Not a day goes by that we don’t hear about the power of content marketing. For this installment of my blog post, I feel compelled to share an example of a comprehensive content marketing programme developed by Star Media Group’s “Star Content Studios” (SCS).
First, some background: Star Content Studios is a unique combination of senior editorial experts, award-winning journalists and designers, and digital and social leaders. It is this modern mix that gives it its strategic and competitive edge as a content agency.
We all know by now that content helps clients grow their business. SCS does this through content to increase loyalty and engagement; to align its brands with lifestyle; to fuel social channels; to leverage brand influencers; and to provide thought leadership.
And remember, content is social. The act of sharing smart, relevant stories intensifies connections and creates brand affinity. This is always at the heart of any successful SCS content campaign.
The approach to building good content is simple, really.
First, you find the story (research, interviews, experts, archives). Next, you tell the story, and you tell it across every platform – social, online, print, mobile, video. And finally, you share the story through that all-important triumvirate of paid, owned, and earned media.
How you make that content compelling and shareable is in our DNA at Star Media Group. We call it the “news imperative.” Like any great news story, great content has urgency, tension, and timeliness. It has a responsiveness and immediacy that connects brands to the culture and to their audience.
A great recent example of this kind of content programme was the “75 Years of Superman” campaign that Star Content Studios produced for The Royal Canadian Mint.
The Mint is doing incredibly innovative and cool things. They are world leaders in minting technology and design. And they wanted to get that message out to a broader audience.
Its launch of a new line of Superman coins this September was the perfect opportunity to reposition the Mint and its products for a new generation of customers. And so Star Content Studios was approached to develop a content campaign that would showcase the Mint as contemporary, on trend, and stylish.
The result is a multi-platform content strategy and execution, in French and English, that includes:
- A glossy “coin as hero” magazine with a circulation of 290,000 and 12 newspaper pages.
- A Mint Web site redesign that incorporates and integrates content and commerce — a Mint first.
- A social media camping across Twitter, Facebook, and Pinterest.
- A Facebook app — a Mint first and an SMG first, too! Included online banner ads.
The entire campaign was executed in eight weeks.