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100 Content Marketing Examples July 2012 : Page 36

10 0 CONTENT MARKETING E X AMPLE S 57 The Tory Burch Blog Company: Tory Burch Description: The Tory Burch blog made headlines this year, with many people citing it as the “blog to see” for the fashion world. Here are a few reasons why the content on the blog is so effective. 1. It’s got personality: Tory Burch’s tone and style resonates through every fiber of the blog, combining humor with sophistication. 2. It’s got relevant tips: Want to know what songs to play at your holiday party? Or how to care for your salt-ridden winter boots? Tory Burch has it all – from lifestyle insights to practical tips, the blog adheres to what its audience is looking for across all topics – not just clothes. 3. It’s got heart: Not only are fashionable tips a prominent focus on the site, but so are the charitable works Tory Burch partners and contributors are involved in. A recent article in Mashable attributes Tory Burch’s success to the fact that, “Burch is one of the few designers to maintain a direct, ongoing dialogue with her friends and fans… the company’s blog… is broadly recognized in the industry as one of the leading manifestations of ongoing, brand-developed content.” (Read more from the Mashable article here.) Example: Visit the Tory Blog 58 The Adrenalist Website Company: Unilever Originally featured in: Must-See Content Marketing Examples from 2011 Description: Unilever jumped into the content game with “The Adrenalist,” a website that provides great content for adrenaline and adventure junkies, tied to promote its Degree Men deodorant. The site’s themes, Bravery, Excitement and Thrills , are all demonstrated through various content avenues like adventure blogs, videos and even grooming tips for the modern man on-the-go (with subtle reminders of who is sponsoring the thrilling content – your oh-so-mandatory deodorant). Example: Explore the Adrenalist site 36

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