Content is the glue and trigger of interaction in a customer-centric marketing view with relevance, consistency and mutual/connected value for audiences and brand at the center. By offering value to pre-defined groups of people content creates value for the customer in the broadest sense, in tune with brand and business objectives, and leading to value for the organization. Content marketing further has ties with content management and information management, as well as various marketing platforms, as systems of engagement and intelligence, helping to gain insights on audiences and to achieve a streamlined right time and right place approach, leveraging various channels and information sources which often reside in silos.
“It put content marketing, as a program, on the map for USAA, where it had never been before,” says Mollie Walker, Lead Marketing Manager and Content Strategy Lead, USAA. “Over time, we hope to show that the more we grow our content marketing as a program and discipline, the more we can save on the awareness media that we have to purchase. We’re filling that gap and telling a story in between awareness and buying stages.”
The results were magnificent. Simply Business increased their ranking for their main keywords, including reaching first place in the Search Engine Results Pages (SERPs) for “professional indemnity,” “public liability insurance,” and “employer’s liability.” Even though they launched some guides before Google’s Penguin algorithm change, they significantly increased weekly organic traffic, meaning their link building practices were white-hat and high-quality.
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.

His career has evolved from punk rocker to actor to photographer. There's no doubt we can all learn something about the future of content from @HenryRollins. Hear him keynote #ContentTECH Summit in April.https://www.contenttechsummit.com/2018/11/henry-rollins-headline-cmis-contenttech-summit-2019-san-diego?sm_x_cmir_edt_tsprtsnr_ct_x_sclttw-blogtraffic …
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
Content pillars on Ellevest's Insights hub include Your Finances, Life & Career, and Reach Your Goals. In addition, readers will find many posts by Sallie Krawcheck, Ellevest's Co-founder and CEO, who is also the former CFO of Citigroup and former CEO of Smith Barney. When you dive in, there's no mistaking the fact that the content is female-focused.

There’s really no single way to create a content marketing strategy – you have to do it in such a way that aligns with your budget and business goals. However, the main thing to bear in mind that, with digital marketing, you’re looking for engagement and conversations that are a two-way street. So, you’re going to pay attention to what genuinely draws people towards your brand.
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.
It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
Whether in a team or on your own, be realistic about your time. If blogging once a week and sending a newsletter twice a month is the most you can manage, don’t shoot for any more than that. Setting yourself up for failure breaks trust with your audience that expects what you’ve promised. You don’t want burnout here, you want a streamlined process that works for your schedule.
Some of the brands covered here are newcomers to the market, while others are household names that have been around for more than a century. However, they all have one thing in common: they recognize the value of creating great content to engage their audience and generate new leads. Get inspired by their examples and use their success to fuel your own content marketing efforts.
It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
Bloomberg's Diversity & Inclusion Blog shares thought leadership and research on the topic. Stories like "How to Be an Active Ally in the Workplace" share actionable tips to improve workplace inclusivity, while pieces like "Workers’ Trash-talk Goes Down When Leadership Diversity Goes Up" demonstrate why diversity is good for everyone. Bloomberg has also dabbled in creating video content to help move its message forward.
21. Airbnb: The Local List. Airbnb goes a step above just offering great content on top places to eat, hang out, and amuse oneself in faroff destinations. Airbnb offers these lists as PDF downloads — perfect for downloading pre-traveling, as you don’t know what the wifi situation will be. These PDFs are a great reminder to think beyond the blog post or web page.
But more importantly, GoPro is getting tons of free marketing from the customers themselves. By promoting customer uploads and targeting an audience looking to record their exploits, the company sees thousands upon thousands of users upload branded content every month. These uploads are then constantly edited and compiled by other users into “People are Awesome” videos and non‐sponsored “GoPro Compilations” like the one below.
Imagine that, for reasons entirely outside of your control, there was a media and industry blackout of your work. Imagine that, due to some controversy or sudden change in public tastes, you were suddenly persona non grata. Imagine if no publisher, no crowdfunding platform, no retailer, no distributors, and no investors would touch what you’ve made.”
When you think of social media influencer marketing, your first thought is probably not General Electric. However, GE provides one of the best content marketing examples for B2B brands. Rather than highlighting their consumer products (like washers and vacuum cleaners), the company decided to use social media influencers to highlight their other business – like jet engines and wind turbines.

