Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis — as subscribers, customers, evangelists, or, ideally, all three. Once you have an addressable audience, your content efforts will help increase sales, gather valuable customer insights, and activate your most ardent followers as brand advocates.
What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using 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.)
Run by a team of Condé Nast veterans, the site is an extension of the Equinox brand and features show-stopping photography and design with a range of high-quality writing, videos, and even musical playlists that are published online, through the Equinox app, on-screen at gyms – and distributed across its own mega-popular social media channels. The sublimely curated and mostly user-generated Furthermore Instagram feed, for instance, attracts more than 50,000 engaged followers (and several hundred likes per post) with its gorgeous color palette and expert insights.
Once you’ve selected your thought leaders, it’s time to create a process for extracting their expert knowledge. Remember, your SMEs are busy people, and the last thing they probably want to do is interrupt their everyday workflow to ideate, write, edit, and publish an article. Make the process as simple for them as possible by following these steps:
Xerox is the world’s leading photocopying company. While that sounds like something to brag about, it has, ironically, created some branding problems for the company. Since Xerox is so widely known for its photocopiers, many customers don’t know anything about its other services, such as IT outsourcing. Xerox solved this problem by rebranding itself with content, which played a huge role in boosting business in its other verticals.
Imagine that, for reasons entirely outside of your control, there was a media and industry blackout of your work. Imagine that, due to some controversy or sudden change in public tastes, you were suddenly persona non grata. Imagine if no publisher, no crowdfunding platform, no retailer, no distributors, and no investors would touch what you’ve made.”
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
Social media can be a great way to create shareable content. Many brands are doing all they can to get those shares, likes and follows up and no-one has mastered this better than Old Spice. This is a brand that – as lifted from their very own Twitter bio – has “74 years of experience helping guys improve their mansmells with deodorant, body-wash, antiperspirant and fragrances.”
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.
If you choose the traditional marketing approach, you can create a poster, informational brochure, or fliers to hand out to customers or hang in the store. Traditional marketing is often created to inform the customer about the product, business, or service. It relies heavily on persuading the target audience. Examples of traditional marketing include:
The Future of Customer Engagement and Commerce (FCEC) is the widely respected digital magazine behind SAP Hybris’ customer engagement software, and a prime example of how a small team with a long-term vision can strike content gold – and trigger a potential customer’s entry to the marketing funnel. For Global Head of Editorial and Content Marketing for FCEC and SAP Hybris Amy Hatch, who started up the blog as a one-woman show in 2012, it took a simple recipe to ensure her success: consistent publishing, distributing content via social media, and utilizing SEO best practices.
However, you don’t need to work with influencers to utilize user-generated content as part of your marketing strategy. Whether you create a contest or just consistently ask for feedback through social media, you can encourage your fans and followers to post pictures of themselves using your products or services. When you repost this content, you are showing your leads and customers what others think about your brand while showing the customer themselves your appreciation for their business.
A winning strategy succeeds when technology and people work together. Automation and semantics can help to filter, facilitate and uncover hidden treasures, but it is the human touch – thoughtful selection and consideration of content – that will create a truly new and engaging brand experience for audiences to discover, enjoy and share. Kelly Hungerford
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.
Content marketing can be delivered through a variety of media, including television and magazines, and take a lot of different forms, including articles, infographics, videos and online games. The strategy may be referred to by several different names, including infomercial, sponsored content or native advertising. Whatever the label, content marketing is often integrated in such a way that it doesn't stand out from other material served by the host.
Last January, Marriott released the 35-minute "Two Bellmen Three," set in Seoul, Korea. The goal of the film: to highlight Marriott's Asian properties and capture a piece of the wedding market. As part of the release, Marriott offered "Two Bellmen"-themed wedding, food, and spa packages at participating hotels. To date, "Two Bellmen Three" has more than 9 million YouTube views.
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.
What you can do about it: By creating a unique, shareable experience, Coke basically inspired its audience to do the marketing for the company. People get excited to find their name or their friend’s name on a can of Coke at the store — so excited that they end up posting pictures of the cans on their Facebook and Instagram accounts. Personalize your content in a way that resonates with your audience.
The reality is that just creating content isn’t enough. In many cases, you need to amplify it. You need to market your marketing. This is where social media can help a great deal. Also recognize the many places (and many people: customers, employees, influencers) that can help you amplify your content marketing. (bonus: presentation on the difference between influencers and advocates)