Expedia is a well-known travel brand that relies heavily on content marketing. Currently, their strategy involves a variety of different content channels, but they also strive to earn a presence in high-authority publications whenever possible. The company hired a firm called Quad Digital to place a number of well-designed infographics on such sites. They also publish guest articles on many authority websites.


If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL.
Next, do some research and learn more about your target audience. What are their goals? What do they already know about banks and personal finances? At this stage, it’s also helpful to take a look around at the competition and see what they are doing. You don’t want to copy your competition, but you do want to produce content that’s much better and much more useful.
Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice.”

Content marketing is a foundation upon which entire marketing campaigns can be built. Creating content gives you, friendly content marketer, a wonderful opportunity to collaborate with teams you might not talk to often enough. You can work with design/UX to create fantabulous illustrations. You can work with engineers to make sure your content shows up the way it should online. You can work with social and community teams to make sure that gorgeous content is effectively promoted, and that's just the beginning.
If you’re a small local retailer in bathroom equiment, you may limit yourself to making sure you can answer the questions of your customers and keep them loyal or make them buy more or have more people buy from you (word-of-mouth indeed). But, then again, maybe that local retailer wants to grow and decides to use content for it, which is perfectly possible (no boring or small businesses when it boils down to the possibilities of creating relevant content).
The practices and principles of ‘good’ content marketing, however, are here to stay, regardless of the definitions and even as content marketing – rightfully and obviously – continues to already be part of good, integrated and customer-centric marketing. We like the no-nonsense way in which expert Doug Kessler looks at the term, as you can see in the quote.
30. Tortuga Backpacks: Power Trip Travel Podcast. In their words: “A weekly podcast at the intersection of travel and entrepreneurship. The show is hosted by Fred Perrotta and Jeremy Michael Cohen, the co-founders of Tortuga Backpacks. Join us for the stories behind your favorite travel gear, products, websites, and apps from their creators… Plus, we’ll share the best ways to travel better, cheaper, and with less hassle.”
Here’s another example of a brand that does a great job of leveraging different categories of knowledge. First Round, an early-stage VC company, recognized the knowledge among entrepreneurs and leaders that wasn’t being shared -- knowledge that could be highly beneficial to their peers -- and created the First Round Review as a place for it to be shared. It serves, reads the manifesto, to liberate the ideas and expertise that are “trapped in other people's heads.”
A valuable asset that often sets off discovery and awareness for potential SAP customers, FCEC is clearly dedicated to producing high-quality content that drives leads – without pushing sales pitches. Instead, Hatch puts audience needs and interests first, with articles that are timely and relevant to industry executives and the field at large. As a result, her team continues to cultivate loyal readers. The FCEC newsletter has 5,000 subscribers and an approximately 22 percent open rate each month. And pageviews are on the rise, as well, with an entirely organic 20 percent increase back in 2016.
The Burberry Kisses campaign was a fun and innovative idea that consumers took to. It captured their audience’s love of mobile technology and interactive experiences to deliver a unique content marketing campaign. By appealing to the audience’s emotions and desire to connect, they captured their target consumers’ attention, making sure that the Burberry brand would be in the back of their mind next time they wanted to purchase cosmetics.
For one thing, without content, SEOs would have nothing to optimize for search engines. The metadata they add to posts is an attempt to help robots like Google and Facebook wrap their digital heads around the complexities of the content they're indexing. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find—yep—content.
But why would NextView want to create an entirely separate blog that isn’t even on its website? Well, it’s an exercise in creating off-site content: the material you own but doesn’t live on your website. When executed correctly, it can give publishers a huge boost in discoverability, variety, and quality, especially when making use of a highly popular platform like Medium.

