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By admin May 07, 2018

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Reading 3 min

Content comes in all shapes, forms and sizes, distributed through a massive amount of channels (just to name some of the digital channels: corporate site, brand site, landing pages, in-site channel, Facebook page, Pulse, Youtube channel, different social media accounts, co-operations with influencers on blogs and Instagram and so on). It’s a jungle out there and it’s all about the reach. In a fragmented media landscape it’s not easy to break through.

But this time we won’t nag about the importance of distribution. Instead we’ll have a look at some great content strategy examples, and how the brands behind them are becoming publishers within their fields of expertise (and frankly, the brands field expertise is often superior to that of journalists, a k a generalists).

“Don’t be the adbreak, be the show”, was coined by Red Bull, that continuosly excels at being both a brand and a publisher. Amazing storytelling and brand building, but probably with a budget totally out of reach for most companies. So let’s look at some more down to earth examples, in a few different industries:


It’s hard being a FMCG company, your product can be great, but it’s probably quite boring to talk about: water, sugar and some additives. Therefor FMCG’s stories must be about the context their products are in, like P&G’s Everyday, a website dedicated to “sharing ideas, advice and products to make it easy for people to enjoy life”. Or have a look at Arla, a diary company that has avoided the trap of just talking about recipes. Instead they fill their website vardagspuls.se with content about food, health, exercise and training. All easy to relate to their products.

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Example: P&G Everyday


Travel companies are among the most active content creators, especially the charter operators like TUI. But the carriers are now also catching up. An example is SAS. They are in fierce competition with several other carriers in the Nordics, where marketing in the last years was mainly foucused on shouting about your low-fare prices. SAS is by legacy a business travel carrier and they’re now getting back to their roots with content aimed towards travellers looking for a high level of service and inspiration about destinations and lifestyle, rather than price.

Example: SAS


Late on the bandwagon but now trying hard to grab a position. Svenska Handelsbanken was a pioneer with their ambitious online live TV (www.efn.se), but their competitor SEB was even smarter: dividing all of their customers into segments based on interest and then creating content based on this: young single female, at her first job, looking to buy her first apartment, saves for travels etc. Great content with a presumed high rate of dwell time. Still low on the distribution side though, working primarily with sponsorships together with publishers and thereby missing potential reach in requested target groups.

Example: SEB Greenroom


This industry has lots of resources and they spend much of it on branding. This is also reflected in their content production where many forget that ”native advertising is not about you (as an advertiser), it is about the audience! So I took an example which is intended to be content of general interest: ”How to select the right family car”, but when you read, it’s only about their different car models.

Example: Hyundai


My favorite content section. Thousands of companies selling clothes, shoes, bags and many other niche products. Their lifestyle related stories work perfectly well in blogs (pushing it through influencers) but also as content sections on their own sites.

Lundhags is a Swedish outdoor brand focusing especially on backpacks. Small company but great products in a crowded segment (Swedes love hiking). They create user-centric content that involves their products in a smooth, non-intrusive way. Like this one: ”Here´s what to pack before you go hiking”. Nice!

Example: Lundhags


There’s a prescription for every illness and behind those prescriptions you have big companies, spending tons of money on R&D. In order to capitalize on those massive investments you need smart go-to-market strategies. Problem: your sales guys - the doctors - are not on your payroll. Consequently the pharma companies must focus on the demand side: the potential customers, targeted by their lifestyle and their real or potential illnesses. All pharma companies work with content marketing in some way or another. And the good thing - from a content perspective - is that drug marketing is extremely regulated. You’re not allowed to talk about the qualities of your products. Instead you must share your expertise within the therapeutic areas you’re active.

Example: Bristol-Myers Squibb Horizont


Retailers’ product marketing is mostly handled by the brands they represent. But retailers should be more involved and talk about their different lines of merchandise. An example is Granngården who creates stories about different aspects of life, which includes stuff that can be bought in their stores. Here’s a great example: 10 tips for the upcoming BBQ season,

Granngården offers 10 different brands of grills.

What are your favorite Content Marketing examples? Send me your suggestions: magnus.hultman@strossle.com

Magnus Hultman