How is the industry you are in changing? And more specifically: how is the buyer’s journey of your buyer personas evolving in the industries your customers are active in and your business is active in. What role can content marketing play? As an example: look at the evolutions in the B2B services industry. Content plays a clear role but look further. For instance: Key Account Management is a priority in that industry. Can it be served using an optimized content marketing strategy? Also look at the influencer sphere of the buyers in that industry and at the different types of buyers.

Grow from Acorns offers a space where the brand publishes provide a wealth of valuable articles for their target audience. Grow’s goal is to empower its readers with relevant and realistic advice that can help them accomplish their financial goals. Much like the app, the blog aims to help people start building wealth now instead of waiting until later.

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.
Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire. Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever. Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company that might change your fortunes overnight? It might be easier than you think.
When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” -- and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.
Staying updated on social media trends is great, but social is just the tip of the distribution iceberg. Email marketing helps; still, brands need to dig deeper to discover the distribution channels unique to their audiences. Could you include physical copies of content with certain products? Maybe sales and marketing can work together to target specific accounts and get relevant materials directly into their hands? Or maybe a speaking engagement is the best way to share your message with your audience?
19. Content marketing is using any type of content (newsletters, blog posts, white papers, videos, Tweets, podcasts, wall posts) to attract an audience you wish to market to. Capturing their attention through great content gives you the opportunity to present calls-to-action to them to purchase or try your product or service. Jason Falls – Social Media Explorer
To emphasize this – and also because specific digital content channels, formats etc. are “different” in many aspects, as are tactics in the digital and social marketing context (from social content and search engine optimization to even online advertising) we see that more people talk about digital content marketing as a “subset”. Nevertheless, a holistic approach is important here as well.

It’s sparked a serious video strategy as well, with Grindr’s first web series “What the Flip?” debuting last fall and following two users’ experiences of switching accounts for a day, and "CAMPerVAN," a docu-series following a group of queer artists road tripping around Europe. In its first three months alone, Into fueled 24 million video views onsite and across social media.
This presentation is drawn from our work here at Convince & Convert, where we create content marketing strategy for some of the best-known brands in the world. (if we can help you, please let us know). In practice, of course, creating a fully functional content marketing plan requires meaningful time and effort (usually 60 days or so for us), but I sincerely hope that this presentation and the seven steps it outlines for how to do this kind of work, will help you take your own content marketing plan to the next level of success.
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.
Influencers: Letting others speak for you is sometimes more valuable than tooting your own horn, and audiences may find it more authentic as well. Creating a rapport with prominent industry influencers and having them share your content through their own social feeds streams your content to potentially thousands or millions of new followers. That means more brand ambassadors than you could have ever organically created.
12. Bon Appetit Magazine: Foodcast. Bon Appetit’s podcast “features interviews with chefs, writers, and, well, anyone who has something cool to say about food.” Topics include holiday baking, why chefs hate brunch, and FAQs for Thanksgiving dinner. Not every company needs a podcast, to be sure, but if you can schedule great guests and figure out the tech specs, this can be a meaningful channel to engage with storytellers over the long term.
And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).
Clay Collins’ hypothesis was correct. Thanks to his content marketing strategy, LeadPages ended up with an extremely high lifetime value to customer acquisition cost ratios. This helped them grow on a massive scale, acquiring 35,000 customers in under three years, hitting over $16 million in revenue in 2015, and in 2016 becoming the #148 fastest growing company in America. LeadPages success makes them one of the great content marketing examples.
In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.
Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, CMI subscribers are more likely to take advantage of CMI paid offerings such as attending Content Marketing World than non-subscribers.

