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.
EXAMPLE: Sainsbury magazine, is the top cooking magazine in the United Kingdom, with 3 million paid subscribers —a content marketing effort that pays for itself. But, what’s even more remarkable is that, according to a 2015 survey conducted by the company, eight of 10 readers have bought a product from Sainsbury’s after reading about it in the magazine.
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.
Though Chanel was late to join the digital brouhaha in comparison with other luxury brands, it’s one of the few brands that has made the most progress in the recent past. Burberry still holds the coveted top spot for digital customer experience proficiency, as per a report published by Contactlabs earlier this year, but brands like Fendi, Hugo Boss and Chanel have significantly climbed the charts as well.
Frank Strong, formerly at Vocus and now communications director with LexisNexis shares his views and experiences on the ways content marketing and PR work together. For Frank the conclusions are clear: PR should embrace content marketing. However, at the same time, much of what PR has always been about in Frank’s experience centered on content. Check it out.
Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.
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.
So what can you learn from Make-A-Wish and Batkid? If you work to support local causes, why not get your customers involved? You can use social media, email marketing, and other types of content marketing to get the word out about your favorite local charity or organization. Not only does this help you provide more support for the worthy cause, but in the process, you can connect with leads and customers who care about the community and support the same causes your business cares about.
In this pursuit, content helps companies equip their customers for success. Content shows buyers optimal uses for companies’ products and services, encouraging customers to see the good more than the bad. With a content strategy focused on customer success, businesses can devote fewer resources to putting out fires and more resources to growing their brands.
Content marketing already addresses a variety of needs and objectives for different departments. Sales teams use content to bolster pitches and improve client relationships. Brand managers turn content into goodwill and authority. Recruiters attract top talent by publishing content in places where the best candidates spend their time online. The possibilities are endless — and now, a new avenue is opening up.
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.
Much of Plated's success hinges upon one factor: subscribers, and Morsel has been optimized to drive them. The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers.
That’s why it’s exciting to see a brand like Farmers Insurance offer a modern and engaging content hub, plus consistently creative and engaging video – like a recent effort from last Halloween. Starring J.K. Simmons as Professor Nathaniel Burke (Farmers’ brand mascot since 2010), and spinning off from the success of an earlier campaign – Hall of Claims, which pokes fun how wide-ranging and far-fetched these reports can be – "The Stranger Claims" series takes on the same theme, complete with a nod to the hit Netflix show "Stranger Things."
Hexagon used augmented reality (AR) to spruce up their written company report, giving investors a more interactive experience when learning the latest updates on the company. How does it work? A mobile app, based on technology from Samsung and zSpace, displays a virtual demonstration of a product when readers hold their mobile device over a "trigger image" of that product within the report.
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.