Deloitte is a professional services company specializing in consulting, tech, auditing, and more. It works with a massive cross-section of industries, from government agencies to life sciences -- and that broad range of knowledge is a major selling point. That’s why creating informed, useful content for individual, specialized audiences is core to its marketing strategy.
While this is certainly the case (and no one ever claimed content marketing was now) and while Joe Pulizzi picked the term ‘content marketing’ among several others he launched, deciding to use the term that worked best, the definition debate overlooked what distinguished content marketing – no matter how it can be called tomorrow. One of the pioneers in content marketing, Doug Kessler, expressed this very well in an interview.
The results were magnificent. Simply Business increased their ranking for their main keywords, including reaching first place in the Search Engine Results Pages (SERPs) for “professional indemnity,” “public liability insurance,” and “employer’s liability.” Even though they launched some guides before Google’s Penguin algorithm change, they significantly increased weekly organic traffic, meaning their link building practices were white-hat and high-quality.
With two new products – BumbleBizz for career networking and BumbleBFF for finding new friends – Bumble has grown from dating app to full-on connection hub since its launch in 2014. First, it revolutionized digital romance with a female-powered platform (only women can initiate conversations), and now it’s taking on all kinds of relationships. Things are going so well, in fact, that the company recently passed on a $450 million acquisition offer from Match Group.
But one of the newest and most successful strategies Random House has embraced has been using Medium to aggregate content from their active publishers. They also launched a new consumer discovery website to help people find relevant content. Random House CEO Markus Dohle says that content marketing has played an important role in maintaining and growing Random House’s brand image:
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. 

He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.
The number of ways in which content benefits SEO is far too great to count here. In summary, great content attracts editorial links, which tell Google you're important and authoritative. Google can also crawl your content, getting a far better idea of what your company is about, allowing it to return your site for more relevant queries (including a great many long-tail queries). The list goes on, but it can all be boiled down to this: Without content, what is there to optimize for search engines?
Glad to see MOZ on this list too. In my opinion nobody has been better at building an audience through content marketing. I particularly like their Moz Points system for subscribers. It’s something that really could be a golden goose for content marketers in education verticals. The first university to copy Moz points will have the most loyal alumni.
Who are the buyer personas and what are their content needs and preferences? This questions looks at the type of information different ‘archetypes’ of buyers seek during their buying journey and maps the customer touchpoints, preferred communication channels, and – to some extent – the content formats, although that’s a question for the content strategy too. Buyer personas haven’t been invented for content marketing. They are used for an overall marketing strategy. But in a content marketing strategy you take a more complete look at them.
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).
If you’re ready to jump into content production and want to start writing right away, I understand. But at some point, you’ll need to define why you create content and what you’re trying to achieve with it. The decisions you make in this chapter will give you a strong foundation for your content marketing plan — and make you stand out as a content publishing guru.
Xerox is the world’s leading photocopying company. While that sounds like something to brag about, it has, ironically, created some branding problems for the company. Since Xerox is so widely known for its photocopiers, many customers don’t know anything about its other services, such as IT outsourcing. Xerox solved this problem by rebranding itself with content, which played a huge role in boosting business in its other verticals.
The results were magnificent. Simply Business increased their ranking for their main keywords, including reaching first place in the Search Engine Results Pages (SERPs) for “professional indemnity,” “public liability insurance,” and “employer’s liability.” Even though they launched some guides before Google’s Penguin algorithm change, they significantly increased weekly organic traffic, meaning their link building practices were white-hat and high-quality.
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.
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.
What services are you looking for? (check all that apply) Content Marketing Paid Advertising (Google, Facebook, Twitter, etc.) Podcast Advertising Video Production Video Production and Advertising Marketing Strategy and Funnels Conversion Rate Optimization Outsourced Chief Marketing Officer Outsourced Chief Technology Officer Influencer Marketing Programmatic Advertising Marketing Audit Marketing Consulting SEO Audit Marketing Roadmap / Plan Marketing Workshop (Fly Us to You) Other
The website makes you realise that content has been part of their story since forever. Insider, takes you into the world of Patek Philippe translating every bit of their classic legacy on screen. It immerses you into the world of watchmaking, breaking down the process into what it entails. If there ever was a Holy Grail of timekeeping, this would be it.

Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
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