5. GE: A leader in B2B content. GE is truly a content-focused company. It publishes content in almost every format imaginable, with a variety of content properties with unique focuses. One great example is GE’s online magazine The Txchnologist. According to Kapost, the mag offers “an optimistic, but not utopian, take on the future and humanity’s ability to tackle the great challenges of our era.”
Now is an exciting time for content marketers. We are currently in the performance era of content marketing. We no longer have to choose between creating inspiring content (that’s hard to measure) and ads (that annoy customers but are easy to track). Technology has evolved to the point where we can produce incredible content and measure business results.
9. The difference between “marketing with content” and content marketing is a digital publishing platform that your brand owns. Creating an article for a publisher. Or an ebook. An ad. Or sales collateral. These are not content marketing. Content marketing means committing to publishing content people actually want. On a platform you own. Michael Brenner – Marketing Insider Group, author of The Content Formula
For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.
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.
You may want to be super-professional, very casual, or something in between. And you’ll have to manage the balance between showing your expertise and not patronising your audience. Here’s Sprout Social’s advice on creating consistency with your brand voice, and keep in mind important SEO ranking factors to optimize your content. Take a look at these successful content marketing examples for inspiration.
Recently I was extremely low on cash and debts were eating me from all sides! That was UNTIL I decided to make money.. on the internet! I went to surveymoneymaker dot net, and started filling in surveys for cash, and surely I’ve been far more able to pay my bills! I’m so glad, I did this.. With all the financial stress these years, I really hope all of you will give it a chance. – q1ub
Michele Linn is the co-founder and chief strategy officer of Mantis Research, a consultancy focused on helping brands create and amplify original research they can use in their marketing. Before starting Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's strategic editorial direction, co-developed its annual research studies, wrote hundreds of articles, spoke at industry events and was instrumental in building the platform to 200,000 subscribers. In 2015, she was named one of Folio's Top Women in Media (Corporate Visionary). You can follow her on Twitter at @michelelinn.