Living up to its tagline – “Más que seguros,” meaning “More than insurance” – the site offers readers, clients, and potential applicants content that’s clearly created in an attempt to help and nurture its audience. Posts range from advice on how to stay in shape or avoid accidents in the kitchen to real estate and automotive tips. Offering life, car, home, and health insurance, these are the topics Generali chooses to cover in its content – though, just by looking at it, you’d almost never know they were selling something.
Content marketing can be delivered through a variety of media, including television and magazines, and take a lot of different forms, including articles, infographics, videos and online games. The strategy may be referred to by several different names, including infomercial, sponsored content or native advertising. Whatever the label, content marketing is often integrated in such a way that it doesn't stand out from other material served by the host.

He elaborates, “What’s the thing where when you read the first few search results you say, ‘This is great, but I wish they…’. If you have great answers to that, don’t ask ‘how do we make something as good as this?’ but say ‘how do we make something 10X better than any of these?” That’s the bar that’s been set because it’s so competitive to try to rank for terms today.”
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.

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?
You know what segmentation is. In general, it means that your content should appeal to prospects/customers in function of their profile, behavior, journey, personas, etc. You probably think “I am doing that” but instead of targeting people in function of demographics or job functions take it further: industry, expressed needs and challenges, past behavior, triggers, digital signals, cross-channel customer data, whatever. But, most importantly: look at the pain points, questions and concerns of your prospects.

Once you’ve selected your thought leaders, it’s time to create a process for extracting their expert knowledge. Remember, your SMEs are busy people, and the last thing they probably want to do is interrupt their everyday workflow to ideate, write, edit, and publish an article. Make the process as simple for them as possible by following these steps: 

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!
Capturing audiences today requires far more than strong copy and appealing creative. Brands and agencies are striving to keep up with the rapidly growing need for high-quality content that’s both relevant and personalized. It has evolved into a $44 billion industry and is widely viewed as a top priority by 39 percent of client-side marketers. With this in mind, we created this whitepaper, packed with detailed case studies and how-to tips for your content marketing education needs.

A simple checklist can significantly improve your content quality. It’s a tool that should be in every marketer’s toolkit. By creating a quality checklist as part of your strategy, you and your stakeholders will determine a set of standards that align with your content marketing goals. By committing them to writing, you’ll have benchmarks to which you can hold your work. By distributing the checklist, you’ll ensure that contributors know what you expect from them. And by sharing the checklist with others in your organization, they’ll understand what you’re looking to achieve with your content.
Most of her content marketing strategy has been coordinated through Tumblr. She created a post about her upcoming album “West Coast”, which featured several beautiful pictures of herself and Kylie Jenner. Within a year, the post received over 27,000 likes and shares on Tumblr. While her celebrity status and strong fan base undoubtedly played a role in her blog’s success, the posts she’s created have definitely helped to build her brand.
Customer success refers to the ways companies help customers get the most value from products and services. In this era of personalization, it’s no longer enough to make the sale, move on to the next one, and handle complaints as they arise. Now, companies need customers to get maximum value from their purchases to encourage word-of-mouth marketing and develop stronger relationships.
13. Jack Daniels: The Single Barrel Standard. Jack Daniels’ blog the Single Barrel Standard shows an innate understanding of its core audience and the content they want to read. Seven Steps to Master Drinking Outside? Sounds like a winner. And what goes better with cocktails than snacks? Jack’s team penned Best New Ballpark Eats of 2015. Jack Daniels is committed to a regular cadence of content, showing customers with every piece that they share the same values and pastimes.
Content marketing has helped the company reposition itself. It still faces challenges as industry revenue continues to falter, but the company has weathered the storm better than PepsiCo, Cott, and other producers. Sales have started to pick up this year, and Business 2 Community author Hephzy Asaolu has said that there’s strong data proving that growth in revenue is strongly associated with content marketing efforts, which have helped Coca Cola to engage with customers all over the world.
Brands that go beyond the product to identify the wearer’s persona are able to create content that directly appeals to their audience. This involves detailed consumer profiling and an in depth of understanding of your ‘ideal customer’. Rolex caters to the aggressive, adventurous go-getting spirit of the modern consumer. With content that perfectly embodies all these virtues, they cater to an audience characterised by cavernous ambition.
Use keywords (naturally): Identify your main keyword for the content, a few synonyms, and a few related keywords. Then make sure you’re actually using them in your content, headers, and page content. Don’t over-do it, though. Search engines have been cracking down on content that is “stuffed” with one or two keywords. Write for the reader, but do make sure those important words are present.
It needs a strategic approach and that’s what a content marketing strategy is all about. Content marketing fits in a broader integrated marketing strategy and it requires a strategy of its own. However, just as all other strategies regarding specific marketing techniques (email marketing or social media marketing, for instance) such a strategy needs to be integrated in a broader strategy.
Red Bull TV is a website that provides videos and live streaming of events from across the world. According to Target Marketing Magazine, Red Bull was one of the first companies to create content that its customers actively sought out. As a result, it drew a large number of people who were interested in the adventurous activities that Red Bull drinkers often participate in, instantly setting it apart from others in its industry.

