Some of the brands covered here are newcomers to the market, while others are household names that have been around for more than a century. However, they all have one thing in common: they recognize the value of creating great content to engage their audience and generate new leads. Get inspired by their examples and use their success to fuel your own content marketing efforts.
One last component of bank content marketing is measurement. How do you know if you’re reaching your goals, or if your content is working out? You need to track it. Pay attention to how many people are reading or viewing the content you produce. Then make note of what they do next. Do they open an account with your bank, or get in touch to learn more? Or are people clicking away from the page without taking any positive action?
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.

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’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.

What you can do about it: This content hub is a brilliant move because Farmers Insurance establishes itself as an expert to its customers in a totally approachable way. If the content doesn’t answer something, Farmers makes it easy for customers to get in touch. Use your content to help your audience’s pain points on their own and establish your company as the go-to resource.

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.


"Our ambition is fairly massive," says Jay Curley, now Ben & Jerry’s Global Head of Integrated Marketing, in New York Magazine. "We're trying to create a new model for how businesses can use their voice to have an impact on important social movements, and show that you can do that and it doesn’t hurt your business. As a matter of fact, it may help."
Burberry’s latest digital venture is the fashion chatbot they launched at the London Fashion Week last month. It complements their entry into the “see-now-buy-now” trend made popular earlier this year by Tommy Hilfiger. The Facebook Messenger based chatbot lets the company sell their latest collection as soon as it hits the runway. Viewers can watch shows real-time, interact with the bot to inspect a collection more closely and even request a connection to a real human to help with the purchase.
LinkedIn is commonly known as the professional social network, and it’s obvious that its users are serious. Sixty-four percent of social referrals to corporate websites come from LinkedIn, compared to 17% from Facebook and 14% from Twitter. A glance at the demographics demonstrates that LinkedIn has the greatest percentage of college-educated, higher-income users of all the major social channels.

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.
13. Jack Daniels: The Single Barrel Standard. Jack Daniels’ blog the Single Barrel Standard shows an innate understanding of its core audience and the content they want to read. Seven Steps to Master Drinking Outside? Sounds like a winner. And what goes better with cocktails than snacks? Jack’s team penned Best New Ballpark Eats of 2015. Jack Daniels is committed to a regular cadence of content, showing customers with every piece that they share the same values and pastimes.
Though there are links and CTAs to the Acorns site throughout the blog site, the content is not product-focused. Instead, it educates and informs the reader so that they can make better decisions about their finances. Rather than discussing how great Acorns is, it provides relevant and realistic advice about how readers can take control of their financial future.
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.

19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.
5. GE: A leader in B2B content. GE is truly a content-focused company. It publishes content in almost every format imaginable, with a variety of content properties with unique focuses. One great example is GE’s online magazine The Txchnologist. According to Kapost, the mag offers “an optimistic, but not utopian, take on the future and humanity’s ability to tackle the great challenges of our era.”

Remember, your content marketing tactics can bring traffic to your website or landing page. Your content strategy, on the other hand, will drive traffic to your website and then help convert those visitors into customers. When done effectively, you should see not only an increase in website traffic but also improved user engagement and conversion rates.
But with nearly 88,000 subscribers on YouTube, it’s video that’s a clear win for the brand. Clips range from workout how-tos and style tips to interviews with athletes and astronauts. A particularly successful recent effort explores celebrity training routines, with the spot “Could You Survive Nick Young’s Workout?” garnering 806,000 views in just the last two months and driving more traffic back to the site. And it’s a good thing, given how great the content is. With a scientific bent and a thought leadership streak, new articles like food and fitness forecasts set readers on the right foot for a healthy new year – with lots of inspiring and enjoyable reading ahead.
We love how this newsletter illustrates the willingness of CB Insights to not take itself too seriously. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject -- e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter.
Whether you’re building a business case to launch a content marketing program or improving your existing one, it’s important that you and your stakeholders align on what, exactly, content marketing is – and what value it can provide your brand and target audience. We put together this resource to help you do exactly that. Here, you’ll find the definition of content marketing and other frequently asked questions. You’ll also find examples from top brands, as well as statistics to articulate the ROI it can have on your business.
GE is appearing on our list for the second time, and for good reason. For years, the brand’s content marketing has been best-in-class, pioneering the industry with the launch of its wildly successful digital magazine, GE Reports, back in 2008, and pushing the field forward with consistently creative and relevant campaigns ever since. Like one of our favorites – “What If Millie Dresselhaus, Female Scientist, Was Treated Like a Celebrity?” – which aired during last year’s Oscars and staked GE's commitment to hiring 20,000 women in technical positions by 2020.
Though you may not have the same advertising budget as Coca-Cola, you can still take a few things from this popular campaign. Personalization can go a long way into helping your consumers feel special and appreciated. Whether it’s sending a personal message through email or making product recommendations based on a consumer’s buying behaviors, the more personalized your marketing is, the more effective it will be.
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.
Pratik Dholakiya is the Founder of The 20 Media, a content marketing agency specializing in content & data-driven SEO, and co-founder of MoveoApps, a mobile apps development company. He regularly speaks at various conferences about SEO, Content Marketing, and Digital PR. As a passionate marketer, he shares his thoughts and knowledge in publications like Entrepreneur, The Next Web and Fast Company. Onalytica has named Pratik one of the top content marketing influencers three years in a row. Recently, Pratik has been awarded one of the 100 Smartest Digital Marketers of India by World Digital Marketing Congress.

It doesn’t really matter what content marketing stands for. The debates around the definition of content marketing and even its value will not make the lives of your customers better nor will they improve your business. Content marketing is not a holy grail, it’s a popular term for a way of working with content to do better. On the other hand the debate does matter in the sense that often you will read things about content marketing that aren’t correct because the definition was wrong to start with. And misinformation can lead to wrong decisions.
16. Method cleaning products: Soap Dish blog. Method’s blog contains tips and tricks for house cleaning, cooking, and eco-friendly living. It all ties in with Method’s mission of natural-minded cleanliness, organization, and comfort within the home. For example, check out this post about keeping your hands soft while keeping a house clean. The topic of cleaning a home is so broad, but Method manages to narrow it all down to a tight content focus.
Because Better Everyday isn’t attached to the company’s main URL, it provides an opportunity for NextView to experiment with different tones, voices, and stories -- all from a variety of experts that might already be using Medium to discover and contribute unique content. Plus, with Medium’s built-in ability for people to recommend, highlight, and search internally for relevant content, it makes the work published there that much more shareable.
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.
Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:
Cisco launched a new router a couple years ago and decided to use it as a case study to measure the ROI of its content marketing and social media strategies. Executives were stunned to discover that their digital campaign allowed them to reach their lead goals for $100,000 less than anticipated. LaSandra Brill, senior manager of global social media at Cisco, said that the company will use these results as the basis for future product launches:
Customer success refers to the ways companies help customers get the most value from products and services. In this era of personalization, it’s no longer enough to make the sale, move on to the next one, and handle complaints as they arise. Now, companies need customers to get maximum value from their purchases to encourage word-of-mouth marketing and develop stronger relationships.

We recommend you document only as much as you need to in these guidelines. If your entire staff was magically whisked away to Tahiti tomorrow, would it matter to your company that the next group of writers properly respected your trademark? Probably. Would anyone care that you prefer the spelling "advisor" over "adviser"? That probably depends on whether the word is at all relevant to your business.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.
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.
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