It may be that the real struggle you face with your client or boss is that they're afraid their industry isn't sexy enough for content marketing. It's not true—anything is interesting if it's framed well and shown to the right people. Your challenge here is to find that perfect angle to pitch to show them just how interesting content marketing for boring industries can be.

Next, do some research and learn more about your target audience. What are their goals? What do they already know about banks and personal finances? At this stage, it’s also helpful to take a look around at the competition and see what they are doing. You don’t want to copy your competition, but you do want to produce content that’s much better and much more useful.


We don’t consider marketing campaigns, even if multi-channel and customer-centric, with lots of content as content marketing either as 1) they have existed forever and are not an indication of content marketing maturity and 2) content marketing is an ongoing effort. An example of why this makes sense: we often notice that brands winning content marketing awards for campaigns have websites – their predominant online presence – that don’t even respect the basics of offering the relevant content potential and existing customers in the broadest sense HAVE to be able to find. Again, this doesn’t mean that good marketing campaigns aren’t characterized by the right content, among others.
Since its launch in 2014, Peloton has grown at a staggering rate and revolutionized indoor cycling by bringing it directly into people's homes. In four short years, the company has raised $450 million from investors and now employs more than 700 individuals across the United States, thanks in no small part to what The New York Times calls "a fanatical fan base."

A change in mindset and a library of high-quality content will replace this traditional funnel with something more sustainable (and effective). The funnel is becoming more of an ongoing cycle that prioritizes continuous engagement over transactional relationships. This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues.
Electronic services refer to interactive network services.[38] In the electronic service, the interaction between the customer and the organizations mainly through the network technology, such as using E-mail, telephone, online chat windows for communication. Electronic services are different from traditional services and they are not affected by distance restrictions and opening hours. Digital content marketing through electronic service is usually served together with other channels to achieve marketing purposes including face-to-face, postal, and other remote services. Information companies provide different messages and documents to customers who use multiple search engines on different sites and set up access rights for business groups. These are some channels of digital content marketing.[28]

First Round Review, the branded publication from venture capital firm First Round Capital, has made a name for itself with exceptional long-form content. With a captive audience of startup founders and business leaders, its content addresses common pain points and shares in-depth strategies from successful executives. The content hub is comprised of nine digital magazines that zone in on a specific aspect of business growth, from product to engineering to fundraising.
Celine Roque of Contently recently wrote a very insightful piece about American Express and its longstanding commitment to content marketing. Roque points out that the world’s largest travel company has been using content for brand building for the past 100 years, beginning with a series of engaging travel guides in 1915 that played a prominent role in growing the company.
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.
When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” -- and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.
Good content attracts, informs, persuades, serves and engages buyer personas, prospects, customers and other target audiences across the entire lifecycle and relationship with your organization and brand. It responds to the questions and needs of (prospective) customers during and after their buyer journey in correlation with direct and indirect business goals.
All based around how to provide effective customer service, the team at Help Scout are great at creating eBooks – which is why they have made our list today. Their ’10 Customer Service Stories’ in particular stands out because it shows their clients what other people are doing, and how they can learn from it. It’s really well designed and well written, and you can view the entire eBook here.
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.
Content marketing is a foundation upon which entire marketing campaigns can be built. Creating content gives you, friendly content marketer, a wonderful opportunity to collaborate with teams you might not talk to often enough. You can work with design/UX to create fantabulous illustrations. You can work with engineers to make sure your content shows up the way it should online. You can work with social and community teams to make sure that gorgeous content is effectively promoted, and that's just the beginning.

First Round Review, the branded publication from venture capital firm First Round Capital, has made a name for itself with exceptional long-form content. With a captive audience of startup founders and business leaders, its content addresses common pain points and shares in-depth strategies from successful executives. The content hub is comprised of nine digital magazines that zone in on a specific aspect of business growth, from product to engineering to fundraising.

Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
Though you may not have the same advertising budget as Coca-Cola, you can still take a few things from this popular campaign. Personalization can go a long way into helping your consumers feel special and appreciated. Whether it’s sending a personal message through email or making product recommendations based on a consumer’s buying behaviors, the more personalized your marketing is, the more effective it will be.
Santander Bank’s Prosper and Thrive looks like a glossy magazine, except that it’s entirely digital. The content hub is aimed at millennials — specifically people just getting started financially who might have a lot of questions when it comes to money. Sample articles on the site include tips on building a wardrobe on a budget, and tips for buying a home for the first time.

