Once you’ve selected your thought leaders, it’s time to create a process for extracting their expert knowledge. Remember, your SMEs are busy people, and the last thing they probably want to do is interrupt their everyday workflow to ideate, write, edit, and publish an article. Make the process as simple for them as possible by following these steps: 

Take advantage of the availability of off-site content platforms. As my colleague, Sam Mallikarjunan, writes in “Why Medium Works,” it can take up to six months of consistent publishing on your company’s blog before it gains significant traction. (And we’re not discouraging that -- stick with it, and find ways to supplement those efforts.) But off-site content diversifies your audience by engaging readers who might not have otherwise found your website.


Red Bull TV is a website that provides videos and live streaming of events from across the world. According to Target Marketing Magazine, Red Bull was one of the first companies to create content that its customers actively sought out. As a result, it drew a large number of people who were interested in the adventurous activities that Red Bull drinkers often participate in, instantly setting it apart from others in its industry.
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:
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.
On the internet, content marketing campaigns involve publishing custom content on specific destination sites the target audience respects and visits often. During the campaign, the advertiser creates custom content that is tightly aligned with the publisher’s website and editorial mission. The goal is to provide prospective customers with an integrated user experience (UX) that encourages engagement and interest in the brand. The challenge is to ensure the content is topically relevant and meets the audience's needs. If the content is simply a thinly veiled sales-pitch, it risks turning the buyer off.
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.

EXAMPLE: Insurance company Liberty Mutual built a content platform – Master This – dedicated to helping people solve home and life challenges – to build skills and worry less, as the brand describes it. While Liberty Mutual’s ultimate purpose is to drive insurance sales, the content focuses not on insurance products but on information the audience will find educational and helpful. It also has expanded access to the educational content by partnering with HowStuffWorks and Amazon’s Alexa to provide educational content through the voice-activated device.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[5][6] Most of these formats belong to the digital channel.
Live Person is an online voice and chat solutions provider that also uses content marketing to connect with new customers. The company is currently pioneering the realm of digital engagement, which is helping them to rapidly grow their brand. Their new technology has also inspired some remarkably innovative content, which is accelerating their growth even further.
The results were magnificent. Simply Business increased their ranking for their main keywords, including reaching first place in the Search Engine Results Pages (SERPs) for “professional indemnity,” “public liability insurance,” and “employer’s liability.” Even though they launched some guides before Google’s Penguin algorithm change, they significantly increased weekly organic traffic, meaning their link building practices were white-hat and high-quality.
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.
Take Patagonia's response to the Trump administration's decision to reduce the size of the Bears Ears and Grand Staircase-Escalante National Monuments. Patagonia created a visually stunning "interactive film experience" called "Defend Bears Ears," that urges people to take action. In addition, Patagonia shared dedicated posts about this hot topic on its blog, The Cleanest Line, and on social media. One post even famously declared, "The president stole your land."
Before you select any tool, you need to assess your content team’s abilities, resources, and goals. These platforms exist to make your job easier, more efficient, and more effective, so figure out where you stand before you bring in any technology to help. When you’re ready, there are tons of options to choose from. Here are a few standout marketing automation platforms to get you started.

In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.

Content marketing is different than traditional product-marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.

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.
Although native advertising might not look like marketing, the content should explicitly state that it was provided by the advertiser. The Federal Trade Commission (FTC) guidelines for all advertising emphasizes transparency and includes stipulations that advertising claims must be truthful and supported by evidence. The more content marketing is similar in format and topic to the publisher's editorial content, the more important a disclosure is, in order to prevent deception.
So what is content marketing, then? Well, it's pretty simple. Content marketing is the use of that content—any of it—to help meet a marketing goal for your organization. That could be acquisition of potential customers, retention of existing ones, making more people aware of your brand or your products, or really anything else. We'll go into many of the most popular and effective ways of doing all of these things throughout the rest of this guide.
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.
NewsCred’s inaugural #ThinkContent Awards celebrate best-in-class content marketing brands. Their approaches are fresh, innovative, and creative. Even better, these brands have found solutions to some of content marketing’s most pressing issues, including using personalization to give people the right content at the right time, leveraging new content formats, and measuring ROI.
The design is clean, modern, and features large, beautiful images, audio, and videos. A story about Patagonia, for example, includes stunning visuals of the Perito Moreno glacier, Torres del Paine National Park, and penguin and sea lion colonies – complete with sound effects! Calls to action, to book travel on KLM.com, are subtly embedded in images at the bottom of each story.
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.