For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.

Want to get inspired, or get a better understanding of what killer content marketing looks like? We’ve compiled 75 of our favorite content efforts into our latest e-book, Get Inspired: 75 (More) Content Marketing Examples. Updating one of our most popular e-books of all time, this year’s collection illustrates best practices for a wider range of tactics and formats – from fresh takes on content marketing mainstays like blogs and microsites to next-gen innovations that capitalize on the latest digital media technologies and trends.
Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story."[3] Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.[4]
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.
It’s important that every piece of content has a Call-to-Action (CTA) that’s direct and brand-focused – otherwise, your content isn’t really likely to generate leads. The cool part about social marketing, however, is that you can get creative with this. Instead of just saying, “Buy this product,” for example, you can offer a free e-book or trial offer to let users have access and decide for themselves whether or not your product or service is valuable.

The personal finance site Mint.com used content marketing, specifically their personal finance blog MintLife, to build an audience for a product they planned to sell. According to entrepreneur Sachin Rekhi, Mint.com concentrated on building the audience for MintLife "independent of the eventual Mint.com product."[20] Content on the blog included how to guides on paying for college, saving for a house, and getting out of debt. Other popular content included in-depth interview and a series of financial disasters called "Trainwreck Tuesdays." Popularity of the site surged as did demand for the product. "Mint grew quickly enough to sell to Intuit for $170 million after three years in business. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information because of the blog’s smart, helpful content."[21]


28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.
Director of Content John Collins first joined the company four years ago as Managing Editor, taking the helm of Inside Intercom. Since then, he's built a content marketing operation that put out 230 blog posts, 46 podcasts, and three beautifully designed books in 2017 alone. Intercom is totally transparent about its efforts, too, with experiments and successes often documented on the blog and beyond. The team's work has garnered Intercom a fiercely loyal, engaged, and growing audience (who often opt to share their email addresses or other personal details to download assets like e-books).
Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”
While all the ways American Girl connects to its audience are too numerous to cover in this one post, I’m particularly amazed by its print publications. For instance, The Care and Keeping of You is a book all about growing up for girls. It ranks second in its category (and 71st most popular among all books on Amazon). It’s from a brand selling dolls – but the subject has nothing to do with the dolls.
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.
This is particularly critical in large organizations, as it can help keep siloed teams on the same page, minimize duplicated efforts, and ensure that everyone is working toward the same content goals. But sharing your documented strategy is also good practice for businesses that are just starting out with content marketing, for content teams that rely on internal or external subject matter experts, or for companies that outsource any part of the content creation and distribution process.
As a marketing technology company, DemandBase has invested a lot of time trying to optimize their content marketing strategy. Rachel Balik, the senior content marketing manager, has provided an overview of the evolution of DemandBase’s content marketing strategy on the company blog. Balik also says that she attends Content Marketing World regularly to learn more about best practices in the industry to improve their overall strategy.

