Nail it like a pro: Learning from the best can bring results for your company

May 19, 2018 12:00 pm


SILX works with companies across the UAE and wider Gulf region to assist them in telling their story, reaching their audiences, and creating great conversations with their customers.

They provided the below insights starting by saying that you don’t have to be a multinational company to get it right.

By following some basic principles of content marketing, any company of any size can nail it like a pro.

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Be in it for the long haul like American Express

American Express started content marketing back in 1915, without a digital device in sight.

The then travel company AmEx reached out to its customers with a series of informative guides designed to prepare travelers for their adventures rather than sell travel to them.

More than one hundred years later, even with its eventual shift to the credit card business, the company continues to reach its customers through useful content, albeit in the digital age.

Just like the AmEx travel guides, the American Express OPEN Forum (launched in 2007) plays host to small business owners exchanging ideas, information and insights to help solve business challenges and ultimately promote success.

The benefit for American Express? Helping customers do more business means more business for them.

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Do it like a pro: You can do something any business of any size can do, online or offline – using content to help, inform and support customers rather than selling to them.

In return, you’ll get their loyalty.

All it takes is some forward-thinking, knowing the support you give to your customers is an investment that will pay off in the long run.

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Tap into new tech like Marriott

Virtual reality (VR) has come a long way in the last few years, becoming a more accessible and affordable digital medium.

While many brands are still coming to grips with ways of leveraging this new technology, Marriott leaped ahead of the competition in 2014 when it partnered with Oculus to create the perfect content marketing machine.

Known as the Marriott Teleporter, this experience allowed consumers to be transported to a range of popular holiday destinations around the globe,  in combination with a series of other sense-triggers such as mists, breezes, and exotic scents.

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Do it like a pro: There’s always some degree of risk, as fledgling technology may not end up delivering on what it often promises.

But in this case, the risk was worth taking!

By keeping an eye on emerging technologies and digital platforms, you too can harness novel ways of delivering content that will make you stand out from the competition.

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Be relevant like IBM

IBM simply identifies a gap in the market, understands what its customers want and need, and give it to them in a way that’s appealing to them.

In 2016, for example, IBM launched THINK Marketing – an online hub where marketers can research virtually any topic about marketing.

The site uses a cognitive approach to scrutinize what users are reading, how they’re engaging with it, and serves up more of the same.

It uses IBM’s legendary ‘Watson’ (think of it as a cognitive computing engine) to tap into the things people want to know and learn about and provides smart, relevant and helpful content.

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Do it like a pro: Get to know your customers, understand their pain points, and reach out to them with ‘relevant’ content.

All you need is a smart approach to nurturing your relationship with clients who are likely to become brand advocates and customers for years to come.

It doesn’t have to be hard: it simply comes down to knowing your audience, having a solid plan and executing it well.

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Lara Haidamous
By Lara Haidamous
Lara Haidamous, a junior editor at AME info, with over 3 years of experience in generating creative content.



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