14. Square: A Town Square for small business owners. Credit card reader Square’s “Town Square” is a resource center for growing businesses. Many small business owners rely on Square readers for credit card readers, and now they can also rely on Square for super valuable SMB content, like how to do better social media marketing and whether a company holiday party is tax deductible. Compared to many other companies’ blogs, it’s very frequently updated.
25. The Honest Company: DIY beauty treatments. The Honest Company is beloved for its honestly natural home and beauty products — and now its content, which includes many DIY and home remedies to help customers help themselves. Check out this example for a DIY lip scrub. The Honest Company doesn’t recommend its own products when a homemade version will do. It’s all part of serving customers as a trusted friend instead of a salesperson.
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 marketing is not fundamentally different than marketing itself, because you can’t communicate or persuade without content. But content marketing tends to focus on free and gated formats to attract attention and website traffic, generate leads and to aid in the sales process. It can get super sophisticated with marketing automation and may require advertising to get traffic, as SEO has become more and more difficult with every passing year. Brian Carter, Author of The Like Economy
Spending just 10 to 20 minutes each week studying Udemy course modules will not only give you lots of ideas to write about, but will also expand your analytical skills and give you a more thorough understanding of your industry and your target audience. Overall, it’ll enhance your content marketing strategy – and stands to inform your content creation. 
We'll show you the basic steps of a content audit here. If you're looking for a deeper dive, check out this guide from Distilled and this more SEO-focused one from Everett Sizemore. In addition, Michael King has a great presentation that takes a deep dive into the use of personas in content audits with a solid look at some helpful tools, and Inflow has a helpful chart to focus your auditing efforts.
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.
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.

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.
The Chanel website is all about storytelling. It is a content marketing spectacle that takes viewers into the world of Chanel through distinct chapters. The chapter on ‘No.5’ demystifies the most famous fragrance of all time, ‘Coco’ gives viewers a glimpse into Mademoiselle’s world and chapters like ‘The Lion’ or ‘The Jacket’ reveal secrets behind quintessential Chanel staples.
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.
But one of the newest and most successful strategies Random House has embraced has been using Medium to aggregate content from their active publishers. They also launched a new consumer discovery website to help people find relevant content. Random House CEO Markus Dohle says that content marketing has played an important role in maintaining and growing Random House’s brand image:
Red Bull TV is a website that provides videos and live streaming of events from across the world. According to Target Marketing Magazine, Red Bull was one of the first companies to create content that its customers actively sought out. As a result, it drew a large number of people who were interested in the adventurous activities that Red Bull drinkers often participate in, instantly setting it apart from others in its industry.
This audience segmentation is most often done using buyer personas. There are also other models, for instance in storytelling some like to work with archetypes. We made an overview of several persona models. Note that some people also work with specific content marketing persona attributes. However, if you want an overview to start with, you might want to read it.

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.
Ever spend precious time creating a piece of content, only to realize that it didn’t actually do what you wanted it to do? Yeah, we’ve been there, too. That’s why it’s so important to clearly and precisely outline your goal for each piece of content before you start anything. It gives you a road map to determine which main points to hit within the content, how to distribute it, and what metrics are needed to track success once it’s published. 

Recently, Cox Media used an online “Success Kit,” which provides valuable information to help other businesses succeed, to engage with the small- and medium-sized businesses that their advertisers were trying to reach. The content was available in several different formats, such as e-books and video, which helped them connect with many previously untapped leads. According to this report from G3 Solutions, the Success Kit received 5,000 downloads over the past year, helping Cox to generate more than 2,000 leads.
By linking keywords in your guest posts to valuable on-site content, such as blog posts that expand on points mentioned in your article, you can capitalize on the exposure and credibility your earned media offers and reel audiences back to your site. Then, if you’ve been practicing our top tips for successful blogging, the linked blog post will contain a CTA to download your latest gated content — and bam! Lead generated.

Web hosting is one of the most competitive sectors in the technology industry. There are hundreds of companies trying to reach the same customers, many of whom aren’t that tech-savvy. Not only that, many compete on price, rather than features or quality. Competing on price lowers the margins of the industry as a whole and makes the competition play hard in acquiring each customer.


At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
5. GE: A leader in B2B content. GE is truly a content-focused company. It publishes content in almost every format imaginable, with a variety of content properties with unique focuses. One great example is GE’s online magazine The Txchnologist. According to Kapost, the mag offers “an optimistic, but not utopian, take on the future and humanity’s ability to tackle the great challenges of our era.”
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.
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?
USAA is another example of an insurer that is thinking big, in terms of content. The financial institution has been around for more than 90 years, serving a client base made up primarily of military members, veterans, and their families. It’s a specific audience and one with which USAA knows just how to communicate. But beyond its content hub, USAA Stories, which features family, personal finance, and service-specific topics, as well as newer themes like travel in an effort to attract a broader readership, the company isn’t afraid to explore other forms of content.
In the past year, Headspace has launched a few new content initiatives designed to make meditation more accessible – and drive and retain subscribers. One is a "How to Meditate" section that includes answers to frequently asked questions, plus videos that help people solve common meditation challenges. Headspace now also offers “packcasts,” which are recordings that feature Headspace employees discussing certain packs, or sets of meditations, while “trying to build a meditation practice that works for [them]” and showing how personalized one's meditation journey can be.
Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.
To adapt the sample plan for content marketing, you could adjust the marketing mix section to focus specifically on existing content, and your methods of distributing and promoting it. In the marketing implementation section, you can focus on the type of content your brand will create, and identify who will create it. That section of the sample is an ideal location for an editorial calendar.
Many hotel companies use content marketing to grow their brands, but Marriott intends to take it to the next level. They recently created a new global creative studio, which will publish a variety of entertaining content pieces for the travel industry. According to David Beebe, Marriott’s vice-president of Creative, Content Marketing and Global Marketing, Marriott strives to become the number one travel content publisher in the world:

