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. 
What you can do about it: By creating this kind of inclusive content, Whole Foods is attracting new customers and creating lasting connections with its audience at the same time. Healthy living is not an elite club, it’s a choice that Whole Foods wants to help people make, and the content it produces supports that idea. Create content that revolves around how you can truly help your audience.
Luxury brands are largely about selling the idea of exclusivity. Their appeal lies in the illusory idea of superiority that comes from possession. However, some brands manage to communicate a feeling of exclusivity but also extend a pragmatic relatability in the minds of their audience. Tesla Motors has carved a niche for itself in the minds of the ecologically aware luxury customer. It caters to a growing class of urban and suburban rich who don’t mind a steep price tag as long as it justifies their commitment towards the environment.
Who are the buyer personas and what are their content needs and preferences? This questions looks at the type of information different ‘archetypes’ of buyers seek during their buying journey and maps the customer touchpoints, preferred communication channels, and – to some extent – the content formats, although that’s a question for the content strategy too. Buyer personas haven’t been invented for content marketing. They are used for an overall marketing strategy. But in a content marketing strategy you take a more complete look at them.
It's content that helps people find you. It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch. 3.)
Whether you’re on a team of b2b marketers or you’re a small business owner, running A/B split tests is crucial if you want to know for certain which headlines, calls-to-action and types of content work best for your readers. Once you know what strategies work best for you, your work becomes that much more effective–and your overall content marketing strategy that much clearer.
Content is essential, no matter what. The focus on the term content marketing should not take our attention away from this simple fact, that is true since long before the term was invented: people ‘consume’ content, they use it to prepare a purchase, they like it regardless of their relationship with you, words and images are essential in human behavior and persuasion and content plays a role in virtually all marketing tactics. A good content marketing strategy is really a mix of different tactics and strategies, aligned with the buyer journey and overall marketing strategy.

With its #GEInstaWalk campaign, GE invited six Instagram influencers and a few fans to tour their manufacturing facilities and share their experiences. These individuals would take and upload photos using the hashtag #GEInstaWalk for all to see. In the end, these individuals provided a unique look at what it’s like behind-the-scenes at General Electric.
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.
With so many ways to publish content as a brand, inspiration always helps. That’s why we created this list of our 30 favorite content marketing examples of 2015. Whether it’s an individual campaign, a new podcast, or an overall blog property, these companies demonstrate what it means to be customer-focused in every content creation effort. As you plan content marketing campaigns for 2016, consider emulating the spirit of these brands who already do it well.

Bank of America has partnered with Khan Academy, a non-profit organization, to help educate the public about money and finances. The Better Money Habits hub is divided into three sections. The first lets people choose content based on their goals, the second lets them choose content based on their stage in life, and the third features content from Khan Academy.


Worthy of note, there’s also After Class, a B2B “partner empowerment” blog dedicated to an audience of studio and gym owners, as well as instructors. Promising “powerful insights from industry experts to better manage and grow your business,” After Class features a range of utility content, from marketing and writing tips to financial advice, as well as trend pieces, partner profiles, music and reading recommendations, and even a selection of webinars. The best part? None of it tries to sell ClassPass services. Instead, the content is useful, educational, and inspiring, and speaks to the core of the brand.
Your content marketing strategy is a guiding light when questions like "what are we doing?" or "why are we doing this again?" arise. You want a strategy that is specific enough to your company, audience, and circumstances that it can actually provide a framework for answering those questions. But you also want a strategy that is nimble enough to flex and change as your company, audience, and circumstances do.
MYOB recognizes that many businesses are figuring out accounting and financial decisions as they grow, so it’s created content that positions the brand as a go-to resource to help those businesses navigate each stage of their development. The Tax Time center, for example, is angled to fit the needs of both customer groups, providing tips for those just starting out, and guides for breaking through new stages of development.
24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.
The definition of content marketing further depends on your viewpoint and background. A B2B marketer, looking to generate and nurture leads, for instance, might look differently at it than a brand marketer, looking to cause a shift of brand perception, or a search engine optimization practitioner, trying to increase organic ranking of content in search engines. However, the rules of good content marketing and essential strategies and principles are very much alike in most cases.
Makes sense, since the company produces 12 hours of live video per day, streaming real-life classes to homes across the country, on-demand. It’s how it keeps people coming back for more, by consistently providing something new to look forward to and actively engage in. With close-up videos of instructors – many of whom have risen to fame and actively promote the brand on social media -addressing at-home riders by name while calling out personalized encouragement, the content is nothing if not engaging.

But if you can also create content that aligns with the core of your product or service, that’s also great. As we mentioned before, Wistia creates visual content technology -- so it makes sense that it would have unique visual content. Identify what your business does particularly well, and then make the most use of the channel that best aligns with your strengths.
But the messaging remains relevant, even among the hint of silliness. After all, CB Insights designs technology for people in the VC space, so it’s tasked with creating content that will appeal to a broad audience: customers, prospective customers, tech enthusiasts, and investors. And so, under such subject lines as “so sad: tough to have a VC dad,” it includes relevant data. Yes, gifs are hilarious -- but in some contexts, they’re also worth $147 million.
What you can do about it: This content hub is a brilliant move because Farmers Insurance establishes itself as an expert to its customers in a totally approachable way. If the content doesn’t answer something, Farmers makes it easy for customers to get in touch. Use your content to help your audience’s pain points on their own and establish your company as the go-to resource.
With stories ranging from converting brain waves to operate prosthetic devices to the rise of the smart apartment, the coverage on Perspectives is quite broad. However, the common thread is looking at the world through a technology lens. To help drive visitors to the content, Dell Technologies enlists influencers ranging from YouTube creators to small business mavens and entrepreneurs to share their stories.
The respect and admiration of your audience will absolutely take time to build, as they require earning trust. Once you've proven your knowledge and (even more importantly) your integrity, though, you can become the guiding light that people turn to when everyone else is simply contributing to confusion. Sites that don't care a lick about quality—sometimes called content factories—are bound to give bad or misleading advice, making readers scratch their heads and wonder who they can trust. That should be you. The authority you gain then transfers to your products or services, making customers that much more likely to choose you over the competition.
As a marketing technology company, DemandBase has invested a lot of time trying to optimize their content marketing strategy. Rachel Balik, the senior content marketing manager, has provided an overview of the evolution of DemandBase’s content marketing strategy on the company blog. Balik also says that she attends Content Marketing World regularly to learn more about best practices in the industry to improve their overall strategy.
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