Founder and CEO Clay Collins knew they had to be scrappy to be able to compete against VC-funded giants like Hubspot and Infusionsoft, given LeadPages were a bootstrapped company since inception. Instead of spending $10,000 on customer acquisition as some of their competitors did, Collins developed a growth hypothesis based on the idea that “a content team of four people could outperform an 80+ person sales team at most companies.”

Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
Santander Bank’s Prosper and Thrive looks like a glossy magazine, except that it’s entirely digital. The content hub is aimed at millennials — specifically people just getting started financially who might have a lot of questions when it comes to money. Sample articles on the site include tips on building a wardrobe on a budget, and tips for buying a home for the first time.
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.
Your content strategy is a comprehensive plan that describes your goals (what you want to accomplish), the tactics you’ll implement (how you’ll accomplish it), and the metrics you’ll use to measure the strategy’s effectiveness. It also includes the data and research that you’ll depend on to make smart strategic decisions. Over time it will grow with more information (especially about your customer), so you’ll want it somewhere editable and easy to reference.
If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL.
Chanel uses content to essay its rich legacy to the audience. None of their stories are about the user or the customer. Rather, they’re about the elusive charm that Coco Chanel translated to all her products. By revealing slivers of the brand, it makes users believe that they’re part of an exclusive club where limited, veiled access itself is a privilege.
His career has evolved from punk rocker to actor to photographer. There's no doubt we can all learn something about the future of content from @HenryRollins. Hear him keynote #ContentTECH Summit in April.https://www.contenttechsummit.com/2018/11/henry-rollins-headline-cmis-contenttech-summit-2019-san-diego?sm_x_cmir_edt_tsprtsnr_ct_x_sclttw-blogtraffic …
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.
Hi Demian, great post. I really appreciate the way you structured the post – simple, easy to understand, and a delight to read. The 13 questions are a qreat way to start building a strategy from. Apart from measuring the results, I find it very important to really take time to analyze the data and optimize content accordingly. I only started getting good results when I put more emphasis on analyzing the results. Thanks for the helpful post, shared it with colleagues.
The design is clean, modern, and features large, beautiful images, audio, and videos. A story about Patagonia, for example, includes stunning visuals of the Perito Moreno glacier, Torres del Paine National Park, and penguin and sea lion colonies – complete with sound effects! Calls to action, to book travel on KLM.com, are subtly embedded in images at the bottom of each story.
Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.
To maximize the visibility into and reporting of ROI, every deliverable must be tracked from conception to creation to conversion. From there, you’re able to assign a specific dollar amount to each line of copy and every strategic decision. In this sense, executives will likely be grading content marketing on granularity: They need more data, more details and more reason to further invest in future campaigns.
When I was teaching Public Relations courses at our local universities, I introduced students to the use of Managing By Objectives and how to integrate that approach into the development of a written PR strategy. Briefly, it begins with stating the Goal — a measurable goal — with a deadline — and beginning with the infinitive “To..” Then, you ask yourself “How” … how will that be accomplished. The first responses are broad. Each time a “How” question is answered, you become more specific. The first “hows” are the Objectives. Under the Objectives are the tactics. When properly done, you can read the strategy backward by asking the question “Why?” ……….. and if all falls into place correctly, you’ll get an A!
How is the industry you are in changing? And more specifically: how is the buyer’s journey of your buyer personas evolving in the industries your customers are active in and your business is active in. What role can content marketing play? As an example: look at the evolutions in the B2B services industry. Content plays a clear role but look further. For instance: Key Account Management is a priority in that industry. Can it be served using an optimized content marketing strategy? Also look at the influencer sphere of the buyers in that industry and at the different types of buyers.

Social media can be a great way to create shareable content. Many brands are doing all they can to get those shares, likes and follows up and no-one has mastered this better than Old Spice. This is a brand that – as lifted from their very own Twitter bio – has “74 years of experience helping guys improve their mansmells with deodorant, body-wash, antiperspirant and fragrances.”


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. 
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