One of the reasons that ADP’s content marketing strategy has been so effective is that the company provides detailed estimates of the amount of money that readers can save using ADP’s solutions. For example, their search engines estimate that a human resources coordinator in a firm with 50 employees would save $13,370 by employing ADP’s solutions and strategies, giving brands a compelling reason to download the firm’s white papers.
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
21. Airbnb: The Local List. Airbnb goes a step above just offering great content on top places to eat, hang out, and amuse oneself in faroff destinations. Airbnb offers these lists as PDF downloads — perfect for downloading pre-traveling, as you don’t know what the wifi situation will be. These PDFs are a great reminder to think beyond the blog post or web page.

Last year, Progressive appeared on our list thanks to its standout consumer content hub, Life Lanes. The insurance company makes the cut once more, but this time it's Progressive Commercial that’s catching our eye. With its commercial arm, Progressive targets seasonal and small businesses with auto insurance needs, be it truck, van, or car coverage. With a stellar content plan in place, you can be sure the word is getting out.
25. The Honest Company: DIY beauty treatments. The Honest Company is beloved for its honestly natural home and beauty products — and now its content, which includes many DIY and home remedies to help customers help themselves. Check out this example for a DIY lip scrub. The Honest Company doesn’t recommend its own products when a homemade version will do. It’s all part of serving customers as a trusted friend instead of a salesperson.
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.
A winning strategy succeeds when technology and people work together. Automation and semantics can help to filter, facilitate and uncover hidden treasures, but it is the human touch – thoughtful selection and consideration of content – that will create a truly new and engaging brand experience for audiences to discover, enjoy and share. Kelly Hungerford
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.
Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
Your business case for innovating with content marketing: By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business.
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.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.
By defining questions like this, you are able to uncover information about your potential customers that will simplify the way in which you go about creating content for them. Specifics like these seek to improve your targeting efforts by supplying you with enough information to personalize content and move personas closer to a positive purchasing decision.
The new strategy is already seeing strong results. Back then, there were around 10,000 employees in the Adidas LinkedIn community – which happens to be GamePlan A’s most important distribution channel. Today, that number has grown to more than 33,000, along with 673,000 general followers. Most posts link back to the GamePlan A content hub. With hundreds of likes and multiple comments per post, it’s plain to see that Adidas has a highly engaged audience.
KLM also has a successful big rock content strategy. Each year, it releases an interactive "where to fly next year" piece that highlights 50 destinations and consistently breaks company records. (See this year's at ifly2018.com.) According to KLM, past pieces have received more than half a million visits, with an average engagement time of more than five minutes, and above average referrals to the KLM site.
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.
12. Bon Appetit Magazine: Foodcast. Bon Appetit’s podcast “features interviews with chefs, writers, and, well, anyone who has something cool to say about food.” Topics include holiday baking, why chefs hate brunch, and FAQs for Thanksgiving dinner. Not every company needs a podcast, to be sure, but if you can schedule great guests and figure out the tech specs, this can be a meaningful channel to engage with storytellers over the long term.
My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.
In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.
Owned media is any content that your company creates and publishes via your company’s assets. This could be in the form of blog content, whitepapers, website copy, sales collateral, email and social media campaigns, or more. While you can fully control this content, not every piece should be a sales pitch in disguise — it’s still important to deliver value to your audience and build its trust.
The site is bright and bold in its design – finally giving corporate a chance to look and feel like consumer publishing – with a balance of sports, business, and lifestyle content that works to engage the athletes among today’s workforce. Long-form writing hits it out of the park as well, like the team’s visually stunning interactive site, The GamePlan A Guide to Creativity, which has racked up 3,500 social shares and counting, and is packed with valuable information, ideas, and illustrations.
You may want to be super-professional, very casual, or something in between. And you’ll have to manage the balance between showing your expertise and not patronising your audience. Here’s Sprout Social’s advice on creating consistency with your brand voice, and keep in mind important SEO ranking factors to optimize your content. Take a look at these successful content marketing examples for inspiration.
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.
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.
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.
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!
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.
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.
Chanel uses content to essay its rich legacy to the audience. None of their stories are about the user or the customer. Rather, they’re about the elusive charm that Coco Chanel translated to all her products. By revealing slivers of the brand, it makes users believe that they’re part of an exclusive club where limited, veiled access itself is a privilege.
Recently, Cox Media used an online “Success Kit,” which provides valuable information to help other businesses succeed, to engage with the small- and medium-sized businesses that their advertisers were trying to reach. The content was available in several different formats, such as e-books and video, which helped them connect with many previously untapped leads. According to this report from G3 Solutions, the Success Kit received 5,000 downloads over the past year, helping Cox to generate more than 2,000 leads.
Research is great, but it never hurts to try something new if your content marketing timeline (and budget) allow for a little experimentation. Jump on social media trends, try out a new technology, or reach out to your audience and ask them what they’d like to see. Just make sure you’re always tracking the results so you can revisit and potentially add something new as part of your successful content marketing strategy.

Your content marketing strategy is a guiding light when questions like "what are we doing?" or "why are we doing this again?" arise. You want a strategy that is specific enough to your company, audience, and circumstances that it can actually provide a framework for answering those questions. But you also want a strategy that is nimble enough to flex and change as your company, audience, and circumstances do.


Please, please, please don’t neglect to incorporate visuals into your content strategy. Of course, having a presence on visually-focused channels like Instagram and YouTube is vital -- but when it comes to your written content, don’t afraid to use visuals there, as well. After all, articles with an image once every 75-100 words got double the number of social shares than articles with fewer images.
More emphasis on individual content pieces. A business that has a million website visitors a month isn’t going to double its traffic through a single piece of content—but a small business can. A small business can often afford to make great content and distribute it through limited channels, because it doesn’t take much extra traffic to boost revenue significantly.
Generate platform-specific content: You can both create original content from your blog posts or other content, or curate other people’s content like relevant links or videos. Both have their place and should be a part of your strategy. Every platform has its own nuances and subtleties to how they get used and people share. If you want to learn Gary’s secrets check out the rest of his class here.

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

When I was teaching Public Relations courses at our local universities, I introduced students to the use of Managing By Objectives and how to integrate that approach into the development of a written PR strategy. Briefly, it begins with stating the Goal — a measurable goal — with a deadline — and beginning with the infinitive “To..” Then, you ask yourself “How” … how will that be accomplished. The first responses are broad. Each time a “How” question is answered, you become more specific. The first “hows” are the Objectives. Under the Objectives are the tactics. When properly done, you can read the strategy backward by asking the question “Why?” ……….. and if all falls into place correctly, you’ll get an A!
According to Brafton, “83% of digital marketers plan to increase audience engagement and promote brand visibility through native ads.” If you want to join them as part of your content marketing strategy, make sure your ad is consistent with your other content. Above all, native ads should meet the needs of your readers and engage the audience, just like your other content does.
3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.
All based around how to provide effective customer service, the team at Help Scout are great at creating eBooks – which is why they have made our list today. Their ’10 Customer Service Stories’ in particular stands out because it shows their clients what other people are doing, and how they can learn from it. It’s really well designed and well written, and you can view the entire eBook here.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar. 

Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
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