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.
That top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions. These models can provide a good estimate of the value of your content, but they are, at best, an estimate, so keep that in mind before you tell the boss that if you can get the funds for one blog post it'll bring in exactly $1200 worth of leads.
There is an answer to this buyer-driven environment: Content. Content marketing is the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer. It’s benefits are three-fold:
Ally Bank is a completely online bank that’s made a name for itself through “disruptor” strategies. The bank has a reputation for coming up with creative ways to get people to think long and hard about their money. One example was a game called Ally Big Save, which only worked during the commercials of the NFL big championship game. In the midst of the football game, Ally’s app was downloaded 65,000 times, and more than a million people visited the game’s microsite.
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.
Santander Bank’s Prosper and Thrive looks like a glossy magazine, except that it’s entirely digital. The content hub is aimed at millennials — specifically people just getting started financially who might have a lot of questions when it comes to money. Sample articles on the site include tips on building a wardrobe on a budget, and tips for buying a home for the first time.
You may be thinking, wow that seems like a lot of writing! Don't worry, there are other forms of content marketing outside of print. Another example of content marketing is video. Have you ever searched for information about a particular product and found a video that was so wonderful it convinced you to buy? That is another example of content marketing! The content in the video was most likely informative, engaging, and relevant. This persuades you to purchase the product or service from the company that presented the video.
'When it comes to business blogging, there’s no doubt that consistency is important,' says Vaughan. 'Just consider the fact that companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads. That being said, consistency must also be applied to the quality of your content, not just the quantity. If you pay any attention to the increased emphasis Google is placing on quality content, this comes as no surprise. Because marketers must also make a commitment to quality in all the content they create, increasing frequency alone won't get you very far. Quality and quantity must go hand in hand, and this will become even more important in 2013 and beyond.'
Burberry’s latest digital venture is the fashion chatbot they launched at the London Fashion Week last month. It complements their entry into the “see-now-buy-now” trend made popular earlier this year by Tommy Hilfiger. The Facebook Messenger based chatbot lets the company sell their latest collection as soon as it hits the runway. Viewers can watch shows real-time, interact with the bot to inspect a collection more closely and even request a connection to a real human to help with the purchase.
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.
In 2017, NewsCred launched the Top 50 Awards to celebrate best-in-class content marketing brands. Whether hot new startups or global giants, these brands were the ones with splashy, interactive content hubs that drove conversions, stellar social media presences, innovative new technology integrations, and strong behind-the-scenes strategies and measurement plans. They were brands that inspired us to push the boundaries with our own content marketing.
Content marketing is a foundation upon which entire marketing campaigns can be built. Creating content gives you, friendly content marketer, a wonderful opportunity to collaborate with teams you might not talk to often enough. You can work with design/UX to create fantabulous illustrations. You can work with engineers to make sure your content shows up the way it should online. You can work with social and community teams to make sure that gorgeous content is effectively promoted, and that's just the beginning.
We've created a template to get you started in writing a strategy. This document will take you through some initial research (beyond the content audit information above) and how to combine that research with your goals and content guidelines. You'll then start to make the strategy concrete by applying all that information to content types. Add in some information about governance and workflow, and you have yourself a fully fledged strategy.
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.
EXAMPLE: TD Ameritrade produces its print and digital magazine, thinkMoney, for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.
There is an answer to this buyer-driven environment: Content. Content marketing is the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer. It’s benefits are three-fold:
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.
Use keywords (naturally): Identify your main keyword for the content, a few synonyms, and a few related keywords. Then make sure you’re actually using them in your content, headers, and page content. Don’t over-do it, though. Search engines have been cracking down on content that is “stuffed” with one or two keywords. Write for the reader, but do make sure those important words are present.
So did they break it? Almost. Eliud Kipchoge of Kenya missed the mark by just 25 seconds, still beating the previous record for the fastest marathon by an incredible two and a half minutes. More than 13.1 million people watched the race as it streamed live across Twitter, YouTube, and Facebook, and an hour-long documentary special about the race (produced with National Geographic) garnered more than a million and a half views – a notable achievement in itself.
Wistia, a video hosting platform, does that particularly well by sharing visual content on Instagram that lifts the curtain on its people -- and dogs. It not only aligns with its brand -- after all, the company does provide technology to businesses that want hosting solutions for their visual content -- but it’s also just smart. Among its other advantages, visual content can help boost a viewer’s retention of things like brand information.
To maximize the visibility into and reporting of ROI, every deliverable must be tracked from conception to creation to conversion. From there, you’re able to assign a specific dollar amount to each line of copy and every strategic decision. In this sense, executives will likely be grading content marketing on granularity: They need more data, more details and more reason to further invest in future campaigns.
Zoom-Zoom Magazine has a clean, modern layout that feels like a consumer publication. Recent stories include a behind-the-scenes look at Mazda's test chambers, a writer's challenge to see how many states he could drive through in 24 hours, and a short profile of an engineer who worked at Mazda for nearly 50 years. Every story includes large, gorgeous images, and some even include the option to download them as wallpaper.

