Build Your Brand with Content Marketing


Building your brand with content Marketing is becoming increasingly important. In the good old days before the web and social media, it was enough to simply communicate your brand’s value proposition in a highly memorable and convincing manner and watch the sales roll in. No more. Relevant content can be an approach to engage your customers and smartly differentiate your brand. In an earlier post “Publishing — The Future of Marketing?,” I described why the importance of content marketing is increasing. And Joe Pulizzi of Junta 42, in his excellent post “The Decline of Advertising and Rise of Content Spending,” explains more about the rising tide of content in the future.

Subway -- Smartly Using Content Marketing

Subway -- Smartly Using Content Marketing

Subway has gotten a lot of attention recently for their “fresh and healthy” positioning and impactful $5 foot long subs campaign. But equally deserving in my opinion is how they’re using Content Marketing in their Subway Kids program. This program has taken the core Subway value proposition — “fresh and healthy” — and extended it to kids. Subway Kids adheres to a couple of basic tenets that are important to good Content Marketing.

First, they’re clear about their target(s). The quick serve category serves two masters — parents and kids. And Subway Kids markets effectively to both. Check out the recent Subway Kids TV commercial showing creative kids outdoor games and see if you, as a parent, can resist feeling good about the Subway brand and what they’re trying to do for kids.

Second, Subway Kids stays true to the “fresh and healthy” core value proposition of the parent brand. Many brands line extend into secondary benefits or segments and conveniently forget the core focus of the brand or fail to reinforce it sufficiently. Not so with Subway Kids.

Subway Kids -- Using Marketing Content to Extend & Deepen the Brand

Subway Kids -- Using Marketing Content to Extend & Deepen the Brand

4 Smart Ways Subway Kids is Using Content Marketing

Here’s four smart ways Subway Kids is using content to engage their customers and deepen the relationship — all of which support “fresh and healthy.”

  1. Suggest Activities — Subway Kids “Get Your Family In Motion” adds relevant and meaningful content about activities that families can do together — which are healthy and active. All of the activities  surround and deepen the “fresh and healthy” positioning.
  2. Explore Choices — The “Meet the Subway Kids” program provides the opportunity for kids to choose a Subway Kids friend on-line to hang out with. They can then follow the kid and see how they’re feeling, what decisions they make, and how this relates to their food choices–another route into the fresh and healthy value proposition.
  3. Engage Schools — Subway Kids “Random Acts of Fitness” program  extends their core benefit to schools with calendars, stickers, educational programs, etc. designed to help teachers and parents reinforce healthy and active behaviors.
  4. Educate and Inform Parents — Subway Kids offers a convenient widget which provides parents with daily nutition tips and activity suggestions .

What’s Right About Subway Kids Marketing

The “red thread” throughout the entire Subway Kids proposition is easy to see and follow — healthy and active kids. And the Kids programs all relate directly to and are mutually supportive of this theme. Now, remember the Subway core value proposition — fresh and healthy ? It’s obvious how the Subway Kids “healthy and active” proposition surrounds,  enhances and deepens the core “fresh and healthy” Subway value proposition. My only complaint is that it’s a bit difficult to find Subway Kids on their website.

Is it working ? Well, I don’t have access to Subway sales vs. target, but at least one recent book, “Brand Bubble,” by Gerzema and Lebar, identifies Subway as one of the few brands that are growing both brand market value and consumer brand equity ratings. What’s not to like about a brand that delivers compelling, relevant content that’s supportive of their core brand promise and “good for you” food ?

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5 Responses to Build Your Brand with Content Marketing

  1. […] story here beardrs How the Future Social Web will Transform Marketing « Randall […]

  2. Cari Gatto says:

    Randall, I couldn’t agree more on this shift. With today’s consumers it’s critical for companies to establish themselves as credible experts in their respective field. This doesn’t happen with a catchy tag line and jingle but with relevant content. I would add that viral elements should be built in order to fully leverage available social media. Another great benefit of using content is being able to measure, test and refine to optimize a program.

    • beardrs says:

      Hi Cari — Thanks for reading the blog and providing your comments. Social media and digital are both a driving force and consequence of the rising importance of content in the marketing mix. I agree with the additional benefits you mention as well. This whole area is one that B2B marketers can probably teach the B2C marketers something about, as content has long been an important part of the marketing mix of many B2B firms.
      Randall

  3. spartanvikas says:

    Beard, in sync with your blog completely. I think content marketing and finding the content creators of your brand is very important and engaging them to evangelize about you is equally important as well.
    You may want to read my blog on an idea similar to yours here and let me know what you think.

  4. […] content marketing portfolio provides another way to drive engagement with your brand (for more see “Build Your Brand with Content Marketing”). But, don’t just walk blindly into it. Choose the right programs, design the integration for […]

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