7 Big Brands are Succeeding in Content Marketing...You Can Too

Dechay Watts

Written by Dechay Watts on Fri, May 18, 2012

Big brands are fully onboard with content marketing, and it’s not just because they have huge budgets to work with. Everything these companies do can be accomplished at the small business level too.  The amount of money spent might be different, but a good content marketing agency can help you implement great results through the same process big brands use:

  • Consider yourself a publisher and leverage online communities.
  • Remember content marketing is about creating interesting, sharable information for real people.
  • Create a content marketing strategy that includes metrics and measurements to gage ROI.

Here are some examples of big brands having content marketing success. Check them out for inspiration and imagine how your company can use content marketing to succeed. 


Sears created FitStudio as an online fitness resource to engage with wellness communities. On the website, fitness experts provide valuable content that people find interesting enough to comment on and share. The content is promoted in traditional ways and in the social space on platforms that make sense for Sears. These platforms (i.e., Facebook, Twitter, Pinterest) also have tools available to measure the success. The good news for small companies is these key indicators are easy, and often free, to come by. Learn more about Sears success with content marketing.


Colgate provides an online Oral and Dental Health Resource center with videos, interactive guides, and over 400 articles.  It’s a great example of a brand seeing itself as a publisher and using its depth of knowledge to provide valuable information to people, which is the key to content marketing success.  Even a two person company can pull from their experience and expertise to create blogs, enewsletters and ebooks in an organized and effective way that reaches prospects.


Coca-Cola believes so strongly in content marketing that it’s the core of its Content 2020 advertising strategy mission: "All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core."


P&G uses content marketing for Petside, its online community dedicated to pet lovers.  The interesting and interactive content includes training and behavior advice, pet products news, and adoption resources.  Again, this is a great example of a company tapping into its deep knowledge base to keep people interested and engaged and coming back for more.

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Kraft is a leader in content marketing.  It launched kraftfoods.com before the term ‘content marketing’ was popular, and before most of its competitors even had websites.  Now people turn to this online resource for recipes, food-related content and to interact with the Kraft community.  In fact, Julie Fleischer, Director of CRM Content Strategy & Integration at Kraft said, “The ROI on our Content Marketing work is among the highest of all of our marketing efforts.” 


General Electric uses content marketing to tell the story of the 132-year-old brand through different content channels. One content tactic used is Ecomagination, which is a forum for fresh thinking and conversation about clean technology and sustainable infrastructure. Ecomagination is set up as a magazine with an experienced managing editor, editor-a-large and editorial staff of writers and journalists.  A key metric used to determine the success of this content marketing initiative is the act of sharing.  “At the end of the day, if the content isn’t good enough for the end user to want to share it with a friend or colleague, we haven’t quite succeeded,” says Katrina Craigwell, Digital Marketing Manager at GE.


General Mills also uses engagement numbers to measure the popularity of its content. The brand understands that good content may indirectly lead to sales as people share information and participate in the conversation.  For Tablespoon.com, an online resource of recipes for all levels, General Mills watches numbers on social sites like Pinterest and Facebook. They considered it a success to move from 15 followers on Pinterest to close to 8,000 in about a year. 

What would you consider a content marketing success?  Getting more fans on Facebook?  Getting more leads from your website? Leave a comment and let us know.

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