Recently, Cox Media used an online “Success Kit,” which provides valuable information to help other businesses succeed, to engage with the small- and medium-sized businesses that their advertisers were trying to reach. The content was available in several different formats, such as e-books and video, which helped them connect with many previously untapped leads. According to this report from G3 Solutions, the Success Kit received 5,000 downloads over the past year, helping Cox to generate more than 2,000 leads.
Makes sense, since the company produces 12 hours of live video per day, streaming real-life classes to homes across the country, on-demand. It’s how it keeps people coming back for more, by consistently providing something new to look forward to and actively engage in. With close-up videos of instructors – many of whom have risen to fame and actively promote the brand on social media -addressing at-home riders by name while calling out personalized encouragement, the content is nothing if not engaging.
“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.
Of particular note is Coca Cola’s new content strategy, called “Content 2020,” which the Content Marketing Institute praised for its originality. Coca Cola has publicly stated that it’s committed to using content to boost its brand as much as possible. Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, believes content is instrumental in boosting the company’s brand:
Which marketing and other organizational goals can we realize or improve by better using content marketing? An example: traffic building, conversion optimization, event marketing, lead generation and management, email marketing, social media marketing, marketing automation, customer service, etc. can all be improved by a better usage of content and content marketing. Your content marketing strategy looks at this. As a matter of fact, don’t just ask what organizational goals content marketing serves as in the chart. Many people, especially those calling the buying shots, have no clue what content marketing is and so do many executives, even in marketing. So, ask what organizational goals you can support and strengthen instead of trying to separate content marketing from the overall equation.

Makes sense, since the company produces 12 hours of live video per day, streaming real-life classes to homes across the country, on-demand. It’s how it keeps people coming back for more, by consistently providing something new to look forward to and actively engage in. With close-up videos of instructors – many of whom have risen to fame and actively promote the brand on social media -addressing at-home riders by name while calling out personalized encouragement, the content is nothing if not engaging.
How will we structure the internal organization – or better: how will we make sure that all content marketing related processes and flows are properly organized, in correlation with other marketing processes and/or teams? Often, content marketing thinkers advice to build teams that are more or less dedicated to content marketing. In practice, this seldom happens (except in some major firms) and teams better focus on the tasks and goals than the exact roles, realizing each company is different.
In the latter category we also find platforms that are closely connected with, for instance, marketing automation platforms. The industry of content marketing software is growing fast but also evolving fast, with some players being acquired by large marketing software vendors. At the same time, we see several marketing software vendors but also content management firms and others including content marketing features.

You may want to be super-professional, very casual, or something in between. And you’ll have to manage the balance between showing your expertise and not patronising your audience. Here’s Sprout Social’s advice on creating consistency with your brand voice, and keep in mind important SEO ranking factors to optimize your content. Take a look at these successful content marketing examples for inspiration.
Your content strategy is a comprehensive plan that describes your goals (what you want to accomplish), the tactics you’ll implement (how you’ll accomplish it), and the metrics you’ll use to measure the strategy’s effectiveness. It also includes the data and research that you’ll depend on to make smart strategic decisions. Over time it will grow with more information (especially about your customer), so you’ll want it somewhere editable and easy to reference.
Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity -- after all, it's 40X more likely to get shared on social media than other types of content -- it's a medium worth experimenting with.
Be sure to talk frankly about the outcomes they should expect from content marketing. Brand building? Check. Helps your social efforts? Check. Increases your audience? Check. But because most content marketing sits up at the awareness stage of the funnel, it's not realistic to expect customers will go en masse from reading one blog post to buying all the things.
In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.

On the internet, content marketing campaigns involve publishing custom content on specific destination sites the target audience respects and visits often. During the campaign, the advertiser creates custom content that is tightly aligned with the publisher’s website and editorial mission. The goal is to provide prospective customers with an integrated user experience (UX) that encourages engagement and interest in the brand. The challenge is to ensure the content is topically relevant and meets the audience's needs. If the content is simply a thinly veiled sales-pitch, it risks turning the buyer off.
This presentation is drawn from our work here at Convince & Convert, where we create content marketing strategy for some of the best-known brands in the world. (if we can help you, please let us know). In practice, of course, creating a fully functional content marketing plan requires meaningful time and effort (usually 60 days or so for us), but I sincerely hope that this presentation and the seven steps it outlines for how to do this kind of work, will help you take your own content marketing plan to the next level of success.
I use a combination of personal branding, consistent social audience building, and support in creating authentic and ongoing thought leadership content. I’ve done it for myself. I’ve done it for the companies I’ve worked for. I’ve helped activate hundreds, even thousands of thought leaders to tell better stories. I’ve done it for numerous clients. And I can do it for you. 
You know what segmentation is. In general, it means that your content should appeal to prospects/customers in function of their profile, behavior, journey, personas, etc. You probably think “I am doing that” but instead of targeting people in function of demographics or job functions take it further: industry, expressed needs and challenges, past behavior, triggers, digital signals, cross-channel customer data, whatever. But, most importantly: look at the pain points, questions and concerns of your prospects.

