Content strategy case studies

By tids

By Simon van Wyk

In this month’s HotHouse podcast, Econsultancy vice president Rebecca Lieb talks about how web content strategies are going to take over from traditional advertising strategies. Here are links to a few case studies about companies that have already taken the plunge.

  • Reed Business Information (US) – Here’s a look at how a major publishing company took a strategic approach to its myriad web properties. One tactic: “if a team looks at their editorial calendar for the next three months and identifies a few key topics they are covering, they can now develop those conversations on LinkedIn and Twitter to shape the focus on articles, find sources and get quotes.”

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  • NCI – A comprehensive, well-written post on how this company migrated their brand strategy from marketing to content. One key observation: “Everything on the web is Content, in Google’s eyes. There isn’t differentiation between advertising, marketing or creative content: it’s all out there. And the more content that is in one place, the more people that create it, the more people that share it, the more Google pays attention.”

    • ignorancefactor

  • Bezos and Beedle the Bard – An analysis of Amazon’s strategic decision to buy the single “for auction” copy of J.K. Rowling’s handmade “The Tales of Beedle the Bard”, frequently mentioned in the Harry Potter books. “The real takeaways from Amazon’s Beedle the Bard idea are the four criteria any company could use to brainstorm and evaluate content strategy ideas: 1) Relevancy, 2) Community, 3) Exclusivity and 4) Cause. Amazon nailed every one.”

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  • Study Group – How using ‘killer’ rather than ‘filler’ content boosted sales for this education consortium by well over 100%. Keep in mind that this case study was written by the company that produced the content strategy, so it should be taken with a grain of salt.

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