The other way around, several ‘old’ and new principles and processes of content marketing but also of social business, web content management, web design, analytics, publishing and more can be applied to other marketing tactics to make them perform better. Finally, tactics such as search, analytics, social etc. can play a role in detecting content needs and in optimizing content for specific goals/segments and making it available through the channels and touchpoints that matter. The latter part (can) also include service, sales, advertising, social sharing, cross-channel marketing campaigns, custom publishing, etc.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
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.”
MYOB recognizes that many businesses are figuring out accounting and financial decisions as they grow, so it’s created content that positions the brand as a go-to resource to help those businesses navigate each stage of their development. The Tax Time center, for example, is angled to fit the needs of both customer groups, providing tips for those just starting out, and guides for breaking through new stages of development.
To create an ongoing dialogue with its target audience of small business owners, Barclaycard for Business has spent the last few years building up its News and Insights content hub. Articles and infographics run the gamut of topics important to its audience, from how to guard against a cyber attack, to fun quizzes like "How well do you know your business?"
Last January, Marriott released the 35-minute "Two Bellmen Three," set in Seoul, Korea. The goal of the film: to highlight Marriott's Asian properties and capture a piece of the wedding market. As part of the release, Marriott offered "Two Bellmen"-themed wedding, food, and spa packages at participating hotels. To date, "Two Bellmen Three" has more than 9 million YouTube views. 

There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.

Last year, IKEA also made a foray into the AMSR world with a 25-minute video that showed a woman decorating a dorm room with IKEA products. (AMSR, or autonomous sensory meridian response, is the pleasant, tingling feeling some people get while hearing soothing sounds like whispering – or, in the case of the IKEA video, bed sheets being smoothed.) The video has been viewed more than 1.4 million times on YouTube.
Last year, Progressive appeared on our list thanks to its standout consumer content hub, Life Lanes. The insurance company makes the cut once more, but this time it's Progressive Commercial that’s catching our eye. With its commercial arm, Progressive targets seasonal and small businesses with auto insurance needs, be it truck, van, or car coverage. With a stellar content plan in place, you can be sure the word is getting out.
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).

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).
16. Method cleaning products: Soap Dish blog. Method’s blog contains tips and tricks for house cleaning, cooking, and eco-friendly living. It all ties in with Method’s mission of natural-minded cleanliness, organization, and comfort within the home. For example, check out this post about keeping your hands soft while keeping a house clean. The topic of cleaning a home is so broad, but Method manages to narrow it all down to a tight content focus.
Intelligentsia is a coffee company that produces roast coffee blends from German vintages. Their business model may not be high tech, but content marketing has been instrumental in helping them grow their brand. The company has engaged in a variety of content marketing practices, but many content marketing experts argue that their brew guides are what really set them apart.
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:

If you choose the traditional marketing approach, you can create a poster, informational brochure, or fliers to hand out to customers or hang in the store. Traditional marketing is often created to inform the customer about the product, business, or service. It relies heavily on persuading the target audience. Examples of traditional marketing include:


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.


Hi Demian, great post. I really appreciate the way you structured the post – simple, easy to understand, and a delight to read. The 13 questions are a qreat way to start building a strategy from. Apart from measuring the results, I find it very important to really take time to analyze the data and optimize content accordingly. I only started getting good results when I put more emphasis on analyzing the results. Thanks for the helpful post, shared it with colleagues.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
Santander frequently promotes Prosper and Thrive content on all its social channels, including Facebook, where it has 123,000 followers. Though Santander's Instagram audience is still small, at a little over 1,600 followers, it's using the channel to exclusively promote the Prosper and Thrive brand with images that speak to the millennial audience and tease content from the hub.
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.
We love how this newsletter illustrates the willingness of CB Insights to not take itself too seriously. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject -- e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter.
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.
Use a diverse content marketing strategy as part of your overall content strategy and split test to continually refine your approach. For example, Product A might see a good response to video marketing, and Product B might sell more through an infographic. Specific types of content might work better for lead generation or instant sales while others might work best for improving follower growth. Look at your various products and services and ensure you have a multifaceted strategy to use content in an effort to sell each. Test a variety of strategies to see which options work best.
Yes! The point of your content is to be seen, read, heard, and, most importantly, shared, so what good is your content if it’s never seen? Research has shown that countless brands who develop and follow a content marketing strategy consider their content marketing efforts to be more successful, found content marketing in general to be less challenging, and were later able to justify a higher content marketing budget that allowed them to invest in higher quality content.

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?
Start with an outline: Start with just a skeleton of what you want to say. This means having a few lines for your intro and why people should care about your topic, as well as outlining the main points or sub-headers you’re going to use throughout the post. Read through this. Does it make sense? Does your outline quickly answer What, Why, How and Where?
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.
Whether it’s weekly, monthly, or quarterly, never leave your content without tracking the results. This can include monitoring view and click rates, reading customer comments and responses, or even tracking ecommerce stats in relation to your content releases. Data tracking will allow you to analyze the results of your content marketing efforts and learn what’s effective and what isn’t.

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.”


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).
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.
Your content strategy is a comprehensive plan that describes your goals (what you want to accomplish), the tactics you’ll implement (how you’ll accomplish it), and the metrics you’ll use to measure the strategy’s effectiveness. It also includes the data and research that you’ll depend on to make smart strategic decisions. Over time it will grow with more information (especially about your customer), so you’ll want it somewhere editable and easy to reference.
25. The Honest Company: DIY beauty treatments. The Honest Company is beloved for its honestly natural home and beauty products — and now its content, which includes many DIY and home remedies to help customers help themselves. Check out this example for a DIY lip scrub. The Honest Company doesn’t recommend its own products when a homemade version will do. It’s all part of serving customers as a trusted friend instead of a salesperson.
NewsCred’s inaugural #ThinkContent Awards celebrate best-in-class content marketing brands. Their approaches are fresh, innovative, and creative. Even better, these brands have found solutions to some of content marketing’s most pressing issues, including using personalization to give people the right content at the right time, leveraging new content formats, and measuring ROI.
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.
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