At One Line Studio, we love to be inspired by ethical content and brand marketing, and we’re always looking for great examples of this to share with you. Here’s some of our favourites…
1. Random House
Well-known for Penguin books, publishing company Random House has established an likeable and homey brand persona online through highly effective content marketing. Random House brings books to life by sharing behind-the scenes-inspirations to give their audiences a glimpse into the creative process. Random House’s Pinterest board is a treasure trove of all things bookish and it’s not hard to imagine a granny-chic literature geek pinning away at it on her phone whilst riding the London tube home from work in the big city to the leafy suburbs. With this approach Random House put their brand and customer persona right at the forefront of their approach to content marketing. Their content is tailored, focused and shared with their ideal customer heavily in mind – from creation to platform. Why ethical: In our opinion, anything that promotes the paperback is ethical, don’t you know screen glare causes eye damage so stop e-booking and get those books out. Although I suppose we’re saving trees the other way, such is the balance of life!
2. Wholefoods Wholefoods content marketing approach is to live the brand! In doing so it’s been able to establish itself not just as a grocery store, but instead as a lifestyle choice for conscious consumers.
The language used on their website is friendly and matter-of-fact, and comes from the heart of someone who, if they’re not shopping at wholefoods every week, they’ve done a pretty good job of convincing us they are!
Wholefoods also use a customer-centric approach to their brand tone of voice with phrases like ‘I want / Feel like browsing / If you please which places the reader at the core of the business, making their audience feel truly active within the brand. Why ethical: Wholesome, holistic and healthy – ‘nuff said!
Anyone with an interest in ethical fashion knows Anthropologie. In my former days sourcing Fair Trade handicrafts for Shared Earth and Fair Go Trading, Anthropoligie’s Pinterest feed and website were THE place to go for inspiration.
What impresses me about their content marketing is that it is cleverly NOT all fashion-related. Anthropologie consider what’s of interest to their customers outside of the obvious fashion context and provide lovely things on their blog like cocktail recipes and DIY craft tops. They’re like the friend in the know when it comes to the persona they take on for their brand marketing, adding value to their customers’ digital experiences, taking them beyond being simply sold to. The creation of this friendly relational space means that social media followers gain ‘more’ from following, this means they’re not just bombarded with a stream of product news but also enjoy lifestyle tips, elevating them beyond traditional ‘customer’ messages and instantly building rapport and positive feeling towards the brand. Why ethical: waiting for statement from AP
What are your favourite ethical brand campaigns and why do they really work for you as a customer? Let us know in the comments below.
Research links: http://contentmarketinginstitute.com/2016/07/content-marketing-best-brands/
With thanks to http://www.ococomedia.co.uk/Natalie at Ococo Media for editorial tweaks!