This should come out as a part of identifying your audience (the previous step). Figure out exactly where they go online, and don’t try to spread yourself too thin. Remember, excelling at one or two channels is much better than being only partly present on a bunch of channels. Make your goal be to get this down to no more than a handful of places online.
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.
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).
Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. Content marketing is most effective when it provides the consumer with accurate and unbiased information, the publisher with additional content and the advertiser with a larger audience and ultimately, a stronger brand.

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.


Set up ‘Pixels’ on your site: This is a small snippet of javascript code that you can add to your website to track social media advertising efforts specific to each individual platform. For example, a Facebook snippet opens up the lines of communication between Facebook and your website that gives them information about the people who come to your site and lets the social network know if a user has done a certain action.
One thing you'll need to know right from the get-go is that none of these benefits is going to show up immediately. Content marketing is a wonderful example of what's referred to as flywheel marketing: At first, it takes quite a bit of effort just to get the wheel turning. Over time, though, the wheel's own momentum lessens the effort required of you to see the same results. Don't expect results tomorrow, and think now about whose expectations you may need to temper, and what that'll mean for your work. But don't let that fool you into thinking it isn't working.
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.
Most of what is done through the advent of content marketing is done in hope that businesses can obtain the reader's contact information. Whether the readers are subscribing to your newsletter, or simply filling out forms to access eBooks or other helpful tools, they are granting you future contact with them by giving you their personal email address.
The Common Language in Marketing website is an ongoing and comprehensive encyclopedia of globally relevant and standardized marketing terms, activities, metrics, and systems. This open-source, curated library of definitions combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community. 
Burberry partnered with Google to offer image capturing technology through an app that allowed users to press their lips to the screen and capture their kiss. Then they could send that virtual kiss to another person located anywhere in the world. Using Google’s Street View and Google Places, the user could visualize the path that the kiss took to get to its target.
Everyone wants to produce more great content, whether that means blog posts, videos, podcasts, ebooks, or even social media content  that's engineered to get lots of shares. And while Skillshare has some amazing classes on each of those topics taught by people like Seth Godin, Gary Vaynerchuk, and Rand Fishkin, where things get murky is when you try to put them all together.
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.
USAA is another example of an insurer that is thinking big, in terms of content. The financial institution has been around for more than 90 years, serving a client base made up primarily of military members, veterans, and their families. It’s a specific audience and one with which USAA knows just how to communicate. But beyond its content hub, USAA Stories, which features family, personal finance, and service-specific topics, as well as newer themes like travel in an effort to attract a broader readership, the company isn’t afraid to explore other forms of content.

Many hotel companies use content marketing to grow their brands, but Marriott intends to take it to the next level. They recently created a new global creative studio, which will publish a variety of entertaining content pieces for the travel industry. According to David Beebe, Marriott’s vice-president of Creative, Content Marketing and Global Marketing, Marriott strives to become the number one travel content publisher in the world:

15. Basecamp: Signal v. Noise on Medium. Signal v. Noise is “strong opinions and shared thoughts on design, business, and tech. By the makers (and friends) of Basecamp.” Why Medium? According to the team, “When Jason Fried a few months ago suggested that we should start posting articles on Medium, I was skeptical. What possible gain could we have from sharing our stories on someone else’s platform rather than our 15 year-old blog? Turns out, quite a lot! First of all, the writing and formatting experience on Medium is just excellent. I’ve yet to find another web editor that makes it as easy to produce great looking articles. … Second, Medium has a wonderful community and readership that reaches far beyond our natural sphere of influence.” Great advice if your brand is considering Medium for content creation in 2016.
Workiva offers a real-time cloud service to help clients collect report and analyze data. Due to the sophistication of their service, the company needs to diligently educate customers in order to attract new buyers and grow their business. Thus far, the company has used a variety of content marketing techniques to boost their brand reach and improve customer retention.
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.”
Live Person is an online voice and chat solutions provider that also uses content marketing to connect with new customers. The company is currently pioneering the realm of digital engagement, which is helping them to rapidly grow their brand. Their new technology has also inspired some remarkably innovative content, which is accelerating their growth even further.
Your overall positioning will influence traffic types and patterns, and your traffic patterns will also influence your SEO standing. It’s all a two-way street, and the rules sometimes change over time. To this end, having your SEO on point can be challenging and having an SEO-friendly website can take a while to build (search engines do tend to favor more established businesses).
Through content that brings that ethos to life, Clif Bar has nurtured legions of fans. Recent stories include a profile of two Clif Bar-sponsored athletes who set out to raise $100,000 for Bears Ears National Monument, an article on Clif Bar employees achieving 100,000 hours of volunteering, and a big rock piece of content about The Great Trail, a 15,000-mile network of trails across Canada.
"In the past, we tried to serve all target audiences through content marketing, from investors to journalists, employees, and potential candidates," says Frank Thomas, Adidas’ Director of Content Strategy and Content Marketing, in NewsCred Insights. "But we realized we were all over the place. We rethought the entire setup and who we needed to address, and decided it is the employees, potential candidates, and, in general, like-minded people who can become advocates for the brand."
Before you select any tool, you need to assess your content team’s abilities, resources, and goals. These platforms exist to make your job easier, more efficient, and more effective, so figure out where you stand before you bring in any technology to help. When you’re ready, there are tons of options to choose from. Here are a few standout marketing automation platforms to get you started.
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[37] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[28]
EXAMPLE: Insurance company Liberty Mutual built a content platform – Master This – dedicated to helping people solve home and life challenges – to build skills and worry less, as the brand describes it. While Liberty Mutual’s ultimate purpose is to drive insurance sales, the content focuses not on insurance products but on information the audience will find educational and helpful. It also has expanded access to the educational content by partnering with HowStuffWorks and Amazon’s Alexa to provide educational content through the voice-activated device.
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
19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.
Hexagon used augmented reality (AR) to spruce up their written company report, giving investors a more interactive experience when learning the latest updates on the company. How does it work? A mobile app, based on technology from Samsung and zSpace, displays a virtual demonstration of a product when readers hold their mobile device over a "trigger image" of that product within the report.
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.
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