But Barclaycard isn't stopping there. This past year, it launched The Fast Track, an impressive, interactive online course for small business owners and entrepreneurs. Each of the five learning modules spotlights a local business, plus video, audio, written content, and downloadable guides. Module 3, for instance, is on "Building profile and customer loyalty," featuring the owners of Blok London, a boutique class-based gym, and how it's competing in a saturated fitness industry.
The Nike team did everything in its power to ensure that the feat was successful. They picked the perfect place – Italy’s Monza F1 track – for its ideal altitude, facility, and weather conditions. The athletes never had to stop for water; instead, perfectly measured amounts of optimal runner juice were distributed to them on the go. An electric car and a team of 30 pacers were on hand to ensure they maintained just the right speed. Oh, and each runner wore a pair of Nike’s specially engineered Zoom Vaporfly Elite racing shoe.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.
Ever spend precious time creating a piece of content, only to realize that it didn’t actually do what you wanted it to do? Yeah, we’ve been there, too. That’s why it’s so important to clearly and precisely outline your goal for each piece of content before you start anything. It gives you a road map to determine which main points to hit within the content, how to distribute it, and what metrics are needed to track success once it’s published.
Next, do some research and learn more about your target audience. What are their goals? What do they already know about banks and personal finances? At this stage, it’s also helpful to take a look around at the competition and see what they are doing. You don’t want to copy your competition, but you do want to produce content that’s much better and much more useful.
But the messaging remains relevant, even among the hint of silliness. After all, CB Insights designs technology for people in the VC space, so it’s tasked with creating content that will appeal to a broad audience: customers, prospective customers, tech enthusiasts, and investors. And so, under such subject lines as “so sad: tough to have a VC dad,” it includes relevant data. Yes, gifs are hilarious -- but in some contexts, they’re also worth $147 million.
The CRM space is one of the largest and most competitive industries in the IT sector. Despite being the world’s largest vendor, Salesforce has had some problems maintaining steady traffic and leads. This was the case for Salesforce UK, which could have been a cautionary tale in content marketing examples. They had to drastically change their content marketing strategy to increase their search and paid traffic sources.
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.
However, like video, you’re probably thinking you need all sorts of specialized gear and skills. And while yes, audio is a whole other beast, you can get started with just a little bit of effort. In his class Getting Your Podcast Off the Ground!, Neil Patel, host of The Indian Startup Show (the #1 tech podcast in India) runs us through the basics of podcasting.
Blog Posts: Posting informative content on your business' blog can continually bring in new traffic as well as improve your organic search engine optimization (SEO) results. It also offers a great opportunity to converse with new prospects and past customers. They’re already on your site to read that blog post, so your design could lead them deeper into your sales funnel. Popular posts can boost traffic rates as well as provide great SEO results.
With more of a journalistic bent (Editor Kenny MacIver was the former Editor of Information Age), and barely a mention of Fujitsu, I-CIO is a great example of what content marketing should be. I-CIO even has its own dedicated social media handles for Twitter, LinkedIn, and YouTube – though for those who are interested in learning more about the company behind the publication, I-CIO's About Us page includes a map so people can access the Fujitsu site in their country.
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.
According to Content Marketing Institute, 65 percent of the most successful content marketers have a documented strategy. A simple content marketing assessment can help companies identify their primary goal and design a successful content strategy to meet it. As strategy becomes more important, companies will need the right tools to align priorities and document their plans.
While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.
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.
For one thing, without content, SEOs would have nothing to optimize for search engines. The metadata they add to posts is an attempt to help robots like Google and Facebook wrap their digital heads around the complexities of the content they're indexing. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find—yep—content.
“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.”
Virgin Mobile was one of the first wireless communications and VoIP providers to adopt social media and content marketing. Since then, they’ve used these digital marketing services to provide better service to their customers. Virgin Mobile Live, for example, is a new social newsroom that the company uses to promote apps, music and other digital content throughout the day.
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.
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):
Looking ahead, Glossier is planning to personalize the buyer journey with content. "We're doubling down on richer data that strictly controls the content she’s seeing, with our discretion,” explains Bryan Mahoney, Glossier's Chief Technology Officer to Digiday. “This opens the door to things like machine learning: We can identify patterns and then change things around in order to get someone through checkout.”
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.
But in order for content to convert readers and incite growth, it needs to occasionally disrupt its audience's point of view. A company doesn't work for its content; content works for its company. If you need to say something that a blog alone can't, the business demands that you make it work -- whether that means starting a YouTube channel or seeing how you can integrate an AR tool into your next ebook.
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.
2. Huffington Post: Easy recipe videos. Videos and cooking are a match made in heaven; that’s why we have the Food Network and Top Chef. Huffington Post shows Facebook fans how to craft delicious dishes via descriptive videos — all 60 seconds or less. In 2016, attracting and maintaining customer attention will reach new heights of importance. Take a cue from HuffPo and focus on conciseness for your content.
Or, take a look at Copyblogger Media. Copyblogger has dozens of landing pages, each aimed at a keyword that the target audience is passionate about. That’s a lesson for you when it comes to developing a sound content marketing strategy: when creating more landing pages, think strategically about keywords and build your content around the right ones.
Content may be king, but many content creators (and purveyors of fine content) often struggle to show the value of content marketing. This is because the types of content (blog posts, guides, webinars, etc.) that most people think of as content marketing all fall in the "discovery" part of the marketing funnel, which is several steps removed from conversions.
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.
27. Vitamix: Be Inspired. Everyone knows a high-speed blender boasts many applications, but Vitamix attempts to explain every use case possible on its Be Inspired site. From champagne cocktails to raw foods, Vitamix’s articles are an incredible resource for creative types with high-speed blenders. (And judging from the smashing popularity of Vitamixes, that’s a growing subset of the population.)