In 2016, the company launched GamePlan A, a digital magazine uniquely developed to build company culture and attract and retain employees. “Designed for those who believe in the power of sport, GamePlan A is here to make work life better, more inspiring, and fun, be it at Adidas or anywhere else,” reads the site. It’s “a mindset – and a platform…tackling work life with an athlete’s heart.”
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.
Earned media is any press mention, feature, or article that your company earns in an external outlet. It exposes your brand to new, larger audiences; builds your influence as an industry leader; and offers the third-party validation that your content simply cannot achieve on its own. Examples include guest-contributed content or guest posts, press mentions, and other PR efforts.
A simple checklist can significantly improve your content quality. It’s a tool that should be in every marketer’s toolkit. By creating a quality checklist as part of your strategy, you and your stakeholders will determine a set of standards that align with your content marketing goals. By committing them to writing, you’ll have benchmarks to which you can hold your work. By distributing the checklist, you’ll ensure that contributors know what you expect from them. And by sharing the checklist with others in your organization, they’ll understand what you’re looking to achieve with your content.
Please, please, please don’t neglect to incorporate visuals into your content strategy. Of course, having a presence on visually-focused channels like Instagram and YouTube is vital -- but when it comes to your written content, don’t afraid to use visuals there, as well. After all, articles with an image once every 75-100 words got double the number of social shares than articles with fewer images.
“Content is the emotional and informational bridge between commerce and consumer. Building that bridge requires more than a budget, editorial calendar, and vision. It requires people who care, who love content, and what it can do for people. Not just what it can do for revenue, but rather how it helps people live their lives.” – Jay Baer, Convince & Convert

KLM also has a successful big rock content strategy. Each year, it releases an interactive "where to fly next year" piece that highlights 50 destinations and consistently breaks company records. (See this year's at ifly2018.com.) According to KLM, past pieces have received more than half a million visits, with an average engagement time of more than five minutes, and above average referrals to the KLM site.
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.
It’s for this reason that we don’t recommend you spend too much time analyzing the many data points you may be able to surface on your competitors. We encourage you to experiment with various tools for competitive data analysis. Just don’t make it a focal point of your content strategy. Your energy is best spent on your unique connection to your best customers.
Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
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