By linking keywords in your guest posts to valuable on-site content, such as blog posts that expand on points mentioned in your article, you can capitalize on the exposure and credibility your earned media offers and reel audiences back to your site. Then, if you’ve been practicing our top tips for successful blogging, the linked blog post will contain a CTA to download your latest gated content — and bam! Lead generated.

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.
Extract knowledge from your subject matter expert. Put together a list of questions for your SME to answer to painlessly extract his or her knowledge. It’s completely OK if your SME isn’t a natural writer; that’s what your content marketing team members are there for. What’s most important is that you communicate his or her expertise, and that’s where this process comes in handy. Your questions should be highly specific to get the right information from your SME’s brain and create unique, high-quality expert content using those insights.
Cisco launched a new router a couple years ago and decided to use it as a case study to measure the ROI of its content marketing and social media strategies. Executives were stunned to discover that their digital campaign allowed them to reach their lead goals for $100,000 less than anticipated. LaSandra Brill, senior manager of global social media at Cisco, said that the company will use these results as the basis for future product launches:
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).
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.
In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.
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.

EXAMPLE: Insurance company Liberty Mutual built a content platform – Master This – dedicated to helping people solve home and life challenges – to build skills and worry less, as the brand describes it. While Liberty Mutual’s ultimate purpose is to drive insurance sales, the content focuses not on insurance products but on information the audience will find educational and helpful. It also has expanded access to the educational content by partnering with HowStuffWorks and Amazon’s Alexa to provide educational content through the voice-activated device.


If you’re a small local retailer in bathroom equiment, you may limit yourself to making sure you can answer the questions of your customers and keep them loyal or make them buy more or have more people buy from you (word-of-mouth indeed). But, then again, maybe that local retailer wants to grow and decides to use content for it, which is perfectly possible (no boring or small businesses when it boils down to the possibilities of creating relevant content).
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:

I don’t know what I could add to this list. Content marketing is nothing new, but as it’s been said, it’s ever changing and people are finding new and more engaging ways to incorporate it into their marketing strategies. Content marketing is vast and is used in almost every aspect; this blog, for instance, is content marketing. You’ve creating content to bring people here to help market what you’re offering or who you are.


24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.
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. 
Over the 179 years of its existence, Hermes (Brand value in 2016: $11.7 Billion) has become synonymous with a commitment to design and impeccable taste. This extends to their content as well. La Maison des Carrés or House of Scarves is an online destination dedicated to their most iconic accessory, the scarf. The website is a delight to browse through as every click brings you closer to each creation and leads to a seamless purchase experience.

Of course, how you communicate your strategy depends on the structure and culture of your organization. In some cases, it may be appropriate to share your full documentation. In other cases, it may make more sense to create targeted summaries for certain stakeholders (for example, busy executives, or external agencies), based on how your content marketing strategy will impact their particular roles, processes, and objectives.
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.
Now that you’ve set your goals, it’s time to determine the KPIs you need to evaluate whether your content actually hits those goals. There’s no single magic metric that will give you a complete picture of your content success, but a combination of benchmarks can be useful to assess performance. Here’s a guide for choosing the right KPIs according to your goals:
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.
As Arketi Group says “keep the message fresh”. But also make sure you use several content options, regarding format, channel and trigger (push, pull). Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. The type of content really depends on different elements in the above mentioned other two dimensions: pain points, behavior, personas, stages in the sales cycle, you name it. Arketi further developed the model over the last few years and I think it’s a nice way to look at it, certainly in B2B.
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
To help you build your content marketing strategy for next year, I teamed up with Skillshare to curate a list of their top online classes that’ll teach you how to build a content marketing strategy from the ground up. They were even generous enough to offer us all two free months of access to their 17,000+ online classes (normally $8-15 a month) so you can get a jump start on building your content marketing strategy (and more) in 2018.
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.
EXAMPLE: Sony’s Alpha Universe is a content platform dedicated to photography professionals. While its purpose is to drive product sales for Sony’s Alpha line of cameras, the content focuses not on Sony products but on providing information the audience will find educational and helpful. After starting as a blog, the brand diversified its content into a podcast and a training program.

Yet, not everyone is ready to sign up for Plated on the first visit, and the company takes that into account. A newsletter subscription button allows people to sign up by simply entering their email addresses. Or, they can become one of Plated's 279,000 Facebook followers, 99,200 Instagram followers, or 21,000 Twitter followers. To engage its community – and show how easy it is to create Plated meals – Plated often reposts images from users who have cooked Plated meals and shared them with the hashtag #platedpics. In addition, Plated shares the five best photos of the week on Morsel, in an ongoing blog series.
User-Generated Content: Soliciting reviews, comments and content from avid online users and social followers cycles fresh ideas into your content production schedule and presents a more genuine relationship between your brand and the public. UGC allows followers to speak on behalf of your brand through digital vehicles like contests, giveaways, hashtag campaigns, video stories and other visual means.
Recently, Cox Media used an online “Success Kit,” which provides valuable information to help other businesses succeed, to engage with the small- and medium-sized businesses that their advertisers were trying to reach. The content was available in several different formats, such as e-books and video, which helped them connect with many previously untapped leads. According to this report from G3 Solutions, the Success Kit received 5,000 downloads over the past year, helping Cox to generate more than 2,000 leads.
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.
But more importantly, GoPro is getting tons of free marketing from the customers themselves. By promoting customer uploads and targeting an audience looking to record their exploits, the company sees thousands upon thousands of users upload branded content every month. These uploads are then constantly edited and compiled by other users into “People are Awesome” videos and non‐sponsored “GoPro Compilations” like the one below.

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.
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.
It frequently updates the prominent Articles & Insights section on its website with topics core to its audience, such as Grow Your Wealth and Plan Your Legacy. First Republic prides itself on offering clients personal, bespoke service, and it strives to convey that on Articles & Insights. The Travel Gallery is a community-driven section where globe-trotting customers share photos and destination advice. In addition, in the past year, First Republic has published many more profiles featuring clients who are bringing positive change to their communities.
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.
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.
Companies need to get creative and enthusiastic about getting their content in front of the right people. Passive distribution — or, worse, distribution you do as an afterthought once you realize no one is engaging with your content — won’t cut it. Don’t let your investment in content go to waste by sitting on some of your most valuable marketing assets.
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