How 7 Big Businesses Manage Content

We can describe in detail all the the ways you should—and shouldn’t—manage content. Every once in a while, however, it’s nice to get a couple of examples. The following are 7 examples of how big businesses manage content—both well and poorly.

For more details on how to manage content, check out our whitepaper, “Toolkit to Natural Marketing Automation: How Not to Look Like a Robot.”

These five companies embody content-mangement best practices, which in turn strengthen their marketing strategies.

Virgin Mobile

Forbes profiled the telecommunications company in late 2012. The magazine cited the company’s launch of Virgin Mobile Live, “a social newsroom that publishes content” like new apps, music, and memes daily across several social networks, including Facebook, Buzzfeed, Twitter, and Instagram. Ron Faris, head of Verizon’s marketing, told Forbes the company tries to both expand its reach and deepen its connection with its customers:

[S]caling our content efforts isn’t just about expanding the size of our social reach across new platforms. It’s also about deepening the level of engagement we have with our fans in the social communities they hang out in. We’ve been successful so far in rewarding our fans with Virgin experiences on Facebookand Twitter. The next step is to evolve our social platform to allow fans to reward one another with special moments.

Marriott

Per Forbes, the hotel chain created two separate platforms designed for Renaissance Hotel guests seeking different information:

The Navigators platform helps guests to discover the local city outside their hotel and the RLife LIVE program helps guests to discover new music, films, arts, food and drinks inside the hotels. Both programs provide rich content for engaging guests online.

Skype

Skype’s late 2013 campaign illustrates how a company can successfully manage content by targeting specific channels, allowing it to interact with desired audiences and change brand perception. CIO magazine summarized Skype’s efforts:

Skype dropped travel blogger Mike Corey off in Istanbul with no bags, no plane ticket home and no idea where he was going next. During the 15-day, five-country Skype Rerouted adventure, Corey only had access to Skype and Twitter, which were used to provide clues about his next adventure.

Taco Bell

The fast-food chain mastered native advertising in its recent “Live Más” campaign. They managed content so well that they produced information that matched the tone of what its customers normally posted, so that it didn’t stand out as an ad. Digital marketing strategist Brandon Hines gave this comment to CIO:

The fast-food chain’s Instagram account, for instance, featured images that were “laid back, unobtrusive, even amateurish in the photography sense, giving Taco Bell an approachable, fun feel and making them almost like a lifestyle brand,” Hines says.

Vanguard

The investment management group’s “Vanguard at the Movies” campaign featured a heavy digital presence on streaming TV sites like Hulu. The company knew how to manage content successfully across multiple channels, leading to customer engagement. Per Forbes:

Vanguard used the movies not only to extend the brand, but also use it to cross-merchandise its existing video content on YouTube. The movies became a focal design point in re-launching the brand’s YouTube page via a movie theme.

Sometimes, knowing what not to do to manage content is just as helpful. Learn from these five companies’ mistakes:

Netflix

Sometimes, people don’t want separate platforms, especially if they’re used to only one. When the company announced it would separate its business into two sites—streaming and rental—the backlash was so severe that Neflix had a complete change of heart, releasing this statement in a blog post (per Atlantic):

It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs.

When you manage content, remember: if it ain’t broke, don’t fix it.

Kenneth Cole

Using marketing automation to manage content? Good for you! Just be sure to actively manage that content, or you risk putting your Kenneth Cole-bedecked foot in your mouth. Mashable reported at the time (ellipses mine):

The tweet in question read[s] “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at https://bit.ly/KCairo -KC” … The Twitterverse, unsurprisingly, is not happy with Cole’s 140-character missive. A fake account … has even cropped up, mocking the designer with such tweets as: “Our new slingback pumps would make Anne Frank come out of hiding! #KennethColeTweets.”

William Flanagan

CEO & Founder, Audienti. Former VP-Cognio, Founder-sentitO/Verso, SALIX/Tellabs, PrimaryAccess/3Com, CompuServe. Expert in data-driven marketing.

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