Intelligentsia is a coffee company that produces roast coffee blends from German vintages. Their business model may not be high tech, but content marketing has been instrumental in helping them grow their brand. The company has engaged in a variety of content marketing practices, but many content marketing experts argue that their brew guides are what really set them apart.
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.
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.

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.
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.
Since its launch in 2014, Peloton has grown at a staggering rate and revolutionized indoor cycling by bringing it directly into people's homes. In four short years, the company has raised $450 million from investors and now employs more than 700 individuals across the United States, thanks in no small part to what The New York Times calls "a fanatical fan base."
Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[16] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[17] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.

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.


43. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.  Joe Pulizzi  (aka The Godfather of Content Marketing) – Content Marketing Institute, author of  Epic Content and Content Inc.
Focus on your customers and overall marketing. As a marketer you want to know what works and what your customers need, not the little debates over definitions. Your customers don’t care about your content marketing definition, nor will your CEO. No one is even forced to like or use the term, all that matters are good marketing practices and great customer experiences.
In September, Visit Seattle teamed up with CBS to launch "The Emerald Race." Past "Amazing Race" contestants embarked on similar challenges in and around Seattle, taking in the city's sights and outdoor experiences, and meeting notable locals along the way. In October, Visit Seattle launched "Turning Tables," a series that paired local musicians and chefs to create unique music and dining experiences.
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.
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?
“The difference between “marketing with content” and content marketing is a digital publishing platform that your brand owns. Creating an article for a publisher. Or an ebook. An ad. Or sales collateral. These are not content marketing. Content marketing means committing to publishing content people actually want. On a platform you own.” – Michael Brenner, Marketing Insider Group

However, like video, you’re probably thinking you need all sorts of specialized gear and skills. And while yes, audio is a whole other beast, you can get started with just a little bit of effort. In his class Getting Your Podcast Off the Ground!, Neil Patel, host of The Indian Startup Show (the #1 tech podcast in India) runs us through the basics of podcasting.
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in volume of visitors, as well as the quality of those interactions. Traditional measures of volume include number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.
If you choose the traditional marketing approach, you can create a poster, informational brochure, or fliers to hand out to customers or hang in the store. Traditional marketing is often created to inform the customer about the product, business, or service. It relies heavily on persuading the target audience. Examples of traditional marketing include:
A change in mindset and a library of high-quality content will replace this traditional funnel with something more sustainable (and effective). The funnel is becoming more of an ongoing cycle that prioritizes continuous engagement over transactional relationships. This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues.
The Ones features stories celebrating artists, skaters, musicians, designers, and inspirational creatives who embody the scene. Other stories, like "Meet Stan Smith" and "Who Is Chuck Taylor" share the backstories of the people behind today's iconic kicks. Embedded within the stories are modules that let readers shop the sneakers referenced or endorsed by subjects.
Marketers can learn a lot from this video. For one, it’s okay to think outside the box to show how your product works or what value it provides, no matter how boring or exciting it may be. You should also work to have a little fun with your marketing as it will clearly show in the final product. Even better if you can come up with an idea that’s relevant to your business while paying homage to popular media or trends!

For one thing, without content, SEOs would have nothing to optimize for search engines. The metadata they add to posts is an attempt to help robots like Google and Facebook wrap their digital heads around the complexities of the content they're indexing. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find—yep—content.

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