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.
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.
With two new products – BumbleBizz for career networking and BumbleBFF for finding new friends – Bumble has grown from dating app to full-on connection hub since its launch in 2014. First, it revolutionized digital romance with a female-powered platform (only women can initiate conversations), and now it’s taking on all kinds of relationships. Things are going so well, in fact, that the company recently passed on a $450 million acquisition offer from Match Group.
“I’ve always liked to share with others what I have learned. That’s why I wrote my first book, to correct what I saw as an incomplete understanding of what was possible with concrete as a design element. Everything I’ve done has been a product of not trying to start a business, but just trying to improve the design environment. The whole motivation was not to make money. Just the opposite.” 
Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information. This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an ebook to learn more valuable information for their business. In turn, the business producing the ebook has a new lead for the sales team to contact.
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[37] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[28]
Of particular note is Coca Cola’s new content strategy, called “Content 2020,” which the Content Marketing Institute praised for its originality. Coca Cola has publicly stated that it’s committed to using content to boost its brand as much as possible. Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, believes content is instrumental in boosting the company’s brand:
First Round Review, the branded publication from venture capital firm First Round Capital, has made a name for itself with exceptional long-form content. With a captive audience of startup founders and business leaders, its content addresses common pain points and shares in-depth strategies from successful executives. The content hub is comprised of nine digital magazines that zone in on a specific aspect of business growth, from product to engineering to fundraising.

Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.


Staying updated on social media trends is great, but social is just the tip of the distribution iceberg. Email marketing helps; still, brands need to dig deeper to discover the distribution channels unique to their audiences. Could you include physical copies of content with certain products? Maybe sales and marketing can work together to target specific accounts and get relevant materials directly into their hands? Or maybe a speaking engagement is the best way to share your message with your audience?
This should come out as a part of identifying your audience (the previous step). Figure out exactly where they go online, and don’t try to spread yourself too thin. Remember, excelling at one or two channels is much better than being only partly present on a bunch of channels. Make your goal be to get this down to no more than a handful of places online.
When content marketing started becoming increasingly popular, it was believed by some that content marketing would be a passing fad, among others given the huge increase of content created. Early observers and practitioners called this the ‘content marketing backlash‘. Another term – that expressed this sentiment, was introduced later and was contested by Joe Pulizzi – was ‘content shock‘.
Crowe Horwath is a leading accounting and consulting firm. In 2013, the company launched a content marketing process for reaching financial institutions with $1 billion or more in assets. Their strategy consisted of generating nearly 50 different pieces of content centered around several topics of interest to their target customers, using all the following formats:
From top to bottom, on-page content and its metadata should be optimized to inform search engines as simply as possible why each page of your site exists and what you are hoping users get from it. And as algorithms evolve to understand human search behavior, they become smarter at ranking content in search engine results pages (SERPs) in a way that serves users the best content every time.
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
Some of the brands covered here are newcomers to the market, while others are household names that have been around for more than a century. However, they all have one thing in common: they recognize the value of creating great content to engage their audience and generate new leads. Get inspired by their examples and use their success to fuel your own content marketing efforts.
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.

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!
Of particular note is Coca Cola’s new content strategy, called “Content 2020,” which the Content Marketing Institute praised for its originality. Coca Cola has publicly stated that it’s committed to using content to boost its brand as much as possible. Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, believes content is instrumental in boosting the company’s brand:
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.

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.
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.

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.
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)
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