In a digital world where brands are brainstorming how to further simplify navigation and create more spellbinding imagery, Patek Philippe’s understated website stands out in defiance. You’re intrigued to find a hidden element of modernity, a spark of technological compliance that will help you place it better among other digital marketing greats. But black and white videos showcasing delicate nuances of father-son camaraderie after a cricket match or the reverential admiration between a mother and a daughter, show that Philippe is all about honoring rich tradition.
While sharing company updates might be helpful for you and your employees internally, your blog can speak to a broader audience, and hyperspecific news really isn’t all that helpful to your readers’ efforts to solve their problems. To truly attract and engage your target audience, your blog has to be entertaining, address questions and pain points, and serve as an educational resource for your readers.
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.
Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
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.
But one of the newest and most successful strategies Random House has embraced has been using Medium to aggregate content from their active publishers. They also launched a new consumer discovery website to help people find relevant content. Random House CEO Markus Dohle says that content marketing has played an important role in maintaining and growing Random House’s brand image:
Intelligentsia is a coffee company that produces roast coffee blends from German vintages. Their business model may not be high tech, but content marketing has been instrumental in helping them grow their brand. The company has engaged in a variety of content marketing practices, but many content marketing experts argue that their brew guides are what really set them apart.
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.
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.
But, when we recently launched a new e-book that answers common content marketing questions, we learned that many of our readers are just getting started. As such, we want to make sure we continually cover the basics. Whether you are new to the practice, need a new way to look at what you’ve been doing, or need help explaining this to your relatives, this post is for you.
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately. In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.
To maximize the visibility into and reporting of ROI, every deliverable must be tracked from conception to creation to conversion. From there, you’re able to assign a specific dollar amount to each line of copy and every strategic decision. In this sense, executives will likely be grading content marketing on granularity: They need more data, more details and more reason to further invest in future campaigns.
"From a marketing standpoint and strategy, it is absolutely a content-first one…We want people to learn and engage through storytelling – and branded content is a big piece of that, both from the original branded content that we are creating, and the ones where we are partnering with publishers to do it in a native format," says Liz Matthews, Senior Vice President of Global Brand and Creative at Dell Technologies.
It’s sparked a serious video strategy as well, with Grindr’s first web series “What the Flip?” debuting last fall and following two users’ experiences of switching accounts for a day, and "CAMPerVAN," a docu-series following a group of queer artists road tripping around Europe. In its first three months alone, Into fueled 24 million video views onsite and across social media.
There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.
That top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions. These models can provide a good estimate of the value of your content, but they are, at best, an estimate, so keep that in mind before you tell the boss that if you can get the funds for one blog post it'll bring in exactly $1200 worth of leads.
"The other guy is doing it" seems like a terrible rationale, except that showing off the shares and attention a competitor is getting for their content can really help prove your point with someone who still doesn't see the value in content marketing. Just be ready for what sometimes comes next - "Do exactly what they're doing" - which is not the way to win at content marketing.
Ever spend precious time creating a piece of content, only to realize that it didn’t actually do what you wanted it to do? Yeah, we’ve been there, too. That’s why it’s so important to clearly and precisely outline your goal for each piece of content before you start anything. It gives you a road map to determine which main points to hit within the content, how to distribute it, and what metrics are needed to track success once it’s published.
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
But if you can also create content that aligns with the core of your product or service, that’s also great. As we mentioned before, Wistia creates visual content technology -- so it makes sense that it would have unique visual content. Identify what your business does particularly well, and then make the most use of the channel that best aligns with your strengths.
17. Bumble and Bumble: Video style guides. Regardless of if you use Bumble and Bumble’s hair products, its website answers a multitude of questions about blowdrying, dealing with curls, straightening hair, and much more. The company’s robust library of step-by-step videos show how to create any look with any type of hair imaginable. It’s free content that’s as useful as it is memorable when you want to buy your next styling product.
Social media websites are among the most valuable resources a business can have. Sites such as Facebook, Twitter, and LinkedIn are chock full of members of your niche audience and other potential customers waiting to be found — so be sure to share your content with them! It can even help answer many of their questions while simultaneously establishing your credibility.
A key part of bank content marketing is strategy — the “how” and “why” behind your content marketing campaign. You’re creating a blog, podcasts, videos, or other pieces of content. But how will you get them out into the world? What do you hope to have happen after people get their hands on your content? These are two of the big questions bank content marketers need to answer.
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.