What's compelling is that it's not all about the world of finance. Goldman Sachs demonstrates its worldliness by featuring influencers from all walks of life. For instance, "Talks at GS" videos include historian and author Ron Chernow sharing his thoughts about leadership, ballet dancer Misty Copeland speaking about breaking barriers in her art form, and Microsoft CEO Satya Nadella on transforming the company so it's primed to lead the future of technology.
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.
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.)
“The difference between “marketing with content” and content marketing is a digital publishing platform that your brand owns. Creating an article for a publisher. Or an ebook. An ad. Or sales collateral. These are not content marketing. Content marketing means committing to publishing content people actually want. On a platform you own.” – Michael Brenner, Marketing Insider Group
While a content marketing strategy first looks at the strategic place of content marketing in the overall marketing process, there is also a planning and organizational dimension, mapping the different steps regarding content planning, mapping, creation, etc. In this sense, a content strategy involves various components. In most cases several of them come back but here are some common questions to answer or tasks to fulfill in a content strategy.
“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.
Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.
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.
As the U.K.’s largest tech company, Sage specializes in financial software that enables small and medium business owners to run their companies on laptops or mobile devices. Sage's mission is to help these organizations and entrepreneurs flourish in the face of harsh statistics – like the fact that half of all new businesses fail within their first two and a half years, according to Sage’s EVP of Digital Marketing Neil Morgan.
You can use a scheduler like Hootsuite for automated posting however it’s important to keep tabs and update things manually as you test and share so don’t get in over your head. You also want to make sure that a social expert is on hand for engaging in real time – just “posting” several times a day without engaging will not be effective at relationship-building in the long run.
NewsCred’s inaugural #ThinkContent Awards celebrate best-in-class content marketing brands. Their approaches are fresh, innovative, and creative. Even better, these brands have found solutions to some of content marketing’s most pressing issues, including using personalization to give people the right content at the right time, leveraging new content formats, and measuring ROI.