Content marketing focuses on the tactics and execution—the actual creation, curation, and editing of content that's specifically created for the purposes of marketing. This could be anything from blog posts to the confirmation page, and is aimed at building a trusted connection between a company's products or services and the market that might end up purchasing them. It's about creating content that people not only want to consume, but that will also help them through the sales funnel.


Research is great, but it never hurts to try something new if your content marketing timeline (and budget) allow for a little experimentation. Jump on social media trends, try out a new technology, or reach out to your audience and ask them what they’d like to see. Just make sure you’re always tracking the results so you can revisit and potentially add something new as part of your successful content marketing strategy.

In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.
First off, it allows you to have an “always-on” relationship with your customers. This means that you can engage with them every day, even when they’re not in the market for a purchase. With advertising, you typically see major peaks and valleys. Your traffic, engagement, and sales spike when you’re running a campaign. Those numbers fall when the campaign ends.
These are the hallmarks of the NewsCred Top 50. This year’s winners, comprised of companies of various sizes across a multitude of industries, represent the best of content marketing today. We applaud these brands for their courage to see possibilities and drive innovation that, in turn, evolves the entire content marketing field. Prepare to be inspired.

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.
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.

In the past year, Headspace has launched a few new content initiatives designed to make meditation more accessible – and drive and retain subscribers. One is a "How to Meditate" section that includes answers to frequently asked questions, plus videos that help people solve common meditation challenges. Headspace now also offers “packcasts,” which are recordings that feature Headspace employees discussing certain packs, or sets of meditations, while “trying to build a meditation practice that works for [them]” and showing how personalized one's meditation journey can be.
Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, CMI subscribers are more likely to take advantage of CMI paid offerings such as attending Content Marketing World than non-subscribers.
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.
These are the hallmarks of the NewsCred Top 50. This year’s winners, comprised of companies of various sizes across a multitude of industries, represent the best of content marketing today. We applaud these brands for their courage to see possibilities and drive innovation that, in turn, evolves the entire content marketing field. Prepare to be inspired.
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.
In the midst of the daily grind, it’s easy to forget that content marketing as we know it is still a relatively new phenomenon. As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities.

In a digital world where brands are brainstorming how to further simplify navigation and create more spellbinding imagery, Patek Philippe’s understated website stands out in defiance. You’re intrigued to find a hidden element of modernity, a spark of technological compliance that will help you place it better among other digital marketing greats. But black and white videos showcasing delicate nuances of father-son camaraderie after a cricket match or the reverential admiration between a mother and a daughter, show that Philippe is all about honoring rich tradition.
Through content that brings that ethos to life, Clif Bar has nurtured legions of fans. Recent stories include a profile of two Clif Bar-sponsored athletes who set out to raise $100,000 for Bears Ears National Monument, an article on Clif Bar employees achieving 100,000 hours of volunteering, and a big rock piece of content about The Great Trail, a 15,000-mile network of trails across Canada.
Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story."[3] Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.[4]
"In the past, we tried to serve all target audiences through content marketing, from investors to journalists, employees, and potential candidates," says Frank Thomas, Adidas’ Director of Content Strategy and Content Marketing, in NewsCred Insights. "But we realized we were all over the place. We rethought the entire setup and who we needed to address, and decided it is the employees, potential candidates, and, in general, like-minded people who can become advocates for the brand."
That top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions. These models can provide a good estimate of the value of your content, but they are, at best, an estimate, so keep that in mind before you tell the boss that if you can get the funds for one blog post it'll bring in exactly $1200 worth of leads.
Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, CMI subscribers are more likely to take advantage of CMI paid offerings such as attending Content Marketing World than non-subscribers. 

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 there’s one thing to takeaway from these incredible examples of content marketing, it’s that you need to stand out from the crowd. That’s the only way that people will share and talk about your content. Don’t worry if you don’t have the time, resource or creativity to do this – there’s plenty of content marketing experts out there to help you. One thing is for sure, the power of content marketing is hard to ignore.
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) 
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