If you’re a small local retailer in bathroom equiment, you may limit yourself to making sure you can answer the questions of your customers and keep them loyal or make them buy more or have more people buy from you (word-of-mouth indeed). But, then again, maybe that local retailer wants to grow and decides to use content for it, which is perfectly possible (no boring or small businesses when it boils down to the possibilities of creating relevant content).
On the internet, content marketing campaigns involve publishing custom content on specific destination sites the target audience respects and visits often. During the campaign, the advertiser creates custom content that is tightly aligned with the publisher’s website and editorial mission. The goal is to provide prospective customers with an integrated user experience (UX) that encourages engagement and interest in the brand. The challenge is to ensure the content is topically relevant and meets the audience's needs. If the content is simply a thinly veiled sales-pitch, it risks turning the buyer off.
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.
We don’t consider marketing campaigns, even if multi-channel and customer-centric, with lots of content as content marketing either as 1) they have existed forever and are not an indication of content marketing maturity and 2) content marketing is an ongoing effort. An example of why this makes sense: we often notice that brands winning content marketing awards for campaigns have websites – their predominant online presence – that don’t even respect the basics of offering the relevant content potential and existing customers in the broadest sense HAVE to be able to find. Again, this doesn’t mean that good marketing campaigns aren’t characterized by the right content, among others.
With almost 1 million views on YouTube, the Millie Dresselhaus video has certainly made its rounds, delighting feminists, science fans, and everyone in between – which is exactly what makes GE’s efforts so special. With hard work, talent, and a stellar strategy, the 125-year-old company’s content has managed to capture a bigger and broader audience while promoting its mission, attracting potential talent, and humanizing the enormous scope of what the company does, from developing new and innovative technologies to engineering the tools and equipment that power our homes and the world.

EXAMPLE: River Pools and Spas changed its mission from being a pool installer to being “the best teachers in the world about fiberglass pools” — and then started to answer specific customer questions in blog posts. As Marcus Sheridan explained, that decision was “one of the most prosperous days of our lives,” as that was when customers started coming to them. View the case study:

Companies need to get creative and enthusiastic about getting their content in front of the right people. Passive distribution — or, worse, distribution you do as an afterthought once you realize no one is engaging with your content — won’t cut it. Don’t let your investment in content go to waste by sitting on some of your most valuable marketing assets.
Retarget people who’ve seen you: You can also target people who visited your site or watched a video for a certain amount of time or went to another site. Custom audiences let you target people who already know who you are, which means that you can target top of funnel users with ads and then create custom audiences based on what those users do, pushing them further down your marketing funnel.

Before you select any tool, you need to assess your content team’s abilities, resources, and goals. These platforms exist to make your job easier, more efficient, and more effective, so figure out where you stand before you bring in any technology to help. When you’re ready, there are tons of options to choose from. Here are a few standout marketing automation platforms to get you started.

Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.


9. For Dummies: The ubiquitous yellow books go B2B. The For Dummies brand is recognized the world over, so Wiley’s marketers and product team capitalized on that with a new content marketing venture. Dummies’ B2B offering gives companies the chance to craft their own branded Dummies content, and from the looks of the case studies, it seems to be working. For example, Glassdoor used the Dummies solution to create a custom “Employer Branding For Dummies” piece.
12. Bon Appetit Magazine: Foodcast. Bon Appetit’s podcast “features interviews with chefs, writers, and, well, anyone who has something cool to say about food.” Topics include holiday baking, why chefs hate brunch, and FAQs for Thanksgiving dinner. Not every company needs a podcast, to be sure, but if you can schedule great guests and figure out the tech specs, this can be a meaningful channel to engage with storytellers over the long term.
Yes! The point of your content is to be seen, read, heard, and, most importantly, shared, so what good is your content if it’s never seen? Research has shown that countless brands who develop and follow a content marketing strategy consider their content marketing efforts to be more successful, found content marketing in general to be less challenging, and were later able to justify a higher content marketing budget that allowed them to invest in higher quality content.

As you’re building a content strategy that works with your brand, you’ll also have to bear in mind how well this fits with your search engine optimization (SEO) plan. You’ll want to focus your content marketing on audience engagement, and this should be genuine. However, you’ll also want to meld this with keyword research in order to ensure that the content you are creating is really going to bring traffic to your site if that’s your key platform.


But one of the newest and most successful strategies Random House has embraced has been using Medium to aggregate content from their active publishers. They also launched a new consumer discovery website to help people find relevant content. Random House CEO Markus Dohle says that content marketing has played an important role in maintaining and growing Random House’s brand image:
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
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