If Chanel is all about snooty exclusivity, Burberry believes in just the opposite. They are quick to adopt newer platforms and find their audience in the places that they frequent. A stellar example in this regard was the Burberry kisses campaign that they launched in collaboration with Google. The campaign was a pioneer in combining two previously unconnected elements- ease of communication of the web with the universal relatability of a real kiss.

This isn’t hard to do, but it does take some creativity. If you are selling anything related to cooking; run recipe awards, video tutorial contests or give away free items to people who post great videos using your product. If you are in the service business, create incentives for customers to give you video testimonials, reviews or product demonstrations.
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.

Brands that go beyond the product to identify the wearer’s persona are able to create content that directly appeals to their audience. This involves detailed consumer profiling and an in depth of understanding of your ‘ideal customer’. Rolex caters to the aggressive, adventurous go-getting spirit of the modern consumer. With content that perfectly embodies all these virtues, they cater to an audience characterised by cavernous ambition.
The Beehive, Bumble’s blog, puts out a variety of strong, timely content fit for its broadening audience. To celebrate the new year, for instance, it launched a series called "You, First", which features stories about well-being and self-care. It’s these kinds of ideas that permeate Bumble's social channels as well, with original and carefully curated content sharing the spotlight on each platform – like captivating graphics and witticisms on Instagram for its more than 455,000 followers.
This should come out as a part of identifying your audience (the previous step). Figure out exactly where they go online, and don’t try to spread yourself too thin. Remember, excelling at one or two channels is much better than being only partly present on a bunch of channels. Make your goal be to get this down to no more than a handful of places online.
We wanted to give you the most extensive and detailed guide of advanced content marketing techniques available today. This resource is chock full of tactical, immediately actionable ideas that you can implement in your own business — to start building a community of fans and followers, to increase engagement and traffic to your website, and to drive sales.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
Many hotel companies use content marketing to grow their brands, but Marriott intends to take it to the next level. They recently created a new global creative studio, which will publish a variety of entertaining content pieces for the travel industry. According to David Beebe, Marriott’s vice-president of Creative, Content Marketing and Global Marketing, Marriott strives to become the number one travel content publisher in the world:

This should come out as a part of identifying your audience (the previous step). Figure out exactly where they go online, and don’t try to spread yourself too thin. Remember, excelling at one or two channels is much better than being only partly present on a bunch of channels. Make your goal be to get this down to no more than a handful of places online.
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.
24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.
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