Hot content marketing: Baked fresh daily

This article explains how brands can build a successful content marketing strategy, using examples from food company Kraft, financial services company Charles Schwab, and paint company Rust-Oleum.

Hot content marketing: Baked fresh daily

John Patrick Pullen

It's hard to imagine, but this past Spring, Kraft Foods had a cupcake problem. Leading into St. Patrick's Day, its data sleuths, responsible for monitoring hot trends, saw a lot of activity in social media around green velvet cake. People were gearing up for the holiday and looking for ways to make their party food pop. But, despite 111 years of fueling home cooks with recipes and ingredients, Kraft didn't have the makings for green velvet. "We do have a killer red velvet cake," says Julie Fleischer, the company's director of...

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