This is particularly critical in large organizations, as it can help keep siloed teams on the same page, minimize duplicated efforts, and ensure that everyone is working toward the same content goals. But sharing your documented strategy is also good practice for businesses that are just starting out with content marketing, for content teams that rely on internal or external subject matter experts, or for companies that outsource any part of the content creation and distribution process.
Start with an outline: Start with just a skeleton of what you want to say. This means having a few lines for your intro and why people should care about your topic, as well as outlining the main points or sub-headers you’re going to use throughout the post. Read through this. Does it make sense? Does your outline quickly answer What, Why, How and Where?
By linking keywords in your guest posts to valuable on-site content, such as blog posts that expand on points mentioned in your article, you can capitalize on the exposure and credibility your earned media offers and reel audiences back to your site. Then, if you’ve been practicing our top tips for successful blogging, the linked blog post will contain a CTA to download your latest gated content — and bam! Lead generated.
Your overall positioning will influence traffic types and patterns, and your traffic patterns will also influence your SEO standing. It’s all a two-way street, and the rules sometimes change over time. To this end, having your SEO on point can be challenging and having an SEO-friendly website can take a while to build (search engines do tend to favor more established businesses).
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.
Spending just 10 to 20 minutes each week studying Udemy course modules will not only give you lots of ideas to write about, but will also expand your analytical skills and give you a more thorough understanding of your industry and your target audience. Overall, it’ll enhance your content marketing strategy – and stands to inform your content creation.
Big, consumer-focused brands aren’t the only ones providing great inspiration in the form of best content marketing examples. The Make-A-Wish Foundation is a non-profit organization that puts together unique and special experiences for children who suffer from life-threatening conditions like cancer. Even non-profit organizations have to promote their work in compelling ways to get the attention of donors, volunteers, and other individuals who can support their cause.
Cheng’s how-to training exchange delivers on Fu-tung’s passion to share his knowledge to help others. The concrete content HQ includes tips, techniques, videos, and step-by-step directions to help Cheng’s potential customers complete their projects. Cheng’s content mission? “To provide information and design inspiration for building and making your own concrete projects.”
In January 2017, Visit Seattle partnered with Sundance TV to launch "Project Five by Five," which asked five filmmakers to each create a short film about Seattle, inspired by one of the five senses. One video showed how a local farm produces fresh cream and berries for a beloved Seattle ice cream shop. Another reimagined Seattle native Jimi Hendrix's first skydiving trip. The shorts premiered at the Sundance Film Festival and aired on Sundance TV.
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.
Content marketing can be delivered through a variety of media, including television and magazines, and take a lot of different forms, including articles, infographics, videos and online games. The strategy may be referred to by several different names, including infomercial, sponsored content or native advertising. Whatever the label, content marketing is often integrated in such a way that it doesn't stand out from other material served by the host.
But in order for content to convert readers and incite growth, it needs to occasionally disrupt its audience's point of view. A company doesn't work for its content; content works for its company. If you need to say something that a blog alone can't, the business demands that you make it work -- whether that means starting a YouTube channel or seeing how you can integrate an AR tool into your next ebook.
30. Tortuga Backpacks: Power Trip Travel Podcast. In their words: “A weekly podcast at the intersection of travel and entrepreneurship. The show is hosted by Fred Perrotta and Jeremy Michael Cohen, the co-founders of Tortuga Backpacks. Join us for the stories behind your favorite travel gear, products, websites, and apps from their creators… Plus, we’ll share the best ways to travel better, cheaper, and with less hassle.”
USAA is another example of an insurer that is thinking big, in terms of content. The financial institution has been around for more than 90 years, serving a client base made up primarily of military members, veterans, and their families. It’s a specific audience and one with which USAA knows just how to communicate. But beyond its content hub, USAA Stories, which features family, personal finance, and service-specific topics, as well as newer themes like travel in an effort to attract a broader readership, the company isn’t afraid to explore other forms of content.
Land Rover's content strategy also extends to social media and video. Last fall, Land Rover created a video series in which it followed an adventurer couple and their eight-week-old baby taking a two-week trip across Europe in a Land Rover Discovery. It also created a 360-degree video where viewers could go sailing with the Land Rover team in Bermuda ahead of the 35th America's Cup.
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.
“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.
21. Airbnb: The Local List. Airbnb goes a step above just offering great content on top places to eat, hang out, and amuse oneself in faroff destinations. Airbnb offers these lists as PDF downloads — perfect for downloading pre-traveling, as you don’t know what the wifi situation will be. These PDFs are a great reminder to think beyond the blog post or web page.
Burberry partnered with Google to offer image capturing technology through an app that allowed users to press their lips to the screen and capture their kiss. Then they could send that virtual kiss to another person located anywhere in the world. Using Google’s Street View and Google Places, the user could visualize the path that the kiss took to get to its target.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.