7. New York Times: Journalism virtual reality. If you’ve followed journalism at all over the past five or ten years, you know the news industry is constantly looking to revolutionize itself to stay relevant and, of course, profitable. (Watch the movie Page One if this interests you.) NYT experimented with virtual reality (VR) in 2015, launching an app you can use on Google cardboard (ideally) or your smartphone. The app fully immerses you in news stories like never before. I recommend you check it out and ponder the implications for all-immersive content marketing in 2016.
EXAMPLE: Insurance company Liberty Mutual built a content platform – Master This – dedicated to helping people solve home and life challenges – to build skills and worry less, as the brand describes it. While Liberty Mutual’s ultimate purpose is to drive insurance sales, the content focuses not on insurance products but on information the audience will find educational and helpful. It also has expanded access to the educational content by partnering with HowStuffWorks and Amazon’s Alexa to provide educational content through the voice-activated device.
Because Better Everyday isn’t attached to the company’s main URL, it provides an opportunity for NextView to experiment with different tones, voices, and stories -- all from a variety of experts that might already be using Medium to discover and contribute unique content. Plus, with Medium’s built-in ability for people to recommend, highlight, and search internally for relevant content, it makes the work published there that much more shareable.

The results were magnificent. Simply Business increased their ranking for their main keywords, including reaching first place in the Search Engine Results Pages (SERPs) for “professional indemnity,” “public liability insurance,” and “employer’s liability.” Even though they launched some guides before Google’s Penguin algorithm change, they significantly increased weekly organic traffic, meaning their link building practices were white-hat and high-quality.
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?
Which content marketing metrics and KPIs do we need to gauge success, in correlation with other marketing metrics and KPIs? Although there are some typical metrics used in content marketing it’s important to speak a common language across all marketing and even business efforts. Content marketing is not an island. One of the crucial success factors in implementing marketing ROI across the organization and content marketing ROI as well is finding common metrics and using a common language between different departments.
Though there are links and CTAs to the Acorns site throughout the blog site, the content is not product-focused. Instead, it educates and informs the reader so that they can make better decisions about their finances. Rather than discussing how great Acorns is, it provides relevant and realistic advice about how readers can take control of their financial future.
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.
19. Content marketing is using any type of content (newsletters, blog posts, white papers, videos, Tweets, podcasts, wall posts) to attract an audience you wish to market to. Capturing their attention through great content gives you the opportunity to present calls-to-action to them to purchase or try your product or service. Jason Falls – Social Media Explorer

Though there are links and CTAs to the Acorns site throughout the blog site, the content is not product-focused. Instead, it educates and informs the reader so that they can make better decisions about their finances. Rather than discussing how great Acorns is, it provides relevant and realistic advice about how readers can take control of their financial future.
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.
You know what? 87% of B2B marketers practice content marketing to produce more qualified leads. And 78% of marketers are preparing to spend more money on content marketing. But according to my experience, the consistently producing quality content brings more traffic to a website. It also improves engagement with targeted audiences. Not least but using images in post increase audience engagement up to 30% more than plain text.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.

You’ll want to take existing insights and try to determine which of the different social platforms is most effective, and then choose one or two KEY platforms to work your content. Be sure that your brand and product fits your social media channel itself as well as the demographic. For instance, you’re better off sharing yoga clothes on Instagram and Pinterest, perhaps even via an influencer marketer, then on something like LinkedIn.
15. Basecamp: Signal v. Noise on Medium. Signal v. Noise is “strong opinions and shared thoughts on design, business, and tech. By the makers (and friends) of Basecamp.” Why Medium? According to the team, “When Jason Fried a few months ago suggested that we should start posting articles on Medium, I was skeptical. What possible gain could we have from sharing our stories on someone else’s platform rather than our 15 year-old blog? Turns out, quite a lot! First of all, the writing and formatting experience on Medium is just excellent. I’ve yet to find another web editor that makes it as easy to produce great looking articles. … Second, Medium has a wonderful community and readership that reaches far beyond our natural sphere of influence.” Great advice if your brand is considering Medium for content creation in 2016.

If you thought a company like Twitter doesn’t need content marketing, think again. The social media giant has been building up its Twitter Business Outlook blog with original and licensed content centered on how-tos and best practices for advertising on the platform. After all, while countless other websites and agencies counsel on how to tweet to your fullest potential, where better to hear it than straight from the source?

I don’t know what I could add to this list. Content marketing is nothing new, but as it’s been said, it’s ever changing and people are finding new and more engaging ways to incorporate it into their marketing strategies. Content marketing is vast and is used in almost every aspect; this blog, for instance, is content marketing. You’ve creating content to bring people here to help market what you’re offering or who you are.

