Colleague 1
Delores Langston
I am a long-time customer of Nike. Nike is a company that has added value to my life through its content marketing. I am an active user of the Nike Training Club application, where I frequently get free access to workouts, health tips, and advice. While the app may also promote different products, it gives me value in the form of resources to help me be active. The brand marketing materials and campaigns I access focus on giving me a chance to grow, rather than only promoting products.
My experience with Nike’s content marketing has created positive brand associations in my memory. By helping me with free workout programs and expert tips, Nike has become an embodiment of fitness motivation for me. Therefore, when I need to purchase new running shoes or a training top, I turn to Nike because I associate their products with my athletic success. It is a good example of Braddock’s (2018) point that companies are better off competing by offering value on par with Amazon rather than only marketing their products.
It is likely that marketing data and analytics will play a big role in this. For example, by using app analytics, Nike can see which workouts each user performs most often and offer similar programs. Predictive analytics may also be utilized to make product or service suggestions based on recent activity, for example, when a user finishes a heavy workout, Nike may suggest recovery gear. Another example of data utilization is GWI, or GlobalWebIndex, a platform that provides insights into consumer behavior, enabling the tailoring of campaigns for different audiences (Keane, 2019). In my situation, the brand has likely used data to determine what content to share with me. By making an effort to give me access to material that is relevant to my goals, they have helped increase my trust in the brand. Nike’s content marketing is a great example of how data and resources that provide value to customers can build consumer trust, engagement, and sales.
References:
Braddock, R. (2018, June 14). To compete with Amazon, big-name consumer brands have to become more like it. Harvard Business Review Digital Articles, 2–5. http://hbr.org
Keane, L. (2019, January 18). 10 ad campaigns inspired by powerful consumer insights. GWI. https://blog.globalwebindex.com/marketing/powerful-consumer-insights/
Colleague 2
Katlyn Bone
One experience I had with content marketing that really stood out to me was with REI. I was searching for beginner-friendly hiking trails and tips for staying safe outdoors. Instead of pushing products, REI’s website had detailed articles on hiking preparation, gear checklists, trail etiquette, and even safety tips. These resources gave me the confidence to try hiking as a new hobby while teaching me how to get started the right way. It reminded me of what Mind Tools (2021) explains about content marketing being most effective when it provides useful and relevant information that people welcome.
That experience shaped the way I view REI because it made them feel like a trustworthy source of knowledge rather than just another store. After reading their guides, I felt more open to exploring their products because I trusted their expertise. Even when I wasn’t ready to buy anything, I still signed up for their newsletter so I could get more tips and updates. Over time, that created a sense of loyalty, which lines up with the idea that content marketing helps build relationships and communities that keep customers engaged (Mind Tools, 2021).
Data and analytics probably played a big role in this. REI could have been tracking which articles people like me were reading most, using tools such as Google Analytics or SEO platforms to figure out what topic’s beginner hikers were searching for. And when I signed up for the newsletter, they may have used marketing automation systems to group me into a beginner segment and send me content that matched my interests. This reminds me of how companies are now using real-time tools like experience tracking to quickly capture customer reactions and adjust their campaigns to be more effective (Macdonald, Wilson, & Konuş, 2012).
This experience showed me that content marketing, especially when paired with good analytics, can do so much more than promote products. It can build trust, create long-term relationships, and make people more likely to stick with a brand.
References:
Macdonald, E. K., Wilson, H. N., & Konuş, U. (2012). Better customer insight—in real time. Harvard Business Review, 90(9), 102–109. https://hbr.org/search/R1209H
Mind Tools. (2021). What is content marketing? Make powerful connections with customers. Emerald Works Limited. https://www.mindtools.com/community/pages/article/content-marketing.php
