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100 Content Marketing Examples July 2012 : Page 46

10 0 CONTENT MARKETING E X AMPLE S 78 AMA Custom Social Network Company: American Marketing Association Originally featured in: The 2011 Content Marketing Playbook Description: A custom social network is a great way to extend your content marketing beyond your Facebook, LinkedIn or Twitter profiles. Today, associations, clubs, organizations and even companies can create their own custom social networks using a Ning platform or Wordpress as the infrastructure of a full-featured social media site dedicated to its constituents and their issues. As an example, check out the Boston Chapter of the American Marketing Association website. Through its branded and customized social networking site, the group delivers value that hadn’t been possible before: 24/7 connectivity plus networking reach beyond the limits of Greater Boston itself. Example: Visit AMA Boston 79 Lexus Magazine Company: Lexus and Story Worldwide Originally featured in: The 2011 Content Marketing Playbook Description: Lexus Magazine is a custom print publication, meaning that the brand has become a true publisher by offering sponsored content that’s produced and distributed by the company. The magazine isn’t only about Lexus cars, but the Lexus lifestyle as well, featuring articles about travel and other luxury experiences, localized to be relevant for each reader. A case study by Lexus Magazine producer Story Worldwide explains the success of the project on its website: “Lexus needed a consumer-facing publishing program that would maintain and strengthen the automobile’s integrity as a global luxury brand while making its content meaningful and relevant to readers in a wide range of localities worldwide. Customer loyalty, quality control, and cost efficiencies were all challenges in this scenario. Story’s solution: Add localized content to the brand’s high-end travel magazine and push the print edition into the digital realm. Issue after issue, we’ve advanced the brand, bringing it closer to its tightly knit customer base and furthering Lexus’ relentless pursuit of perfection.” Example: Read the full Lexus Magazine case study 46

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