Use a diverse content marketing strategy as part of your overall content strategy and split test to continually refine your approach. For example, Product A might see a good response to video marketing, and Product B might sell more through an infographic. Specific types of content might work better for lead generation or instant sales while others might work best for improving follower growth. Look at your various products and services and ensure you have a multifaceted strategy to use content in an effort to sell each. Test a variety of strategies to see which options work best.


Santander Bank’s Prosper and Thrive looks like a glossy magazine, except that it’s entirely digital. The content hub is aimed at millennials — specifically people just getting started financially who might have a lot of questions when it comes to money. Sample articles on the site include tips on building a wardrobe on a budget, and tips for buying a home for the first time.
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:
3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.
“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
So did they break it? Almost. Eliud Kipchoge of Kenya missed the mark by just 25 seconds, still beating the previous record for the fastest marathon by an incredible two and a half minutes. More than 13.1 million people watched the race as it streamed live across Twitter, YouTube, and Facebook, and an hour-long documentary special about the race (produced with National Geographic) garnered more than a million and a half views – a notable achievement in itself.
In many ways, step five ties into step one. When you’re thinking of your goals, think of how you can tell if you are on track to reach those goals. In the case of the example brand that’s trying to reach millennial moms, it could track traffic to its website from social media profiles that match the definition of millennial moms. It could also look at responses on social media to see if millennial moms are engaging with the content it creates.
In addition, video is big for Lowe's. Beyond the popular how-to content on Lowe's YouTube channel, the company has invested in more complex, entertaining storytelling. Take, for instance, the video series "The Weekender," which is in its third season – the first season pulled in more than 3 million views. The 15- to 20-minute episodes feature DIY expert Monica Mangin who helps homeowners transform a problem area. Guests are young and hip, and episode pages highlight the projects and products featured on the show.
In politics, the “sizzle” tends to look like catchy one‐liners that are ultimately meaningless, out‐of‐context statistics that sound good, and targeted attacks on your opponents. None of these things have anything to do with whether or not a candidate will be successful in office, but since the masses tend to respond to sizzle, politicians focus on the sizzle.

How is the industry you are in changing? And more specifically: how is the buyer’s journey of your buyer personas evolving in the industries your customers are active in and your business is active in. What role can content marketing play? As an example: look at the evolutions in the B2B services industry. Content plays a clear role but look further. For instance: Key Account Management is a priority in that industry. Can it be served using an optimized content marketing strategy? Also look at the influencer sphere of the buyers in that industry and at the different types of buyers.
The definition of content marketing further depends on your viewpoint and background. A B2B marketer, looking to generate and nurture leads, for instance, might look differently at it than a brand marketer, looking to cause a shift of brand perception, or a search engine optimization practitioner, trying to increase organic ranking of content in search engines. However, the rules of good content marketing and essential strategies and principles are very much alike in most cases.
How is the industry you are in changing? And more specifically: how is the buyer’s journey of your buyer personas evolving in the industries your customers are active in and your business is active in. What role can content marketing play? As an example: look at the evolutions in the B2B services industry. Content plays a clear role but look further. For instance: Key Account Management is a priority in that industry. Can it be served using an optimized content marketing strategy? Also look at the influencer sphere of the buyers in that industry and at the different types of buyers.
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.

11. House of Cards: The alternate Frank Underwood reality. Netflix’s political drama House of Cards adopts the marketing mindset that Frank Underwood and HoC characters are totally real. With a full election website and commercial that aired during a presidential debate, you forget that these people are acting — and isn’t that the whole point of TV? House of Cards creates a steady stream of content build-up to generate excitement for the new season. It’s a great example of how a few key content pieces released strategically can drum up anticipation for a big launch.
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