It's content that helps people find you. It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch. 3.)
"From a marketing standpoint and strategy, it is absolutely a content-first one…We want people to learn and engage through storytelling – and branded content is a big piece of that, both from the original branded content that we are creating, and the ones where we are partnering with publishers to do it in a native format," says Liz Matthews, Senior Vice President of Global Brand and Creative at Dell Technologies.
When I was teaching Public Relations courses at our local universities, I introduced students to the use of Managing By Objectives and how to integrate that approach into the development of a written PR strategy. Briefly, it begins with stating the Goal — a measurable goal — with a deadline — and beginning with the infinitive “To..” Then, you ask yourself “How” … how will that be accomplished. The first responses are broad. Each time a “How” question is answered, you become more specific. The first “hows” are the Objectives. Under the Objectives are the tactics. When properly done, you can read the strategy backward by asking the question “Why?” ……….. and if all falls into place correctly, you’ll get an A!
29. Kat Von D Beauty: Fan-curated looks. Curated content is a win for everyone: customers get to be in the spotlight, and brands get a break from creating totally original content. Famed tattoo artist Kat Von D now has her own makeup line, and she’s invited fans to tag their Instagram photos showing Kat’s products on themselves with #kvdlook. Then, the beauty brand uploads them to the website. This tactic shows customers new ways to use products and suggests products they may not yet have, without the headache of photo shoots for every single new item or color.
EXAMPLE: River Pools and Spas changed its mission from being a pool installer to being “the best teachers in the world about fiberglass pools” — and then started to answer specific customer questions in blog posts. As Marcus Sheridan explained, that decision was “one of the most prosperous days of our lives,” as that was when customers started coming to them. View the case study:
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.

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.


Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.

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.
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.
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).

Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.


The Beehive, Bumble’s blog, puts out a variety of strong, timely content fit for its broadening audience. To celebrate the new year, for instance, it launched a series called "You, First", which features stories about well-being and self-care. It’s these kinds of ideas that permeate Bumble's social channels as well, with original and carefully curated content sharing the spotlight on each platform – like captivating graphics and witticisms on Instagram for its more than 455,000 followers.
Here’s another example of a brand that does a great job of leveraging different categories of knowledge. First Round, an early-stage VC company, recognized the knowledge among entrepreneurs and leaders that wasn’t being shared -- knowledge that could be highly beneficial to their peers -- and created the First Round Review as a place for it to be shared. It serves, reads the manifesto, to liberate the ideas and expertise that are “trapped in other people's heads.”
But if you can also create content that aligns with the core of your product or service, that’s also great. As we mentioned before, Wistia creates visual content technology -- so it makes sense that it would have unique visual content. Identify what your business does particularly well, and then make the most use of the channel that best aligns with your strengths.
9. The difference between “marketing with content” and content marketing is a digital publishing platform that your brand owns. Creating an article for a publisher. Or an ebook. An ad. Or sales collateral. These are not content marketing. Content marketing means committing to publishing content people actually want. On a platform you own.  Michael Brenner – Marketing Insider Group, author of  The Content Formula

Now is an exciting time for content marketers. We are currently in the performance era of content marketing. We no longer have to choose between creating inspiring content (that’s hard to measure) and ads (that annoy customers but are easy to track). Technology has evolved to the point where we can produce incredible content and measure business results.

Since its launch in 2014, Peloton has grown at a staggering rate and revolutionized indoor cycling by bringing it directly into people's homes. In four short years, the company has raised $450 million from investors and now employs more than 700 individuals across the United States, thanks in no small part to what The New York Times calls "a fanatical fan base."


Whole Foods does a great job of living those brand principles in its content marketing. Articles about how to save money but still eat healthy or tips to change your diet for the better make Whole Foods’ products and lifestyle more inclusive. On top of that, it uses a lot of proactive language (“I want to learn/do/both” as a search option in its navigation bar) which makes the audience feel like they have an active role in the experience.
DemandBase is a marketing technology provider that specializes in serving B2B brands. Recently, the firm used white papers, infographics, SlideShare, and webinars to source new leads for one of their campaigns. According to Top Rank Blog, the company generated 1,700 new leads and connected with 125 webinar viewers, helping them to generate over $1 million in new revenue through content marketing.
This information should come partly from doing the steps above. If you’ve determined your audience is primarily on LinkedIn, then they might like in-depth articles, whitepapers or slide decks. If they’re on Facebook, then video and list posts might fit their style. If they spend a decent amount of time on Medium, long-form storytelling might be a good fit.

This isn’t hard to do, but it does take some creativity. If you are selling anything related to cooking; run recipe awards, video tutorial contests or give away free items to people who post great videos using your product. If you are in the service business, create incentives for customers to give you video testimonials, reviews or product demonstrations.
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.

In mid 2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags[30] to Donald Trump and launched a video content on YouTube[31] and Facebook.[32] The video campaign received various awards including most creative PR stunt[33] in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publication mentions (including Mashable, Quartz,[34] Indian Express,[35] Buzzfeed[36]) across 80+ countries.


It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
You’ll want to take existing insights and try to determine which of the different social platforms is most effective, and then choose one or two KEY platforms to work your content. Be sure that your brand and product fits your social media channel itself as well as the demographic. For instance, you’re better off sharing yoga clothes on Instagram and Pinterest, perhaps even via an influencer marketer, then on something like LinkedIn.
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.

