Content Marketing Favorites

1. Digitec (Digitec Galaxus AG)It takes courage for an eCommerce player to create space for content on the ever-competitive home page, of all places. The content is conversational and useful, the link to conversion to products from the range is credible and transparent.2. springlane.comThe "Magazine" and "Recipes" sections offer a broad and deep range of high-quality content. This is particularly clear from the distribution on Pinterest. New users are led to the site exclusively via the content incentive and, in a second step, to the store.3. caterpillar.comEspecially the abundance of video content and the extensive, extremely segmented distribution are impressive.Ursina Ghilardi, Deputy Managing Director and Consultant, Kernbrand AG

1. Galaxus (Digitec Galaxus AG)Perfect combination of information and promotion. The user is offered real added value in the articles. And that obviously also pays off for Galaxus.2. Axa WinterthurWhat I find remarkable is the newsroom concept behind it. AXA thus becomes a publisher and can react quickly and flexibly to public discussions. The changed user behavior is consistently taken into account, up to and including the restructuring of internal processes and roles.3. SwissTravel Guide.Nina Krucker, Partner and Head of Brand Communication, Farner Brand Communiations AG

1. EtsyHas revolutionized online commerce in a very charming way. This is due in no small part to Etsy's sophisticated content marketing strategy, which actively provides each and every one of their merchants with content marketing tips and content marketing tools.2. SlackThe instant messaging service Slack manages to occupy the topic of "work" with emotional and/or helpful stories and tips in a holistic way and thus play on various channels.3. PersilPersil also always delivers good content marketing ideas with entertaining stories behind them. Currently with the baby conspiracy.Sonam Wieland, Senior Consultant and Partner, adisfaction Suisse AG

1. PostFinanceAnnual cooperation on 20min. Target group-oriented and interesting design of the articles which are very attention-grabbing.2. Axa WinterthurWinter Challenge.3. Grisons vacationsGreat case, which went through the media worldwide. From Jung von Matt.Norman Bandi, Head of NZZ Content Solutions - Corporate Publishing Service Provider of the NZZ Media Group

1. McDonaldsAdvertising campaign "The truth about McDonald's". In times of "fake news" and "alternative facts," global corporations are seizing the opportunity. In Germany, the fast-food giant has recently been trying to dispel myths and rumors. What looks nice on the microsite arouses curiosity as poster subjects and in print ads: "Masturbation makes you blind." or "Kissing makes you pregnant." Message: "Don't believe everything you're told!"2. Mercedes BenzCross-media storytelling: "She's Mercedes". The fact that male luxury brands are targeting the female demographic is nothing new. And neither is Mercedes-Benz's inspiration platform with women for women. But it's only in recent months that the online format, with its appealing content and visuals, has picked up steam. Print magazines and networking events are now part of it cross-medially. The cars are rather silent companions.3. GooglePrint magazine "Aufbruch München". Of all things, the search engine giant relies on printed paper. This was the case last summer, when 550,000 copies of "Aufbruch München" were included in the "Süddeutsche Zeitung. The 36-page magazine was produced by SZ Publishing on behalf of Google Germany. Once again, the topic was digitization, linked with a free Workshop Series on online marketing for SMEs.