For years, I have struggled with skin issues and I have used various products. From skincare products suggested by friends, television infomercials products, and prescriptions. After a while, frustration grew because nothing worked. One day I googled Neutrogena, a Johnson and Johnson product because I recalled years ago when I was experiencing skincare issues my dad purchased this product for me and it seemed to work. However, that was so long ago and I wondered if this product could still help, and if is it for my demographic.

A year ago, I saw videos for Neutrogena that engaged viewers with stories about healthy skincare habits. In 2021, Kerry Washington, actor, and brand ambassador for Neutrogena produced, a video of the long-term effects of sun exposure on skin. I am a huge fan of Kerry Washington and she is in my demographic so I decided to watch the video(Williams, 2021). This content marketing video also included expert advice from a dermatologist who wanted to educate consumers on a safe, simple way to enjoy the sun(Williams, 2021).

The water is my friend and I try to visit a beach, or a lake, or sit by the river and fish so my skin soaks up vitamin D. However, all that sun wreaked havoc on my skin. The videos produced by Neutrogena lured me in and began to sway my purchase decision. I explored other products such as Dove and Oil of Olay, and during that time, I received informative content via online ads and videos from Neutrogena relevant to me.

Eventually, I purchased Neutrogena's Hydro Gel with retinol and began using it twice a day. I am a fan, as it not only cleans it removes makeup with ease and plumps the skin providing a youthful glow. I am a satisfied customer because my skin is improving and I did not feel that Neutrogena was harassing me to purchase their product. Friendly nudging is preferable to bombardment. As stated by (Limited, n.d.), "Content marketing is a method of communicating and engaging with your customers without overtly selling to them, in a way they often welcome. It focuses on building relationships with customers to encourage future sales, not just immediate ones."

References

Limited, E. W. (n.d.). What is content marketing? Make powerful connections with consumers. Retrieved from MindTools: https://www.mindtools.com/community/pages/article/content-marketing.php

Williams, R. (2021, April 6). Neutrogena opens its first brand studio to create original content. Retrieved from MarketingDive: https://www.marketingdive.com/news/neutrogena-opens-its-first-brand-studio-to-create-original-content/597826/

QUESTIONS:

• Ask a question about your colleague's experience with an organization that provided value to them through content marketing.
• Provide an additional perspective on the impact of the experience on your colleague's interaction with the organization. For example, would you have reacted similarly?
• Offer an additional suggestion for one or more technologies that could have been employed in your colleague's experience.