With almost 1 million views on YouTube, the Millie Dresselhaus video has certainly made its rounds, delighting feminists, science fans, and everyone in between – which is exactly what makes GE’s efforts so special. With hard work, talent, and a stellar strategy, the 125-year-old company’s content has managed to capture a bigger and broader audience while promoting its mission, attracting potential talent, and humanizing the enormous scope of what the company does, from developing new and innovative technologies to engineering the tools and equipment that power our homes and the world.
The app allows users to check the local toilets around their local area to see if they are clean or not. The idea behind this is that if they are clean, people can feel free to sit, but if they aren’t clean, then they may want to squat. This silly app was the perfect way to connect with customers about a real problem they face that is relevant for the brand to address.
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
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.
Since its launch in 2014, Peloton has grown at a staggering rate and revolutionized indoor cycling by bringing it directly into people's homes. In four short years, the company has raised $450 million from investors and now employs more than 700 individuals across the United States, thanks in no small part to what The New York Times calls "a fanatical fan base."
Luxury brands are largely about selling the idea of exclusivity. Their appeal lies in the illusory idea of superiority that comes from possession. However, some brands manage to communicate a feeling of exclusivity but also extend a pragmatic relatability in the minds of their audience. Tesla Motors has carved a niche for itself in the minds of the ecologically aware luxury customer. It caters to a growing class of urban and suburban rich who don’t mind a steep price tag as long as it justifies their commitment towards the environment.
So did they break it? Almost. Eliud Kipchoge of Kenya missed the mark by just 25 seconds, still beating the previous record for the fastest marathon by an incredible two and a half minutes. More than 13.1 million people watched the race as it streamed live across Twitter, YouTube, and Facebook, and an hour-long documentary special about the race (produced with National Geographic) garnered more than a million and a half views – a notable achievement in itself.
Most of her content marketing strategy has been coordinated through Tumblr. She created a post about her upcoming album “West Coast”, which featured several beautiful pictures of herself and Kylie Jenner. Within a year, the post received over 27,000 likes and shares on Tumblr. While her celebrity status and strong fan base undoubtedly played a role in her blog’s success, the posts she’s created have definitely helped to build her brand.
James tells stories for a living. Sometimes they are true. Always they are crafted to help brands delight, educate and funny-bone-tickle their audiences into coming back for more. He’s super passionate (read: obsessive) about ecommerce content marketing. James is dedicated to teaching ecommerce brands how to create their own repeat-customer-generating media empire. Keep an eye out for his online ramblings - you can expect a generous helping of lightbulb moments and cheeky guffaws.
Director of Content John Collins first joined the company four years ago as Managing Editor, taking the helm of Inside Intercom. Since then, he's built a content marketing operation that put out 230 blog posts, 46 podcasts, and three beautifully designed books in 2017 alone. Intercom is totally transparent about its efforts, too, with experiments and successes often documented on the blog and beyond. The team's work has garnered Intercom a fiercely loyal, engaged, and growing audience (who often opt to share their email addresses or other personal details to download assets like e-books).
24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.
How will we structure the internal organization – or better: how will we make sure that all content marketing related processes and flows are properly organized, in correlation with other marketing processes and/or teams? Often, content marketing thinkers advice to build teams that are more or less dedicated to content marketing. In practice, this seldom happens (except in some major firms) and teams better focus on the tasks and goals than the exact roles, realizing each company is different.

With its #GEInstaWalk campaign, GE invited six Instagram influencers and a few fans to tour their manufacturing facilities and share their experiences. These individuals would take and upload photos using the hashtag #GEInstaWalk for all to see. In the end, these individuals provided a unique look at what it’s like behind-the-scenes at General Electric.


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.
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.

This is particularly critical in large organizations, as it can help keep siloed teams on the same page, minimize duplicated efforts, and ensure that everyone is working toward the same content goals. But sharing your documented strategy is also good practice for businesses that are just starting out with content marketing, for content teams that rely on internal or external subject matter experts, or for companies that outsource any part of the content creation and distribution process.
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.
He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.

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 definition of content marketing further depends on your viewpoint and background. A B2B marketer, looking to generate and nurture leads, for instance, might look differently at it than a brand marketer, looking to cause a shift of brand perception, or a search engine optimization practitioner, trying to increase organic ranking of content in search engines. However, the rules of good content marketing and essential strategies and principles are very much alike in most cases.
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