Billion-dollar brands inspire us; they give us the proof that “the sky isn’t the limit.” They raise the bar and help move us to bigger levels of greatness. As the saying goes, “success leaves clues,” and if we watch the big boys, we’ll have enough clues as to what’s working and what we should do, too.
As leaders in their markets, companies like Coca-Cola, Geico and Under Armour keep growing because they are always applying new methods to assure they keep growing. One of those growth tactics these companies use is content marketing. By studying their content marketing methods, we can reap great rewards and drive up sales. One report by Demand Gen in 2016 noted that 96 percent of B2B buyers want content to help them make a buying decision.
Under Armour gives you free content for a reason.
While most of us think of Under Armour as just a clothing company, a deeper dive into its business strategy reveals a content producing machine. Online, Under Armour boasts a robust health blog that rivals that of Livestrong.com and competes with the best health blogs and video channels.
Under Armour has also created free smartphone applications that millions of users love. With over 175 million users, the MyFitnessPal smartphone application has become almost synonymous with health. This simple application has become a go-to health app for tracking food and getting critical health information. The application is also chock full of articles, videos and podcast interviews.
It’s the 21st century, and the internet is where we go to find stuff. If you’re anything like most people, when you want an answer for just about anything, you pull up Google. Since Under Armour knows that content is…
