Content marketing is nothing without strategy. You can have the most interesting, thought-provoking piece of content out there, but it’s nothing if it can’t be found by the right people. No matter what stage of your content creation you’re in, whether you’re in pre-planning, development, or finishing up and wondering how to present it to the world, now is the time to start thinking about the best strategy for optimizing and distributing that content to your audience.
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.
You know you need a plan and strategy if you want to succeed as much as possible with content marketing. In fact, your boss expects to see a copy of your team’s plan so that they can evaluate whether it will be worth the upfront cost, and to verify that you have some actual way of carrying out content marketing. The tricky thing is, you’re not sure what to include in your plan, or how to go about creating one. Taking a look at some content marketing plan examples and templates can help you get an idea of how to put together your own.
In recent years and due to the success of the term and the growing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising (so-called ‘native advertising’).
DemandBase is a marketing technology provider that specializes in serving B2B brands. Recently, the firm used white papers, infographics, SlideShare, and webinars to source new leads for one of their campaigns. According to Top Rank Blog, the company generated 1,700 new leads and connected with 125 webinar viewers, helping them to generate over $1 million in new revenue through content marketing.
But with nearly 88,000 subscribers on YouTube, it’s video that’s a clear win for the brand. Clips range from workout how-tos and style tips to interviews with athletes and astronauts. A particularly successful recent effort explores celebrity training routines, with the spot “Could You Survive Nick Young’s Workout?” garnering 806,000 views in just the last two months and driving more traffic back to the site. And it’s a good thing, given how great the content is. With a scientific bent and a thought leadership streak, new articles like food and fitness forecasts set readers on the right foot for a healthy new year – with lots of inspiring and enjoyable reading ahead.
Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.
If you thought a company like Twitter doesn’t need content marketing, think again. The social media giant has been building up its Twitter Business Outlook blog with original and licensed content centered on how-tos and best practices for advertising on the platform. After all, while countless other websites and agencies counsel on how to tweet to your fullest potential, where better to hear it than straight from the source?
In 2011, the brand created a “Smart Community” in an effort to promote awareness of its renewable energy solutions. They optimized their platform for the keyword “smart community” and invested in a massive SEO campaign to boost their rankings. Their campaign proved to be remarkably effective, helping to generate 160,000 global followers on LinkedIn through the Smart Community campaign.
This presentation is drawn from our work here at Convince & Convert, where we create content marketing strategy for some of the best-known brands in the world. (if we can help you, please let us know). In practice, of course, creating a fully functional content marketing plan requires meaningful time and effort (usually 60 days or so for us), but I sincerely hope that this presentation and the seven steps it outlines for how to do this kind of work, will help you take your own content marketing plan to the next level of success.
An Australian company, Metro Trains, wanted to run a campaign that would promote rail safety; normally, safety messages are dull, boring, and nobody really pays attention to them. But advertising agency McCann Melbourn wanted to help Metro Trains create something that would make people sit up and listen – and that’s exactly what they achieved with “Dumb Ways to Die”.
It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
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.
“It put content marketing, as a program, on the map for USAA, where it had never been before,” says Mollie Walker, Lead Marketing Manager and Content Strategy Lead, USAA. “Over time, we hope to show that the more we grow our content marketing as a program and discipline, the more we can save on the awareness media that we have to purchase. We’re filling that gap and telling a story in between awareness and buying stages.”
Many B2B marketers have seen B2C content at least once and asked, "Why do they get to have all the fun?" But the moments like the one we described above are the ones that remind us: B2B companies are just as passionate about their products as B2C companies are. And for every B2B product, there are even more B2B users out there looking for information, inspiration, and knowledge to provide them with solutions.
With more of a journalistic bent (Editor Kenny MacIver was the former Editor of Information Age), and barely a mention of Fujitsu, I-CIO is a great example of what content marketing should be. I-CIO even has its own dedicated social media handles for Twitter, LinkedIn, and YouTube – though for those who are interested in learning more about the company behind the publication, I-CIO's About Us page includes a map so people can access the Fujitsu site in their country.
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.
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.
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.
In politics, the “sizzle” tends to look like catchy one‐liners that are ultimately meaningless, out‐of‐context statistics that sound good, and targeted attacks on your opponents. None of these things have anything to do with whether or not a candidate will be successful in office, but since the masses tend to respond to sizzle, politicians focus on the sizzle.
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.
Retarget people who’ve seen you: You can also target people who visited your site or watched a video for a certain amount of time or went to another site. Custom audiences let you target people who already know who you are, which means that you can target top of funnel users with ads and then create custom audiences based on what those users do, pushing them further down your marketing funnel.
The personal finance site Mint.com used content marketing, specifically their personal finance blog MintLife, to build an audience for a product they planned to sell. According to entrepreneur Sachin Rekhi, Mint.com concentrated on building the audience for MintLife "independent of the eventual Mint.com product." Content on the blog included how to guides on paying for college, saving for a house, and getting out of debt. Other popular content included in-depth interview and a series of financial disasters called "Trainwreck Tuesdays." Popularity of the site surged as did demand for the product. "Mint grew quickly enough to sell to Intuit for $170 million after three years in business. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information because of the blog’s smart, helpful content."
According to Brafton, “83% of digital marketers plan to increase audience engagement and promote brand visibility through native ads.” If you want to join them as part of your content marketing strategy, make sure your ad is consistent with your other content. Above all, native ads should meet the needs of your readers and engage the audience, just like your other content does.
The Italian Generali Group is the third largest insurance company in the world, on the Forbes best employee list as of last year, and, as it turns out, a major player when it comes to content. With its image-forward design and variety of articles, for instance, Generali Spain’s homepage looks and feels a lot like a digital magazine instead of your typical insurance website.
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.
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.
28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.
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.