One reason behind Benefit’s domination of the space is its shrewd marketing activity, which in 2017 involved the ‘Browmobile’ campaign. Combining experiential elements with digital marketing, it involved an online competition offering users the chance to win a visit from the browmobile. A lucky few would be able to enjoy a personalised brow tutorial, treatments, and a hamper of Benefit goodies.
Focus on your customers and overall marketing. As a marketer you want to know what works and what your customers need, not the little debates over definitions. Your customers don’t care about your content marketing definition, nor will your CEO. No one is even forced to like or use the term, all that matters are good marketing practices and great customer experiences.
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.
When it comes to companies that lead with their values, Ben & Jerry's has long been at the forefront. It's not afraid to take a stance on pressing political issues, including racial justice, refugees, climate change, voting rights, and LGBT equality. Its content hub reflects the company's commitment. Amid posts about ice cream recipes and new flavors, there are regular stories that align with Ben & Jerry's values, like "10 Things Trump Gets Wrong About Refugees," "QUIZ: How Much Do You Know About Climate Change?" and "7 Ways We Know Systemic Racism Is Real."
“Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.” – Brian Clark, Copyblogger
The Ones features stories celebrating artists, skaters, musicians, designers, and inspirational creatives who embody the scene. Other stories, like "Meet Stan Smith" and "Who Is Chuck Taylor" share the backstories of the people behind today's iconic kicks. Embedded within the stories are modules that let readers shop the sneakers referenced or endorsed by subjects.
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.
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.
In 2017, NewsCred launched the Top 50 Awards to celebrate best-in-class content marketing brands. Whether hot new startups or global giants, these brands were the ones with splashy, interactive content hubs that drove conversions, stellar social media presences, innovative new technology integrations, and strong behind-the-scenes strategies and measurement plans. They were brands that inspired us to push the boundaries with our own content marketing.
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.
The definition of content marketing further depends on your viewpoint and background. A B2B marketer, looking to generate and nurture leads, for instance, might look differently at it than a brand marketer, looking to cause a shift of brand perception, or a search engine optimization practitioner, trying to increase organic ranking of content in search engines. However, the rules of good content marketing and essential strategies and principles are very much alike in most cases.
EXAMPLE: TD Ameritrade produces its print and digital magazine thinkMoney for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.
While a content marketing strategy first looks at the strategic place of content marketing in the overall marketing process, there is also a planning and organizational dimension, mapping the different steps regarding content planning, mapping, creation, etc. In this sense, a content strategy involves various components. In most cases several of them come back but here are some common questions to answer or tasks to fulfill in a content strategy.
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.
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.
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.”
Ever spend precious time creating a piece of content, only to realize that it didn’t actually do what you wanted it to do? Yeah, we’ve been there, too. That’s why it’s so important to clearly and precisely outline your goal for each piece of content before you start anything. It gives you a road map to determine which main points to hit within the content, how to distribute it, and what metrics are needed to track success once it’s published.
A key part of bank content marketing is strategy — the “how” and “why” behind your content marketing campaign. You’re creating a blog, podcasts, videos, or other pieces of content. But how will you get them out into the world? What do you hope to have happen after people get their hands on your content? These are two of the big questions bank content marketers need to answer.
Last year, Valerie-Ann Leary, Marketing Manager, Client Marketing and Demand Generation, wrote about the reception of a new e-book that they created—The Future of Digital Engagement: 10 Thought Leaders Share Predictions for 2014. Leary said that Live Pearson generated enough exposure to win the Killer Content award from Demand Gen Report for the Best Influencer Campaign. However, while winning an award was a nice affirmation of the success of their content marketing strategy, the real reward was all the new exposure that they generated, which presumably translated into many new leads.
17. Bumble and Bumble: Video style guides. Regardless of if you use Bumble and Bumble’s hair products, its website answers a multitude of questions about blowdrying, dealing with curls, straightening hair, and much more. The company’s robust library of step-by-step videos show how to create any look with any type of hair imaginable. It’s free content that’s as useful as it is memorable when you want to buy your next styling product.
“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.