While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.

Prioritize social channels. Focus on the social channels where your audience is most active and engaged. You don’t need to be everywhere all the time; identify where your audience members live, and get your content in front of them on those platforms. For example, Influence & Co. primarily uses Twitter, LinkedIn, and Facebook to connect with our different audiences.


There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating. 

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.
Take one look at The Orange Dot, the brand’s blog, and you’ll see what he means. Every post, video, and social share is paired with a unique and vibrant image, GIF, or animation that grabs a reader's attention. While posts reference meditation, there's no hard sell for Headspace. Rather, a designed call to action is embedded in each post, and there's also a persistent sign-up button on the blog's header.
6. MOZ: Smart thinking for doing business digitally. I’ve turned to the MOZ blog for years when I have a question about the latest Google search algorithm or mobile search statistics. MOZ continues to innovate and use data to provide readers with knowledge, not just conjecture. I love this infographic showing 2015 year-in-review-data about the volatility of search.

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?).


Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
10. Betterment: Finance and investing content goes interactive. Investing service Betterment has a great blog and resource center with useful content for investors. But I’m especially enthusiastic about the interactive content Betterment creates — the best being quizzes to test one’s knowledge of finance and investing, as in this example. Quizzes are definitely not just for BuzzFeed; even financial services can get in the game.

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.
Formulate your goals so that they are meaningful, measurable, and time-bound and that they are things your content can reasonably accomplish. For example, "increase our ranking for 'wedding dresses' to #1 by the end of Q2" might actually rely on your SEO and development teams as much as your content team. A better goal would be to "create and publish the most comprehensive guide to wedding dress fabrics available on the Internet by the end of Q2."
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.
We love how this newsletter illustrates the willingness of CB Insights to not take itself too seriously. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject -- e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter.

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.

6. MOZ: Smart thinking for doing business digitally. I’ve turned to the MOZ blog for years when I have a question about the latest Google search algorithm or mobile search statistics. MOZ continues to innovate and use data to provide readers with knowledge, not just conjecture. I love this infographic showing 2015 year-in-review-data about the volatility of search.
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.

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.


If you’re going to be putting valuable resources into growing your content strategy, then you have to make sure your efforts are actually paying off. The last thing you want is to spend time budgeting for content marketing and then discover later that you don't have any way of knowing whether your investment paid off. Many marketing teams struggle in this area because there are so many different metrics you could track to determine your content’s performance. However, before you can even begin to set these key performance indicators accurately, you must be crystal clear on your purpose for creating content and how it fits within your strategy.
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.

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.
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.
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:
A content marketer’s work is never done. We’re constantly updating and optimizing our strategies based on our latest learnings, observations, insights, and technology. At NewsCred, this is one of the reasons we find our work so exciting. We’ve been in business for nearly a decade and it’s been gratifying and fascinating to evolve with the space. In keeping with our annual tradition, we’ve taken a look at the state of the content marketing industry, plus our strategy and learnings, and put together a case study on ourselves. Here, our best practices for using content to drive business results.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.

On Instagram, Taco Bell posts original illustrations and photos commissioned for the brand. On YouTube, Taco Bell has a number of fan-inspired series, like "For Here or To Go," which shows how to take menu items to the next level through creative ordering in-store or easy cooking hacks at home. On Twitter, Taco Bell often retweets or responds to fans' posts. In addition, Taco Bell uses Twitter to drive people to its presence on other platforms, like Snapchat. (Speaking of Snapchat, you may remember that on Cinco de Mayo 2016, Taco Bell released a filter that turned users' faces into giant tacos. It was viewed more than 224 million times that day – and no, that's not a typo!)
Crowe Horwath is a leading accounting and consulting firm. In 2013, the company launched a content marketing process for reaching financial institutions with $1 billion or more in assets. Their strategy consisted of generating nearly 50 different pieces of content centered around several topics of interest to their target customers, using all the following formats:

Set up ‘Pixels’ on your site: This is a small snippet of javascript code that you can add to your website to track social media advertising efforts specific to each individual platform. For example, a Facebook snippet opens up the lines of communication between Facebook and your website that gives them information about the people who come to your site and lets the social network know if a user has done a certain action.
The website makes you realise that content has been part of their story since forever. Insider, takes you into the world of Patek Philippe translating every bit of their classic legacy on screen. It immerses you into the world of watchmaking, breaking down the process into what it entails. If there ever was a Holy Grail of timekeeping, this would be it.
Stitch Fix is also a social media powerhouse, especially on Pinterest. Its Pinterest account has more than 1 million followers, but it finds a lot of value in encouraging users to create boards of their own as well. In fact, following customers on the network helps the Stitch Fix stylists to get insights about the looks that its customers like most.

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.

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.
If you are considering influencer marketing, you can take a note from GE. Find the right influencers for your market or industry, and make sure that they have a following that can benefit your brand. Then, consider what you can offer these influencers in return for their help with your campaign. It may be free products, money, or sometimes just exposure to an even wider audience.
Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.
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