What do GoPro and Michelin have in common? A company selling tires and and a company selling on-the-go adventure cameras wouldn’t seem to have much in common. But what they do share is an innovative approach to marketing their content in ways that have enhanced their brands and built their communities.
Take Michelin, for starters: Decades ago the tire company decided to publish ratings of restaurants. The thought was that it was ancilliary content—it promoted travel and thus promoted their tires. That initial idea has grown to a worldwide recognized set of guidebooks that helps travelers take advantage of whatever country they happen to be in.
GoPro, on the other hand, relies on content that’s generated by its users—content that shows an adventure-loving side that capitalizes on cool uses of its cameras.
What can those examples do to help other marketers interested in making more of their content? This graphic can help.
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Via Salesforce