Tiffany’s tumblr page manages to capture the essence of the brand in its entirety. Content on the page communicates the emotion behind a Tiffany purchase along with the allure of its rich legacy. Each post is crafted to express the sense of exclusivity that comes with owning a Tiffany trinket. Tiffany & Co. has crafted a place for itself in the modern fairytale. Their content subliminally translates the same message.


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.
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.
Your content marketing strategy is a guiding light when questions like "what are we doing?" or "why are we doing this again?" arise. You want a strategy that is specific enough to your company, audience, and circumstances that it can actually provide a framework for answering those questions. But you also want a strategy that is nimble enough to flex and change as your company, audience, and circumstances do.
With its #GEInstaWalk campaign, GE invited six Instagram influencers and a few fans to tour their manufacturing facilities and share their experiences. These individuals would take and upload photos using the hashtag #GEInstaWalk for all to see. In the end, these individuals provided a unique look at what it’s like behind-the-scenes at General Electric.
You’ll want to take existing insights and try to determine which of the different social platforms is most effective, and then choose one or two KEY platforms to work your content. Be sure that your brand and product fits your social media channel itself as well as the demographic. For instance, you’re better off sharing yoga clothes on Instagram and Pinterest, perhaps even via an influencer marketer, then on something like LinkedIn.
“It put content marketing, as a program, on the map for USAA, where it had never been before,” says Mollie Walker, Lead Marketing Manager and Content Strategy Lead, USAA. “Over time, we hope to show that the more we grow our content marketing as a program and discipline, the more we can save on the awareness media that we have to purchase. We’re filling that gap and telling a story in between awareness and buying stages.”
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.
In January 2017, Visit Seattle partnered with Sundance TV to launch "Project Five by Five," which asked five filmmakers to each create a short film about Seattle, inspired by one of the five senses. One video showed how a local farm produces fresh cream and berries for a beloved Seattle ice cream shop. Another reimagined Seattle native Jimi Hendrix's first skydiving trip. The shorts premiered at the Sundance Film Festival and aired on Sundance TV.
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. 
You know what segmentation is. In general, it means that your content should appeal to prospects/customers in function of their profile, behavior, journey, personas, etc. You probably think “I am doing that” but instead of targeting people in function of demographics or job functions take it further: industry, expressed needs and challenges, past behavior, triggers, digital signals, cross-channel customer data, whatever. But, most importantly: look at the pain points, questions and concerns of your prospects.

Content marketing is an umbrella term. This means that it can be used for numerous reasons and can mean many things to many people. It’s less tangible than search engine marketing, for instance. This is exactly the reason why you need to think about the strategic role of content marketing within your organization and its ecosystem. Without a content marketing strategy, you risk focusing on the content – and content strategy – too much and not seeing the overall goals anymore. In fact, this is one of the most crucial and deadly mistakes in content marketing. Unfortunately, this disconnected view on content marketing happens very often and leads to a focus on the wrong things.
Prioritize social channels. Focus on the social channels where your audience is most active and engaged. You don’t need to be everywhere all the time; identify where your audience members live, and get your content in front of them on those platforms. For example, Influence & Co. primarily uses Twitter, LinkedIn, and Facebook to connect with our different audiences.
EXAMPLE: Outdoor retailer REI does a great job of answering questions and assisting its audience through content. On its YouTube channel, it offers dozens of videos depending on its audience’s interests and needs, often answering common questions. Whether it’s a backpacker who wants to know how to use a compass or a cyclist who needs to know how to fix a bicycle chain, REI provides the answers.

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.
Setting a theme also helps you create several streams of content. For example, if my theme for the month was content strategy, I could turn each of these five steps into their own blog post. Then I could create additional content like a sample content calendar or audience analysis spreadsheet to supplement each post that readers could download for free.
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.
18. Nasty Gal: Behind the scenes on the Nasty Galaxy blog. Nasty Gal is the glamorous and unreasonably hip fashion brainchild of #GirlBoss Sophia Amoruso. Its blog, Nasty Galaxy, takes fashion fans behind the scenes of company parties and even photo shoots. Guess what lurks behind the scenes of this cool company? Even more enviable coolness, increasing affinity and likelihood to purchase even more.
LV Now is almost like a news feed that broadcasts happenings from the world of Louis Vuitton. It covers latest events, product updates and behind the scenes coverage of their recent campaigns. Each article has easy sharing options that cajole readers to spread the word on their own social networks. The more traditional World of Louis Vuitton webpage, pays homage to the LV heritage and their unique savoir-faire.

