Five content marketing examples from dating sites and apps. Dating websites tend to see a spike in traffic between New Year’s and Valentine’s Day. Essentially, he turned statistics and user data into fascinating articles, generating huge interest from online readers in general - not just those using its main dating service. It also regularly posts larger features, designed to poke fun at the perils of modern dating. eHarmony Unlike the aforementioned examples, eHarmony relies on emotive storytelling rather than statistics. The 'success stories' page of its website is littered with positive reinforcement, cleverly breaking down content into various categories to target a wide range of demographics and backgrounds. Unsurprisingly, Tinder is also one of the best examples of how to use social media to engage users. For example, its Facebook page continuously drives interest. Features of the app, unlike Tinder, are also designed to resonate on a deeper level. Hinge also builds on its positioning as a ‘relationship app’ rather than a dating app to inform its wider content marketing.
Dating websites tend to see a spike in traffic between New Year’s and Valentine’s Day.
However, it’s not just the dread of February 14, aka ‘singles awareness day’, that gets people signing up.
As online dating services become increasingly popular – with 15% of all American adults reportedly having used one – these sites are cleverly tapping into customer demand.
While some larger dating sites rely on television or PPC advertising, good old fashioned content marketing remains a great way to attract a clientele.
Here’s a look at just a few examples. And to learn more on this topic, check out these Econsultancy resources:
OKCupid was one of the first online dating websites to use content to drive its overall strategy.
The original incarnation – OKTrends – was run by the company’s co-founder, Christian Rudder, who used his mathematical background to set the tone of the blog.
Essentially, he turned statistics and user data into fascinating articles, generating huge interest from online readers in general – not just those using its main dating service.
Since being acquired by Match.com the blog has changed, however data and insight from the dating community remains at the heart of its content.
It also regularly posts larger features, designed to poke fun at the perils of modern dating. One recent example is the amusing ‘Dictionary for the Modern Dater’, found on its Medium blog. Managing to steer clear of the clichés of online dating, it uses relatable humour to engage and entertain readers.
Match.com is another site that uses data to inform its content, largely for its annual ‘Singles in America’ study, which surveys over 5,000 US singletons to create informative and in-depth infographics and blog posts.
Last year, the ‘Clooney Effect’ was one of the most successful pieces of content to arise,…