To adapt the sample plan for content marketing, you could adjust the marketing mix section to focus specifically on existing content, and your methods of distributing and promoting it. In the marketing implementation section, you can focus on the type of content your brand will create, and identify who will create it. That section of the sample is an ideal location for an editorial calendar.
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.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.
Over the 179 years of its existence, Hermes (Brand value in 2016: $11.7 Billion) has become synonymous with a commitment to design and impeccable taste. This extends to their content as well. La Maison des Carrés or House of Scarves is an online destination dedicated to their most iconic accessory, the scarf. The website is a delight to browse through as every click brings you closer to each creation and leads to a seamless purchase experience.
The number of ways in which content benefits SEO is far too great to count here. In summary, great content attracts editorial links, which tell Google you're important and authoritative. Google can also crawl your content, getting a far better idea of what your company is about, allowing it to return your site for more relevant queries (including a great many long-tail queries). The list goes on, but it can all be boiled down to this: Without content, what is there to optimize for search engines?
The respect and admiration of your audience will absolutely take time to build, as they require earning trust. Once you've proven your knowledge and (even more importantly) your integrity, though, you can become the guiding light that people turn to when everyone else is simply contributing to confusion. Sites that don't care a lick about quality—sometimes called content factories—are bound to give bad or misleading advice, making readers scratch their heads and wonder who they can trust. That should be you. The authority you gain then transfers to your products or services, making customers that much more likely to choose you over the competition.
3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.
Of particular note is Coca Cola’s new content strategy, called “Content 2020,” which the Content Marketing Institute praised for its originality. Coca Cola has publicly stated that it’s committed to using content to boost its brand as much as possible. Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, believes content is instrumental in boosting the company’s brand:

Be sure to talk frankly about the outcomes they should expect from content marketing. Brand building? Check. Helps your social efforts? Check. Increases your audience? Check. But because most content marketing sits up at the awareness stage of the funnel, it's not realistic to expect customers will go en masse from reading one blog post to buying all the things.
Though there are links and CTAs to the Acorns site throughout the blog site, the content is not product-focused. Instead, it educates and informs the reader so that they can make better decisions about their finances. Rather than discussing how great Acorns is, it provides relevant and realistic advice about how readers can take control of their financial future.

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.


Neil Patel is the co-founder of Crazy Egg, Hello Bar, and KISSmetrics. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web, and Entrepreneur Magazine says he has created one of the 100 most brilliant companies in the world. You can connect with him on Twitter @neilpatel.
Though you may not have the same advertising budget as Coca-Cola, you can still take a few things from this popular campaign. Personalization can go a long way into helping your consumers feel special and appreciated. Whether it’s sending a personal message through email or making product recommendations based on a consumer’s buying behaviors, the more personalized your marketing is, the more effective it will be.

One of the reasons some companies have hesitated to allocate resources to content marketing is that it can be difficult to really understand the benefits of content marketing. Getting people to think more highly of your business certainly sounds great, but the results are quite nebulous. In this case, it helps to begin thinking about just how many benefits content marketing can bring. Let's start with the ones that are more intangible (though no less important):


The CRM space is one of the largest and most competitive industries in the IT sector. Despite being the world’s largest vendor, Salesforce has had some problems maintaining steady traffic and leads. This was the case for Salesforce UK, which could have been a cautionary tale in content marketing examples. They had to drastically change their content marketing strategy to increase their search and paid traffic sources.

