Here’s another example of a brand that does a great job of leveraging different categories of knowledge. First Round, an early-stage VC company, recognized the knowledge among entrepreneurs and leaders that wasn’t being shared -- knowledge that could be highly beneficial to their peers -- and created the First Round Review as a place for it to be shared. It serves, reads the manifesto, to liberate the ideas and expertise that are “trapped in other people's heads.”
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.”
“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.”
While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.
The “Share a Coke” campaign gives every Coca-Cola lover the opportunity to personalize their drink. Individuals could personalize their own bottle with their name on the Coca-Cola website or look for their name (or a friend’s name) on a bottle at the gas station or supermarket. This campaign soon went viral as consumers began posting pictures online with their personalized drinks.
Whole Foods does a great job of living those brand principles in its content marketing. Articles about how to save money but still eat healthy or tips to change your diet for the better make Whole Foods’ products and lifestyle more inclusive. On top of that, it uses a lot of proactive language (“I want to learn/do/both” as a search option in its navigation bar) which makes the audience feel like they have an active role in the experience.
If there’s one thing to takeaway from these incredible examples of content marketing, it’s that you need to stand out from the crowd. That’s the only way that people will share and talk about your content. Don’t worry if you don’t have the time, resource or creativity to do this – there’s plenty of content marketing experts out there to help you. One thing is for sure, the power of content marketing is hard to ignore.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.
Last year, Valerie-Ann Leary, Marketing Manager, Client Marketing and Demand Generation, wrote about the reception of a new e-book that they created—The Future of Digital Engagement: 10 Thought Leaders Share Predictions for 2014. Leary said that Live Pearson generated enough exposure to win the Killer Content award from Demand Gen Report for the Best Influencer Campaign. However, while winning an award was a nice affirmation of the success of their content marketing strategy, the real reward was all the new exposure that they generated, which presumably translated into many new leads.
The purpose of content marketing is to show customers how your product or service can be used in their lives. Think about a time that you visited the website of your favorite clothing store and saw an article or blog post that listed the current trends. Did you notice that many of the items mentioned were available for purchase on their website? This is one example of how a company would use content marketing.
What you can do about it: By creating a unique, shareable experience, Coke basically inspired its audience to do the marketing for the company. People get excited to find their name or their friend’s name on a can of Coke at the store — so excited that they end up posting pictures of the cans on their Facebook and Instagram accounts. Personalize your content in a way that resonates with your audience.
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.
First off, it allows you to have an “always-on” relationship with your customers. This means that you can engage with them every day, even when they’re not in the market for a purchase. With advertising, you typically see major peaks and valleys. Your traffic, engagement, and sales spike when you’re running a campaign. Those numbers fall when the campaign ends.
Content marketing can be delivered through a variety of media, including television and magazines, and take a lot of different forms, including articles, infographics, videos and online games. The strategy may be referred to by several different names, including infomercial, sponsored content or native advertising. Whatever the label, content marketing is often integrated in such a way that it doesn't stand out from other material served by the host.
If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.
Crowe Horwath is a leading accounting and consulting firm. In 2013, the company launched a content marketing process for reaching financial institutions with $1 billion or more in assets. Their strategy consisted of generating nearly 50 different pieces of content centered around several topics of interest to their target customers, using all the following formats:
You know what? 87% of B2B marketers practice content marketing to produce more qualified leads. And 78% of marketers are preparing to spend more money on content marketing. But according to my experience, the consistently producing quality content brings more traffic to a website. It also improves engagement with targeted audiences. Not least but using images in post increase audience engagement up to 30% more than plain text.
In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.
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.
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?
The secret isn't quantity. Each Colours edition is released by season. That's quarterly content publishing. Field Notes only release their beautiful videos once every three months (with a couple of welcome exceptions). Throw in a blog post and a couple of emails and you have a content development schedule any resource-strapped marketing team can handle.
Whether you’re on a team of b2b marketers or you’re a small business owner, running A/B split tests is crucial if you want to know for certain which headlines, calls-to-action and types of content work best for your readers. Once you know what strategies work best for you, your work becomes that much more effective–and your overall content marketing strategy that much clearer.
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.
Looking ahead, Glossier is planning to personalize the buyer journey with content. "We're doubling down on richer data that strictly controls the content she’s seeing, with our discretion,” explains Bryan Mahoney, Glossier's Chief Technology Officer to Digiday. “This opens the door to things like machine learning: We can identify patterns and then change things around in order to get someone through checkout.”
Industry Forums: Posting content on respected industry forums adds a level of authority and brand reach your company may not have had before. Sites like Business Insider or Forbes are ideal for a more general business management audience, but niche publications that are exclusive to your industry can be even better channels through which to target your core audience.
18. Nasty Gal: Behind the scenes on the Nasty Galaxy blog. Nasty Gal is the glamorous and unreasonably hip fashion brainchild of #GirlBoss Sophia Amoruso. Its blog, Nasty Galaxy, takes fashion fans behind the scenes of company parties and even photo shoots. Guess what lurks behind the scenes of this cool company? Even more enviable coolness, increasing affinity and likelihood to purchase even more.
Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, CMI subscribers are more likely to take advantage of CMI paid offerings such as attending Content Marketing World than non-subscribers.