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My favorite example of effective content marketing comes from a UK company that sells worms… and other organic items called Wiggly Wigglers. Have you heard of them? I met Heather Gorringe, company founder in 2008 and wrote about her in BlogHer Business 2008: Hats Off To Wiggly Wigglers.
I particularly admire that Heather uses a variety of content forms to create community around her products and the lifestyle that she and everyone at Wiggly Wigglers enables. In addition to the weekly Wiggly Podcast which recreates a fully sensory experience reminiscent of old-time radio broadcasts, the Wiggly Blog, a robust content-rich website, and a vibrant Facebook group, you can now watch The Wiggly Cinema.
Success? Wiggly Wigglers is listed as one of the top five best international brand campaigns with Zappos. Better yet, Wiggly Wigglers has successfully reinvented organic farming.Which examples do you like most? What others have you come across that use content marketing in a way that effectively connects with potential customers and engages them?
I believe that all areas of the organization – and particularly customer facing roles – can help build loyalty and buy-in to content marketing programs. Here’s what’s so wonderful about involving those other departments: they have perspectives on the customer experience with your product or service that often go ignored. But, if you pay attention to what they’ve observed, you may come across invaluable insights. At the same time, you develop internal advocates who see direct benefit from the content they help create to address customer issues.What is your take on the question? How do you go about finding internal content marketing allies? I'd love to hear!
In my previous life as a corporate marketer, I brought our warranty claims manager into my content creation process. I created an ongoing blog series for her on The Carpetology Blog called Annette’s Carpet Corner to address common consumer concerns with carpet care. Together we developed new consumer reference sheets to help facilitate and guide the carpet purchase process as well as the warranty process. We even created a video on the proper technique for removing carpet stains that I recommend to everyone!