kotex content curationKotex is another brand using content marketing to get their message out.  They use the major social channels (Facebook, Twitter, Tumblr, Pinterest, Google+ and YouTube) to organize their community and create discussions.

Much like Coca-Cola, Kotex uses a theme to unite their content strategy.  All of their activities fit under the umbrella phrase “Stand Up for What’s Real”.   This gives the company the ability to engage their audience across a number of different topics without ever having to pitch their product.  Very smart.

It’s another example of advertising without actually advertising.  Create or curate great content, find people who are interested in the topic and then give them a reason to engage.  This is the basic formula for content marketing. The tricky part is finding out what triggers those connections, testing is key.

Read more about how Kotex is getting it done: 

Kotex, the feminine care brand of Kimberly-Clark Corp., has implemented an extensive content marketing strategy to get young women to “Stand Up for What’s Real,” encouraging its community to not only engage on the company’s website, but to voice opinions in social forums orchestrated […]

Read Full Article:  Kotex Uses Stand-Up Comedy in New Content Campaign | Content Marketing Institute.

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