Imagine that, for reasons entirely outside of your control, there was a media and industry blackout of your work. Imagine that, due to some controversy or sudden change in public tastes, you were suddenly persona non grata. Imagine if no publisher, no crowdfunding platform, no retailer, no distributors, and no investors would touch what you’ve made.”
There are designer spotlights, service-driven articles like how to clean out your clothing closet, and, of course, an inspiration gallery of outfit ideas. The content doesn't heavily promote Stitch Fix; rather, it's designed to show its expertise in its field. Once readers are ready to try the service, they can click the call to action at the end of every story to sign up.
If you’re going to be putting valuable resources into growing your content strategy, then you have to make sure your efforts are actually paying off. The last thing you want is to spend time budgeting for content marketing and then discover later that you don't have any way of knowing whether your investment paid off. Many marketing teams struggle in this area because there are so many different metrics you could track to determine your content’s performance. However, before you can even begin to set these key performance indicators accurately, you must be crystal clear on your purpose for creating content and how it fits within your strategy.
The results were magnificent. Simply Business increased their ranking for their main keywords, including reaching first place in the Search Engine Results Pages (SERPs) for “professional indemnity,” “public liability insurance,” and “employer’s liability.” Even though they launched some guides before Google’s Penguin algorithm change, they significantly increased weekly organic traffic, meaning their link building practices were white-hat and high-quality.
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).
Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.
Clay Collins’ hypothesis was correct. Thanks to his content marketing strategy, LeadPages ended up with an extremely high lifetime value to customer acquisition cost ratios. This helped them grow on a massive scale, acquiring 35,000 customers in under three years, hitting over $16 million in revenue in 2015, and in 2016 becoming the #148 fastest growing company in America. LeadPages success makes them one of the great content marketing examples.
Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. Content marketing is most effective when it provides the consumer with accurate and unbiased information, the publisher with additional content and the advertiser with a larger audience and ultimately, a stronger brand.
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.
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.
According to Content Marketing Institute, 65 percent of the most successful content marketers have a documented strategy. A simple content marketing assessment can help companies identify their primary goal and design a successful content strategy to meet it. As strategy becomes more important, companies will need the right tools to align priorities and document their plans.
More emphasis on individual content pieces. A business that has a million website visitors a month isn’t going to double its traffic through a single piece of content—but a small business can. A small business can often afford to make great content and distribute it through limited channels, because it doesn’t take much extra traffic to boost revenue significantly.
The site is bright and bold in its design – finally giving corporate a chance to look and feel like consumer publishing – with a balance of sports, business, and lifestyle content that works to engage the athletes among today’s workforce. Long-form writing hits it out of the park as well, like the team’s visually stunning interactive site, The GamePlan A Guide to Creativity, which has racked up 3,500 social shares and counting, and is packed with valuable information, ideas, and illustrations.
This past year, First Round launched First Search, which curates the best advice from technology thought leaders. "It's a database of extremely high-quality, curated advice about all aspects of building companies, pulled from across the web and organized to help you find exactly what you need when you need it," explains Maddie Hall, First Search's Product Manager, in Medium. The plan is that First Search will evolve into personalized discovery experience for every user – which will further help First Round achieve its content marketing goals.
Which content marketing metrics and KPIs do we need to gauge success, in correlation with other marketing metrics and KPIs? Although there are some typical metrics used in content marketing it’s important to speak a common language across all marketing and even business efforts. Content marketing is not an island. One of the crucial success factors in implementing marketing ROI across the organization and content marketing ROI as well is finding common metrics and using a common language between different departments.
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.
If you choose the content marketing approach, you could create a blog post or video that showcases the product and its various functions. Content marketing takes a more organic approach to reach customers and is created to showcase how the product, business or service can be useful. It gives the consumer the power, and ultimately the choice, to purchase. Examples of content marketing include:
It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
Expedia is a well-known travel brand that relies heavily on content marketing. Currently, their strategy involves a variety of different content channels, but they also strive to earn a presence in high-authority publications whenever possible. The company hired a firm called Quad Digital to place a number of well-designed infographics on such sites. They also publish guest articles on many authority websites.
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.)
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.