What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using content.
Start with an outline: Start with just a skeleton of what you want to say. This means having a few lines for your intro and why people should care about your topic, as well as outlining the main points or sub-headers you’re going to use throughout the post. Read through this. Does it make sense? Does your outline quickly answer What, Why, How and Where?
The Chanel website is all about storytelling. It is a content marketing spectacle that takes viewers into the world of Chanel through distinct chapters. The chapter on ‘No.5’ demystifies the most famous fragrance of all time, ‘Coco’ gives viewers a glimpse into Mademoiselle’s world and chapters like ‘The Lion’ or ‘The Jacket’ reveal secrets behind quintessential Chanel staples.
Cheng’s how-to training exchange delivers on Fu-tung’s passion to share his knowledge to help others. The concrete content HQ includes tips, techniques, videos, and step-by-step directions to help Cheng’s potential customers complete their projects. Cheng’s content mission? “To provide information and design inspiration for building and making your own concrete projects.”

Chanel uses content to essay its rich legacy to the audience. None of their stories are about the user or the customer. Rather, they’re about the elusive charm that Coco Chanel translated to all her products. By revealing slivers of the brand, it makes users believe that they’re part of an exclusive club where limited, veiled access itself is a privilege.


My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.
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.”
The “Share a Coke” campaign gives every Coca-Cola lover the opportunity to personalize their drink. Individuals could personalize their own bottle with their name on the Coca-Cola website or look for their name (or a friend’s name) on a bottle at the gas station or supermarket. This campaign soon went viral as consumers began posting pictures online with their personalized drinks.
4. Birchbox: Personal grooming videos. Beauty subscription service Birchbox regularly publishes excellent how-to grooming videos for men and women on two different pages. These videos often have a seasonal component (like Valentine’s Day makeup or keeping skin moist during dry winter months), encouraging customers to come back and learn more. Here’s a great example of helpful tips for guys seeking to keep long hair healthy.
Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information. This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an ebook to learn more valuable information for their business. In turn, the business producing the ebook has a new lead for the sales team to contact.
Ideally, it shouldn’t be hard to meld these two elements, since search engines like Google favor quality content. But when you’re actually looking at the way that traffic and social is functioning around certain topics and pain points, you can use this information to tailor your content even further and differentiate your brand while ensuring your website remains in decent standing.
The Common Language in Marketing website is an ongoing and comprehensive encyclopedia of globally relevant and standardized marketing terms, activities, metrics, and systems. This open-source, curated library of definitions combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community. 

You should place sharing options above and below content to increase visibility and give readers access, wherever they are on the page. If you’re company blog runs on Wordpress you can also implement auto-detection plug-ins that prompt users to share or subscribe to your content depending on the platforms they are logged into when they are viewing your content.
How is the industry you are in changing? And more specifically: how is the buyer’s journey of your buyer personas evolving in the industries your customers are active in and your business is active in. What role can content marketing play? As an example: look at the evolutions in the B2B services industry. Content plays a clear role but look further. For instance: Key Account Management is a priority in that industry. Can it be served using an optimized content marketing strategy? Also look at the influencer sphere of the buyers in that industry and at the different types of buyers.
Focus on your customers and overall marketing. As a marketer you want to know what works and what your customers need, not the little debates over definitions. Your customers don’t care about your content marketing definition, nor will your CEO. No one is even forced to like or use the term, all that matters are good marketing practices and great customer experiences.
My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.
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.
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.

Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, we found CMI subscribers are more likely to take advantage of our paid opportunities such as attending Content Marketing World.


