Author: Erin Nelson / Source: The Content Strategist In the six years since Contently was founded, we’ve seen some major transformations.
In the six years since Contently was founded, we’ve seen some major transformations. Facebook took over the internet, our CCO changed hairstyles every few months, and—most importantly—our clients reached new levels of content marketing sophistication.
As we’ve grown as a company, so has the ability of our clients to tell meaningful stories. Over the last few years, as brands have gotten comfortable producing high-quality blog posts, infographics, and videos, they’ve set their sights on an ambitious goal: global content marketing programs.
As many companies know, reaching customers in one country is hard enough. Doing it across borders and languages requires a combination of technology, creativity, and communication. To show you how our clients have mastered global content, here are five examples of international brands using our editorial platform, talent network, and strategic services to tell stories around the world.
Aberdeen
One of the most common challenges for brands investing in content is how to stand out. For Aberdeen, an asset management firm based in the UK, marketing leadership tried to establish a relationship with the company’s target audience but needed to figure out how to communicate with them above all the noise on social media channels.
“That was the trigger for us to become more organized,” James Whiteman, Aberdeen’s head of investment communications, explained. “[We] needed a big, monstrous content strategy.”
In 2015, Aberdeen partnered with Contently to launch its digital publication, Thinking Aloud, which discusses investment strategies and provides commentary on major financial news. Its three major content pillars—macroeconomic trends, investments, and culture and inspiration—are clearly displayed at the top of the blog.
The brand consistently differentiates itself from other financial blogs by taking on unique angles that demonstrate its storytelling capabilities. Topics on the three sub-sections range from the “The Ten Golden Rules of Equity Investing” to a culture piece that uses study data to compare how the effect of classical music on the brain is similar to how the brain analyzes the stock market.
Aberdeen worked with Contently strategists to develop its three pillars. It then used the Contently platform to manage content production in one place. “Managing the calendar is [normally] hard and quite complex,” Whiteman said. “So there’s no coincidence on why we adopted Contently on that front.”
To learn more about Aberdeen’s journey to make smart and accessible financial content, read the full case story here.
Avocados From Mexico
When Avocados From Mexico revamped its content strategy in 2016, it had a lofty goal: raise avocado awareness. As the largest avocado seller in the U.S. and Mexico, the brand…
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