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.
Xerox is the world’s leading photocopying company. While that sounds like something to brag about, it has, ironically, created some branding problems for the company. Since Xerox is so widely known for its photocopiers, many customers don’t know anything about its other services, such as IT outsourcing. Xerox solved this problem by rebranding itself with content, which played a huge role in boosting business in its other verticals.

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.”
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
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."
Now that you’ve set your goals, it’s time to determine the KPIs you need to evaluate whether your content actually hits those goals. There’s no single magic metric that will give you a complete picture of your content success, but a combination of benchmarks can be useful to assess performance. Here’s a guide for choosing the right KPIs according to your goals:

NewsCred’s inaugural #ThinkContent Awards celebrate best-in-class content marketing brands. Their approaches are fresh, innovative, and creative. Even better, these brands have found solutions to some of content marketing’s most pressing issues, including using personalization to give people the right content at the right time, leveraging new content formats, and measuring ROI.


The ‘Citizens of the airport series’ is a little 10 part series focussed on KLM's customers. The brand intermittently interviews travellers in Amsterdam airport to share their story. Sure, these tidbits aren’t especially useful, and they won’t attract millions of views, but to a few select people, the content proves that KLM cares. This determination to truly understand and care for their customers is the reasons why people will start to pay more to fly with the Royal Dutch airline.
Expedia is a well-known travel brand that relies heavily on content marketing. Currently, their strategy involves a variety of different content channels, but they also strive to earn a presence in high-authority publications whenever possible. The company hired a firm called Quad Digital to place a number of well-designed infographics on such sites. They also publish guest articles on many authority websites.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.

Makes sense, since the company produces 12 hours of live video per day, streaming real-life classes to homes across the country, on-demand. It’s how it keeps people coming back for more, by consistently providing something new to look forward to and actively engage in. With close-up videos of instructors – many of whom have risen to fame and actively promote the brand on social media -addressing at-home riders by name while calling out personalized encouragement, the content is nothing if not engaging.
And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).

6. MOZ: Smart thinking for doing business digitally. I’ve turned to the MOZ blog for years when I have a question about the latest Google search algorithm or mobile search statistics. MOZ continues to innovate and use data to provide readers with knowledge, not just conjecture. I love this infographic showing 2015 year-in-review-data about the volatility of search.

All Coke did was print individual names on cans and bottles and suddenly everyone was identifying with the product. In this campaign, and in all of Coke’s marketing, it built a foundational shared experience that almost everyone has with its product and made it shareable. In the next phase, customers could customize bottles with all kinds of names and titles for a super interactive, one-of-a-kind product.
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.

Take one look at The Orange Dot, the brand’s blog, and you’ll see what he means. Every post, video, and social share is paired with a unique and vibrant image, GIF, or animation that grabs a reader's attention. While posts reference meditation, there's no hard sell for Headspace. Rather, a designed call to action is embedded in each post, and there's also a persistent sign-up button on the blog's header.
“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.
Like style guidelines, a content marketing strategy should be comprehensive and also concise. You want to cover likely eventualities and explain the basis of the strategy, but you also want to help prevent a new strategist or writer from spending the entirety of his or her first month reading it (and ensure they can actually remember the gist of it by the end).
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.[2]
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.
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice.”
To make sure content (yep, even that top-of-funnel stuff) gets the credit it deserves, use multichannel tracking (also called attribution modeling). That's a way to set up your analytics platform so it allocates a part of each conversion to each of the channels touched by the customer on their happy path to conversion. For example, at Moz, we find the average relationship has seven to eight customer touchpoints before conversion.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list. 
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