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.
MYOB recognizes that many businesses are figuring out accounting and financial decisions as they grow, so it’s created content that positions the brand as a go-to resource to help those businesses navigate each stage of their development. The Tax Time center, for example, is angled to fit the needs of both customer groups, providing tips for those just starting out, and guides for breaking through new stages of development.
One of the key challenges in content marketing – as a strategy – is to connect the content life cycle, the customer life cycle, brand touchpoints, different scenarios and personas, various goals and ways (channels, media, content) to achieve them and the proper processes of collaboration involving key stakeholders and – more than ever – customers and other members of the broader ecosystem (e.g. so-called influencers) themselves.

Everyone wants to produce more great content, whether that means blog posts, videos, podcasts, ebooks, or even social media content  that's engineered to get lots of shares. And while Skillshare has some amazing classes on each of those topics taught by people like Seth Godin, Gary Vaynerchuk, and Rand Fishkin, where things get murky is when you try to put them all together.
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
As a marketing technology company, DemandBase has invested a lot of time trying to optimize their content marketing strategy. Rachel Balik, the senior content marketing manager, has provided an overview of the evolution of DemandBase’s content marketing strategy on the company blog. Balik also says that she attends Content Marketing World regularly to learn more about best practices in the industry to improve their overall strategy.
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.
Over the 179 years of its existence, Hermes (Brand value in 2016: $11.7 Billion) has become synonymous with a commitment to design and impeccable taste. This extends to their content as well. La Maison des Carrés or House of Scarves is an online destination dedicated to their most iconic accessory, the scarf. The website is a delight to browse through as every click brings you closer to each creation and leads to a seamless purchase experience.
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.
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.
A prominent newsletter subscription box sits on the upper right corner of the content hub's homepage and every story – a smart strategy for capturing existing or potential Twitter customers who want regular updates for optimizing their distribution strategies. For those who have read enough to want to create their own Twitter ads, a call to action at the bottom of each page gives them the option to do so.
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.
The purpose of content marketing is to show customers how your product or service can be used in their lives. Think about a time that you visited the website of your favorite clothing store and saw an article or blog post that listed the current trends. Did you notice that many of the items mentioned were available for purchase on their website? This is one example of how a company would use content marketing.
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.
If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL.
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
We believe one of the causes for content marketing’s lack of effectiveness is because everyone means something different when talking about it. There are so many different definitions going around people are bound to miscommunicate. If you don’t agree on what “content marketing” means for your organization, it is impossible to agree on whether it was effective or not.
Over the 179 years of its existence, Hermes (Brand value in 2016: $11.7 Billion) has become synonymous with a commitment to design and impeccable taste. This extends to their content as well. La Maison des Carrés or House of Scarves is an online destination dedicated to their most iconic accessory, the scarf. The website is a delight to browse through as every click brings you closer to each creation and leads to a seamless purchase experience.
“We’ve always made really deliberate design decisions to break the stigma and peoples’ misconceptions about meditation,” says Chris Markland, a Senior Creative and Artist at Headspace. “The mind is often an overwhelming and scary place [and] illustration has been a really useful tool in breaking that down to people in an engaging, fun, and relatable way.”
As a marketing technology company, DemandBase has invested a lot of time trying to optimize their content marketing strategy. Rachel Balik, the senior content marketing manager, has provided an overview of the evolution of DemandBase’s content marketing strategy on the company blog. Balik also says that she attends Content Marketing World regularly to learn more about best practices in the industry to improve their overall strategy.
The website makes you realise that content has been part of their story since forever. Insider, takes you into the world of Patek Philippe translating every bit of their classic legacy on screen. It immerses you into the world of watchmaking, breaking down the process into what it entails. If there ever was a Holy Grail of timekeeping, this would be it.
One might argue that the industry best suited for content marketing is the financial and banking industry. After all, people are frequently looking for information about money and what to do with it. They want to know how to pay down their debts, save for the future, and reach their financial goals. So, how does a bank provide that information to consumers and stand out from the competition? With bank content marketing, that’s how. Banks and financial institutions use content marketing to develop trust-filled relationships with their customers.
It is used across the customer journey and customer life cycle but doesn’t start nor end with the customer in the strict sense. Internal customers are crucial in an integrated approach as well. Content marketing further serves several business functions in a consistent, integrated and continuous way. It looks at the customer from a connected and customer-centric perspective and takes into account the content requirements of anyone serving and engaging prospects and customers.
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.
26. Lorna Jane: Move Nourish Believe. Activewear brand Lorna Jane shares more smoothie recipes than your blender can handle, mindfulness articles, and healthy living tips on its blog. Fitness is about more than the workout jackets you choose; it’s an entire lifestyle, and this blog exemplifies that. My favorite article: How to Turn Shopping Into Cardio.
Most of her content marketing strategy has been coordinated through Tumblr. She created a post about her upcoming album “West Coast”, which featured several beautiful pictures of herself and Kylie Jenner. Within a year, the post received over 27,000 likes and shares on Tumblr. While her celebrity status and strong fan base undoubtedly played a role in her blog’s success, the posts she’s created have definitely helped to build her brand.
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.
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