What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using content.

You know what? 87% of B2B marketers practice content marketing to produce more qualified leads. And 78% of marketers are preparing to spend more money on content marketing. But according to my experience, the consistently producing quality content brings more traffic to a website. It also improves engagement with targeted audiences. Not least but using images in post increase audience engagement up to 30% more than plain text.

To create an ongoing dialogue with its target audience of small business owners, Barclaycard for Business has spent the last few years building up its News and Insights content hub. Articles and infographics run the gamut of topics important to its audience, from how to guard against a cyber attack, to fun quizzes like "How well do you know your business?"
Determine where you’ll submit your content. This could be for your own blog or another publication in your industry. Create a list of potential publications, and carefully research the guidelines for each outlet. Putting together an article and shopping it around to half a dozen publications won’t get you anywhere; however, by understanding what each publication is looking for, you can create custom content that provides value for the audience and increases your chance of acceptance. 

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.

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:
You know you need a plan and strategy if you want to succeed as much as possible with content marketing. In fact, your boss expects to see a copy of your team’s plan so that they can evaluate whether it will be worth the upfront cost, and to verify that you have some actual way of carrying out content marketing. The tricky thing is, you’re not sure what to include in your plan, or how to go about creating one. Taking a look at some content marketing plan examples and templates can help you get an idea of how to put together your own.
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.
“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.
In addition, video is big for Lowe's. Beyond the popular how-to content on Lowe's YouTube channel, the company has invested in more complex, entertaining storytelling. Take, for instance, the video series "The Weekender," which is in its third season – the first season pulled in more than 3 million views. The 15- to 20-minute episodes feature DIY expert Monica Mangin who helps homeowners transform a problem area. Guests are young and hip, and episode pages highlight the projects and products featured on the show.
Whether you’re on a team of b2b marketers or you’re a small business owner, running A/B split tests is crucial if you want to know for certain which headlines, calls-to-action and types of content work best for your readers. Once you know what strategies work best for you, your work becomes that much more effective–and your overall content marketing strategy that much clearer.
Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
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