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100 Content Marketing Examples July 2012 : Page 49

10 0 CONTENT MARKETING E X AMPLE S 84 A Yummy iFood App from Kraft Company: Kraft Originally featured in: The 2011 Content Marketing Playbook Description: Mobile content is becoming increasingly important as more and more users turn to their smartphones and tablets to find the information they seek on-the-go. As a marketer, creating a mobile app is a way to ensure your content is getting into your customer’s hands, while providing them with convenient tools. Just take Kraft’s iFood Assistant app as an example. As one of the best-known branded apps, Kraft puts delicious recipes at your fingertips and even includes features like a built-in-shopping list, making it one of the tastiest mobile content examples we’ve seen. Example: Explore the iFood Assistant App Mobile Content Tip: M Make sure your mobile app can easily interface with social networks like Facebook or Twitter, and includes a survey function to gauge satisfaction for ongoing improvements. 85 AMEX’s “Open Forum” Company: American Express Originally featured in: The 2011 Content Marketing Playbook Description: This highly popular site is designed to provide content to small businesses owners in the subjects that matter most to them, including marketing, management, finances, lifestyle issues and networking. The site, an example of a “media site”, is an excellent way to integrate products/ services with lifestyle content/ messages. It’s more than a community and microsite; it’s a collaborative niche site with concentrated messages that focus on the pain points of its customers, where Amex can position itself as the leading expert in everything “small business” related. Example: Visit Open Forum 49

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