As a marketing technology company, DemandBase has invested a lot of time trying to optimize their content marketing strategy. Rachel Balik, the senior content marketing manager, has provided an overview of the evolution of DemandBase’s content marketing strategy on the company blog. Balik also says that she attends Content Marketing World regularly to learn more about best practices in the industry to improve their overall strategy.
1. Hipmunk: Traveler’s Guide to Tipping. Travel booking site Hipmunk creates a wealth of content to answer common traveler questions and conundrums. One blog post called Traveler’s Guide to Tipping is a fantastic resource for tipping practices in countries around the world. It includes guidelines for restaurants, taxis, and hospitality. Other excellent posts from Hipmunk include How Travelers Can See the New Star Wars Movie Two Days Early, 48 Things to Do in Asia, and How Much Does a Disney Vacation Really Cost. The takeaway is simple: know your demographic and answer their questions. None of these posts are interactive or flashy, but they provide important and relevant information.
There are designer spotlights, service-driven articles like how to clean out your clothing closet, and, of course, an inspiration gallery of outfit ideas. The content doesn't heavily promote Stitch Fix; rather, it's designed to show its expertise in its field. Once readers are ready to try the service, they can click the call to action at the end of every story to sign up.
When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” -- and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.
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:
3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.
To help you build your content marketing strategy for next year, I teamed up with Skillshare to curate a list of their top online classes that’ll teach you how to build a content marketing strategy from the ground up. They were even generous enough to offer us all two free months of access to their 17,000+ online classes (normally $8-15 a month) so you can get a jump start on building your content marketing strategy (and more) in 2018.
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
While this is obviously so, this goes for all forms of “marketing” from an integrated perspective. Nevertheless, content marketing, regardless of definitions and terms, can be clearly differentiated in many ways from other marketing tactics and approaches. Even if phenomena and activities such as corporate blogging – and, going back far more in time, storytelling – are older that the term content marketing, they are often mentioned in a content marketing context. This also means that often definitions overlap. Corporate blogging is a good example as it is defined as a content marketing practice but also as social media marketing and inbound marketing. More about the difference between content marketing and inbound marketing here. Finally, as new – mainly digital – evolutions (also driven by consumer adoption), it’s clear that content marketing will continue to evolve, as will media evolutions, as the increasing focus on “converged media” clearly indicates.
Want to get inspired, or get a better understanding of what killer content marketing looks like? We’ve compiled 75 of our favorite content efforts into our latest e-book, Get Inspired: 75 (More) Content Marketing Examples. Updating one of our most popular e-books of all time, this year’s collection illustrates best practices for a wider range of tactics and formats – from fresh takes on content marketing mainstays like blogs and microsites to next-gen innovations that capitalize on the latest digital media technologies and trends.
Content marketing is different than traditional product marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get somewhere else. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.
By defining questions like this, you are able to uncover information about your potential customers that will simplify the way in which you go about creating content for them. Specifics like these seek to improve your targeting efforts by supplying you with enough information to personalize content and move personas closer to a positive purchasing decision.
What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using content.
It is used across the customer journey and customer life cycle but doesn’t start nor end with the customer in the strict sense. Internal customers are crucial in an integrated approach as well. Content marketing further serves several business functions in a consistent, integrated and continuous way. It looks at the customer from a connected and customer-centric perspective and takes into account the content requirements of anyone serving and engaging prospects and customers.
In September, Visit Seattle teamed up with CBS to launch "The Emerald Race." Past "Amazing Race" contestants embarked on similar challenges in and around Seattle, taking in the city's sights and outdoor experiences, and meeting notable locals along the way. In October, Visit Seattle launched "Turning Tables," a series that paired local musicians and chefs to create unique music and dining experiences.
With almost 1 million views on YouTube, the Millie Dresselhaus video has certainly made its rounds, delighting feminists, science fans, and everyone in between – which is exactly what makes GE’s efforts so special. With hard work, talent, and a stellar strategy, the 125-year-old company’s content has managed to capture a bigger and broader audience while promoting its mission, attracting potential talent, and humanizing the enormous scope of what the company does, from developing new and innovative technologies to engineering the tools and equipment that power our homes and the world.
“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.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[16] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[17] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.

"From a marketing standpoint and strategy, it is absolutely a content-first one…We want people to learn and engage through storytelling – and branded content is a big piece of that, both from the original branded content that we are creating, and the ones where we are partnering with publishers to do it in a native format," says Liz Matthews, Senior Vice President of Global Brand and Creative at Dell Technologies.


Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
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:
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
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.
These content marketing examples show how B2B content marketing works in real life and the results you can expect from it. What results have you seen from your content marketing strategy? As good as your strategy is, it could always be better. Download Curata’s eBook: The Future of Search Engine Optimization: 5 Ways to Adapt Your Content for 2017 and make the most of the content you already have!
The company continues to impress with its content hub, Out of the Blue, which publishes a mix of corporate- and consumer-interest articles that cover travel inspiration as well as inside achievements and affairs. Like the fact that in December, JetBlue released a limited edition board game called Get Packing! – two rounds of 200, actually, since the first sold out so quickly – along with a string of amusing promo clips poking fun at awkward holiday moments that might make you want to leave town. A certificate for a free round-trip ticket – one in every box – could help with that (not to mention build some serious JetBlue loyalty).
What's compelling is that it's not all about the world of finance. Goldman Sachs demonstrates its worldliness by featuring influencers from all walks of life. For instance, "Talks at GS" videos include historian and author Ron Chernow sharing his thoughts about leadership, ballet dancer Misty Copeland speaking about breaking barriers in her art form, and Microsoft CEO Satya Nadella on transforming the company so it's primed to lead the future of technology.
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
But why would NextView want to create an entirely separate blog that isn’t even on its website? Well, it’s an exercise in creating off-site content: the material you own but doesn’t live on your website. When executed correctly, it can give publishers a huge boost in discoverability, variety, and quality, especially when making use of a highly popular platform like Medium.
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