Content CreationDemand GenerationMarketing Analytics

The Content Marketeer 50: Brands to Watch in 2012

By March 4, 2012 9 Comments

“Content is king!” has been ringing in marketers’ ears ever since Bill Gates made the proclamation in a 1996 essay. In it, he predicted all companies would eventually become Internet publishers. But only recently have many brands truly recognized the power of producing content about their customers’ interests as a way to attract them and grow their business. This list of 50 Brands to Watch in 2012 is our way of honoring the pioneers who have built thriving content marketing operations, paving the way for the rest of us who are now taking up the strategy.

 

During 2011, our team members at Kapost were entrenched on the frontlines of Internet publishing, working with a diverse spectrum of content creators—legacy journalists, leading brands, industry influencers, and others—to meet their publishing needs. That work exposed us to various brands and businesses that were leading the charge in digital content marketing. We followed their efforts closely throughout the fourth quarter of 2011 to better understand their processes and operations.

 

While our initial selection of 75 brands to track was subjective, we used a variety of metrics to analyze and determine the top 50 rankings for this list. (Read about our full methodology here). Our partners at Click Z have published the top 10, with the remaining 40 in our own slideshow.

 

Since the outset of this project and the launching of the Marketeer, we’ve been introduced to numerous other content marketing efforts that certainly deserve a mention here. But we stuck with our initial 50 for the sake of completing our research and sharing it with you, our readers. After all, a comprehensive list of content marketing efforts would be futile. Instead, our intention is to add new brands to this inaugural list throughout 2012 and share their stories with you regularly at the Marketeer. We’ll be gathering information as the year moves along and look forward to researching an even larger sample of brands the next time around.
Until then, we hope you’re as inspired as we are by the hard work and dedication of the brand publishers on this list. And we anticipate your nominations for others to consider for 2013. Please share them with us via the forms available after each entry here. Happy reading.Research and reporting provided by Cameron Naish and Will Riseley.

Click here to view The Content Marketeer 50: Brands to Watch in 2012, #11-50 →

 

 The Full List

RankBrandContent Marketing Index
1American Express400
2Intuit384
3General Mills377
4Mr. Porter373
5IBM365
6Kate Spade363
7Williams-Sonoma350
8Cisco347
9Verizon347
10Liberty Mutual346
11P&G (HomemadeSimple)345
12Birchbox344
13Unilever (Degree Men)342
14Patagonia340
15L’Oreal337
16GE336
17P&G (ManoftheHouse)335
18Bergdorf Goodman332
19Tory Burch331
20Eloqua324
21Whole Foods321
22The Boston Consulting Group318
23Adobe317
24Marketo317
25Anthropologie315
26Zillow315
27Zappos314
28Fiskars311
29Southwest Airlines308
30Sun Life Financial306
31AT&T303
32Playstation301
33SEOMoz299
34Kelly Outsourcing and Consulting296
35Barneys New York294
36Deloitte292
37Radian 6292
38Starbucks292
39Dell290
40P&G (BeingGirl)289
41Amazon287
42Target287
43Evernote278
44Macy’s267
45The Gap266
46AtTask262
47Pepsico259
48Ebay250
49Wegmans250
50SAP247
Toby Murdock

About Toby Murdock

Toby Murdock is Kapost’s CEO, co-founding the company in 2009. He leads Kapost in enabling its customers to build and manage content operations that generate the right content for the right customer at the right time, and has directed the company to its market-leading position as the premier B2B content marketing software. Prior to Kapost, Toby was the co-founder and CEO of Qloud, a social music service that allowed 25M users to share their musical identity and discover music from friends. Toby led to Qloud from founding through growth to a successful sale to Buzz Media. Prior to Qloud Toby worked at AOL and Ruckus. Toby lives in Boulder, CO with his wife and three daughters.