19 Jan Case study: Content Marketing in 1904
We are living in an age of great opportunity where businesses have the power to tell stories cheaply, instantaneously, and with great impact, but people have been sharing content long before the power of the internet.
Content quality is in the eye of the beholder. You have to examine your company objectives, your audience, what they value, and what content would help reach your objectives.
Content Marketing: Jell-O sales rise $1 Million per year from 1904 – 1906.
Jell-O was a relatively unknown product that was struggling to gain brand awareness in 1904. They acknowledged they wanted to increase their brand awareness and increase their sales. They also acknowledged their customers as house wives who endeavoured to cook cheaply and conveniently. Jell-O started creating and distributing copies of their own recipe book by handing them out door-to-door. The books had all sorts of easy recipes in it that used the Jell-O product and since the product was relatively cheap, people loved it. Jell-O recipes are still produced today, though in an online format.
This cook book is widely accredited to the success of Jell-O which had an increase in sales of $1 Million per year between 1904 and 1906 and name recognition all over the world. Jell-O quickly became an industry expert that people trusted for recipes and desserts.
This strategy was founded on an understanding of the customers and what would add value to their lives.
Step #1: Define your company and marketing objectives
If your objectives are to increase brand awareness, sell more products, get more bums on seats, or gain more distributors, it must be defined before any planning begins. That way everyone is on the same page.
Step #2: Define your audience.
Use your objectives to discover your audience. Then find out where that audience spends time and find out what they value.
Step #3: Create Content
Planning your targeted content, distributing it, and then reviewing it will be your final step.