For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.
Let me quote the people of Arketi Group: “Today’s prospects are much more in control of the information flow, relying on trusted online resources and solution providers’ websites far more often than sales reps to identify solutions, evaluate options and develop short lists for further consideration. The role of today’s BtoB marketers in this new environment is to offer the right content, matched to the individual prospect’s level of interest”. That’s using customized content for lead nurturing, in function of your customer’s offline and digital footprints and where he is in the buying cycle.
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.
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."
Prioritize social channels. Focus on the social channels where your audience is most active and engaged. You don’t need to be everywhere all the time; identify where your audience members live, and get your content in front of them on those platforms. For example, Influence & Co. primarily uses Twitter, LinkedIn, and Facebook to connect with our different audiences.
Finally, by looking at the role of content marketing in a strategic way, that’s integrated with overall marketing and customer goals, you don’t need to get buy-in for content marketing or even make the case. You’re most of all being a smarter and more effective marketer. In social media marketing, executives needed to approve budgets that were sitting somewhere else. In content marketing that’s less the case as it’s connected with many other marketing goals and is not something “additional”. This doesn’t mean that a solid content marketing plan does not often require additional budgets but you’ll sell more business and a better brand perception to the C-suite, not necessarily a content marketing strategy.
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.”
Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis — as subscribers, customers, evangelists, or, ideally, all three. Once you have an addressable audience, your content efforts will help increase sales, gather valuable customer insights, and activate your most ardent followers as brand advocates.
Be sure to talk frankly about the outcomes they should expect from content marketing. Brand building? Check. Helps your social efforts? Check. Increases your audience? Check. But because most content marketing sits up at the awareness stage of the funnel, it's not realistic to expect customers will go en masse from reading one blog post to buying all the things.
In recent years, content marketing has exploded, 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.
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.
In the latter category we also find platforms that are closely connected with, for instance, marketing automation platforms. The industry of content marketing software is growing fast but also evolving fast, with some players being acquired by large marketing software vendors. At the same time, we see several marketing software vendors but also content management firms and others including content marketing features.
The other way around, several ‘old’ and new principles and processes of content marketing but also of social business, web content management, web design, analytics, publishing and more can be applied to other marketing tactics to make them perform better. Finally, tactics such as search, analytics, social etc. can play a role in detecting content needs and in optimizing content for specific goals/segments and making it available through the channels and touchpoints that matter. The latter part (can) also include service, sales, advertising, social sharing, cross-channel marketing campaigns, custom publishing, etc.
One reason behind Benefit’s domination of the space is its shrewd marketing activity, which in 2017 involved the ‘Browmobile’ campaign. Combining experiential elements with digital marketing, it involved an online competition offering users the chance to win a visit from the browmobile. A lucky few would be able to enjoy a personalised brow tutorial, treatments, and a hamper of Benefit goodies.
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.
Content marketing is nothing without strategy. You can have the most interesting, thought-provoking piece of content out there, but it’s nothing if it can’t be found by the right people. No matter what stage of your content creation you’re in, whether you’re in pre-planning, development, or finishing up and wondering how to present it to the world, now is the time to start thinking about the best strategy for optimizing and distributing that content to your audience.
How will we structure the internal organization – or better: how will we make sure that all content marketing related processes and flows are properly organized, in correlation with other marketing processes and/or teams? Often, content marketing thinkers advice to build teams that are more or less dedicated to content marketing. In practice, this seldom happens (except in some major firms) and teams better focus on the tasks and goals than the exact roles, realizing each company is different.
29. Kat Von D Beauty: Fan-curated looks. Curated content is a win for everyone: customers get to be in the spotlight, and brands get a break from creating totally original content. Famed tattoo artist Kat Von D now has her own makeup line, and she’s invited fans to tag their Instagram photos showing Kat’s products on themselves with #kvdlook. Then, the beauty brand uploads them to the website. This tactic shows customers new ways to use products and suggests products they may not yet have, without the headache of photo shoots for every single new item or color.
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.
If you haven't already noticed, you're currently perusing a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites. We recommend that blog posts be between 1,000 and 2,000 words in length, but experiment to see if your audience prefers longer or shorter reads.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
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.
While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.
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)