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
Great article Sarah. I think that a key theme all of these great content marketing strategies have in common is humour; humour has universal appeal and is a very effective way of getting audiences to talk about and share your content. Of course your content marketing strategy needs to be comprehensive and well executed, and for businesses without the staff capacity I would recommend outsourcing your digital marketing needs to skilled freelancers.
Now is an exciting time for content marketers. We are currently in the performance era of content marketing. We no longer have to choose between creating inspiring content (that’s hard to measure) and ads (that annoy customers but are easy to track). Technology has evolved to the point where we can produce incredible content and measure business results.
Big, consumer-focused brands aren’t the only ones providing great inspiration in the form of best content marketing examples. The Make-A-Wish Foundation is a non-profit organization that puts together unique and special experiences for children who suffer from life-threatening conditions like cancer. Even non-profit organizations have to promote their work in compelling ways to get the attention of donors, volunteers, and other individuals who can support their cause.
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.
Content marketing focuses on the tactics and execution—the actual creation, curation, and editing of content that's specifically created for the purposes of marketing. This could be anything from blog posts to the confirmation page, and is aimed at building a trusted connection between a company's products or services and the market that might end up purchasing them. It's about creating content that people not only want to consume, but that will also help them through the sales funnel.
Electronic services refer to interactive network services.[38] In the electronic service, the interaction between the customer and the organizations mainly through the network technology, such as using E-mail, telephone, online chat windows for communication. Electronic services are different from traditional services and they are not affected by distance restrictions and opening hours. Digital content marketing through electronic service is usually served together with other channels to achieve marketing purposes including face-to-face, postal, and other remote services. Information companies provide different messages and documents to customers who use multiple search engines on different sites and set up access rights for business groups. These are some channels of digital content marketing.[28]
Through content that brings that ethos to life, Clif Bar has nurtured legions of fans. Recent stories include a profile of two Clif Bar-sponsored athletes who set out to raise $100,000 for Bears Ears National Monument, an article on Clif Bar employees achieving 100,000 hours of volunteering, and a big rock piece of content about The Great Trail, a 15,000-mile network of trails across Canada.
That top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions. These models can provide a good estimate of the value of your content, but they are, at best, an estimate, so keep that in mind before you tell the boss that if you can get the funds for one blog post it'll bring in exactly $1200 worth of leads.
12. Bon Appetit Magazine: Foodcast. Bon Appetit’s podcast “features interviews with chefs, writers, and, well, anyone who has something cool to say about food.” Topics include holiday baking, why chefs hate brunch, and FAQs for Thanksgiving dinner. Not every company needs a podcast, to be sure, but if you can schedule great guests and figure out the tech specs, this can be a meaningful channel to engage with storytellers over the long term.
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.

"The other guy is doing it" seems like a terrible rationale, except that showing off the shares and attention a competitor is getting for their content can really help prove your point with someone who still doesn't see the value in content marketing. Just be ready for what sometimes comes next - "Do exactly what they're doing" - which is not the way to win at content marketing.
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.
Whole Foods does a great job of living those brand principles in its content marketing. Articles about how to save money but still eat healthy or tips to change your diet for the better make Whole Foods’ products and lifestyle more inclusive. On top of that, it uses a lot of proactive language (“I want to learn/do/both” as a search option in its navigation bar) which makes the audience feel like they have an active role in the experience.

Research is great, but it never hurts to try something new if your content marketing timeline (and budget) allow for a little experimentation. Jump on social media trends, try out a new technology, or reach out to your audience and ask them what they’d like to see. Just make sure you’re always tracking the results so you can revisit and potentially add something new as part of your successful content marketing strategy.


It doesn’t really matter what content marketing stands for. The debates around the definition of content marketing and even its value will not make the lives of your customers better nor will they improve your business. Content marketing is not a holy grail, it’s a popular term for a way of working with content to do better. On the other hand the debate does matter in the sense that often you will read things about content marketing that aren’t correct because the definition was wrong to start with. And misinformation can lead to wrong decisions.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[16] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[17] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
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
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.
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, CMI subscribers are more likely to take advantage of CMI paid offerings such as attending Content Marketing World than non-subscribers.
From city guides and travel trend pieces to personal essays and interviews, Away has a lot of stories to tell. So many, in fact, that last year the brand unveiled a quarterly print publication of Here, featuring Rashida Jones on the debut cover, alongside high-quality content by and for travelers. There’s also "Airplane Mode," the brand’s podcast, which shares tales of travel, journeys, and lives lived on the road by all kinds of adventurers.