The Italian Generali Group is the third largest insurance company in the world, on the Forbes best employee list as of last year, and, as it turns out, a major player when it comes to content. With its image-forward design and variety of articles, for instance, Generali Spain’s homepage looks and feels a lot like a digital magazine instead of your typical insurance website.
7. New York Times: Journalism virtual reality. If you’ve followed journalism at all over the past five or ten years, you know the news industry is constantly looking to revolutionize itself to stay relevant and, of course, profitable. (Watch the movie Page One if this interests you.) NYT experimented with virtual reality (VR) in 2015, launching an app you can use on Google cardboard (ideally) or your smartphone. The app fully immerses you in news stories like never before. I recommend you check it out and ponder the implications for all-immersive content marketing in 2016.
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
Content marking is creating content that can be shared with customers through various forms. Examples include videos, blog posts, and how-to guides. The content shared must be relevant, engaging and informative. Businesses use content marking to reach new customers and retain existing customers. Traditional marketing and content marketing are not the same!
27. Vitamix: Be Inspired. Everyone knows a high-speed blender boasts many applications, but Vitamix attempts to explain every use case possible on its Be Inspired site. From champagne cocktails to raw foods, Vitamix’s articles are an incredible resource for creative types with high-speed blenders. (And judging from the smashing popularity of Vitamixes, that’s a growing subset of the population.)

And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).

When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” -- and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.


This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.

Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
Live Person is an online voice and chat solutions provider that also uses content marketing to connect with new customers. The company is currently pioneering the realm of digital engagement, which is helping them to rapidly grow their brand. Their new technology has also inspired some remarkably innovative content, which is accelerating their growth even further.
We've created a template to get you started in writing a strategy. This document will take you through some initial research (beyond the content audit information above) and how to combine that research with your goals and content guidelines. You'll then start to make the strategy concrete by applying all that information to content types. Add in some information about governance and workflow, and you have yourself a fully fledged strategy.
19. Content marketing is using any type of content (newsletters, blog posts, white papers, videos, Tweets, podcasts, wall posts) to attract an audience you wish to market to. Capturing their attention through great content gives you the opportunity to present calls-to-action to them to purchase or try your product or service. Jason Falls – Social Media Explorer
19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.

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.
To get the word out, the startup has invested in content and taken its message all over social. Beyond the standard Facebook, Twitter, and Instagram (where ClassPass cultivates a hip, color-forward feed that boasts 106,000 followers), Tumblr and Pinterest serve as fun and engaging visual platforms. The former gives “a peek at what energizes and motivates us to be active,” while the latter showcases a collection of self-improvement and lifestyle inspiration boards – one of which links entirely back to The Warm Up, the company’s consumer-facing publication centering on strong, fitness-fueled content.
Now that you’ve set your goals, it’s time to determine the KPIs you need to evaluate whether your content actually hits those goals. There’s no single magic metric that will give you a complete picture of your content success, but a combination of benchmarks can be useful to assess performance. Here’s a guide for choosing the right KPIs according to your goals:
19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.
Marketers are now moving toward a more centralized mode of social sharing, putting their investments only in proven platforms they’ve actually found traction on. This correlates to higher line-item ROI and a more consistent experience for social followers. Integrating social distribution directly into the content marketing supply chain amplifies the total reach of your assets and allows you to quickly see how engaging your content is, while receiving real-time feedback from online users.

Having a documented content strategy will help you work smarter, more efficiently, and more effectively. A good strategy addresses your current business challenges and defines how you’ll leverage content to solve those problems. If you create a comprehensive strategic document, you can ensure all your efforts tackle these elements. In this post, you’ll learn how to organize your ideas on what your content marketing program should be, and how to package those items into a neat and precise document around which you can rally and align your team.


There is an answer to this buyer-driven environment: Content. Content marketing is the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer. It’s benefits are three-fold:

Also, promoting interactive experiences is an effective way to not only gain your audience’s attention but get them involved in the experience. After interacting with your content marketing, the consumer becomes a bit more invested in your brand and the products and services you sell. This involvement means that they will be more inclined to buy from your brand when the time comes to make a purchase.
To help you build your content marketing strategy for next year, I teamed up with Skillshare to curate a list of their top online classes that’ll teach you how to build a content marketing strategy from the ground up. They were even generous enough to offer us all two free months of access to their 17,000+ online classes (normally $8-15 a month) so you can get a jump start on building your content marketing strategy (and more) in 2018.
To create an ongoing dialogue with its target audience of small business owners, Barclaycard for Business has spent the last few years building up its News and Insights content hub. Articles and infographics run the gamut of topics important to its audience, from how to guard against a cyber attack, to fun quizzes like "How well do you know your business?"
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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