24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.
Recently I was extremely low on cash and debts were eating me from all sides! That was UNTIL I decided to make money.. on the internet! I went to surveymoneymaker dot net, and started filling in surveys for cash, and surely I’ve been far more able to pay my bills! I’m so glad, I did this.. With all the financial stress these years, I really hope all of you will give it a chance. – q1ub
In the midst of the daily grind, it’s easy to forget that content marketing as we know it is still a relatively new phenomenon. As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities.
The content marketing examples above provide some excellent inspiration for the modern marketer that’s eager to do more with their content. Whether you work to personalize your messaging or just want to do something out of the ordinary with your content story, it’s essential that you keep your audience in mind when developing content ideas. Oh yeah, and don’t forget to have fun!
28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.
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.
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.
Whole Foods does a great job of living those brand principles in its content marketing. Articles about how to save money but still eat healthy or tips to change your diet for the better make Whole Foods’ products and lifestyle more inclusive. On top of that, it uses a lot of proactive language (“I want to learn/do/both” as a search option in its navigation bar) which makes the audience feel like they have an active role in the experience.
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?
In the past year, Headspace has launched a few new content initiatives designed to make meditation more accessible – and drive and retain subscribers. One is a "How to Meditate" section that includes answers to frequently asked questions, plus videos that help people solve common meditation challenges. Headspace now also offers “packcasts,” which are recordings that feature Headspace employees discussing certain packs, or sets of meditations, while “trying to build a meditation practice that works for [them]” and showing how personalized one's meditation journey can be.
It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice.”
If you’re going to be putting valuable resources into growing your content strategy, then you have to make sure your efforts are actually paying off. The last thing you want is to spend time budgeting for content marketing and then discover later that you don't have any way of knowing whether your investment paid off. Many marketing teams struggle in this area because there are so many different metrics you could track to determine your content’s performance. However, before you can even begin to set these key performance indicators accurately, you must be crystal clear on your purpose for creating content and how it fits within your strategy.
Staying updated on social media trends is great, but social is just the tip of the distribution iceberg. Email marketing helps; still, brands need to dig deeper to discover the distribution channels unique to their audiences. Could you include physical copies of content with certain products? Maybe sales and marketing can work together to target specific accounts and get relevant materials directly into their hands? Or maybe a speaking engagement is the best way to share your message with your audience?
That’s what Raise the Bar does, by compiling a “daily digest of timely, must-read posts on sales, marketing and growth engineering.” And, that was the intent all along. In a 2016 blog post announcing the launch of the newsletter, Mattermark’s Co-founder and CEO, Danielle Morrill, wrote, “We’re turning our focus toward sifting through the mountains of content out there around sales, marketing, and growth to help the community of DOERS who grow companies.”
So while we don’t recommend abandoning blogs completely -- after all, written content is still vital to SEO -- we do emphasize the importance of diversifying content formats. Marketers who incorporate video into their content strategies, for example, have seen 49% faster revenue growth than those who don’t. And remember that tip to “keep it human” we mentioned earlier? That’s a great thing about live video in particular -- it can help portray brands (and their people) as candid and genuine.
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
2. Huffington Post: Easy recipe videos. Videos and cooking are a match made in heaven; that’s why we have the Food Network and Top Chef. Huffington Post shows Facebook fans how to craft delicious dishes via descriptive videos — all 60 seconds or less. In 2016, attracting and maintaining customer attention will reach new heights of importance. Take a cue from HuffPo and focus on conciseness for your content.
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 76th most popular among all books on Amazon.) It’s from a brand selling dolls – but the subject has nothing to do with the dolls.
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.
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.
These are the hallmarks of the NewsCred Top 50. This year’s winners, comprised of companies of various sizes across a multitude of industries, represent the best of content marketing today. We applaud these brands for their courage to see possibilities and drive innovation that, in turn, evolves the entire content marketing field. Prepare to be inspired.
Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated. It looks at all of the content your customers ever encounter. It overlaps with content marketing, which is why you'll see a lot of things in this guide that look like content strategy, but they are not the same thing (did we say that already?).
His career has evolved from punk rocker to actor to photographer. There's no doubt we can all learn something about the future of content from @HenryRollins. Hear him keynote #ContentTECH Summit in April.https://www.contenttechsummit.com/2018/11/henry-rollins-headline-cmis-contenttech-summit-2019-san-diego?sm_x_cmir_edt_tsprtsnr_ct_x_sclttw-blogtraffic …
42. For me, a keep it simple stupid kind of guy, content marketing is simply full-funnel marketing using some form of content. The key is full-funnel. Without top-funnel content a brand cannot attract an audience, let alone, retain one. Without mid to bottom-funnel content a brand cannot efficiently harvest it’s audience for new business. Chad Pollitt – Relevance
Run by a team of Condé Nast veterans, the site is an extension of the Equinox brand and features show-stopping photography and design with a range of high-quality writing, videos, and even musical playlists that are published online, through the Equinox app, on-screen at gyms – and distributed across its own mega-popular social media channels. The sublimely curated and mostly user-generated Furthermore Instagram feed, for instance, attracts more than 50,000 engaged followers (and several hundred likes per post) with its gorgeous color palette and expert insights.
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.
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
The Farmers Insurance Inner Circle is a super customer-friendly resource that it created to empower the audience to become better educated about topics that, for a lot of us, go right over our heads. Farmers Insurance provides people with useful, practical information. It offers a huge variety of articles about things like taking care of your house and your car, how to prevent identity theft, what you need to know if you’re going through a divorce — basically how to deal with anything life throws at you.