One of the key challenges in content marketing – as a strategy – is to connect the content life cycle, the customer life cycle, brand touchpoints, different scenarios and personas, various goals and ways (channels, media, content) to achieve them and the proper processes of collaboration involving key stakeholders and – more than ever – customers and other members of the broader ecosystem (e.g. so-called influencers) themselves.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
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.
There are designer spotlights, service-driven articles like how to clean out your clothing closet, and, of course, an inspiration gallery of outfit ideas. The content doesn't heavily promote Stitch Fix; rather, it's designed to show its expertise in its field. Once readers are ready to try the service, they can click the call to action at the end of every story to sign up.
Which content marketing metrics and KPIs do we need to gauge success, in correlation with other marketing metrics and KPIs? Although there are some typical metrics used in content marketing it’s important to speak a common language across all marketing and even business efforts. Content marketing is not an island. One of the crucial success factors in implementing marketing ROI across the organization and content marketing ROI as well is finding common metrics and using a common language between different departments.
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.
The reality is that just creating content isn’t enough. In many cases, you need to amplify it. You need to market your marketing. This is where social media can help a great deal. Also recognize the many places (and many people: customers, employees, influencers) that can help you amplify your content marketing. (bonus: presentation on the difference between influencers and advocates)
Content marking is creating content that can be shared with customers through various forms. Examples include videos, blog posts, and how-to guides. The content shared must be relevant, engaging and informative. Businesses use content marking to reach new customers and retain existing customers. Traditional marketing and content marketing are not the same!
Luxury brands have these words and the emotions derived by them at the heart of their positioning. But what does that translate to, for present day marketing where purchase boundaries are no longer limited by geography? We bring you 9 content marketing examples by luxury brands that use their unique storytelling techniques to create riveting stories.
Remember, your content marketing tactics can bring traffic to your website or landing page. Your content strategy, on the other hand, will drive traffic to your website and then help convert those visitors into customers. When done effectively, you should see not only an increase in website traffic but also improved user engagement and conversion rates.
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.
Social media can be a great way to create shareable content. Many brands are doing all they can to get those shares, likes and follows up and no-one has mastered this better than Old Spice. This is a brand that – as lifted from their very own Twitter bio – has “74 years of experience helping guys improve their mansmells with deodorant, body-wash, antiperspirant and fragrances.”
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:
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
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:
From the smallest “brand me” to industry giants, organizations of all sizes can benefit from content marketing. Marketing through curated content reduces time and costs, increases visibility and reach, and quickly and effectively establishes thought leadership. It is not enough though to set the workflow to auto pilot and populate the pages of a site with aggregated feeds.
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.
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.
Much of Plated's success hinges upon one factor: subscribers, and Morsel has been optimized to drive them. The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers.