“It put content marketing, as a program, on the map for USAA, where it had never been before,” says Mollie Walker, Lead Marketing Manager and Content Strategy Lead, USAA. “Over time, we hope to show that the more we grow our content marketing as a program and discipline, the more we can save on the awareness media that we have to purchase. We’re filling that gap and telling a story in between awareness and buying stages.”
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.
A content marketer’s work is never done. We’re constantly updating and optimizing our strategies based on our latest learnings, observations, insights, and technology. At NewsCred, this is one of the reasons we find our work so exciting. We’ve been in business for nearly a decade and it’s been gratifying and fascinating to evolve with the space. In keeping with our annual tradition, we’ve taken a look at the state of the content marketing industry, plus our strategy and learnings, and put together a case study on ourselves. Here, our best practices for using content to drive business results.
9. For Dummies: The ubiquitous yellow books go B2B. The For Dummies brand is recognized the world over, so Wiley’s marketers and product team capitalized on that with a new content marketing venture. Dummies’ B2B offering gives companies the chance to craft their own branded Dummies content, and from the looks of the case studies, it seems to be working. For example, Glassdoor used the Dummies solution to create a custom “Employer Branding For Dummies” piece.
This isn’t hard to do, but it does take some creativity. If you are selling anything related to cooking; run recipe awards, video tutorial contests or give away free items to people who post great videos using your product. If you are in the service business, create incentives for customers to give you video testimonials, reviews or product demonstrations.
There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.
The secret isn't quantity. Each Colours edition is released by season. That's quarterly content publishing. Field Notes only release their beautiful videos once every three months (with a couple of welcome exceptions). Throw in a blog post and a couple of emails and you have a content development schedule any resource-strapped marketing team can handle.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
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)