2015 saw a lot of trends come through in content marketing. From championing the necessity of specialized roles in a social media team to a more thorough awareness of how content and serialization helps, it was a year of Brands appealing to the audience by making the user experience better. These five brands came out strong by creating a distinct approach on how they wanted to interact with their audience online.

1. Microsoft
When people think of storytelling, Microsoft may not immediately come to mind. However, the software giant is changing that one article at a time. With their blog, Stories, Microsoft officially aims to share an “an inside look at the people, places and ideas that move us.” Unofficially, they are carving their way into the hearts and minds of their audience by sharing stories (not cold data!) that will be remembered long after their latest products become obsolete.

2. GoPro
Using incredible photos taken with their product, GoPro doesn’t say “buy our product and get these shots” as often as they say “thank you for making us part of your memories.” By capitalizing on terrific visuals that subtly promote their cameras and blatantly build up the user as the Hero of their own lives, GoPro’s campaign invigorates even the newest users to go out there and try their product without resorting to hard sell tactics.

3. IBM
For a company that’s more than a 100 years old, IBM knows their stuff and they’re not afraid to show it. Using an authoritative approach and expert-level content, the brand demonstrates the power of compelling content. Sectioning their blogs to focus on different industries they’re relevant to while serving the same deft content also adds to their appeal. If it comes from IBM, you know you can trust the data.

4. Hootsuite
There is great potential in a brand that gets to know their audience. When Hootsuite’s Game of Social Thrones video went viral, it was a testament to how well they knew their public. Comparing their functions to a show where efficient domination is key showed a clever take on the brand’s value; but more than that, it showed that they knew what would interest and entertain their audience. This solidifies Hootsuite as a technical brand that is hip and relatable.

5. McDonald’s
Talk about turning a problem on it’s head. McDonald’s is arguably one of the most problematic brands in the world from a health perspective. With articles on how harmful and destructive fast food can be to the body, they have more than their fair share of questions about how their food is made and these questions need to be addressed. McDonald’s Canada came up with the brilliant solution of catering to their customers’ needs by answering each question received through their website. Customers like it when you pay attention to them and address their concerns.

The key takeaway from these brands is that you have to relate to your audience.Who are they? What do they want to know? How can you serve them better? Listen to them. Engage with them. It’s hard to go wrong when the customer’s interests and needs are the heart of the content.

Source: http://contentmarketinginstitute.com/2015/03/content-marketing-innovations-brands/

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