The Farmers Insurance Inner Circle is a super customer-friendly resource that it created to empower the audience to become better educated about topics that, for a lot of us, go right over our heads. Farmers Insurance provides people with useful, practical information. It offers a huge variety of articles about things like taking care of your house and your car, how to prevent identity theft, what you need to know if you’re going through a divorce — basically how to deal with anything life throws at you.

A change in mindset and a library of high-quality content will replace this traditional funnel with something more sustainable (and effective). The funnel is becoming more of an ongoing cycle that prioritizes continuous engagement over transactional relationships. This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues.

Now that you understand your main audience, place yourself in their shoes. What are they searching for when they need your product or service? Make a list of basic keywords surrounding your brand, as well as any variations (‘New York painters’ and ‘New York painting,’ for example.) You know your niche well, so draw from all possible terms used for what you have to offer. Once you have these keywords, integrate them into your content. There are a few reasons why:
Similarly, USAA launched “The Money Drill” podcast in 2016 as an experiment to attract younger audience members while delivering financial content in an easy, engaging way. It was worth it; the program was met with almost immediate success, and, nearly two years on, draws 24,000 plays per month. "The Money Drill" also gave USAA's content marketing team a major internal win.

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?"
If you thought a company like Twitter doesn’t need content marketing, think again. The social media giant has been building up its Twitter Business Outlook blog with original and licensed content centered on how-tos and best practices for advertising on the platform. After all, while countless other websites and agencies counsel on how to tweet to your fullest potential, where better to hear it than straight from the source? 

The best part of a strategy is being able to track it and see it work. Think about how you can track success every step of the way -- from traffic to engagement to conversion. What tools will you need? Google Analytics? If so, will you need to set up goals in Google Analytics? What about link tracking and UTM parameters? Also, will you need dedicated landing pages?
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.
Deirdre Breakenridge and Shel Holtz are two of the world’s best-known PR experts and strong advocates of content marketing and social. They have been innovating and leading the way. When we met with both it was a great opportunity to look deeper into what was once known as PR 2.0 and is really about PR evolving as other business functions in a connected, social and content-intensive reality. The key principles remain, the hybrid PR professional is here. Read more.
I use a combination of personal branding, consistent social audience building, and support in creating authentic and ongoing thought leadership content. I’ve done it for myself. I’ve done it for the companies I’ve worked for. I’ve helped activate hundreds, even thousands of thought leaders to tell better stories. I’ve done it for numerous clients. And I can do it for you. 

42. For me, a keep it simple stupid kind of guy, content marketing is simply full-funnel marketing using some form of content. The key is full-funnel. Without top-funnel content a brand cannot attract an audience, let alone, retain one. Without mid to bottom-funnel content a brand cannot efficiently harvest it’s audience for new business. Chad Pollitt – Relevance
While a content marketing strategy first looks at the strategic place of content marketing in the overall marketing process, there is also a planning and organizational dimension, mapping the different steps regarding content planning, mapping, creation, etc. In this sense, a content strategy involves various components. In most cases several of them come back but here are some common questions to answer or tasks to fulfill in a content strategy.
Of course, how you communicate your strategy depends on the structure and culture of your organization. In some cases, it may be appropriate to share your full documentation. In other cases, it may make more sense to create targeted summaries for certain stakeholders (for example, busy executives, or external agencies), based on how your content marketing strategy will impact their particular roles, processes, and objectives.
Content marketing already addresses a variety of needs and objectives for different departments. Sales teams use content to bolster pitches and improve client relationships. Brand managers turn content into goodwill and authority. Recruiters attract top talent by publishing content in places where the best candidates spend their time online. The possibilities are endless — and now, a new avenue is opening up.
Sometimes, the simplest option is the best option. The Content Marketing Institute has put together the layout for a one-page marketing plan that will help your brand assemble its first content marketing plan. They stress the importance of sticking to just a single sheet of letter-sized paper. Otherwise, it’s possible to go too in-depth and get bogged down in the details.

