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.
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.
You can use a scheduler like Hootsuite for automated posting however it’s important to keep tabs and update things manually as you test and share so don’t get in over your head. You also want to make sure that a social expert is on hand for engaging in real time – just “posting” several times a day without engaging will not be effective at relationship-building in the long run.
These are the hallmarks of the NewsCred Top 50. This year’s winners, comprised of companies of various sizes across a multitude of industries, represent the best of content marketing today. We applaud these brands for their courage to see possibilities and drive innovation that, in turn, evolves the entire content marketing field. Prepare to be inspired.
Worthy of note, there’s also After Class, a B2B “partner empowerment” blog dedicated to an audience of studio and gym owners, as well as instructors. Promising “powerful insights from industry experts to better manage and grow your business,” After Class features a range of utility content, from marketing and writing tips to financial advice, as well as trend pieces, partner profiles, music and reading recommendations, and even a selection of webinars. The best part? None of it tries to sell ClassPass services. Instead, the content is useful, educational, and inspiring, and speaks to the core of the brand.
The company continues to impress with its content hub, Out of the Blue, which publishes a mix of corporate- and consumer-interest articles that cover travel inspiration as well as inside achievements and affairs. Like the fact that in December, JetBlue released a limited edition board game called Get Packing! – two rounds of 200, actually, since the first sold out so quickly – along with a string of amusing promo clips poking fun at awkward holiday moments that might make you want to leave town. A certificate for a free round-trip ticket – one in every box – could help with that (not to mention build some serious JetBlue loyalty).
Content marketing is different than traditional product-marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.
What is the content about? Does it talk about what you're selling, or is it more educational? Is it about content marketing, social media, conversion rate optimization, landing pages, A/B tests, or something else? Come up with a list of categories that fairly well encapsulates what you've covered through content marketing, and assign each piece a category or two. That'll allow you to come to conclusions like, "Wow, our audience engages nearly twice as much with posts that are about advertising techniques. I guess we know what they're interested in."
The LV website displays a knack for well thought out storyboarding and high-quality imagery. Previously, their website focussed a lot on content but failed to connect it to any real outcome. This has changed in recent times as there is an obvious shift towards enabling easy sharing and quick consumption of information. Almost like an online fashion portal.
Content marketing works for B2B businesses. Ninety three percent of B2B companies say content marketing generates more leads than traditional marketing strategies. Meanwhile, 74 percent of companies indicate content marketing is increasing their marketing teams’ lead quality and quantity. But what about content marketing examples of companies doing it right?
The CRM space is one of the largest and most competitive industries in the IT sector. Despite being the world’s largest vendor, Salesforce has had some problems maintaining steady traffic and leads. This was the case for Salesforce UK, which could have been a cautionary tale in content marketing examples. They had to drastically change their content marketing strategy to increase their search and paid traffic sources.
Blog Posts: Posting informative content on your business' blog can continually bring in new traffic as well as improve your organic search engine optimization (SEO) results. It also offers a great opportunity to converse with new prospects and past customers. They’re already on your site to read that blog post, so your design could lead them deeper into your sales funnel. Popular posts can boost traffic rates as well as provide great SEO results.
With two new products – BumbleBizz for career networking and BumbleBFF for finding new friends – Bumble has grown from dating app to full-on connection hub since its launch in 2014. First, it revolutionized digital romance with a female-powered platform (only women can initiate conversations), and now it’s taking on all kinds of relationships. Things are going so well, in fact, that the company recently passed on a $450 million acquisition offer from Match Group.
In the latter category we also find platforms that are closely connected with, for instance, marketing automation platforms. The industry of content marketing software is growing fast but also evolving fast, with some players being acquired by large marketing software vendors. At the same time, we see several marketing software vendors but also content management firms and others including content marketing features.
To get the word out, the startup has invested in content and taken its message all over social. Beyond the standard Facebook, Twitter, and Instagram (where ClassPass cultivates a hip, color-forward feed that boasts 106,000 followers), Tumblr and Pinterest serve as fun and engaging visual platforms. The former gives “a peek at what energizes and motivates us to be active,” while the latter showcases a collection of self-improvement and lifestyle inspiration boards – one of which links entirely back to The Warm Up, the company’s consumer-facing publication centering on strong, fitness-fueled content.
Content pillars on Ellevest's Insights hub include Your Finances, Life & Career, and Reach Your Goals. In addition, readers will find many posts by Sallie Krawcheck, Ellevest's Co-founder and CEO, who is also the former CFO of Citigroup and former CEO of Smith Barney. When you dive in, there's no mistaking the fact that the content is female-focused.
That’s what Raise the Bar does, by compiling a “daily digest of timely, must-read posts on sales, marketing and growth engineering.” And, that was the intent all along. In a 2016 blog post announcing the launch of the newsletter, Mattermark’s Co-founder and CEO, Danielle Morrill, wrote, “We’re turning our focus toward sifting through the mountains of content out there around sales, marketing, and growth to help the community of DOERS who grow companies.”
When you think of social media influencer marketing, your first thought is probably not General Electric. However, GE provides one of the best content marketing examples for B2B brands. Rather than highlighting their consumer products (like washers and vacuum cleaners), the company decided to use social media influencers to highlight their other business – like jet engines and wind turbines.
You're looking for trends to see what successes you can build on and what needs improvement. Don't forget to look for gaps. Sometimes the content you most need is the content that isn't yet there. Do you have 15 posts about tools for every one case study? Are all of your posts about advanced niche topics? What if your audience is full of beginners who want to learn from other people's experience? Looking back through and classifying/quantifying your previous work gives you a bird's-eye view of where you've been in the past and where you have yet to venture.
The practices and principles of ‘good’ content marketing, however, are here to stay, regardless of the definitions and even as content marketing – rightfully and obviously – continues to already be part of good, integrated and customer-centric marketing. We like the no-nonsense way in which expert Doug Kessler looks at the term, as you can see in the quote.
Take Patagonia's response to the Trump administration's decision to reduce the size of the Bears Ears and Grand Staircase-Escalante National Monuments. Patagonia created a visually stunning "interactive film experience" called "Defend Bears Ears," that urges people to take action. In addition, Patagonia shared dedicated posts about this hot topic on its blog, The Cleanest Line, and on social media. One post even famously declared, "The president stole your land."
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.