A change in mindset and a library of high-quality content will replace this traditional funnel with something more sustainable (and effective). The funnel is becoming more of an ongoing cycle that prioritizes continuous engagement over transactional relationships. This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues.
Think about it: the average podcast is 35 minutes long, much longer than Bon Appetit’s readers probably engage with a single article on their site. If the content is good, people stick with a podcast much longer than they would linger on a webpage, and they subscribe to receive this content right on their smartphone every week. (If you dig podcasts, check out Salesforce’s new marketing-focused podcast launched in 2015 — the Marketing Cloudcast.)
Ideally, it shouldn’t be hard to meld these two elements, since search engines like Google favor quality content. But when you’re actually looking at the way that traffic and social is functioning around certain topics and pain points, you can use this information to tailor your content even further and differentiate your brand while ensuring your website remains in decent standing.
Deirdre Breakenridge and Shel Holtz are two of the world’s best-known PR experts and strong advocates of content marketing and social. They have been innovating and leading the way. When we met with both it was a great opportunity to look deeper into what was once known as PR 2.0 and is really about PR evolving as other business functions in a connected, social and content-intensive reality. The key principles remain, the hybrid PR professional is here. Read more.
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 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.


One last component of bank content marketing is measurement. How do you know if you’re reaching your goals, or if your content is working out? You need to track it. Pay attention to how many people are reading or viewing the content you produce. Then make note of what they do next. Do they open an account with your bank, or get in touch to learn more? Or are people clicking away from the page without taking any positive action?
Of all the car rental companies, Zipcar has best mastered this strategy. Since Zipcar's target audience is people who live in the urban areas where it has a presence, Zipcar tailors its content specifically toward city dwellers. Its content hub, Ziptopia, has sections about city living and the future of cities, as well as travel inspiration stories (many accessible by car from major cities). While most posts don't mention Zipcar, calls to action at the bottom of each give readers the option to join Zipcar or book a Ziptrip.
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 site is bright and bold in its design – finally giving corporate a chance to look and feel like consumer publishing – with a balance of sports, business, and lifestyle content that works to engage the athletes among today’s workforce. Long-form writing hits it out of the park as well, like the team’s visually stunning interactive site, The GamePlan A Guide to Creativity, which has racked up 3,500 social shares and counting, and is packed with valuable information, ideas, and illustrations.
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
Generate platform-specific content: You can both create original content from your blog posts or other content, or curate other people’s content like relevant links or videos. Both have their place and should be a part of your strategy. Every platform has its own nuances and subtleties to how they get used and people share. If you want to learn Gary’s secrets check out the rest of his class here.
If Chanel is all about snooty exclusivity, Burberry believes in just the opposite. They are quick to adopt newer platforms and find their audience in the places that they frequent. A stellar example in this regard was the Burberry kisses campaign that they launched in collaboration with Google. The campaign was a pioneer in combining two previously unconnected elements- ease of communication of the web with the universal relatability of a real kiss.

Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:
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.

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.
Zendesk might be an expert in the solutions provided by its product, but behind that product is a chorus of highly skilled experts -- the people who build and engineer the software. The company realized that there’s an audience to be tapped that’s seeking insights and expertise on the technical side of the product, so it used that to build an entirely independent content property.
“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.

Though you may not have the time or resources to create a specialized app to market your brand, you can create great content that gets to the heart of your target audience’s biggest challenges. By focusing on creating content that highlights and explains these challenges, providing simple and effective solutions, you’ll be on your way to building stronger customer relationships and influencing more conversions.
Deirdre Breakenridge and Shel Holtz are two of the world’s best-known PR experts and strong advocates of content marketing and social. They have been innovating and leading the way. When we met with both it was a great opportunity to look deeper into what was once known as PR 2.0 and is really about PR evolving as other business functions in a connected, social and content-intensive reality. The key principles remain, the hybrid PR professional is here. Read more.
To adapt the sample plan for content marketing, you could adjust the marketing mix section to focus specifically on existing content, and your methods of distributing and promoting it. In the marketing implementation section, you can focus on the type of content your brand will create, and identify who will create it. That section of the sample is an ideal location for an editorial calendar.
Bank of America has partnered with Khan Academy, a non-profit organization, to help educate the public about money and finances. The Better Money Habits hub is divided into three sections. The first lets people choose content based on their goals, the second lets them choose content based on their stage in life, and the third features content from Khan Academy.
There are designer spotlights, service-driven articles like how to clean out your clothing closet, and, of course, an inspiration gallery of outfit ideas. The content doesn't heavily promote Stitch Fix; rather, it's designed to show its expertise in its field. Once readers are ready to try the service, they can click the call to action at the end of every story to sign up.
Which organizational processes, stumbling blocks, competitor data, management goals, customer insights, business stakeholders, teams, external partners, overall marketing priorities, etc. do I need to know in order to succeed? Before even thinking about content strategy, content inventorization or content production, these crucial questions need to be known.
Similarly, USAA launched “The Money Drill” podcast in 2016 as an experiment to attract younger audience members while delivering financial content in an easy, engaging way. It was worth it; the program was met with almost immediate success, and, nearly two years on, draws 24,000 plays per month. "The Money Drill" also gave USAA's content marketing team a major internal win.
Prioritize social channels. Focus on the social channels where your audience is most active and engaged. You don’t need to be everywhere all the time; identify where your audience members live, and get your content in front of them on those platforms. For example, Influence & Co. primarily uses Twitter, LinkedIn, and Facebook to connect with our different audiences.
The Common Language in Marketing website is an ongoing and comprehensive encyclopedia of globally relevant and standardized marketing terms, activities, metrics, and systems. This open-source, curated library of definitions combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community. 
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