5 More Outside-The-Box Content Marketing Ideas
This post was inspired by our free “Outside-The-Box Content Marketing for PR” white paper.
Not long ago, we had a blog post that described five outside-the-box content marketing ideas. Obviously, that wasn’t a comprehensive or exhaustive list.
Here are five more outside-the-box content marketing ideas that will take the results of your content creation to the next level.
1. Mobile Apps
Mobile apps make life more convenient and more fun. No wonder people are using them more than ever.
Many brands with successful apps focus on either fun or, as Jay Baer calls it, “youtility.” Columbia Sportswear, for example, offers “What Knot To Do In The Great Outdoors,” a knot typing app that appeals to wearers of its outdoor apparel.
How to Succeed With Mobile Apps:
- Serve your audience. Understand your audience’s interests outside your product or service, and integrate the two.
- The app space is crowded and competitive. If you have an idea for an app, protect your investment by checking app stores to see if someone else had a similar idea.
Live events are merging in-person and virtual experiences. Many conferences, for example, have their own mobile app and other technologies to drive increased engagement and influence future sales.
Attendees of New York Fashion Week share photos across social media. Designers get in on the act, posting behind-the-scenes photos. All of the pictures make those watching online feel as if they’re there. However, nothing ever replaces the in-person experience.
How to Succeed With Events:
- These days in-person events start generating buzz days or even weeks before the event and for a while after. Use technology and social media to extend it as much as you can.
- Develop a content creation strategy because you will have lots of content creation opportunities before, during and after the event.
3. Native Advertising
Spending on native ads will reach nearly $8 billion in 2015 and will reach $21 billion in 2018.
Native advertising is proving to be more effective and less disruptive than traditional ads. For example, H&R Block made waves when it sponsored “Woman Going To Take Quick Break After Filling Out Name, Address on Tax Forms” in The Onion.
How to Succeed With Native Advertising:
- Consumers have a generally positive attitude when it comes to native ads, but don’t push it. They will only remain positive if the ads are relevant and purchased by brands they trust.
- Native ads, like everything else in content marketing, aren’t one size fits all. Use a format that will reach and resonate with your audience.
Syndication takes all your content and distributes it to relevant audiences on third-party sites.
Charity: water works with Outbrain, a Cision product partner, to syndicate content. Outbrain’s grew charity: water’s referral traffic threefold over a one-week period.
How to Succeed With Syndication:
- Track everything. Understand what sites have your content, who’s engaging with it and what your readers do after they read it.
- Measure everything, too. How is syndication growing referral traffic, page views, organic search results and return visits?
Facilitation is a type of collaboration and often takes the form of a free digital conference or webinar featuring complementary brands and panelists. Your combined networks will draw more attendees than a solo event would.
A well-known piece of collaboration is with Whiskas and the World Wildlife Federation. The two worked together to help double wild tiger’s numbers within the lifetime of the Whiskas buyer’s cat.
An idea that has grown in popularity recently with the explosion of content is collaborating with free, valuable content. Collaboration will help you reach a larger, relevant audience and establish you as an industry leader.
How to Succeed With Facilitation:
- Find the right partners. They will have similar values and target audiences to yours.
- Develop a strategy that benefits both partners. The most successful campaigns (and the ones most likely to happen again) have a shared vision that work toward both company’s goals.
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