DemandBase is a marketing technology provider that specializes in serving B2B brands. Recently, the firm used white papers, infographics, SlideShare, and webinars to source new leads for one of their campaigns. According to Top Rank Blog, the company generated 1,700 new leads and connected with 125 webinar viewers, helping them to generate over $1 million in new revenue through content marketing.
Content marketing is nothing without strategy. You can have the most interesting, thought-provoking piece of content out there, but it’s nothing if it can’t be found by the right people. No matter what stage of your content creation you’re in, whether you’re in pre-planning, development, or finishing up and wondering how to present it to the world, now is the time to start thinking about the best strategy for optimizing and distributing that content to your audience.
Content marketing has helped the company reposition itself. It still faces challenges as industry revenue continues to falter, but the company has weathered the storm better than PepsiCo, Cott, and other producers. Sales have started to pick up this year, and Business 2 Community author Hephzy Asaolu has said that there’s strong data proving that growth in revenue is strongly associated with content marketing efforts, which have helped Coca Cola to engage with customers all over the world.
Last year, Glossier added hundreds of employees and moved to a large headquarters in New York City. Content marketing is an even bigger part of the success formula. Glossier employees have created FaceTime makeup tutorials and Facebook Live videos. The brand has a large presence on YouTube, including the “Get Ready With Me” series, which features someone's morning routine.
It goes hand in hand with content sharing, social content marketing, social media, copywriting, visual content, you name it. Storytelling is also closely related with word-of-mouth, recommendations and the simple act of sharing and connecting, since long before digital marketing, let alone content marketing even existed. We know why: storytelling is one of the most human ways of passing along knowledge and traditions, mesmerizing audiences and, in fact, human nature as such. What does storytelling mean in a content marketing context? Below are a few resources on storytelling and content marketing.
The CRM space is one of the largest and most competitive industries in the IT sector. Despite being the world’s largest vendor, Salesforce has had some problems maintaining steady traffic and leads. This was the case for Salesforce UK, which could have been a cautionary tale in content marketing examples. They had to drastically change their content marketing strategy to increase their search and paid traffic sources.
This past year, First Round launched First Search, which curates the best advice from technology thought leaders. "It's a database of extremely high-quality, curated advice about all aspects of building companies, pulled from across the web and organized to help you find exactly what you need when you need it," explains Maddie Hall, First Search's Product Manager, in Medium. The plan is that First Search will evolve into personalized discovery experience for every user – which will further help First Round achieve its content marketing goals.
One final word on creating a content marketing strategy: It’s not a one-and-done process. As things change within your company, and as the nature of the content marketing landscape shifts, you might find that you’ll have to go back and adjust your strategy. Think of your content marketing strategy as something that will grow and change over time, as your brand grows and changes.
The “marketing” part of content marketing can lead to confusion as content marketing is not just used for strict marketing purposes. It’s also used for sales enablement, public relations, etc. Good programs involve multiple internal customers (customer service, sales, product marketing, brand management, etc.) and content marketing is not owned by marketing (nor by PR or any other division).
If there’s one thing to takeaway from these incredible examples of content marketing, it’s that you need to stand out from the crowd. That’s the only way that people will share and talk about your content. Don’t worry if you don’t have the time, resource or creativity to do this – there’s plenty of content marketing experts out there to help you. One thing is for sure, the power of content marketing is hard to ignore.
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.
One of the reasons that ADP’s content marketing strategy has been so effective is that the company provides detailed estimates of the amount of money that readers can save using ADP’s solutions. For example, their search engines estimate that a human resources coordinator in a firm with 50 employees would save $13,370 by employing ADP’s solutions and strategies, giving brands a compelling reason to download the firm’s white papers.
People are asking questions and looking for information via search engines like Google, and you want your business to be at the top of the search results. Answering people’s questions via blog posts, e-books, videos, and other content assets is a key way to make this happen. Of course, showing up is only the first step, but it’s essential if you want to reap the benefits of content marketing.
Want to get inspired, or get a better understanding of what killer content marketing looks like? We’ve compiled 75 of our favorite content efforts into our latest e-book, Get Inspired: 75 (More) Content Marketing Examples. Updating one of our most popular e-books of all time, this year’s collection illustrates best practices for a wider range of tactics and formats – from fresh takes on content marketing mainstays like blogs and microsites to next-gen innovations that capitalize on the latest digital media technologies and trends.
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.

You can use a scheduler like Hootsuite for automated posting however it’s important to keep tabs and update things manually as you test and share so don’t get in over your head. You also want to make sure that a social expert is on hand for engaging in real time – just “posting” several times a day without engaging will not be effective at relationship-building in the long run.
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.
