But more importantly, GoPro is getting tons of free marketing from the customers themselves. By promoting customer uploads and targeting an audience looking to record their exploits, the company sees thousands upon thousands of users upload branded content every month. These uploads are then constantly edited and compiled by other users into “People are Awesome” videos and non‐sponsored “GoPro Compilations” like the one below.
Of all the car rental companies, Zipcar has best mastered this strategy. Since Zipcar's target audience is people who live in the urban areas where it has a presence, Zipcar tailors its content specifically toward city dwellers. Its content hub, Ziptopia, has sections about city living and the future of cities, as well as travel inspiration stories (many accessible by car from major cities). While most posts don't mention Zipcar, calls to action at the bottom of each give readers the option to join Zipcar or book a Ziptrip.
Long-tail keywords are multi-word phrases, which are more specific and targeted. Long-tail keyword research will come into play as you begin planning specific pieces of content and continue on an ongoing basis. For example, if “Customer Support” was a short-tail keyword, “Customer Support for Healthcare Providers” would be a related long-tail keyword.

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.
Blogs have many benefits for content marketing too. Do you need a blog for your organization? It all depends but there are many befits and reasons to at least have a corporate blog (which doesn’t mean it should be company-centric). Blogs have many inherent benefits, can serve multiple (content) marketing goals and there are dozens of good arguments to get started.
Set up ‘Pixels’ on your site: This is a small snippet of javascript code that you can add to your website to track social media advertising efforts specific to each individual platform. For example, a Facebook snippet opens up the lines of communication between Facebook and your website that gives them information about the people who come to your site and lets the social network know if a user has done a certain action.
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
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.
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.

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.
Take one look at The Orange Dot, the brand’s blog, and you’ll see what he means. Every post, video, and social share is paired with a unique and vibrant image, GIF, or animation that grabs a reader's attention. While posts reference meditation, there's no hard sell for Headspace. Rather, a designed call to action is embedded in each post, and there's also a persistent sign-up button on the blog's header.
We recommend you document only as much as you need to in these guidelines. If your entire staff was magically whisked away to Tahiti tomorrow, would it matter to your company that the next group of writers properly respected your trademark? Probably. Would anyone care that you prefer the spelling "advisor" over "adviser"? That probably depends on whether the word is at all relevant to your business.
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.
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.
On Instagram, Taco Bell posts original illustrations and photos commissioned for the brand. On YouTube, Taco Bell has a number of fan-inspired series, like "For Here or To Go," which shows how to take menu items to the next level through creative ordering in-store or easy cooking hacks at home. On Twitter, Taco Bell often retweets or responds to fans' posts. In addition, Taco Bell uses Twitter to drive people to its presence on other platforms, like Snapchat. (Speaking of Snapchat, you may remember that on Cinco de Mayo 2016, Taco Bell released a filter that turned users' faces into giant tacos. It was viewed more than 224 million times that day – and no, that's not a typo!)

Content marketing is nothing without strategy. You can have the most interesting, thought-provoking piece of content out there, but it’s nothing if it can’t be found by the right people. No matter what stage of your content creation you’re in, whether you’re in pre-planning, development, or finishing up and wondering how to present it to the world, now is the time to start thinking about the best strategy for optimizing and distributing that content to your audience.
Live Person is an online voice and chat solutions provider that also uses content marketing to connect with new customers. The company is currently pioneering the realm of digital engagement, which is helping them to rapidly grow their brand. Their new technology has also inspired some remarkably innovative content, which is accelerating their growth even further.

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.
For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.
Content is the glue and trigger of interaction in a customer-centric marketing view with relevance, consistency and mutual/connected value for audiences and brand at the center. By offering value to pre-defined groups of people content creates value for the customer in the broadest sense, in tune with brand and business objectives, and leading to value for the organization. Content marketing further has ties with content management and information management, as well as various marketing platforms, as systems of engagement and intelligence, helping to gain insights on audiences and to achieve a streamlined right time and right place approach, leveraging various channels and information sources which often reside in silos.
'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.'
Whether in a team or on your own, be realistic about your time. If blogging once a week and sending a newsletter twice a month is the most you can manage, don’t shoot for any more than that. Setting yourself up for failure breaks trust with your audience that expects what you’ve promised. You don’t want burnout here, you want a streamlined process that works for your schedule.
Once you’ve selected your thought leaders, it’s time to create a process for extracting their expert knowledge. Remember, your SMEs are busy people, and the last thing they probably want to do is interrupt their everyday workflow to ideate, write, edit, and publish an article. Make the process as simple for them as possible by following these steps: 
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.
I use a combination of personal branding, consistent social audience building, and support in creating authentic and ongoing thought leadership content. I’ve done it for myself. I’ve done it for the companies I’ve worked for. I’ve helped activate hundreds, even thousands of thought leaders to tell better stories. I’ve done it for numerous clients. And I can do it for you. 

