Let's put it into words.

“Content is king.” “You need great content.” “What’s your content strategy?”

Ode to the Content Kings

You can’t start a business today without at least answering some of the above questions. People will give their two cents about what you should blog or tweet about, how traffic will flow to your site because of it, and how vital it is just to join the conversation. But what is great content and how time consuming should content be? In my life and research, I’ve come across some businesses that do content extremely well. Here’s an ode to them, and feel free to learn from their great examples.

Innocent Drinks. Ever feel energised reading packaging text? Neither did I, until I came across one from Innocent. With texts that go something like this ‘No blueberry has ever taken your window seat on a plane …’ I just had to keep reading (and chuckling). This wasn’t all I did: I also took the time to visit their website to find out what else they’ve got. There’s plenty of that superb, humorous text that mingles with animated images, information about how they’re ‘rewilding’ our planet, how-to guides for kids and adults alike. The best part? It all feels authentic. I’m convinced that they care.

Oatley Drinks. See a pattern yet? I promise, there’ll be more product diversity further below. Now, their package side is sometimes dedicated to a member of staff and their particular passion for saving the planet. I may not remember their names, but I remember what they stand for. And calling their ingredient list The Boring Side is just brilliant. Their website is the opposite of Innocent when it comes to look and feel: it’s messy and has a skater vibe to it. The tone of voice, though, is similarly funny, in a UK understated humour kind of way. Either way, I love a company that calls their newsletter Spam by Oatley. Sign me up.

Morgan & Westfield. Yes, the world of corporate finance may seem dull, but having worked inside of it, I can safely state that its people are anything but. What’s tricky is translating this vast array and knowledge and professionalism into content that doesn’t seem, well, dull. Morgan & Westfield, a business that helps sell other businesses, does this beautifully. Upon landing, their purpose is clearly explained, backed up by client statements and stories, and then finished up by an M&A library. It’s podcast series, M&A Talk, is also well worth a listen. Kudos to this organisation for shunning blue – the finance world’s number one choice in corporate colours – in favour of the more expressionist red. Suddenly, I remember why the money world still fascinates me.

IKEA. There had to be at least one giant, global corporation in there. Perhaps IKEA should have claimed the top spot, because in reality it’s not so easy to create witty and engaging copy with all the layers of nit-picking and approval that exist in a multinational organisation. But IKEA manages, using expressions such as Thinking beyond the (storage) box, sections dedicated to home life in specific countries that open up to its own info-page, and modernising their classic side-offerings such as introducing a plant-based hot dog. And it has to be said – even though I’m Swedish and somewhat biased – continuing to find Swedish names for their products is a feat in itself.