Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.
In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.

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.
By asking people to share the product with someone they know, the campaign also worked to make an emotional connection with its consumers. Coca-Cola followed up the printed and social media campaigns with videos that showed friends getting together and sharing a Coke with their name on it. This strategy helps the brand go beyond just showing the value of the product to showing how the product can bring people together.
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. 
Which organizational processes, stumbling blocks, competitor data, management goals, customer insights, business stakeholders, teams, external partners, overall marketing priorities, etc. do I need to know in order to succeed? Before even thinking about content strategy, content inventorization or content production, these crucial questions need to be known.
Cheng’s how-to training exchange delivers on Fu-tung’s passion to share his knowledge to help others. The concrete content HQ includes tips, techniques, videos, and step-by-step directions to help Cheng’s potential customers complete their projects. Cheng’s content mission? “To provide information and design inspiration for building and making your own concrete projects.”
From city guides and travel trend pieces to personal essays and interviews, Away has a lot of stories to tell. So many, in fact, that last year the brand unveiled a quarterly print publication of Here, featuring Rashida Jones on the debut cover, alongside high-quality content by and for travelers. There’s also "Airplane Mode," the brand’s podcast, which shares tales of travel, journeys, and lives lived on the road by all kinds of adventurers.
Tiffany’s tumblr page manages to capture the essence of the brand in its entirety. Content on the page communicates the emotion behind a Tiffany purchase along with the allure of its rich legacy. Each post is crafted to express the sense of exclusivity that comes with owning a Tiffany trinket. Tiffany & Co. has crafted a place for itself in the modern fairytale. Their content subliminally translates the same message.
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.

EXAMPLE: Sony’s Alpha Universe is a content platform dedicated to photography professionals. While its purpose is to drive product sales for Sony’s Alpha line of cameras, the content focuses not on Sony products but on providing information the audience will find educational and helpful. After starting as a blog, the brand diversified its content into a podcast and a training program.


With so many ways to publish content as a brand, inspiration always helps. That’s why we created this list of our 30 favorite content marketing examples of 2015. Whether it’s an individual campaign, a new podcast, or an overall blog property, these companies demonstrate what it means to be customer-focused in every content creation effort. As you plan content marketing campaigns for 2016, consider emulating the spirit of these brands who already do it well.
Use pivot tables to your advantage here. If you haven't learned how to use them before, now would be a wonderful time (here's a pretty decent video primer). They're a wonderfully powerful tool for this sort of data analysis, allowing you to compare large sets of data to each other. With a bit of skill, you can make Excel (or Google Spreadsheets) do the hard work for you, giving you (for example) a list of the average traffic for each topic category you'd assigned.

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.
×