If there’s one thing to takeaway from these incredible examples of content marketing, it’s that you need to stand out from the crowd. That’s the only way that people will share and talk about your content. Don’t worry if you don’t have the time, resource or creativity to do this – there’s plenty of content marketing experts out there to help you. One thing is for sure, the power of content marketing is hard to ignore.
To help you build your content marketing strategy for next year, I teamed up with Skillshare to curate a list of their top online classes that’ll teach you how to build a content marketing strategy from the ground up. They were even generous enough to offer us all two free months of access to their 17,000+ online classes (normally $8-15 a month) so you can get a jump start on building your content marketing strategy (and more) in 2018.
So what can you learn from Make-A-Wish and Batkid? If you work to support local causes, why not get your customers involved? You can use social media, email marketing, and other types of content marketing to get the word out about your favorite local charity or organization. Not only does this help you provide more support for the worthy cause, but in the process, you can connect with leads and customers who care about the community and support the same causes your business cares about.
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.
28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.
Founder and CEO Clay Collins knew they had to be scrappy to be able to compete against VC-funded giants like Hubspot and Infusionsoft, given LeadPages were a bootstrapped company since inception. Instead of spending $10,000 on customer acquisition as some of their competitors did, Collins developed a growth hypothesis based on the idea that “a content team of four people could outperform an 80+ person sales team at most companies.”
It’s important that every piece of content has a Call-to-Action (CTA) that’s direct and brand-focused – otherwise, your content isn’t really likely to generate leads. The cool part about social marketing, however, is that you can get creative with this. Instead of just saying, “Buy this product,” for example, you can offer a free e-book or trial offer to let users have access and decide for themselves whether or not your product or service is valuable.
Retarget people who’ve seen you: You can also target people who visited your site or watched a video for a certain amount of time or went to another site. Custom audiences let you target people who already know who you are, which means that you can target top of funnel users with ads and then create custom audiences based on what those users do, pushing them further down your marketing funnel.
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.

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.
We've created a template to get you started in writing a strategy. This document will take you through some initial research (beyond the content audit information above) and how to combine that research with your goals and content guidelines. You'll then start to make the strategy concrete by applying all that information to content types. Add in some information about governance and workflow, and you have yourself a fully fledged strategy.
The ‘Citizens of the airport series’ is a little 10 part series focussed on KLM's customers. The brand intermittently interviews travellers in Amsterdam airport to share their story. Sure, these tidbits aren’t especially useful, and they won’t attract millions of views, but to a few select people, the content proves that KLM cares. This determination to truly understand and care for their customers is the reasons why people will start to pay more to fly with the Royal Dutch airline.
Content marketing focuses on the tactics and execution—the actual creation, curation, and editing of content that's specifically created for the purposes of marketing. This could be anything from blog posts to the confirmation page, and is aimed at building a trusted connection between a company's products or services and the market that might end up purchasing them. It's about creating content that people not only want to consume, but that will also help them through the sales funnel.

Through content that brings that ethos to life, Clif Bar has nurtured legions of fans. Recent stories include a profile of two Clif Bar-sponsored athletes who set out to raise $100,000 for Bears Ears National Monument, an article on Clif Bar employees achieving 100,000 hours of volunteering, and a big rock piece of content about The Great Trail, a 15,000-mile network of trails across Canada.
43. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.  Joe Pulizzi  (aka The Godfather of Content Marketing) – Content Marketing Institute, author of  Epic Content and Content Inc.
So what is content marketing, then? Well, it's pretty simple. Content marketing is the use of that content—any of it—to help meet a marketing goal for your organization. That could be acquisition of potential customers, retention of existing ones, making more people aware of your brand or your products, or really anything else. We'll go into many of the most popular and effective ways of doing all of these things throughout the rest of this guide.
The new strategy is already seeing strong results. Back then, there were around 10,000 employees in the Adidas LinkedIn community – which happens to be GamePlan A’s most important distribution channel. Today, that number has grown to more than 33,000, along with 673,000 general followers. Most posts link back to the GamePlan A content hub. With hundreds of likes and multiple comments per post, it’s plain to see that Adidas has a highly engaged audience.
“I’ve always liked to share with others what I have learned. That’s why I wrote my first book, to correct what I saw as an incomplete understanding of what was possible with concrete as a design element. Everything I’ve done has been a product of not trying to start a business, but just trying to improve the design environment. The whole motivation was not to make money. Just the opposite.” 
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.”
In recent years and due to the success of the term and the growing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising (so-called ‘native advertising’).
In this pursuit, content helps companies equip their customers for success. Content shows buyers optimal uses for companies’ products and services, encouraging customers to see the good more than the bad. With a content strategy focused on customer success, businesses can devote fewer resources to putting out fires and more resources to growing their brands.
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.
Burberry’s latest digital venture is the fashion chatbot they launched at the London Fashion Week last month. It complements their entry into the “see-now-buy-now” trend made popular earlier this year by Tommy Hilfiger. The Facebook Messenger based chatbot lets the company sell their latest collection as soon as it hits the runway. Viewers can watch shows real-time, interact with the bot to inspect a collection more closely and even request a connection to a real human to help with the purchase.

Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.

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.
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