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.


While this is obviously so, this goes for all forms of “marketing” from an integrated perspective. Nevertheless, content marketing, regardless of definitions and terms, can be clearly differentiated in many ways from other marketing tactics and approaches. Even if phenomena and activities such as corporate blogging – and, going back far more in time, storytelling – are older that the term content marketing, they are often mentioned in a content marketing context. This also means that often definitions overlap. Corporate blogging is a good example as it is defined as a content marketing practice but also as social media marketing and inbound marketing. More about the difference between content marketing and inbound marketing here. Finally, as new – mainly digital – evolutions (also driven by consumer adoption), it’s clear that content marketing will continue to evolve, as will media evolutions, as the increasing focus on “converged media” clearly indicates.
GE is appearing on our list for the second time, and for good reason. For years, the brand’s content marketing has been best-in-class, pioneering the industry with the launch of its wildly successful digital magazine, GE Reports, back in 2008, and pushing the field forward with consistently creative and relevant campaigns ever since. Like one of our favorites – “What If Millie Dresselhaus, Female Scientist, Was Treated Like a Celebrity?” – which aired during last year’s Oscars and staked GE's commitment to hiring 20,000 women in technical positions by 2020.
A valuable asset that often sets off discovery and awareness for potential SAP customers, FCEC is clearly dedicated to producing high-quality content that drives leads – without pushing sales pitches. Instead, Hatch puts audience needs and interests first, with articles that are timely and relevant to industry executives and the field at large. As a result, her team continues to cultivate loyal readers. The FCEC newsletter has 5,000 subscribers and an approximately 22 percent open rate each month. And pageviews are on the rise, as well, with an entirely organic 20 percent increase back in 2016.
22. Kayla Itsines: Exercising Instagram and blogging prowess. Kayla Itsines was a personal trainer in Adelaide, Australia with an average number of social media followers just a few short years ago. Now her Instagram boasts more than four million followers and she owns one of the top apps on iTunes. How’d she do it? Amazing content, especially in the form of before and after shots of ladies who purchase her fitness program. She also regularly posts how-to exercise videos on Instagram and healthy recipes on her site.
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
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.
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.
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.
Use pivot tables to your advantage here. If you haven't learned how to use them before, now would be a wonderful time (here's a pretty decent video primer). They're a wonderfully powerful tool for this sort of data analysis, allowing you to compare large sets of data to each other. With a bit of skill, you can make Excel (or Google Spreadsheets) do the hard work for you, giving you (for example) a list of the average traffic for each topic category you'd assigned.

13. Jack Daniels: The Single Barrel Standard. Jack Daniels’ blog the Single Barrel Standard shows an innate understanding of its core audience and the content they want to read. Seven Steps to Master Drinking Outside? Sounds like a winner. And what goes better with cocktails than snacks? Jack’s team penned Best New Ballpark Eats of 2015. Jack Daniels is committed to a regular cadence of content, showing customers with every piece that they share the same values and pastimes.
Long-tail keywords are multi-word phrases, which are more specific and targeted. Long-tail keyword research will come into play as you begin planning specific pieces of content and continue on an ongoing basis. For example, if “Customer Support” was a short-tail keyword, “Customer Support for Healthcare Providers” would be a related long-tail keyword.
Last year, Valerie-Ann Leary, Marketing Manager, Client Marketing and Demand Generation, wrote about the reception of a new e-book that they created—The Future of Digital Engagement: 10 Thought Leaders Share Predictions for 2014. Leary said that Live Pearson generated enough exposure to win the Killer Content award from Demand Gen Report for the Best Influencer Campaign. However, while winning an award was a nice affirmation of the success of their content marketing strategy, the real reward was all the new exposure that they generated, which presumably translated into many new leads.

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?

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