The Burberry Kisses campaign was a fun and innovative idea that consumers took to. It captured their audience’s love of mobile technology and interactive experiences to deliver a unique content marketing campaign. By appealing to the audience’s emotions and desire to connect, they captured their target consumers’ attention, making sure that the Burberry brand would be in the back of their mind next time they wanted to purchase cosmetics.
Neil Patel is the co-founder of Crazy Egg, Hello Bar, and KISSmetrics. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web, and Entrepreneur Magazine says he has created one of the 100 most brilliant companies in the world. You can connect with him on Twitter @neilpatel.
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.
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.
Your overall positioning will influence traffic types and patterns, and your traffic patterns will also influence your SEO standing. It’s all a two-way street, and the rules sometimes change over time. To this end, having your SEO on point can be challenging and having an SEO-friendly website can take a while to build (search engines do tend to favor more established businesses).

Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity -- after all, it's 40X more likely to get shared on social media than other types of content -- it's a medium worth experimenting with.

Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
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.
47. Content Marketing is like an information water cooler for your customer community. When your audience is thirsting for knowledge, they come to your content. If it’s really great content, there are other people there with whom they can engage, ask questions and get more confirmation on why YOU are their best hope for help.  Ivana Taylor – DIY Marketers 
If you thought a company like Twitter doesn’t need content marketing, think again. The social media giant has been building up its Twitter Business Outlook blog with original and licensed content centered on how-tos and best practices for advertising on the platform. After all, while countless other websites and agencies counsel on how to tweet to your fullest potential, where better to hear it than straight from the source?
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.
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.
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.
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.
Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”
What you can do about it: By creating this kind of inclusive content, Whole Foods is attracting new customers and creating lasting connections with its audience at the same time. Healthy living is not an elite club, it’s a choice that Whole Foods wants to help people make, and the content it produces supports that idea. Create content that revolves around how you can truly help your audience.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
27. Vitamix: Be Inspired. Everyone knows a high-speed blender boasts many applications, but Vitamix attempts to explain every use case possible on its Be Inspired site. From champagne cocktails to raw foods, Vitamix’s articles are an incredible resource for creative types with high-speed blenders. (And judging from the smashing popularity of Vitamixes, that’s a growing subset of the population.)
Content marketing has helped the company reposition itself. It still faces challenges as industry revenue continues to falter, but the company has weathered the storm better than PepsiCo, Cott, and other producers. Sales have started to pick up this year, and Business 2 Community author Hephzy Asaolu has said that there’s strong data proving that growth in revenue is strongly associated with content marketing efforts, which have helped Coca Cola to engage with customers all over the world.

By asking people to share the product with someone they know, the campaign also worked to make an emotional connection with its consumers. Coca-Cola followed up the printed and social media campaigns with videos that showed friends getting together and sharing a Coke with their name on it. This strategy helps the brand go beyond just showing the value of the product to showing how the product can bring people together.
Last January, Marriott released the 35-minute "Two Bellmen Three," set in Seoul, Korea. The goal of the film: to highlight Marriott's Asian properties and capture a piece of the wedding market. As part of the release, Marriott offered "Two Bellmen"-themed wedding, food, and spa packages at participating hotels. To date, "Two Bellmen Three" has more than 9 million YouTube views.
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
But the messaging remains relevant, even among the hint of silliness. After all, CB Insights designs technology for people in the VC space, so it’s tasked with creating content that will appeal to a broad audience: customers, prospective customers, tech enthusiasts, and investors. And so, under such subject lines as “so sad: tough to have a VC dad,” it includes relevant data. Yes, gifs are hilarious -- but in some contexts, they’re also worth $147 million.
Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.
In politics, the “sizzle” tends to look like catchy one‐liners that are ultimately meaningless, out‐of‐context statistics that sound good, and targeted attacks on your opponents. None of these things have anything to do with whether or not a candidate will be successful in office, but since the masses tend to respond to sizzle, politicians focus on the sizzle.
This is a great short summation of content marketing. If anyone is looking for a more in depth perspective of content marketing, check out whitepaper that Opentopic recently released: What is Content Marketing? (For the Efficient Marketer): http://opentopic.com/blog/content-marketing/content-marketing/. I found it pretty helpful. Also--you're video is no longer working...
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.
Which marketing and other organizational goals can we realize or improve by better using content marketing? An example: traffic building, conversion optimization, event marketing, lead generation and management, email marketing, social media marketing, marketing automation, customer service, etc. can all be improved by a better usage of content and content marketing. Your content marketing strategy looks at this. As a matter of fact, don’t just ask what organizational goals content marketing serves as in the chart. Many people, especially those calling the buying shots, have no clue what content marketing is and so do many executives, even in marketing. So, ask what organizational goals you can support and strengthen instead of trying to separate content marketing from the overall equation.

