As the U.K.’s largest tech company, Sage specializes in financial software that enables small and medium business owners to run their companies on laptops or mobile devices. Sage's mission is to help these organizations and entrepreneurs flourish in the face of harsh statistics – like the fact that half of all new businesses fail within their first two and a half years, according to Sage’s EVP of Digital Marketing Neil Morgan.

7. New York Times: Journalism virtual reality. If you’ve followed journalism at all over the past five or ten years, you know the news industry is constantly looking to revolutionize itself to stay relevant and, of course, profitable. (Watch the movie Page One if this interests you.) NYT experimented with virtual reality (VR) in 2015, launching an app you can use on Google cardboard (ideally) or your smartphone. The app fully immerses you in news stories like never before. I recommend you check it out and ponder the implications for all-immersive content marketing in 2016.
We've created a template to get you started in writing a strategy. This document will take you through some initial research (beyond the content audit information above) and how to combine that research with your goals and content guidelines. You'll then start to make the strategy concrete by applying all that information to content types. Add in some information about governance and workflow, and you have yourself a fully fledged strategy.
I use a combination of personal branding, consistent social audience building, and support in creating authentic and ongoing thought leadership content. I’ve done it for myself. I’ve done it for the companies I’ve worked for. I’ve helped activate hundreds, even thousands of thought leaders to tell better stories. I’ve done it for numerous clients. And I can do it for you. 
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.
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.

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.”


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).
EXAMPLE: TD Ameritrade produces its print and digital magazine thinkMoney for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.

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.


“We’ve always made really deliberate design decisions to break the stigma and peoples’ misconceptions about meditation,” says Chris Markland, a Senior Creative and Artist at Headspace. “The mind is often an overwhelming and scary place [and] illustration has been a really useful tool in breaking that down to people in an engaging, fun, and relatable way.”

If you choose the content marketing approach, you could create a blog post or video that showcases the product and its various functions. Content marketing takes a more organic approach to reach customers and is created to showcase how the product, business or service can be useful. It gives the consumer the power, and ultimately the choice, to purchase. Examples of content marketing include:
Now that you’ve developed and followed your content marketing strategy, it’s time to go through the entire process again! Content marketing strategy is a never-ending process that needs to be followed, analyzed, and revised on a regular basis if you want your strategy to be effective at capturing leads for your business. Engage, refine, and rework on a regular basis, and your content marketing efforts will show better results consistently.
You may be thinking, wow that seems like a lot of writing! Don't worry, there are other forms of content marketing outside of print. Another example of content marketing is video. Have you ever searched for information about a particular product and found a video that was so wonderful it convinced you to buy? That is another example of content marketing! The content in the video was most likely informative, engaging, and relevant. This persuades you to purchase the product or service from the company that presented the video.

What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using content.


Your content marketing strategy is a guiding light when questions like "what are we doing?" or "why are we doing this again?" arise. You want a strategy that is specific enough to your company, audience, and circumstances that it can actually provide a framework for answering those questions. But you also want a strategy that is nimble enough to flex and change as your company, audience, and circumstances do.
Your content marketing strategy is a guiding light when questions like "what are we doing?" or "why are we doing this again?" arise. You want a strategy that is specific enough to your company, audience, and circumstances that it can actually provide a framework for answering those questions. But you also want a strategy that is nimble enough to flex and change as your company, audience, and circumstances do.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[16] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[17] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
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.

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.
While this is obviously so, this goes for all forms of “marketing” from an integrated perspective. Nevertheless, content marketing, regardless of definitions and terms, can be clearly differentiated in many ways from other marketing tactics and approaches. Even if phenomena and activities such as corporate blogging – and, going back far more in time, storytelling – are older that the term content marketing, they are often mentioned in a content marketing context. This also means that often definitions overlap. Corporate blogging is a good example as it is defined as a content marketing practice but also as social media marketing and inbound marketing. More about the difference between content marketing and inbound marketing here. Finally, as new – mainly digital – evolutions (also driven by consumer adoption), it’s clear that content marketing will continue to evolve, as will media evolutions, as the increasing focus on “converged media” clearly indicates.
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!

Owned media is any content that your company creates and publishes via your company’s assets. This could be in the form of blog content, whitepapers, website copy, sales collateral, email and social media campaigns, or more. While you can fully control this content, not every piece should be a sales pitch in disguise — it’s still important to deliver value to your audience and build its trust.
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.
A content marketing strategy (not to be confused with a content strategy) analyzes the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer experience touchpoints but it goes beyond that. Essentially a content marketing strategy looks how content marketing (not content) can be used in a strategic way as such and for and with other marketing, customer and sales strategies.

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.

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