Content Marketing That Comes Up Smelling Like Roses

As I’ve written before, one of the best things about content marketing is seeing how different companies take advantage of it to reach new and existing customers. As it turns out, my recent wedding (and the year-and-a-half of planning that preceded it) opened my eyes to a handful of cool ways that companies are using content.

Case in point, as with most weddings, we needed to hire a florist to help with the event. (NOTE: I had very little to do with this process.) While the day went off without a hitch and my new wife was thrilled with the floral arrangements, what really impressed me was what happened after the wedding.

As it turns out, the florist we chose (Ideas in Bloom, LLC) has a full-on inbound marketing strategy in place, complete with a cool website site, running blog, and social media presence on Facebook and Twitter. Since my wife had previously “Liked” them on Facebook, a few days after the wedding we were alerted to their latest blog post titled “Gina & Brendan Married 10.1.11”. It included a fun little write-up of the work they did setting up for the ceremony and reception, with details on the flowers and arrangements that were chosen. They also included a few pictures of the bride’s bouquet, and coolest of all, a short video of the scene inside the tent as all the decorations came together (below).

It seems that posts like these are pretty common, as the group handles quite a few weddings around the New England area. It’s a great (yet simple) example of how content and social media can give customers an inside look at how your business works and educate them on the type of quality they can expect before they buy. And of course, it’s just another example of how content marketing truly is everywhere these days.

You can find more information on content marketing and editorial practices at the OpenView Labs website. You can also follow Brendan on Twitter @BrenCournoyer and find more from the OpenView team @OpenViewVenture.