Content marketing is a form of digital marketing in which brands develop an always-on relationship with customers through content that is non-promotional and provides value at every interaction. Content marketing has evolved from being just blog posts and editorial strategies. It’s now a holistic approach that relies on a broad range of digital marketing tactics such as email, social media, SEO, and paid distribution to reach a target audience. 
Ron Faris, Head of Brand Marketing at Virgin Mobile, told Forbes that these online marketing strategies have played a key role in building the Virgin Mobile brand and generating new leads. Faris claims that Virgin Mobile has been more successful than its competitors because the company focuses on improving social engagement, rather than merely expanding social reach:

We know this is a lot of information, but the work has just begun. It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here.

Use pivot tables to your advantage here. If you haven't learned how to use them before, now would be a wonderful time (here's a pretty decent video primer). They're a wonderfully powerful tool for this sort of data analysis, allowing you to compare large sets of data to each other. With a bit of skill, you can make Excel (or Google Spreadsheets) do the hard work for you, giving you (for example) a list of the average traffic for each topic category you'd assigned.

You know what segmentation is. In general, it means that your content should appeal to prospects/customers in function of their profile, behavior, journey, personas, etc. You probably think “I am doing that” but instead of targeting people in function of demographics or job functions take it further: industry, expressed needs and challenges, past behavior, triggers, digital signals, cross-channel customer data, whatever. But, most importantly: look at the pain points, questions and concerns of your prospects.


Looking ahead, Glossier is planning to personalize the buyer journey with content. "We're doubling down on richer data that strictly controls the content she’s seeing, with our discretion,” explains Bryan Mahoney, Glossier's Chief Technology Officer to Digiday. “This opens the door to things like machine learning: We can identify patterns and then change things around in order to get someone through checkout.”
Celine Roque of Contently recently wrote a very insightful piece about American Express and its longstanding commitment to content marketing. Roque points out that the world’s largest travel company has been using content for brand building for the past 100 years, beginning with a series of engaging travel guides in 1915 that played a prominent role in growing the company.

“The difference between “marketing with content” and content marketing is a digital publishing platform that your brand owns. Creating an article for a publisher. Or an ebook. An ad. Or sales collateral. These are not content marketing. Content marketing means committing to publishing content people actually want. On a platform you own.” – Michael Brenner, Marketing Insider Group
A prominent newsletter subscription box sits on the upper right corner of the content hub's homepage and every story – a smart strategy for capturing existing or potential Twitter customers who want regular updates for optimizing their distribution strategies. For those who have read enough to want to create their own Twitter ads, a call to action at the bottom of each page gives them the option to do so.
It’s important that every piece of content has a Call-to-Action (CTA) that’s direct and brand-focused – otherwise, your content isn’t really likely to generate leads. The cool part about social marketing, however, is that you can get creative with this. Instead of just saying, “Buy this product,” for example, you can offer a free e-book or trial offer to let users have access and decide for themselves whether or not your product or service is valuable.

Clay Collins’ hypothesis was correct. Thanks to his content marketing strategy, LeadPages ended up with an extremely high lifetime value to customer acquisition cost ratios. This helped them grow on a massive scale, acquiring 35,000 customers in under three years, hitting over $16 million in revenue in 2015, and in 2016 becoming the #148 fastest growing company in America. LeadPages success makes them one of the great content marketing examples.
Through content that brings that ethos to life, Clif Bar has nurtured legions of fans. Recent stories include a profile of two Clif Bar-sponsored athletes who set out to raise $100,000 for Bears Ears National Monument, an article on Clif Bar employees achieving 100,000 hours of volunteering, and a big rock piece of content about The Great Trail, a 15,000-mile network of trails across Canada.
Virgin Mobile was one of the first wireless communications and VoIP providers to adopt social media and content marketing. Since then, they’ve used these digital marketing services to provide better service to their customers. Virgin Mobile Live, for example, is a new social newsroom that the company uses to promote apps, music and other digital content throughout the day.

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


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.
Intelligentsia is a coffee company that produces roast coffee blends from German vintages. Their business model may not be high tech, but content marketing has been instrumental in helping them grow their brand. The company has engaged in a variety of content marketing practices, but many content marketing experts argue that their brew guides are what really set them apart.
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.
On March 6, 2012, Dollar Shave Club launched their online video campaign. In the first 48 hours of their video debuting on YouTube they had over 12,000 people signing up for the service. The video cost just $4500 to make and as of November 2015 has had more than 21 million views. The video was considered as one of the best viral marketing campaigns of 2012 and won "Best Out-of-Nowhere Video Campaign" at the 2012 AdAge Viral Video Awards.
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!
A simple checklist can significantly improve your content quality. It’s a tool that should be in every marketer’s toolkit. By creating a quality checklist as part of your strategy, you and your stakeholders will determine a set of standards that align with your content marketing goals. By committing them to writing, you’ll have benchmarks to which you can hold your work. By distributing the checklist, you’ll ensure that contributors know what you expect from them. And by sharing the checklist with others in your organization, they’ll understand what you’re looking to achieve with your content.

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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