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:
Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
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.
For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.
When I was teaching Public Relations courses at our local universities, I introduced students to the use of Managing By Objectives and how to integrate that approach into the development of a written PR strategy. Briefly, it begins with stating the Goal — a measurable goal — with a deadline — and beginning with the infinitive “To..” Then, you ask yourself “How” … how will that be accomplished. The first responses are broad. Each time a “How” question is answered, you become more specific. The first “hows” are the Objectives. Under the Objectives are the tactics. When properly done, you can read the strategy backward by asking the question “Why?” ……….. and if all falls into place correctly, you’ll get an A!

While sharing company updates might be helpful for you and your employees internally, your blog can speak to a broader audience, and hyperspecific news really isn’t all that helpful to your readers’ efforts to solve their problems. To truly attract and engage your target audience, your blog has to be entertaining, address questions and pain points, and serve as an educational resource for your readers.

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.
Ideally, it shouldn’t be hard to meld these two elements, since search engines like Google favor quality content. But when you’re actually looking at the way that traffic and social is functioning around certain topics and pain points, you can use this information to tailor your content even further and differentiate your brand while ensuring your website remains in decent standing.

4. Birchbox: Personal grooming videos. Beauty subscription service Birchbox regularly publishes excellent how-to grooming videos for men and women on two different pages. These videos often have a seasonal component (like Valentine’s Day makeup or keeping skin moist during dry winter months), encouraging customers to come back and learn more. Here’s a great example of helpful tips for guys seeking to keep long hair healthy.
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
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.
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.

In 2011, the brand created a “Smart Community” in an effort to promote awareness of its renewable energy solutions. They optimized their platform for the keyword “smart community” and invested in a massive SEO campaign to boost their rankings. Their campaign proved to be remarkably effective, helping to generate 160,000 global followers on LinkedIn through the Smart Community campaign.
3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.
Also, promoting interactive experiences is an effective way to not only gain your audience’s attention but get them involved in the experience. After interacting with your content marketing, the consumer becomes a bit more invested in your brand and the products and services you sell. This involvement means that they will be more inclined to buy from your brand when the time comes to make a purchase.
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.
In mid 2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags[30] to Donald Trump and launched a video content on YouTube[31] and Facebook.[32] The video campaign received various awards including most creative PR stunt[33] in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publication mentions (including Mashable, Quartz,[34] Indian Express,[35] Buzzfeed[36]) across 80+ countries.
Long-tail keywords are multi-word phrases, which are more specific and targeted. Long-tail keyword research will come into play as you begin planning specific pieces of content and continue on an ongoing basis. For example, if “Customer Support” was a short-tail keyword, “Customer Support for Healthcare Providers” would be a related long-tail keyword.
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.

You also need to “translate” captured content into content that’s appreciated by your audiences. And, last but not least, you need a way to manage the content you have and unlock it by making the link between content management and information management on one hand (typically not the role of marketing) and your content marketing team on the other.

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.
In addition to actively populating the Above & Beyond content hub, Bed Bath & Beyond recently launched the One More Thing blog, with Of a Kind, the boutique e-commerce marketplace it acquired in 2015. The goal: To attract a more upmarket clientele. Shoppable features embedded below the stories make it seamless for readers to research and buy products mentioned in the stories. For example, in one post about keeping your shopping list on or by your front door, there's a link to a Bed Bath & Beyond dry erase board within the story, and related products are featured after the text.
"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."
Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information. This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an ebook to learn more valuable information for their business. In turn, the business producing the ebook has a new lead for the sales team to contact.
Marketers can learn a lot from this video. For one, it’s okay to think outside the box to show how your product works or what value it provides, no matter how boring or exciting it may be. You should also work to have a little fun with your marketing as it will clearly show in the final product. Even better if you can come up with an idea that’s relevant to your business while paying homage to popular media or trends!

However, like video, you’re probably thinking you need all sorts of specialized gear and skills. And while yes, audio is a whole other beast, you can get started with just a little bit of effort. In his class Getting Your Podcast Off the Ground!, Neil Patel, host of The Indian Startup Show (the #1 tech podcast in India) runs us through the basics of podcasting.
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in volume of visitors, as well as the quality of those interactions. Traditional measures of volume include number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.
While this is certainly the case (and no one ever claimed content marketing was now) and while Joe Pulizzi picked the term ‘content marketing’ among several others he launched, deciding to use the term that worked best, the definition debate overlooked what distinguished content marketing – no matter how it can be called tomorrow. One of the pioneers in content marketing, Doug Kessler, expressed this very well in an interview.

Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:

If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.


Finally, by looking at the role of content marketing in a strategic way, that’s integrated with overall marketing and customer goals, you don’t need to get buy-in for content marketing or even make the case. You’re most of all being a smarter and more effective marketer. In social media marketing, executives needed to approve budgets that were sitting somewhere else. In content marketing that’s less the case as it’s connected with many other marketing goals and is not something “additional”. This doesn’t mean that a solid content marketing plan does not often require additional budgets but you’ll sell more business and a better brand perception to the C-suite, not necessarily a content marketing strategy.
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.
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.
Most of what is done through the advent of content marketing is done in hope that businesses can obtain the reader's contact information. Whether the readers are subscribing to your newsletter, or simply filling out forms to access eBooks or other helpful tools, they are granting you future contact with them by giving you their personal email address.
This clever video is one of the best content marketing examples. It gets the attention of Hootsuite’s audience with fun and creative messaging and effective visuals that pay tribute to the popular TV show. However, this video goes far beyond just that. It also helps Hootsuite make an emotional connection while positioning itself as a product for businesses. It’s an integration product that helps bring together separate channels, allowing marketers to create a unified social experience.
So what can you learn from Make-A-Wish and Batkid? If you work to support local causes, why not get your customers involved? You can use social media, email marketing, and other types of content marketing to get the word out about your favorite local charity or organization. Not only does this help you provide more support for the worthy cause, but in the process, you can connect with leads and customers who care about the community and support the same causes your business cares about.
This clever video is one of the best content marketing examples. It gets the attention of Hootsuite’s audience with fun and creative messaging and effective visuals that pay tribute to the popular TV show. However, this video goes far beyond just that. It also helps Hootsuite make an emotional connection while positioning itself as a product for businesses. It’s an integration product that helps bring together separate channels, allowing marketers to create a unified social experience.
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.

This information should come partly from doing the steps above. If you’ve determined your audience is primarily on LinkedIn, then they might like in-depth articles, whitepapers or slide decks. If they’re on Facebook, then video and list posts might fit their style. If they spend a decent amount of time on Medium, long-form storytelling might be a good fit.
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