We wanted to give you the most extensive and detailed guide of advanced content marketing techniques available today. This resource is chock full of tactical, immediately actionable ideas that you can implement in your own business — to start building a community of fans and followers, to increase engagement and traffic to your website, and to drive sales.
In 2011, the brand created a “Smart Community” in an effort to promote awareness of its renewable energy solutions. They optimized their platform for the keyword “smart community” and invested in a massive SEO campaign to boost their rankings. Their campaign proved to be remarkably effective, helping to generate 160,000 global followers on LinkedIn through the Smart Community campaign.
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. 
If you choose the traditional marketing approach, you can create a poster, informational brochure, or fliers to hand out to customers or hang in the store. Traditional marketing is often created to inform the customer about the product, business, or service. It relies heavily on persuading the target audience. Examples of traditional marketing include:
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.

Setting a theme also helps you create several streams of content. For example, if my theme for the month was content strategy, I could turn each of these five steps into their own blog post. Then I could create additional content like a sample content calendar or audience analysis spreadsheet to supplement each post that readers could download for free.
Ally Bank is a completely online bank that’s made a name for itself through “disruptor” strategies. The bank has a reputation for coming up with creative ways to get people to think long and hard about their money. One example was a game called Ally Big Save, which only worked during the commercials of the NFL big championship game. In the midst of the football game, Ally’s app was downloaded 65,000 times, and more than a million people visited the game’s microsite.

But, when we recently launched a new e-book that answers common content marketing questions, we learned that many of our readers are just getting started. As such, we want to make sure we continually cover the basics. Whether you are new to the practice, need a new way to look at what you’ve been doing, or need help explaining this to your relatives, this post is for you.
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.
Content may be king, but many content creators (and purveyors of fine content) often struggle to show the value of content marketing. This is because the types of content (blog posts, guides, webinars, etc.) that most people think of as content marketing all fall in the "discovery" part of the marketing funnel, which is several steps removed from conversions.

Since then, Marriott has delivered on that goal, with many of its brands releasing bespoke films dedicated to further their reputations and drive revenue. The 2015 short film, "French Kiss," for example, drove more than $500,000 in Marriott bookings in less than 60 days. Renaissance Hotels has released two seasons of "The Navigator’s Table with Andrew Zimmern," which highlights the chef meeting with tastemakers in different cities. Courtyard by Marriott showcases its status as the official hotel for the NFL through a video series that has racked up more than 1 million YouTube views.


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.
Having a documented content strategy will help you work smarter, more efficiently, and more effectively. A good strategy addresses your current business challenges and defines how you’ll leverage content to solve those problems. If you create a comprehensive strategic document, you can ensure all your efforts tackle these elements. In this post, you’ll learn how to organize your ideas on what your content marketing program should be, and how to package those items into a neat and precise document around which you can rally and align your team.
Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis — as subscribers, customers, evangelists, or, ideally, all three. Once you have an addressable audience, your content efforts will help increase sales, gather valuable customer insights, and activate your most ardent followers as brand advocates.
Cheng’s how-to training exchange delivers on Fu-tung’s passion to share his knowledge to help others. The concrete content HQ includes tips, techniques, videos, and step-by-step directions to help Cheng’s potential customers complete their projects. Cheng’s content mission? “To provide information and design inspiration for building and making your own concrete projects.”

However, like video, you’re probably thinking you need all sorts of specialized gear and skills. And while yes, audio is a whole other beast, you can get started with just a little bit of effort. In his class Getting Your Podcast Off the Ground!, Neil Patel, host of The Indian Startup Show (the #1 tech podcast in India) runs us through the basics of podcasting.


19. Content marketing is using any type of content (newsletters, blog posts, white papers, videos, Tweets, podcasts, wall posts) to attract an audience you wish to market to. Capturing their attention through great content gives you the opportunity to present calls-to-action to them to purchase or try your product or service. Jason Falls – Social Media Explorer
To get the word out, the startup has invested in content and taken its message all over social. Beyond the standard Facebook, Twitter, and Instagram (where ClassPass cultivates a hip, color-forward feed that boasts 106,000 followers), Tumblr and Pinterest serve as fun and engaging visual platforms. The former gives “a peek at what energizes and motivates us to be active,” while the latter showcases a collection of self-improvement and lifestyle inspiration boards – one of which links entirely back to The Warm Up, the company’s consumer-facing publication centering on strong, fitness-fueled content.
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
Capturing audiences today requires far more than strong copy and appealing creative. Brands and agencies are striving to keep up with the rapidly growing need for high-quality content that’s both relevant and personalized. It has evolved into a $44 billion industry and is widely viewed as a top priority by 39 percent of client-side marketers. With this in mind, we created this whitepaper, packed with detailed case studies and how-to tips for your content marketing education needs.
Great article Sarah. I think that a key theme all of these great content marketing strategies have in common is humour; humour has universal appeal and is a very effective way of getting audiences to talk about and share your content. Of course your content marketing strategy needs to be comprehensive and well executed, and for businesses without the staff capacity I would recommend outsourcing your digital marketing needs to skilled freelancers.

