SCORCH Agency

4 Mammoth Content Marketing Home Runs

Mike Dellaquila

Tonight, eight of Major League Baseball’s most prolific power hitters will gather at Petco Park in San Diego to compete for the title of 2016 Home Run Derby Champion. But baseball players aren’t the only people who can hit it out of the park. In honor of this year’s All-Star festivities, here are four examples of content marketing campaigns that walked off with impressive results.

Xerox: Get Optimistic

In 2012, Xerox launched what would eventually become one of the most successful content marketing campaigns in recent memory. In an effort to cultivate meaningful connections with top account holders, Xerox launched a multi-platform Get Optimistic campaign that consisted of tailored bi-weekly emails, follow-up phone calls, and the launch of Chief Optimist—an online magazine that was created in partnership with Forbes.[1] Get Optimistic resulted in 20,000 new contacts, more than 1,000 scheduled appointments, and $1.3 billion in revenue.[2]

Chipotle: A Love Story

Creating engaging animated videos is not a new phenomenon for Chipotle. In 2011, the fast food chain released Back to the Starta powerful piece of content marketing that promoted sustainable farming and features a cover of Coldplay’s “The Scientist” by Willie Nelson. In 2013, Chipotle followed with another digital short and an app-based game, both called The Scarecrow, that educated people about the importance of sustainable food practices.[3]

On July 5, Chipotle launched A Love Story, its third original short film and arguably its best piece of content marketing to date. At a critical juncture in the company’s history, A Love Story seeks to regain customer trust and promote a new loyalty program through the emotional story of two young entrepreneurs set to an excellent cover of the Backstreet Boys’ “I Want It That Way” sung by Brittany Howard of Alabama Shakes and Jim James of My Morning Jacket. To date, the video has over four million views and counting on YouTube and has been the talk of the internet.

LinkedIn: Sophisticated Marketers Guide

In 2013, SCORCH was hired to help develop a campaign that combined expert insights from the LinkedIn Marketing Solutions team and tips from other thought leaders in the marketing space. We teamed up with our friends at LinkedIn and TopRank Marketing to create the original Sophisticated Marketer’s Guide to LinkedIn, a 60-page eBook that resulted in an 18,000% ROI. Since then, the Sophisticated Marketer’s Series has turned into a media empire, with infographics, SlideShares, podcasts, social images, and spin-off editions that include the Sophisticated Guide to Thought Leadership and the Sophisticated Marketer’s Crash Course series.

General Electric: The Txchnologist/GE Reports

Throughout its rich history, General Electric has built a reputation of being at the forefront of content marketing and promoting their brand through compelling storytelling. In order to engage with a modern audience, GE continues to experiment and innovate through its two online magazines—The Txchnologist and GE Reports. Both platforms contain unique content that covers a variety of topics related to science, technology, and engineering. Most months, these platforms will attract hundreds of thousands of visitors.[4]

[1] http://solutionsinsights.com/how-xerox-is-engaging-decision-makers-big-idea/

[2] https://www.bwired.com.au/blogs/digital-web-strategy/content-marketing-examples

[3] http://www.huffingtonpost.com/2013/09/12/chipotle-scarecrow_n_3914281.html

[4] https://contently.com/strategist/2015/02/11/we-believe-in-stories-ge-reports-tomas-kellner-reveals-how-he-built-the-worlds-best-brand-mag/