What Great Brands Do That Good Brands Don't in Content Marketing
Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!
Ilana Rabinowitz, Vice President of Marketing and Product Development at Lion Brand Yarn Company, joins the Content Pros Podcast to discuss how Lion Brand works with influencers to create and promote new products and engage with customers.
Lion Brand Yarn Company
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Countless businesses are born every day. In fact, the word “startup” has become commonplace.
Existing in this environment can breed a kind of competitiveness that turns the focus inward. “How does your product stand out?” and “What is your brand identity?” are commonly proposed questions. While these are important questions to answer, what if there was a different way of approaching your marketing?
Ilana Rabinowitz of Lion Brand Yarn Company has an interesting perspective: “It’s about them.” By turning the spotlight on customers, and even using the company’s social media to promote them, she’s successfully pushed a company that’s been around for over one hundred years into an entirely new and younger market.
There’s an often untapped power in engaging with cultural influencers, not just to influence customers, but to influence business as well.
“As soon as every possible digital platform came along that made sense for us, we started to engage.”—@Ilana221
“You really don’t want to be left behind using the typewriter and the telephone”—@Ilana221
“We support our influencers and share their content to hopefully help them grow.” Click To Tweet
What’s your favorite yarn color? Black is Ilana’s favorite color and she attributes that to her New York upbringing.
Okay, what’s your favorite season of the year? Fall is easily her favorite season. She even makes a point to take a ride every weekend to enjoy it!
What is your favorite ice cream flavor or color? Anything with chocolate is okay with Ilana!
See you next week!
Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!