Once you've been regularly publishing content on your own site for a while, it might be time to start thinking about distributing your content on other sites. This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites -- such as Medium -- or publishing website content on various social networks.

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.

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.
Now that you’ve set your goals, it’s time to determine the KPIs you need to evaluate whether your content actually hits those goals. There’s no single magic metric that will give you a complete picture of your content success, but a combination of benchmarks can be useful to assess performance. Here’s a guide for choosing the right KPIs according to your goals:
Since then, Marriott has delivered on that goal, with many of its brands releasing bespoke films dedicated to further their reputations and drive revenue. The 2015 short film, "French Kiss," for example, drove more than $500,000 in Marriott bookings in less than 60 days. Renaissance Hotels has released two seasons of "The Navigator’s Table with Andrew Zimmern," which highlights the chef meeting with tastemakers in different cities. Courtyard by Marriott showcases its status as the official hotel for the NFL through a video series that has racked up more than 1 million YouTube views.
One last component of bank content marketing is measurement. How do you know if you’re reaching your goals, or if your content is working out? You need to track it. Pay attention to how many people are reading or viewing the content you produce. Then make note of what they do next. Do they open an account with your bank, or get in touch to learn more? Or are people clicking away from the page without taking any positive action?
Bloomberg's Diversity & Inclusion Blog shares thought leadership and research on the topic. Stories like "How to Be an Active Ally in the Workplace" share actionable tips to improve workplace inclusivity, while pieces like "Workers’ Trash-talk Goes Down When Leadership Diversity Goes Up" demonstrate why diversity is good for everyone. Bloomberg has also dabbled in creating video content to help move its message forward.
Director of Content John Collins first joined the company four years ago as Managing Editor, taking the helm of Inside Intercom. Since then, he's built a content marketing operation that put out 230 blog posts, 46 podcasts, and three beautifully designed books in 2017 alone. Intercom is totally transparent about its efforts, too, with experiments and successes often documented on the blog and beyond. The team's work has garnered Intercom a fiercely loyal, engaged, and growing audience (who often opt to share their email addresses or other personal details to download assets like e-books).
While sharing company updates might be helpful for you and your employees internally, your blog can speak to a broader audience, and hyperspecific news really isn’t all that helpful to your readers’ efforts to solve their problems. To truly attract and engage your target audience, your blog has to be entertaining, address questions and pain points, and serve as an educational resource for your readers.
According to Brafton, “83% of digital marketers plan to increase audience engagement and promote brand visibility through native ads.” If you want to join them as part of your content marketing strategy, make sure your ad is consistent with your other content. Above all, native ads should meet the needs of your readers and engage the audience, just like your other content does.
Deloitte is a professional services company specializing in consulting, tech, auditing, and more. It works with a massive cross-section of industries, from government agencies to life sciences -- and that broad range of knowledge is a major selling point. That’s why creating informed, useful content for individual, specialized audiences is core to its marketing strategy.
But in order for content to convert readers and incite growth, it needs to occasionally disrupt its audience's point of view. A company doesn't work for its content; content works for its company. If you need to say something that a blog alone can't, the business demands that you make it work -- whether that means starting a YouTube channel or seeing how you can integrate an AR tool into your next ebook.
15. Basecamp: Signal v. Noise on Medium. Signal v. Noise is “strong opinions and shared thoughts on design, business, and tech. By the makers (and friends) of Basecamp.” Why Medium? According to the team, “When Jason Fried a few months ago suggested that we should start posting articles on Medium, I was skeptical. What possible gain could we have from sharing our stories on someone else’s platform rather than our 15 year-old blog? Turns out, quite a lot! First of all, the writing and formatting experience on Medium is just excellent. I’ve yet to find another web editor that makes it as easy to produce great looking articles. … Second, Medium has a wonderful community and readership that reaches far beyond our natural sphere of influence.” Great advice if your brand is considering Medium for content creation in 2016.
And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).
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