At TrackMaven, we’re always on the lookout for examples of outstanding, innovative content. Marketers use our platform to track both competitors and aspirational brands that are producing top-notch content. (Read about the Top 20 Most Stalked Brands in our platform here.)
One brand that has earned the admiration of some of our customers is BBC Earth. When we took a closer look at their content marketing, we couldn’t agree more!
The BBC Earth Facebook Page features a rotating roster of quirky, charming, and always-stunning photos of animals in action for its cover photo.
True to its mission, the brand does a phenomenal job sharing the stories, beauty, and natural wonder of our planet on its digital channels. But what we found to be especially beautiful and aspirational about BBC Earth’s content marketing is not simply the breathtaking quality of their photos and videos — it’s that BBC Earth tailors and expresses its content using different mediums on different channels (the way true brand storytelling should be done!)
On Tumblr, for example, BBC Earth uses animated gifs to explain animal behaviors and natural phenomena. Take a look at the post below, which endearingly shows how penguins build nests out of pebbles:
The post was a major hit for BBC Earth; with over 20,000 notes, the post saw 12X more interactions than their average Tumblr post.
On YouTube, BBC Earth invites its audience to “Be amazed.”
… and the brand delivers! Check out this slow-motion video of the striking power of a puff adder, which has has over 3 Million views and 5.7K likes to date:
And for Earth Day, BBC Earth upped the ante. The brand launched an interactive content asset called “Your Life On Earth,” which illustrates how the earth has changed since your time of birth.
The asset was even an out-performer on the brand’s Facebook page, reaping 2X as many interactions as the brand’s average.
Feeling inspired? To succeed with multi-channel brand storytelling like BBC Earth, keep in mind that each channel offers unique opportunities to engage your audience in a different way. Instead of broadcasting the same message everywhere, try to approach each channel as a new medium for your brand’s story. Your audience will thank you!
To learn more about how a few brands are getting the most ROI from their content with the least effort, get your copy of The Content Marketing Paradox report!