How About a History Lesson
The company that I reviewed for strong content marketing and strategy is the brand, Tom’s. This brand has something that others do not possess, history and passion. Most companies use their expenses, website, social media etc. to find ways to make more money and become the tops, Tom’s does not do that. They bring consumers to their site or follow them on social media to purchase their brand for a better cause which is one of the most smartest content strategy for any company. The voice of the brand is sold on the website for the company. A link leads consumers to reading about the history of the brand, where it came from and how the creator came up with the idea. With the history background on the website that shows the consumers where the money goes and what the brand stands for it shows a positive voice for the brand.
Hear it From the Horse’s Mouth
The media that is used for this website also shows smart content strategy and content marketing for the brand. Knowing that 10% of the funds made by Tom’s goes to different villages in Africa works positively for consumers interested in the brand. After researching the website a bit more, Tom’s posts videos from people in these villages in Africa thanking Tom’s for what they have done and what they are doing for the people that live there. Talking about saving lives and helping other people through the company builds a stronger following to that brand. The page that holds video confessions and stories also provides stories from customers that use Tom’s and what it has done for them. It gives examples of people that use the brand overseas and the donations that have helped them in their every day lives. As well as some positive stories from the creator of Tom’s and a scrapbook of his everyday life and how he is helping out in the community. It gives the consumer a sense of closeness to the creator and reliability towards Tom’s brand name, which in result causes brand loyalty by many.
Take a Look Around
The user experience when on the website Tom’s has a larger amount of positives than negatives for the brand. The accessibility by consumers to search through different products by Tom’s provides a sense of ease on their website. It provides the option to search the exact product by typing a keyword in which brings up as many examples as they can find. Their is no lagging on their website and directs you immediately to what the consumer is looking for. Also, while shopping on their website, it provides another positive content material for the consumers. The consumer has the ability to tag a specific item they like which is saved while the consumer continues its search for other products before they check-out and purchase their items. At the end of the search the consumer has the ability to purchase their items on the web and have it delivered or hold it in the nearest store for pick-up. Between the non-lagging site, easy access for searching, and consumer friendly, Tom’s shows the ideal website that is consumer friendly and content strategy works well for this specific brand.
Tell Me What You’re Thinking
There are no real signs of poor social media use by Tom’s, the brand utilizes every social media platform that their is which is a strong strategy when it comes to social media. Face book, Twitter, Pinterest, Youtube, and Instagram are all some of the social media platforms that are utilized by Tom’s, and utilized well. Facebook and Twitter, for example, provide the ability for fans to post ideas on specific clothing material that the brand could expand on which has proven beneficial for the company. The brand Tom’s began as solely shoes but the popularity of the product and continual conversation of expanding lead to Tom’s releasing a clothing line, perfume, and sunglasses that consumers jumped on immediately.
A Thank You From the Fans
Another way that Tom’s expands with its social media is through pictures and video on Instagram, Youtube, and Twitter. Blake Mycoskie continually posts pictures on Instagram and Twitter of places he visits and providing little villages with shoes and clothes for the poor which gives credibility to the company name so that consumers know that their money is going to a good cause. The company also posts videos from consumers that purchase the products and provide positive feedback so other fans can see the videos and gain interest in the product.