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.
It may be that the real struggle you face with your client or boss is that they're afraid their industry isn't sexy enough for content marketing. It's not true—anything is interesting if it's framed well and shown to the right people. Your challenge here is to find that perfect angle to pitch to show them just how interesting content marketing for boring industries can be.
22. Kayla Itsines: Exercising Instagram and blogging prowess. Kayla Itsines was a personal trainer in Adelaide, Australia with an average number of social media followers just a few short years ago. Now her Instagram boasts more than four million followers and she owns one of the top apps on iTunes. How’d she do it? Amazing content, especially in the form of before and after shots of ladies who purchase her fitness program. She also regularly posts how-to exercise videos on Instagram and healthy recipes on her site.
"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."
In recent years, content marketing has exploded, with 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.
This is a great short summation of content marketing. If anyone is looking for a more in depth perspective of content marketing, check out whitepaper that Opentopic recently released: What is Content Marketing? (For the Efficient Marketer): http://opentopic.com/blog/content-marketing/content-marketing/. I found it pretty helpful. Also--you're video is no longer working...
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.
The Burberry Kisses campaign was a fun and innovative idea that consumers took to. It captured their audience’s love of mobile technology and interactive experiences to deliver a unique content marketing campaign. By appealing to the audience’s emotions and desire to connect, they captured their target consumers’ attention, making sure that the Burberry brand would be in the back of their mind next time they wanted to purchase cosmetics.
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.
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.
27. Vitamix: Be Inspired. Everyone knows a high-speed blender boasts many applications, but Vitamix attempts to explain every use case possible on its Be Inspired site. From champagne cocktails to raw foods, Vitamix’s articles are an incredible resource for creative types with high-speed blenders. (And judging from the smashing popularity of Vitamixes, that’s a growing subset of the population.)
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.
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.
If you’re a small local retailer in bathroom equiment, you may limit yourself to making sure you can answer the questions of your customers and keep them loyal or make them buy more or have more people buy from you (word-of-mouth indeed). But, then again, maybe that local retailer wants to grow and decides to use content for it, which is perfectly possible (no boring or small businesses when it boils down to the possibilities of creating relevant content).
Starting a podcast will help audiences find your brand if they don't have time or interest in reading content every day. The number of podcast listeners is growing -- in 2018, nearly one-third of the U.S. population has listened to a podcast in the last month. If you have interesting people to interview or conversations to host, consider podcasting as another content format to experiment with.
Your business case for innovating with content marketing: By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business.
In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.