How to Market Like Google
Google is a content marketing expert.
I can hear you saying, “Huh? But they’re a search engine!” But stick with me. Ever heard of Google Doodles? They’re fun changes that Google makes to its logo in honor of holidays and other notable events. They’re also an example of content marketing at its best. And you can do it, too, on your own blog, on your own web site, with your own email marketing campaign.
The great thing about Google Doodles is that they’re entertaining, interactive, and highly shareable. They’re also effective – web sites related to the day’s doodle topic have seen significant spikes in traffic thanks to Google’s fun marketing practices.
Here are four ways to take the core spirit of Google Doodles and apply it to your own content marketing plan.
Google Doodles Are…
The first feature that makes Google Doodles the pinnacle of content marketing? They’re fun. Usually whimsical, often interactive and calling out events that make people smile – like the first drive-in movie theater or the birthday of a famous author.
And many times, they’re unexpected. You didn’t know that it was the Golden Gate Bridge’s 75th anniversary until you searched for something on Google and noticed the different logo. That sense of serendipity adds to the fun.
Google Doodles are fun to play with. This year, Google gave us the Moog Synthesizer. Last year, it was Les Paul’s guitar. Several Doodles have incorporated video. And even the ones that are static images are still interactive – every doodle links to search results related to what’s being commemorated. So visitors interact with both the content (the doodle) and the service itself.
Google’s interactive Doodles are highly shareable, too, with sharing options built right in. Their recent instrument Doodles had recording buttons that saved creations to YouTube so users could easily share with their friends. Sharing options built right in made it easy for those Doodles to go viral.
Google Doodles are fun and entertaining, but they’re also educational. Every Doodle links to search results that explain more about the topic. Some commemorate obscure holidays or public figures you may never have heard of. Google takes the opportunity to educate their audience through search.
You don’t have to be Google to market as well as Google does. How do you use content marketing in your own campaign?