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:
EXAMPLE: Sainsbury magazine is the top cooking magazine in the United Kingdom, with 3 million paid subscribers — a content marketing effort that pays for itself. But, what’s even more remarkable is that, according to a 2015 survey conducted by the company, eight of 10 readers have bought a product from Sainsbury’s after reading about it in the magazine.
We wanted to give you the most extensive and detailed guide of advanced content marketing techniques available today. This resource is chock full of tactical, immediately actionable ideas that you can implement in your own business — to start building a community of fans and followers, to increase engagement and traffic to your website, and to drive sales.
LV Now is almost like a news feed that broadcasts happenings from the world of Louis Vuitton. It covers latest events, product updates and behind the scenes coverage of their recent campaigns. Each article has easy sharing options that cajole readers to spread the word on their own social networks. The more traditional World of Louis Vuitton webpage, pays homage to the LV heritage and their unique savoir-faire.

Living up to its tagline – “Más que seguros,” meaning “More than insurance” – the site offers readers, clients, and potential applicants content that’s clearly created in an attempt to help and nurture its audience. Posts range from advice on how to stay in shape or avoid accidents in the kitchen to real estate and automotive tips. Offering life, car, home, and health insurance, these are the topics Generali chooses to cover in its content – though, just by looking at it, you’d almost never know they were selling something.
Frank Strong, formerly at Vocus and now communications director with LexisNexis shares his views and experiences on the ways content marketing and PR work together. For Frank the conclusions are clear: PR should embrace content marketing. However, at the same time, much of what PR has always been about in Frank’s experience centered on content. Check it out.
Your content strategy is a comprehensive plan that describes your goals (what you want to accomplish), the tactics you’ll implement (how you’ll accomplish it), and the metrics you’ll use to measure the strategy’s effectiveness. It also includes the data and research that you’ll depend on to make smart strategic decisions. Over time it will grow with more information (especially about your customer), so you’ll want it somewhere editable and easy to reference.
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 sparked a serious video strategy as well, with Grindr’s first web series “What the Flip?” debuting last fall and following two users’ experiences of switching accounts for a day, and "CAMPerVAN," a docu-series following a group of queer artists road tripping around Europe. In its first three months alone, Into fueled 24 million video views onsite and across social media.
28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.
This should come out as a part of identifying your audience (the previous step). Figure out exactly where they go online, and don’t try to spread yourself too thin. Remember, excelling at one or two channels is much better than being only partly present on a bunch of channels. Make your goal be to get this down to no more than a handful of places online.
When it comes to companies that lead with their values, Ben & Jerry's has long been at the forefront. It's not afraid to take a stance on pressing political issues, including racial justice, refugees, climate change, voting rights, and LGBT equality. Its content hub reflects the company's commitment. Amid posts about ice cream recipes and new flavors, there are regular stories that align with Ben & Jerry's values, like "10 Things Trump Gets Wrong About Refugees," "QUIZ: How Much Do You Know About Climate Change?" and "7 Ways We Know Systemic Racism Is Real."
This isn’t hard to do, but it does take some creativity. If you are selling anything related to cooking; run recipe awards, video tutorial contests or give away free items to people who post great videos using your product. If you are in the service business, create incentives for customers to give you video testimonials, reviews or product demonstrations.
EXAMPLE: TD Ameritrade produces its print and digital magazine, thinkMoney, for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
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