Nike's Content Strategy

Content strategy is a subject that I am very passionate about.  I have noticed so many companies jump onto the social media bandwagon without having a strategy around what kind of content to provide, and so often then end up just trying to “sell” to their audience or provide general information about the company itself.  They focus more on themselves than on their audience and the value they provide.  People want quality not quantity!  Especially when news feeds are filled with politics, bad news and advertisements, its quality content that stands out.  As stated on WebSpecDesign.com, it is important to “… think about the story you want your content to share with your customers.” (Conger, 2016)

Nike’s content is an inspirational athletic message.  Honestly, after doing research for this assignment, spending time on the Nike Facebook and Twitter pages makes me want to grab my running shoes and hit the gym!  Very rarely is there an “advertisement” for product, and when there is, it is generally an introduction to line or athletic collaboration.  This is true across all of their digital platforms and fits perfectly with their value proposition of selling the dream that we can all be “superior athletes”. 

In terms of the buying cycle and how content marketing is used, an article on Patch.com points out that, “… in contrast with a typical advertisement that you might see on television, content marketing doesn’t have to directly mention the product, service, or even the company – at least in the earliest stages. Instead, the content should be designed to entertain or help people solve a problem.” (Morrow, 2013) I believe that Nike primarily focuses on the first two stages of the buying cycle with their content marketing, the “awareness” and “consideration” phases.  They are centered on inspiring people and create an understanding that they provide a solution to the problem of wanting to feel more “fit and in-shape… more athletic.”  All of the amazing athletes they feature are wearing Nike shoes and gear and, like I mentioned earlier, watching their incredible talent makes the audience want to grab a pair of Nike shoes and feed off the inspiration these athletes exude.  

References

Conger, T. (2016, January 27). The Importance of a Content Strategy for your Marketing Success. Retrieved July 28, 2016, from http://www.webspecdesign.com/2016/01/the-importance-of-a-content-strategy/

Morrow, S. (2013, February 20). Content Marketing and the 3 Stages of the Buying Cycle. Retrieved July 28, 2016, from http://patch.com/new-jersey/princeton/bp--content-marketing-and-the-3-stages-of-the-buying-cycle 

Nike's USP

Nike uses many different digital platforms to develop their brand and build brand loyalty.  They are incredibly active on social media and make a point to respond to nearly every mention they receive.  Nike has embraced and made a huge push toward digital media, “It spent nearly $800 million on ‘nontraditional’ advertising in 2010, according to Advertising Age estimates, a greater percentage of its U.S. advertising budget than any other top 100 U.S. advertiser.” (Cendrowski, 2012) This gives them a platform to connect with their target markets as well as engage their emotional marketing strategy, using the story of heroism.  They don’t sell shoes, they sell the idea that we can all be an athlete! 

As defined on BusinessDictonary.com, a business’ unique selling position (USP) is the “Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands.  USP is often a critical component of a promotional theme around which an advertising campaign is built.” (What is unique selling proposition (USP)?, n.d.) Nike’s USP lies in positioning their products for professional athletes.  Therefore, when consumers purchase a pair of Nike shoes or athletic gear, they aspire to tap into what makes their favorite athletes so great.  This is what all of their brands, across all of their platforms, are positioned around.  By understanding the target market and their desire for performance and empowerment, Nike has become a leading global brand of athletic shoes and apparel.      

Here is a list of the digital platforms that Nike is involved with:

Website

Facebook

Instagram

YouTube

LinkedIn

Twitter

Pintrest

Google +

Nike + (their own social media platform!)

  

References 

Cendrowski, S. (2012, February 13). Nike's new marketing mojo. Retrieved July 22, 2016, from http://fortune.com/2012/02/13/nikes-new-marketing-mojo/  

Moth, D. (2013, March 27). How Nike uses Facebook, Twitter, Pinterest and Google. Retrieved July 21, 2016, from https://econsultancy.com/blog/62412-how-nike-uses-facebook-twitter-pinterest-and-google/

What is unique selling proposition (USP)? definition and meaning. (n.d.). Retrieved July 21, 2016, from http://www.businessdictionary.com/definition/unique-selling-proposition-USP.html  

Nike

Nike is one of the most iconic names in American business.  Started as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil Knight, the company was later named Nike in 1971 after the Greek goddess of victory (Nike, Inc., n.d.).  Known best for their shoes, Nike states on their website that they "create products, services and experiences for today's athlete while solving problems for the next generation."  Their mission statement is "Bringing inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)" (NIKE, Inc., n.d.)  In their 52 year history the company has grown to be one of the most successful publicly traded companies in the country, having been on the Fortune 500 list for the last 22 years.  They bring in $30.601 billion in annual revenue and employ over 62,000 people worldwide (Nike, Inc., n.d.).

They have always been a very marketing oriented company, focusing their products, brand and messaging around the consumer.  In a 2015 article on BusinessInsider.com, they point out that the top three target markets Nike is most currently focused on is: women, young athletes and runners.  Following the "athleisure" trend in sport's fashion, women in their 20s and 30s are the primary target in this market segment.  Nike sponsors local leagues and clubs to draw in young athletes by wearing their products.  Also, all of the NFL teams currently wear Nike gear, making it attractive to young sports fans.  Going back to its roots, runners are a primary focus of their innovation efforts especially with their running app Nike+. (Lutz, 2015)  The company continues to grow and be an even more dominant force in the athletic apparel market by focusing in on its key demographics.  


References

Lutz, A. (2015, April 07). Nike is going after 3 kinds of customers. Retrieved July 07, 2016, from http://www.businessinsider.com/nike-is-going-after-3-kinds-of-customers-2015-4

Nike, Inc. (n.d.). Retrieved July 07, 2016, from https://en.wikipedia.org/wiki/Nike,_Inc.

NIKE, Inc. (n.d.). Retrieved July 7, 2016, from https://www.nike.com/