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.
14. Square: A Town Square for small business owners. Credit card reader Square’s “Town Square” is a resource center for growing businesses. Many small business owners rely on Square readers for credit card readers, and now they can also rely on Square for super valuable SMB content, like how to do better social media marketing and whether a company holiday party is tax deductible. Compared to many other companies’ blogs, it’s very frequently updated.
Content marketing has taken over because it’s so useful to every function of marketing teams today. Content is one of the best tools you have for earning trust, building your brand, generating site traffic and qualified leads, and everything in between. Content marketing is marketing, and the brands that understand content is core to effective marketing — and, ultimately, to their entire business — will set themselves up for success.
Want to get inspired, or get a better understanding of what killer content marketing looks like? We’ve compiled 75 of our favorite content efforts into our latest e-book, Get Inspired: 75 (More) Content Marketing Examples. Updating one of our most popular e-books of all time, this year’s collection illustrates best practices for a wider range of tactics and formats – from fresh takes on content marketing mainstays like blogs and microsites to next-gen innovations that capitalize on the latest digital media technologies and trends.
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.
You also need to “translate” captured content into content that’s appreciated by your audiences. And, last but not least, you need a way to manage the content you have and unlock it by making the link between content management and information management on one hand (typically not the role of marketing) and your content marketing team on the other.
It’s for this reason that we don’t recommend you spend too much time analyzing the many data points you may be able to surface on your competitors. We encourage you to experiment with various tools for competitive data analysis. Just don’t make it a focal point of your content strategy. Your energy is best spent on your unique connection to your best customers.

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.
Virgin Mobile was one of the first wireless communications and VoIP providers to adopt social media and content marketing. Since then, they’ve used these digital marketing services to provide better service to their customers. Virgin Mobile Live, for example, is a new social newsroom that the company uses to promote apps, music and other digital content throughout the day.

17. Bumble and Bumble: Video style guides. Regardless of if you use Bumble and Bumble’s hair products, its website answers a multitude of questions about blowdrying, dealing with curls, straightening hair, and much more. The company’s robust library of step-by-step videos show how to create any look with any type of hair imaginable. It’s free content that’s as useful as it is memorable when you want to buy your next styling product.
We’re going to start this list with one of the best content marketing examples from a big brand – Coke. For year’s Coca-Cola has been putting out innovative marketing campaigns that establish an emotional connection with their broad audience. But the particular campaign we are going to look at, which got its start in Australia is 2011, is still going strong today.
If you’re ready to jump into content production and want to start writing right away, I understand. But at some point, you’ll need to define why you create content and what you’re trying to achieve with it. The decisions you make in this chapter will give you a strong foundation for your content marketing plan — and make you stand out as a content publishing guru.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.

If you don't have the resources to devote to regularly producing great content, try focusing on what's known as "evergreen" content, which is less timely and requires less upkeep but can serve as a great industry reference. One great example we've had here at Moz is the Google Algorithm Change History. This began as a place for Dr. Pete Meyers to keep track of various updates from Google, mostly for his own use. As he continued adding to it, bit by bit, it became a go-to resource for anyone looking to learn about shifts in the search results. With minimal upkeep, the page has attracted more than 1.7 million views since it launched in 2011.

11. House of Cards: The alternate Frank Underwood reality. Netflix’s political drama House of Cards adopts the marketing mindset that Frank Underwood and HoC characters are totally real. With a full election website and commercial that aired during a presidential debate, you forget that these people are acting — and isn’t that the whole point of TV? House of Cards creates a steady stream of content build-up to generate excitement for the new season. It’s a great example of how a few key content pieces released strategically can drum up anticipation for a big launch.
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