So while we don’t recommend abandoning blogs completely -- after all, written content is still vital to SEO -- we do emphasize the importance of diversifying content formats. Marketers who incorporate video into their content strategies, for example, have seen 49% faster revenue growth than those who don’t. And remember that tip to “keep it human” we mentioned earlier? That’s a great thing about live video in particular -- it can help portray brands (and their people) as candid and genuine.


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.
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.
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?"
The purpose of content marketing is to show customers how your product or service can be used in their lives. Think about a time that you visited the website of your favorite clothing store and saw an article or blog post that listed the current trends. Did you notice that many of the items mentioned were available for purchase on their website? This is one example of how a company would use content marketing.
What is the content about? Does it talk about what you're selling, or is it more educational? Is it about content marketing, social media, conversion rate optimization, landing pages, A/B tests, or something else? Come up with a list of categories that fairly well encapsulates what you've covered through content marketing, and assign each piece a category or two. That'll allow you to come to conclusions like, "Wow, our audience engages nearly twice as much with posts that are about advertising techniques. I guess we know what they're interested in."
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.
One of the reasons some companies have hesitated to allocate resources to content marketing is that it can be difficult to really understand the benefits of content marketing. Getting people to think more highly of your business certainly sounds great, but the results are quite nebulous. In this case, it helps to begin thinking about just how many benefits content marketing can bring. Let's start with the ones that are more intangible (though no less important):

11. House of Cards: The alternate Frank Underwood reality. Netflix’s political drama House of Cards adopts the marketing mindset that Frank Underwood and HoC characters are totally real. With a full election website and commercial that aired during a presidential debate, you forget that these people are acting — and isn’t that the whole point of TV? House of Cards creates a steady stream of content build-up to generate excitement for the new season. It’s a great example of how a few key content pieces released strategically can drum up anticipation for a big launch.

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.
Director of Content John Collins first joined the company four years ago as Managing Editor, taking the helm of Inside Intercom. Since then, he's built a content marketing operation that put out 230 blog posts, 46 podcasts, and three beautifully designed books in 2017 alone. Intercom is totally transparent about its efforts, too, with experiments and successes often documented on the blog and beyond. The team's work has garnered Intercom a fiercely loyal, engaged, and growing audience (who often opt to share their email addresses or other personal details to download assets like e-books).
“I’ve always liked to share with others what I have learned. That’s why I wrote my first book, to correct what I saw as an incomplete understanding of what was possible with concrete as a design element. Everything I’ve done has been a product of not trying to start a business, but just trying to improve the design environment. The whole motivation was not to make money. Just the opposite.” 

Setting a theme also helps you create several streams of content. For example, if my theme for the month was content strategy, I could turn each of these five steps into their own blog post. Then I could create additional content like a sample content calendar or audience analysis spreadsheet to supplement each post that readers could download for free.


Through content that brings that ethos to life, Clif Bar has nurtured legions of fans. Recent stories include a profile of two Clif Bar-sponsored athletes who set out to raise $100,000 for Bears Ears National Monument, an article on Clif Bar employees achieving 100,000 hours of volunteering, and a big rock piece of content about The Great Trail, a 15,000-mile network of trails across Canada.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.
He elaborates, “What’s the thing where when you read the first few search results you say, ‘This is great, but I wish they…’. If you have great answers to that, don’t ask ‘how do we make something as good as this?’ but say ‘how do we make something 10X better than any of these?” That’s the bar that’s been set because it’s so competitive to try to rank for terms today.”
Now that you understand your main audience, place yourself in their shoes. What are they searching for when they need your product or service? Make a list of basic keywords surrounding your brand, as well as any variations (‘New York painters’ and ‘New York painting,’ for example.) You know your niche well, so draw from all possible terms used for what you have to offer. Once you have these keywords, integrate them into your content. There are a few reasons why:
43. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.  Joe Pulizzi  (aka The Godfather of Content Marketing) – Content Marketing Institute, author of  Epic Content and Content Inc.
Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”
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.
And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).
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