Kraft Foods Content Marketing & Curation Strategy

Another example of a big brand using content marketing to get their point across.  Similar to Coke’s “Live Positively” campaign, Kraft has created a theme for all of their content efforts called “Make Today Delicious.”

Unlike Coke’s strategy which relies mostly on original content development, Kraft uses a mixed approach.  According to Julie Fleischer, Director of Content Strategy & Integration, it’s important to use a variety of sources for your content to effectively drive community engagement.  She uses original content as well as curated material and user generated as well.  This has made Kraft one of the front runners in the content marketing race.

Fleischer makes a good point about the need to focus your efforts and not try to be everywhere all the time.  Choose a couple of channels and really try to make your presence felt.  Trying to jump on to every ‘bleeding edge’ technology will ultimately leave you spread out and ineffective.

Read the rest of her interview: 

As the advertising environment has grown more cluttered and technology has enabled consumers to block out messages, content marketing has emerged as the best way to ensure that a brand’s message is actually being consumed. Equally […]

Read Full Article:  Kraft Foods Dishes Out Its Recipe for Successful Content Marketing – Forbes.

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