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100 Content Marketing Examples July 2012 : Page 19

10 0 CONTENT MARKETING E X AMPLE S 23 Tablespoon Cooking Community Company: General Mills Originally featured in: “Must-See Content Marketing Examples from 2011” Description: The Tablespoon community is an attractive, interactive site for people passionate about food and entertaining. The site gathers the best of the best, and uses a clean categorization technique for its content, splitting it up by topics that matter most to its core audience: Quick Dishes, Taste for Adventure and Rock UR Party. Depending on the type of cook you are or event you’re hosting, these categories help you find content easily and quickly in a more innovative way than traditional websites. And, with help from their newsletter, readers can also stay in-the-know on the latest recipes and inspirations. Favorite feature: Table Talk: A forum that brings together what people are talking about on the site and about the recipes. It also gives visitors real-time updates on what recipes have been added recently to help them build their repertoire. Example: See what’s cooking 24 Red Bull’s “Red Bulletin” Magazine for the iPad Company: Red Bull Originally featured in: Rent-to-Own Marketing: Red Bull by Joe Pulizzi Description: What do you think about when you hear the word “Red Bull?” Energy? Extremism? Excitement? Red Bull has done an excellent job building its brand on a few consistent themes that permeate every aspect of the company, from goofy cartoon ads to rockin’ live events. Its content marketing activities reflect these themes as well, like the Red Bulletin magazine, which defines itself as a “modern lifestyle mag focusing on sport, people, art and culture designed to break new ground.” Never a brand to be left behind, Red Bulletin also recently extended its print magazine offering to the iPad as an app, which allows for a great amount of interactive content to supplement the original print articles, such as videos, animations, exclusive content and more. The site even boasts a 360-degree view of the mag, and “access to Red Bulletin’s international issue” as part of membership. That’s “breaking new ground” for you. Example: The Red Bulletin Magazine for iPad 19

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