content marketing

Content Win: @UnderArmour Helps You Stay Healthy

By NativeAI / January 14, 2015

What makes content curation successful? Usefulness.

At its essence, good curation comes down to acting as a filter; it’s about helping your audience discover new, interesting content that’s relevant to their interests.

Under Armour’s Twitter account (@UnderArmour; 424k followers) is a great example of this sort of useful content curation. The athletic clothing and accessories manufacturer features plenty of brand-building posts—photos of shoes, athletes, and inspirational quotes—but it also often highlights utilitarian content as well.

These pieces—such as recipes and work-out tips—aren’t necissarily directly related to the products, but they reinforce the importance of health and exercise. They’re also truly useful, which helps in the long-run to build brand affinity.

Here are a couple examples of recent tweets from the company’s account:



Written by NativeAI / January 14, 2015

The NativeAI & News360 team curates this blog with valuable insights and interviews from content publishers, marketers and analytics experts across industries. We are committed to provide the best possible Content Intelligence tips and tricks you can find on the web to boost your digital media publisher business.