Authentic, adaptable, awesome — Content strategies that rock

By Meg Gibbons, May 2021. Posts

Integrated, data-led, targeted — that’s the recipe for killer content marketing strategy. Every brand can get there, but what does it really look like?

Content produced in silos, without an overarching purpose and strategy pinning it all together, just isn’t going to cut it. Not if you want to reduce waste and reach consumers in the most meaningful ways.

Creative, integrated, and organised content is the only way to hit KPIs, inspire your audience, and build your brand at the same time. We get it, it’s not easy. But it’s definitely possible. To prove our point, we’ve spotted and gathered three of our favourite marketing strategy examples. These brands are disrupting, inspiring, and leading the way on how to create a content marketing strategy.

ALDI — Platforms with a purpose

In their recent lawsuit with Marks and Spencers (#FreeCuthbert), Aldi has been a difficult brand to ignore online. But it’s no accident that the notorious supermarket’s marketing strategy (supermarketing strategy?) was totally equipped to grasp the controversy with humour, resilience, and great content. Here’s how:

What are they doing?

Brand consistency is key. But Aldi has a very clear channel purpose for each of their social media channels. This shows they have a well developed content strategy framework they stick to. They have a time and a place for everything which gives them a way to reach different audiences in different ways, plus it gives people a reason to follow and engage with them across different platforms. . Consistency that keeps you adaptable — it’s the best of both worlds.

Looking for a laugh? Aldi’s Twitter is the place to be. Brimming with personality and sharp, relatable commentary. The content achieves lighthearted, viral engagement with a huge audience of both consumers and other big brands. Meanwhile, over on Instagram, Aldi’s feed is a foodie’s dream. Fluently organised on the grid like a seasonal, digital recipe book, the content is useful, high-quality and beautiful.

Why it works

By integrating their brand purpose across multiple channels and customer touch points, Aldi is always meeting their audience in the right place, at the right time. With a content strategy as adaptable as this, Aldi showcases itself as a brand for absolutely everyone. And you can’t argue with that Twitter engagement.

Dove — Reduce, re-use, stay relevant

Way back in 2005, Dove launched their ‘Real Beauty’ campaign. They defined their brand voice around helping women to realise their personal beauty and build self-esteem. Dove took a bold, emotional stance with their content by selling the social and political benefits of supporting their brand, rather than the more functional reasons to use their products.

Powerful then. Powerful now. But fast-forward 16 years and purpose-led content marketing has become commonplace and, at times, tokenistic. It’s a fast-moving culture where brands are expected to take a stance on social issues. It’s standard. So, the pressure is on for Dove’s messaging to stay relevant, authentic and unique.

What are they doing?

The #NoDigitalDistortian movement is Dove’s latest digital campaign, but this one’s a bit different. Dove needs to use Instagram to reach its audience, but they’ve recognised the platform’s major role in perpetuating unrealistic beauty standards online. Not ideal for the brand’s core message. 

By creating heavily-branded tools and content specific to the interactive features on Instagram stories, Dove is taking down commercialised beauty standards from the inside-out. They’re evolving their existing content and messaging to stay critical, engaged and socially relevant on the platform.

With influencer backing from big names associated with body positivity advocacy, like Lizzo and Megan Jayne Crabbe, the content shouts loudly and proudly with an extra authentic voice.

Why it works

We’ll say it again: consistency is key. And if any brand understands that, it’s Dove. They have a clear voice defined by a long legacy of social campaigns, which aligns with a strong core message. They have stayed true to their values across platforms, time and departments. It’s just easier to integrate and create brilliant content when you know your voice.

The proof’s in the data, with 53% of respondents in one survey associating Dove with body positivity — among the highest associations with a single cause.

Instagram polls, quizzes, filters and distinct hashtags also make it easy to encourage and track audience engagement in real time. And we all know that trackable, data-led content is the bread and butter if we want to see the benefits of content marketing strategy.

Colgate — Educate and Integrate

We’re all (hopefully) brushing our teeth twice a day. But how can brands like Colgate, in such an everyday consumer industry, get us talking about oral hygiene more? By helping us to brush up on our knowledge. That’s how.

What are they doing?

Colgate creates great content strategy templates to educate the audience. Their online Oral Health Centre is brimming with categorised information and resources, all signalled towards their products. Featuring advice on topics from nutrition, to cosmetics, to how to write a useful letter from the tooth fairy (too cute), the content is integrated across their channels and encourages consumers to make more informed decisions. 

But it’s not all facts and no fun. While spreading all of this know-how, Colgate’s social media messaging also has a lot of heart, linking back to the brand by promoting optimism, smiles, emotional intelligence. Their #ColgateOptimismProject on Twitter is reaching out and lending a platform to young leaders who are channeling optimism into action and “building a future we can all smile about.” They’re inspiring their audience to floss and be a boss.

Why it works 

When education-led content is well-researched and easy to navigate, it can create huge credibility with a built-in call to action for your brand. Colgate knows that the more the consumer understands about how to lead a healthy lifestyle, the more demand there will be for their products. It just adds up.

We know by now that using real, authentic voices is always a hit, but Colgate’s content strategy example finds a brilliant balance between humanity and functionality that keeps consumers coming back. It’s about being a friend to your audience — a positive and approachable source of knowledge. If you can identify problems and present solutions in the right place and at the right time, that’s integrated content.
Now don’t tell us you don’t want a content strategy that rocks. That delivers, hits KPIs and makes your audience fall in love with you. Of course you do. So get in touch. Drop us a line to learn more about the benefits of content marketing strategy or take a deeper dive into what we can offer you. Hint: it’s killer creative and fully integrated, data-led content.


The best content strategy templates factor in who, where and when: who’s it for? Where can we reach them? When will this message have the most impact? All of our killer examples nail at least one of these. But what if you could rock all of them?

Our content strategy services can help you develop a solid framework based on data and strong creative to maintain content that’s high-performing, high-quality, and low-waste. With an integrated approach that covers production, strategy, and operation towards consistent content standards across your organisation, we’re really practicing what we’re preaching. You can read more in one of our case studies here.

We’d love to chat with you about your ambition for your content strategy and how we can help you overcome any blockers to create brilliant impact. Don’t be shy, get in touch.