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.
This clever video is one of the best content marketing examples. It gets the attention of Hootsuite’s audience with fun and creative messaging and effective visuals that pay tribute to the popular TV show. However, this video goes far beyond just that. It also helps Hootsuite make an emotional connection while positioning itself as a product for businesses. It’s an integration product that helps bring together separate channels, allowing marketers to create a unified social experience.
Content is essential, no matter what. The focus on the term content marketing should not take our attention away from this simple fact, that is true since long before the term was invented: people ‘consume’ content, they use it to prepare a purchase, they like it regardless of their relationship with you, words and images are essential in human behavior and persuasion and content plays a role in virtually all marketing tactics. A good content marketing strategy is really a mix of different tactics and strategies, aligned with the buyer journey and overall marketing strategy.
In the midst of the daily grind, it’s easy to forget that content marketing as we know it is still a relatively new phenomenon. As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities.
The Common Language in Marketing website is an ongoing and comprehensive encyclopedia of globally relevant and standardized marketing terms, activities, metrics, and systems. This open-source, curated library of definitions combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community.
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.
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.
If you are considering influencer marketing, you can take a note from GE. Find the right influencers for your market or industry, and make sure that they have a following that can benefit your brand. Then, consider what you can offer these influencers in return for their help with your campaign. It may be free products, money, or sometimes just exposure to an even wider audience.
With almost 1 million views on YouTube, the Millie Dresselhaus video has certainly made its rounds, delighting feminists, science fans, and everyone in between – which is exactly what makes GE’s efforts so special. With hard work, talent, and a stellar strategy, the 125-year-old company’s content has managed to capture a bigger and broader audience while promoting its mission, attracting potential talent, and humanizing the enormous scope of what the company does, from developing new and innovative technologies to engineering the tools and equipment that power our homes and the world.
This audience segmentation is most often done using buyer personas. There are also other models, for instance in storytelling some like to work with archetypes. We made an overview of several persona models. Note that some people also work with specific content marketing persona attributes. However, if you want an overview to start with, you might want to read it.
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.
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?
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."
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.