of content. The Muse shares their own new and curated content that inspires self-branding, tips on negotiation and resume building, books to read and classes to take. The content, together with the tone in which it is delivered, truly demonstrates their understanding of the audience they are looking to attract for the companies they are being commissioned to hire for.
Instagram Influencer and Drone Photography Expert & panellist on ‘Chasing the Fountain of Youth—What does the Younger Generation Want from Brands?’
Red Bull and GoPro are killing the content marketing game. They both produce and promote highly viral, action-packed video pieces that amplify brand awareness and craft a purposeful brand identity. Red Bull, by partnering with athletes and sponsoring some of the greatest events in extreme sports, is able to put its brand on some of the biggest and most relevant stages, whilst making it the drink of choice for adventure seekers.
CEO, Seven & panellist on ‘The Best Ideas Win—How to Generate Disruptive Content’
The biggest car insurer in the UK, Aviva, has launched an app-based driving challenge, turning telematics and data capture about driving behavior (which could be considered as a ‘big brother’ tactic) into something where you can compare your score to your family and friends to see who is the best driver. The campaign involves an app, a website, social promotion and has been heavily promoted via TV advertising—making it a good example of a content marketing idea that’s good enough to be advertised.
Co-Host and Producer, The Young Turks Network & panellist on ‘Chasing the Fountain of Youth—What does the Younger Generation Want from Brands?’
I absolutely adore the content coming from LACMA, especially their Snapchat feed. They've built an enormous social following, not bad for a county art museum! The reason they're so brilliant is they customize their content for each platform. Facebook is for news and goings-on, Instagram for profiling their art collecting, Snapchat for quirky daily content. They're nailing each platform perfectly.
Senior Content Strategist, Huge & panellist on ‘The Strategic Imperative—Creating a Content Strategy That Motivates and Inspires’
I recently signed up for Bark Box, and was wowed by its content. All its customer touch points are delightfully designed, and crafted in the brand’s voice. It’s hard enough to establish a strong and original brand voice, but to deliver it consistently across channels, even down to your FAQ page, customer service chat window, and email microcopy. That’s best in class.
Account Manager, Nielsen & panelist on ‘Chasing the Fountain of Youth—What does the Younger Generation Want from Brands?’
As a millennial who loves to shop and is intrigued by the fashion industry, I thoroughly enjoy the content on Racked. It uses a tone that I can relate to with pieces that not only interest me, but allow for me to learn new things. That being said, Vox Media (Racked’s parent company) does a fantastic job catering to targeted demos. The brands also include The Verge, Vox, SB Nation, Eater, Polygon, Curbed, and re/code. Having content creators specifically cater to niche audiences allows for the consumer to get a different quality of content designed for them.
Site Director, Delish.com & panellist on ‘The Strategic Imperative—Creating a Content Strategy That Motivates and Inspires’
I think Cosmopolitan.com is killing it. Its stories are so incredibly voice-y and unmistakably Cosmo, and it manages to cover every topic with such a unique point of view. You always know when you’re reading a Cosmo story—and in an age when the world of content can be overwhelming, that’s a huge win.
Senior Vice President, Group Brand Content & Alliances Director, Hudson Rouge & panellist on ‘The Best Ideas Win—How to Generate Disruptive Content’
I’ve been impressed with Samsung’s work rivalling Apple. Efforts like “Launching People” in the UK shows that Samsung is really putting its money where its mouth is, by giving back to the community. Its new digital experience center, Samsung 837, is primed to be an immersive cultural hub in downtown NYC. It’s a massive investment and a bold move that seems to be moving the needle for Samsung.
The Content Council’s Spring Conference takes place on: March 21st & 22nd 2016 At: Convene, 810 7th Avenue, New York. For more information and to register click here.