Burberry’s latest digital venture is the fashion chatbot they launched at the London Fashion Week last month. It complements their entry into the “see-now-buy-now” trend made popular earlier this year by Tommy Hilfiger. The Facebook Messenger based chatbot lets the company sell their latest collection as soon as it hits the runway. Viewers can watch shows real-time, interact with the bot to inspect a collection more closely and even request a connection to a real human to help with the purchase.
If you choose the content marketing approach, you could create a blog post or video that showcases the product and its various functions. Content marketing takes a more organic approach to reach customers and is created to showcase how the product, business or service can be useful. It gives the consumer the power, and ultimately the choice, to purchase. Examples of content marketing include:
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?"
But Barclaycard isn't stopping there. This past year, it launched The Fast Track, an impressive, interactive online course for small business owners and entrepreneurs. Each of the five learning modules spotlights a local business, plus video, audio, written content, and downloadable guides. Module 3, for instance, is on "Building profile and customer loyalty," featuring the owners of Blok London, a boutique class-based gym, and how it's competing in a saturated fitness industry.
Over the 179 years of its existence, Hermes (Brand value in 2016: $11.7 Billion) has become synonymous with a commitment to design and impeccable taste. This extends to their content as well. La Maison des Carrés or House of Scarves is an online destination dedicated to their most iconic accessory, the scarf. The website is a delight to browse through as every click brings you closer to each creation and leads to a seamless purchase experience.
But Barclaycard isn't stopping there. This past year, it launched The Fast Track, an impressive, interactive online course for small business owners and entrepreneurs. Each of the five learning modules spotlights a local business, plus video, audio, written content, and downloadable guides. Module 3, for instance, is on "Building profile and customer loyalty," featuring the owners of Blok London, a boutique class-based gym, and how it's competing in a saturated fitness industry.
Recently I was extremely low on cash and debts were eating me from all sides! That was UNTIL I decided to make money.. on the internet! I went to surveymoneymaker dot net, and started filling in surveys for cash, and surely I’ve been far more able to pay my bills! I’m so glad, I did this.. With all the financial stress these years, I really hope all of you will give it a chance. – q1ub
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. This lesson will introduce you to the world of content marketing and provide you a big picture view of everything you need for a successful content marketing strategy.
A winning strategy succeeds when technology and people work together. Automation and semantics can help to filter, facilitate and uncover hidden treasures, but it is the human touch – thoughtful selection and consideration of content – that will create a truly new and engaging brand experience for audiences to discover, enjoy and share. Kelly Hungerford
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.
"In the past, we tried to serve all target audiences through content marketing, from investors to journalists, employees, and potential candidates," says Frank Thomas, Adidas’ Director of Content Strategy and Content Marketing, in NewsCred Insights. "But we realized we were all over the place. We rethought the entire setup and who we needed to address, and decided it is the employees, potential candidates, and, in general, like-minded people who can become advocates for the brand."
With so many channels, platforms, and methods of communicating with audiences, it’s easy to overlook the classic email — but email is very much alive and well. In fact, email drip campaigns are one of the simplest, most effective ways to provide targeted, high-performing content directly to your readers, enhance their experience with your brand, and enable the sales process.
Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated. It looks at all of the content your customers ever encounter. It overlaps with content marketing, which is why you'll see a lot of things in this guide that look like content strategy, but they are not the same thing (did we say that already?).
One last component of bank content marketing is measurement. How do you know if you’re reaching your goals, or if your content is working out? You need to track it. Pay attention to how many people are reading or viewing the content you produce. Then make note of what they do next. Do they open an account with your bank, or get in touch to learn more? Or are people clicking away from the page without taking any positive action?
As the U.K.’s largest tech company, Sage specializes in financial software that enables small and medium business owners to run their companies on laptops or mobile devices. Sage's mission is to help these organizations and entrepreneurs flourish in the face of harsh statistics – like the fact that half of all new businesses fail within their first two and a half years, according to Sage’s EVP of Digital Marketing Neil Morgan.
In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
The Ones features stories celebrating artists, skaters, musicians, designers, and inspirational creatives who embody the scene. Other stories, like "Meet Stan Smith" and "Who Is Chuck Taylor" share the backstories of the people behind today's iconic kicks. Embedded within the stories are modules that let readers shop the sneakers referenced or endorsed by subjects.
In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.
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.
Content marketing is an umbrella term. This means that it can be used for numerous reasons and can mean many things to many people. It’s less tangible than search engine marketing, for instance. This is exactly the reason why you need to think about the strategic role of content marketing within your organization and its ecosystem. Without a content marketing strategy, you risk focusing on the content – and content strategy – too much and not seeing the overall goals anymore. In fact, this is one of the most crucial and deadly mistakes in content marketing. Unfortunately, this disconnected view on content marketing happens very often and leads to a focus on the wrong things.
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