What you can do about it: By creating this kind of inclusive content, Whole Foods is attracting new customers and creating lasting connections with its audience at the same time. Healthy living is not an elite club, it’s a choice that Whole Foods wants to help people make, and the content it produces supports that idea. Create content that revolves around how you can truly help your audience.

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.


Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
User-Generated Content: Soliciting reviews, comments and content from avid online users and social followers cycles fresh ideas into your content production schedule and presents a more genuine relationship between your brand and the public. UGC allows followers to speak on behalf of your brand through digital vehicles like contests, giveaways, hashtag campaigns, video stories and other visual means.
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.
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.

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.
One reason behind Benefit’s domination of the space is its shrewd marketing activity, which in 2017 involved the ‘Browmobile’ campaign. Combining experiential elements with digital marketing, it involved an online competition offering users the chance to win a visit from the browmobile. A lucky few would be able to enjoy a personalised brow tutorial, treatments, and a hamper of Benefit goodies.
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.
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.
Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice.”
Last year, Valerie-Ann Leary, Marketing Manager, Client Marketing and Demand Generation, wrote about the reception of a new e-book that they created—The Future of Digital Engagement: 10 Thought Leaders Share Predictions for 2014. Leary said that Live Pearson generated enough exposure to win the Killer Content award from Demand Gen Report for the Best Influencer Campaign. However, while winning an award was a nice affirmation of the success of their content marketing strategy, the real reward was all the new exposure that they generated, which presumably translated into many new leads.

Here’s another example of a brand that does a great job of leveraging different categories of knowledge. First Round, an early-stage VC company, recognized the knowledge among entrepreneurs and leaders that wasn’t being shared -- knowledge that could be highly beneficial to their peers -- and created the First Round Review as a place for it to be shared. It serves, reads the manifesto, to liberate the ideas and expertise that are “trapped in other people's heads.”
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.

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.

The site is bright and bold in its design – finally giving corporate a chance to look and feel like consumer publishing – with a balance of sports, business, and lifestyle content that works to engage the athletes among today’s workforce. Long-form writing hits it out of the park as well, like the team’s visually stunning interactive site, The GamePlan A Guide to Creativity, which has racked up 3,500 social shares and counting, and is packed with valuable information, ideas, and illustrations.
“Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.” – Brian Clark, Copyblogger

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.
Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice.”
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.
13. Jack Daniels: The Single Barrel Standard. Jack Daniels’ blog the Single Barrel Standard shows an innate understanding of its core audience and the content they want to read. Seven Steps to Master Drinking Outside? Sounds like a winner. And what goes better with cocktails than snacks? Jack’s team penned Best New Ballpark Eats of 2015. Jack Daniels is committed to a regular cadence of content, showing customers with every piece that they share the same values and pastimes.
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