This information should come partly from doing the steps above. If you’ve determined your audience is primarily on LinkedIn, then they might like in-depth articles, whitepapers or slide decks. If they’re on Facebook, then video and list posts might fit their style. If they spend a decent amount of time on Medium, long-form storytelling might be a good fit.
The new strategy is already seeing strong results. Back then, there were around 10,000 employees in the Adidas LinkedIn community – which happens to be GamePlan A’s most important distribution channel. Today, that number has grown to more than 33,000, along with 673,000 general followers. Most posts link back to the GamePlan A content hub. With hundreds of likes and multiple comments per post, it’s plain to see that Adidas has a highly engaged audience.
The Chanel website is all about storytelling. It is a content marketing spectacle that takes viewers into the world of Chanel through distinct chapters. The chapter on ‘No.5’ demystifies the most famous fragrance of all time, ‘Coco’ gives viewers a glimpse into Mademoiselle’s world and chapters like ‘The Lion’ or ‘The Jacket’ reveal secrets behind quintessential Chanel staples.
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.
Content marketing already addresses a variety of needs and objectives for different departments. Sales teams use content to bolster pitches and improve client relationships. Brand managers turn content into goodwill and authority. Recruiters attract top talent by publishing content in places where the best candidates spend their time online. The possibilities are endless — and now, a new avenue is opening up.
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.
I’ve been super impressed by GoDaddy’s recent content marketing campaign up here in Canada with Toronto Raptor’s player Jonas Valanciunas. They’ve been running great and funny TV ads pointing consumers to https://ittybittyballers.ca where they’ve set up a fictitious business and GoDaddy-powered eComm site with all proceeds going to charity. Brilliant!
3. Farmers Insurance: Inner Circle. According to Kapost, Farmers Insurance “features an extensive library of helpful tips around home maintenance and repairs, budgeting, auto care and insurance, and more. The content is easily navigable, succinct, engaging, and well designed.” It’s a perfect example of a brand prioritizing being helpful to people (anyone — not just Farmers customers) instead of selling to them.
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.
Different companies have different goals, so no two content strategies work quite the same way. Still, general goals like lead generation, SEO, and thought leadership are common, and starting from there, companies can customize strategies that are specifically designed to work toward whichever goal is most important to them. With sales trends always changing, content plays a key role in attracting new customers.
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.
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.”
While a content marketing strategy first looks at the strategic place of content marketing in the overall marketing process, there is also a planning and organizational dimension, mapping the different steps regarding content planning, mapping, creation, etc. In this sense, a content strategy involves various components. In most cases several of them come back but here are some common questions to answer or tasks to fulfill in a content strategy.
A key part of bank content marketing is strategy — the “how” and “why” behind your content marketing campaign. You’re creating a blog, podcasts, videos, or other pieces of content. But how will you get them out into the world? What do you hope to have happen after people get their hands on your content? These are two of the big questions bank content marketers need to answer.
In this pursuit, content helps companies equip their customers for success. Content shows buyers optimal uses for companies’ products and services, encouraging customers to see the good more than the bad. With a content strategy focused on customer success, businesses can devote fewer resources to putting out fires and more resources to growing their brands.
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.
This past year, First Round launched First Search, which curates the best advice from technology thought leaders. "It's a database of extremely high-quality, curated advice about all aspects of building companies, pulled from across the web and organized to help you find exactly what you need when you need it," explains Maddie Hall, First Search's Product Manager, in Medium. The plan is that First Search will evolve into personalized discovery experience for every user – which will further help First Round achieve its content marketing goals.
My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.
While sharing company updates might be helpful for you and your employees internally, your blog can speak to a broader audience, and hyperspecific news really isn’t all that helpful to your readers’ efforts to solve their problems. To truly attract and engage your target audience, your blog has to be entertaining, address questions and pain points, and serve as an educational resource for your readers.
24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.
The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.
Companies need to get creative and enthusiastic about getting their content in front of the right people. Passive distribution — or, worse, distribution you do as an afterthought once you realize no one is engaging with your content — won’t cut it. Don’t let your investment in content go to waste by sitting on some of your most valuable marketing assets.

Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis — as subscribers, customers, evangelists, or, ideally, all three. Once you have an addressable audience, your content efforts will help increase sales, gather valuable customer insights, and activate your most ardent followers as brand advocates.
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.[2]

With its #GEInstaWalk campaign, GE invited six Instagram influencers and a few fans to tour their manufacturing facilities and share their experiences. These individuals would take and upload photos using the hashtag #GEInstaWalk for all to see. In the end, these individuals provided a unique look at what it’s like behind-the-scenes at General Electric.
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.
“Content marketing is what we like to call owned media. It’s anything you produce—blog posts, white papers, podcasts, videos, eBooks—that lives on something you own, such as a website or blog. The advantage, of course, is you get to tell your story and have direct access to your customers and prospects.” –  Gini Dietrich, Arment Dietrich & Spin Sucks
Retarget people who’ve seen you: You can also target people who visited your site or watched a video for a certain amount of time or went to another site. Custom audiences let you target people who already know who you are, which means that you can target top of funnel users with ads and then create custom audiences based on what those users do, pushing them further down your marketing funnel.
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.

James tells stories for a living. Sometimes they are true. Always they are crafted to help brands delight, educate and funny-bone-tickle their audiences into coming back for more. He’s super passionate (read: obsessive) about ecommerce content marketing. James is dedicated to teaching ecommerce brands how to create their own repeat-customer-generating media empire. Keep an eye out for his online ramblings - you can expect a generous helping of lightbulb moments and cheeky guffaws.


26. Lorna Jane: Move Nourish Believe. Activewear brand Lorna Jane shares more smoothie recipes than your blender can handle, mindfulness articles, and healthy living tips on its blog. Fitness is about more than the workout jackets you choose; it’s an entire lifestyle, and this blog exemplifies that. My favorite article: How to Turn Shopping Into Cardio.
In mid 2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags[30] to Donald Trump and launched a video content on YouTube[31] and Facebook.[32] The video campaign received various awards including most creative PR stunt[33] in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publication mentions (including Mashable, Quartz,[34] Indian Express,[35] Buzzfeed[36]) across 80+ countries.
With stories ranging from converting brain waves to operate prosthetic devices to the rise of the smart apartment, the coverage on Perspectives is quite broad. However, the common thread is looking at the world through a technology lens. To help drive visitors to the content, Dell Technologies enlists influencers ranging from YouTube creators to small business mavens and entrepreneurs to share their stories.

This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.
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