As Arketi Group says “keep the message fresh”. But also make sure you use several content options, regarding format, channel and trigger (push, pull). Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. The type of content really depends on different elements in the above mentioned other two dimensions: pain points, behavior, personas, stages in the sales cycle, you name it. Arketi further developed the model over the last few years and I think it’s a nice way to look at it, certainly in B2B.
Similarly, USAA launched “The Money Drill” podcast in 2016 as an experiment to attract younger audience members while delivering financial content in an easy, engaging way. It was worth it; the program was met with almost immediate success, and, nearly two years on, draws 24,000 plays per month. "The Money Drill" also gave USAA's content marketing team a major internal win.

You should place sharing options above and below content to increase visibility and give readers access, wherever they are on the page. If you’re company blog runs on Wordpress you can also implement auto-detection plug-ins that prompt users to share or subscribe to your content depending on the platforms they are logged into when they are viewing your content.
Formulate your goals so that they are meaningful, measurable, and time-bound and that they are things your content can reasonably accomplish. For example, "increase our ranking for 'wedding dresses' to #1 by the end of Q2" might actually rely on your SEO and development teams as much as your content team. A better goal would be to "create and publish the most comprehensive guide to wedding dress fabrics available on the Internet by the end of Q2."

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.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[16] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[17] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
Social media websites are among the most valuable resources a business can have. Sites such as Facebook, Twitter, and LinkedIn are chock full of members of your niche audience and other potential customers waiting to be found — so be sure to share your content with them! It can even help answer many of their questions while simultaneously establishing your credibility.
The “marketing” part of content marketing can lead to confusion as content marketing is not just used for strict marketing purposes. It’s also used for sales enablement, public relations, etc. Good programs involve multiple internal customers (customer service, sales, product marketing, brand management, etc.) and content marketing is not owned by marketing (nor by PR or any other division).
In many ways, step five ties into step one. When you’re thinking of your goals, think of how you can tell if you are on track to reach those goals. In the case of the example brand that’s trying to reach millennial moms, it could track traffic to its website from social media profiles that match the definition of millennial moms. It could also look at responses on social media to see if millennial moms are engaging with the content it creates.
It doesn’t really matter what content marketing stands for. The debates around the definition of content marketing and even its value will not make the lives of your customers better nor will they improve your business. Content marketing is not a holy grail, it’s a popular term for a way of working with content to do better. On the other hand the debate does matter in the sense that often you will read things about content marketing that aren’t correct because the definition was wrong to start with. And misinformation can lead to wrong decisions.
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.

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)
If you’re a small local retailer in bathroom equiment, you may limit yourself to making sure you can answer the questions of your customers and keep them loyal or make them buy more or have more people buy from you (word-of-mouth indeed). But, then again, maybe that local retailer wants to grow and decides to use content for it, which is perfectly possible (no boring or small businesses when it boils down to the possibilities of creating relevant content).
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.
For one thing, without content, SEOs would have nothing to optimize for search engines. The metadata they add to posts is an attempt to help robots like Google and Facebook wrap their digital heads around the complexities of the content they're indexing. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find—yep—content.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.

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.


24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.
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