We know this is a lot of information, but the work has just begun. It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here.
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.
This information should come partly from doing the steps above. If you’ve determined your audience is primarily on LinkedIn, then they might like in-depth articles, whitepapers or slide decks. If they’re on Facebook, then video and list posts might fit their style. If they spend a decent amount of time on Medium, long-form storytelling might be a good fit.
If you don't have the resources to devote to regularly producing great content, try focusing on what's known as "evergreen" content, which is less timely and requires less upkeep but can serve as a great industry reference. One great example we've had here at Moz is the Google Algorithm Change History. This began as a place for Dr. Pete Meyers to keep track of various updates from Google, mostly for his own use. As he continued adding to it, bit by bit, it became a go-to resource for anyone looking to learn about shifts in the search results. With minimal upkeep, the page has attracted more than 1.7 million views since it launched in 2011.
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.

Finally, by looking at the role of content marketing in a strategic way, that’s integrated with overall marketing and customer goals, you don’t need to get buy-in for content marketing or even make the case. You’re most of all being a smarter and more effective marketer. In social media marketing, executives needed to approve budgets that were sitting somewhere else. In content marketing that’s less the case as it’s connected with many other marketing goals and is not something “additional”. This doesn’t mean that a solid content marketing plan does not often require additional budgets but you’ll sell more business and a better brand perception to the C-suite, not necessarily a content marketing strategy.

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.
Director of Content John Collins first joined the company four years ago as Managing Editor, taking the helm of Inside Intercom. Since then, he's built a content marketing operation that put out 230 blog posts, 46 podcasts, and three beautifully designed books in 2017 alone. Intercom is totally transparent about its efforts, too, with experiments and successes often documented on the blog and beyond. The team's work has garnered Intercom a fiercely loyal, engaged, and growing audience (who often opt to share their email addresses or other personal details to download assets like e-books).
Blogs have many benefits for content marketing too. Do you need a blog for your organization? It all depends but there are many befits and reasons to at least have a corporate blog (which doesn’t mean it should be company-centric). Blogs have many inherent benefits, can serve multiple (content) marketing goals and there are dozens of good arguments to get started.
Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.
9. For Dummies: The ubiquitous yellow books go B2B. The For Dummies brand is recognized the world over, so Wiley’s marketers and product team capitalized on that with a new content marketing venture. Dummies’ B2B offering gives companies the chance to craft their own branded Dummies content, and from the looks of the case studies, it seems to be working. For example, Glassdoor used the Dummies solution to create a custom “Employer Branding For Dummies” piece.
Content may be king, but many content creators (and purveyors of fine content) often struggle to show the value of content marketing. This is because the types of content (blog posts, guides, webinars, etc.) that most people think of as content marketing all fall in the "discovery" part of the marketing funnel, which is several steps removed from conversions.
According to Brafton, “83% of digital marketers plan to increase audience engagement and promote brand visibility through native ads.” If you want to join them as part of your content marketing strategy, make sure your ad is consistent with your other content. Above all, native ads should meet the needs of your readers and engage the audience, just like your other content does.
Content marketing…is the art and science of attracting an audience toward a brand and it’s website, then inspiring that audience to take action. This is done through the publishing, promoting and measuring of content. The form of the content is often written text, but may also be video, audio, diagrams. The function is often educational or useful, but may also be entertaining. Content marketing contrasts with advertising, which seeks to interrupt or distract an audience with a brand’s message. – Andy Crestodina, Orbit Media
Finally, by looking at the role of content marketing in a strategic way, that’s integrated with overall marketing and customer goals, you don’t need to get buy-in for content marketing or even make the case. You’re most of all being a smarter and more effective marketer. In social media marketing, executives needed to approve budgets that were sitting somewhere else. In content marketing that’s less the case as it’s connected with many other marketing goals and is not something “additional”. This doesn’t mean that a solid content marketing plan does not often require additional budgets but you’ll sell more business and a better brand perception to the C-suite, not necessarily a content marketing strategy.

'When it comes to business blogging, there’s no doubt that consistency is important,' says Vaughan. 'Just consider the fact that companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads. That being said, consistency must also be applied to the quality of your content, not just the quantity. If you pay any attention to the increased emphasis Google is placing on quality content, this comes as no surprise. Because marketers must also make a commitment to quality in all the content they create, increasing frequency alone won't get you very far. Quality and quantity must go hand in hand, and this will become even more important in 2013 and beyond.'
Long-tail keywords are multi-word phrases, which are more specific and targeted. Long-tail keyword research will come into play as you begin planning specific pieces of content and continue on an ongoing basis. For example, if “Customer Support” was a short-tail keyword, “Customer Support for Healthcare Providers” would be a related long-tail keyword.
Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire. Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever. Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company that might change your fortunes overnight? It might be easier than you think.

Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
"In the past, we tried to serve all target audiences through content marketing, from investors to journalists, employees, and potential candidates," says Frank Thomas, Adidas’ Director of Content Strategy and Content Marketing, in NewsCred Insights. "But we realized we were all over the place. We rethought the entire setup and who we needed to address, and decided it is the employees, potential candidates, and, in general, like-minded people who can become advocates for the brand."

Starting a podcast will help audiences find your brand if they don't have time or interest in reading content every day. The number of podcast listeners is growing -- in 2018, nearly one-third of the U.S. population has listened to a podcast in the last month. If you have interesting people to interview or conversations to host, consider podcasting as another content format to experiment with.
The number of ways in which content benefits SEO is far too great to count here. In summary, great content attracts editorial links, which tell Google you're important and authoritative. Google can also crawl your content, getting a far better idea of what your company is about, allowing it to return your site for more relevant queries (including a great many long-tail queries). The list goes on, but it can all be boiled down to this: Without content, what is there to optimize for search engines?

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.
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