Depending on the size of your operation, you could be looking at creating a one-sheet that reminds all your writers which part of your brand name to capitalize, that you use the Oxford comma, and that the tone of all content should be conversational. Or, these guides could be a major undertaking that identifies how multiple brands are referred to and trademarked, advanced copy editing guidelines (including how and when proprietary terms should be used), and a range of voice guidelines for all potential types of communication from customer service interactions to blog posts and press releases.
Celine Roque of Contently recently wrote a very insightful piece about American Express and its longstanding commitment to content marketing. Roque points out that the world’s largest travel company has been using content for brand building for the past 100 years, beginning with a series of engaging travel guides in 1915 that played a prominent role in growing the company.

The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
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.
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.
Some parts of your strategy should stay consistent even as your content marketing program grows and evolves — namely, your mission and business goals. In fact, these two things are so key that you may want to put them on a Post-it note so you can keep them in view whenever you are working on your content. (For example, at CMI, we use them as part of our acceptance criteria for every editorial content submission we receive.)
However, you don’t need to work with influencers to utilize user-generated content as part of your marketing strategy. Whether you create a contest or just consistently ask for feedback through social media, you can encourage your fans and followers to post pictures of themselves using your products or services. When you repost this content, you are showing your leads and customers what others think about your brand while showing the customer themselves your appreciation for their business.
You may want to be super-professional, very casual, or something in between. And you’ll have to manage the balance between showing your expertise and not patronising your audience. Here’s Sprout Social’s advice on creating consistency with your brand voice, and keep in mind important SEO ranking factors to optimize your content. Take a look at these successful content marketing examples for inspiration.
6. MOZ: Smart thinking for doing business digitally. I’ve turned to the MOZ blog for years when I have a question about the latest Google search algorithm or mobile search statistics. MOZ continues to innovate and use data to provide readers with knowledge, not just conjecture. I love this infographic showing 2015 year-in-review-data about the volatility of search.

Pratik Dholakiya is the Founder of The 20 Media, a content marketing agency specializing in content & data-driven SEO, and co-founder of MoveoApps, a mobile apps development company. He regularly speaks at various conferences about SEO, Content Marketing, and Digital PR. As a passionate marketer, he shares his thoughts and knowledge in publications like Entrepreneur, The Next Web and Fast Company. Onalytica has named Pratik one of the top content marketing influencers three years in a row. Recently, Pratik has been awarded one of the 100 Smartest Digital Marketers of India by World Digital Marketing Congress.
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.

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.

Content marketing already addresses a variety of needs and objectives for different departments. Sales teams use content to bolster pitches and improve client relationships. Brand managers turn content into goodwill and authority. Recruiters attract top talent by publishing content in places where the best candidates spend their time online. The possibilities are endless — and now, a new avenue is opening up.
This is a great short summation of content marketing. If anyone is looking for a more in depth perspective of content marketing, check out whitepaper that Opentopic recently released: What is Content Marketing? (For the Efficient Marketer): http://opentopic.com/blog/content-marketing/content-marketing/. I found it pretty helpful. Also--you're video is no longer working...
Don’t just assume. