Identify where target audiences are spending their time online, and where relevant conversations are already taking place. For retail companies, maybe it’s Instagram and Pinterest. For B2B, it might be Twitter and LinkedIn. Instead of wasting time and resources on social media that won’t deliver, focus on the right channels with the biggest payoffs...
Content is the glue and trigger of interaction in a customer-centric marketing view with relevance, consistency and mutual/connected value for audiences and brand at the center. By offering value to pre-defined groups of people content creates value for the customer in the broadest sense, in tune with brand and business objectives, and leading to value for the organization. Content marketing further has ties with content management and information management, as well as various marketing platforms, as systems of engagement and intelligence, helping to gain insights on audiences and to achieve a streamlined right time and right place approach, leveraging various channels and information sources which often reside in silos.
It's content that helps people find you. It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch. 3.)
15. Basecamp: Signal v. Noise on Medium. Signal v. Noise is “strong opinions and shared thoughts on design, business, and tech. By the makers (and friends) of Basecamp.” Why Medium? According to the team, “When Jason Fried a few months ago suggested that we should start posting articles on Medium, I was skeptical. What possible gain could we have from sharing our stories on someone else’s platform rather than our 15 year-old blog? Turns out, quite a lot! First of all, the writing and formatting experience on Medium is just excellent. I’ve yet to find another web editor that makes it as easy to produce great looking articles. … Second, Medium has a wonderful community and readership that reaches far beyond our natural sphere of influence.” Great advice if your brand is considering Medium for content creation in 2016.
EXAMPLE: Outdoor retailer REI does a great job of answering questions and assisting its audience through content. On its YouTube channel, it offers dozens of videos depending on its audience’s interests and needs, often answering common questions. Whether it’s a backpacker who wants to know how to use a compass or a cyclist who needs to know how to fix a bicycle chain, REI provides the answers.
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.
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.
The reality is that just creating content isn’t enough. In many cases, you need to amplify it. You need to market your marketing. This is where social media can help a great deal. Also recognize the many places (and many people: customers, employees, influencers) that can help you amplify your content marketing. (bonus: presentation on the difference between influencers and advocates)

At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.


Grow from Acorns offers a space where the brand publishes provide a wealth of valuable articles for their target audience. Grow’s goal is to empower its readers with relevant and realistic advice that can help them accomplish their financial goals. Much like the app, the blog aims to help people start building wealth now instead of waiting until later.
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.
Expedia is a well-known travel brand that relies heavily on content marketing. Currently, their strategy involves a variety of different content channels, but they also strive to earn a presence in high-authority publications whenever possible. The company hired a firm called Quad Digital to place a number of well-designed infographics on such sites. They also publish guest articles on many authority websites.
Virgin Mobile was one of the first wireless communications and VoIP providers to adopt social media and content marketing. Since then, they’ve used these digital marketing services to provide better service to their customers. Virgin Mobile Live, for example, is a new social newsroom that the company uses to promote apps, music and other digital content throughout the day.
In mid 2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags[30] to Donald Trump and launched a video content on YouTube[31] and Facebook.[32] The video campaign received various awards including most creative PR stunt[33] in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publication mentions (including Mashable, Quartz,[34] Indian Express,[35] Buzzfeed[36]) across 80+ countries.
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.
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.

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.
With stories ranging from converting brain waves to operate prosthetic devices to the rise of the smart apartment, the coverage on Perspectives is quite broad. However, the common thread is looking at the world through a technology lens. To help drive visitors to the content, Dell Technologies enlists influencers ranging from YouTube creators to small business mavens and entrepreneurs to share their stories.
Whether you’re on a team of b2b marketers or you’re a small business owner, running A/B split tests is crucial if you want to know for certain which headlines, calls-to-action and types of content work best for your readers. Once you know what strategies work best for you, your work becomes that much more effective–and your overall content marketing strategy that much clearer.

1. Hipmunk: Traveler’s Guide to Tipping. Travel booking site Hipmunk creates a wealth of content to answer common traveler questions and conundrums. One blog post called Traveler’s Guide to Tipping is a fantastic resource for tipping practices in countries around the world. It includes guidelines for restaurants, taxis, and hospitality. Other excellent posts from Hipmunk include How Travelers Can See the New Star Wars Movie Two Days Early, 48 Things to Do in Asia, and How Much Does a Disney Vacation Really Cost. The takeaway is simple: know your demographic and answer their questions. None of these posts are interactive or flashy, but they provide important and relevant information.


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.


Much of Plated's success hinges upon one factor: subscribers, and Morsel has been optimized to drive them. The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers.
“Scaling our content efforts isn’t just about expanding the size of our social reach across new platforms. It’s also about deepening the level of engagement we have with our fans in the social communities they hang out in. We’ve been successful so far in rewarding our fans with Virgin experiences on Facebook and Twitter. The next step is to evolve our social platform to allow fans to reward one another with special moments.”
The practices and principles of ‘good’ content marketing, however, are here to stay, regardless of the definitions and even as content marketing – rightfully and obviously – continues to already be part of good, integrated and customer-centric marketing. We like the no-nonsense way in which expert Doug Kessler looks at the term, as you can see in the quote.
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.
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.
Influencers: Letting others speak for you is sometimes more valuable than tooting your own horn, and audiences may find it more authentic as well. Creating a rapport with prominent industry influencers and having them share your content through their own social feeds streams your content to potentially thousands or millions of new followers. That means more brand ambassadors than you could have ever organically created.
Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.
Now is an exciting time for content marketers. We are currently in the performance era of content marketing. We no longer have to choose between creating inspiring content (that’s hard to measure) and ads (that annoy customers but are easy to track). Technology has evolved to the point where we can produce incredible content and measure business results.
While all the ways American Girl connects to its audience are too numerous to cover in this one post, I’m particularly amazed by its print publications. For instance, The Care and Keeping of You is a book all about growing up for girls. It ranks second in its category (and 71st most popular among all books on Amazon). It’s from a brand selling dolls – but the subject has nothing to do with the dolls.
Set up ‘Pixels’ on your site: This is a small snippet of javascript code that you can add to your website to track social media advertising efforts specific to each individual platform. For example, a Facebook snippet opens up the lines of communication between Facebook and your website that gives them information about the people who come to your site and lets the social network know if a user has done a certain action.
Industry Forums: Posting content on respected industry forums adds a level of authority and brand reach your company may not have had before. Sites like Business Insider or Forbes are ideal for a more general business management audience, but niche publications that are exclusive to your industry can be even better channels through which to target your core audience.

Yes! The point of your content is to be seen, read, heard, and, most importantly, shared, so what good is your content if it’s never seen? Research has shown that countless brands who develop and follow a content marketing strategy consider their content marketing efforts to be more successful, found content marketing in general to be less challenging, and were later able to justify a higher content marketing budget that allowed them to invest in higher quality content.
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."
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.
User-Generated Content: Soliciting reviews, comments and content from avid online users and social followers cycles fresh ideas into your content production schedule and presents a more genuine relationship between your brand and the public. UGC allows followers to speak on behalf of your brand through digital vehicles like contests, giveaways, hashtag campaigns, video stories and other visual means.
Content marking is creating content that can be shared with customers through various forms. Examples include videos, blog posts, and how-to guides. The content shared must be relevant, engaging and informative. Businesses use content marking to reach new customers and retain existing customers. Traditional marketing and content marketing are not the same!
We’re going to start this list with one of the best content marketing examples from a big brand – Coke. For year’s Coca-Cola has been putting out innovative marketing campaigns that establish an emotional connection with their broad audience. But the particular campaign we are going to look at, which got its start in Australia is 2011, is still going strong today.
In recent years, content marketing has exploded, with 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.
He elaborates, “What’s the thing where when you read the first few search results you say, ‘This is great, but I wish they…’. If you have great answers to that, don’t ask ‘how do we make something as good as this?’ but say ‘how do we make something 10X better than any of these?” That’s the bar that’s been set because it’s so competitive to try to rank for terms today.”
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.

Xerox is the world’s leading photocopying company. While that sounds like something to brag about, it has, ironically, created some branding problems for the company. Since Xerox is so widely known for its photocopiers, many customers don’t know anything about its other services, such as IT outsourcing. Xerox solved this problem by rebranding itself with content, which played a huge role in boosting business in its other verticals.
As a marketing technology company, DemandBase has invested a lot of time trying to optimize their content marketing strategy. Rachel Balik, the senior content marketing manager, has provided an overview of the evolution of DemandBase’s content marketing strategy on the company blog. Balik also says that she attends Content Marketing World regularly to learn more about best practices in the industry to improve their overall strategy.
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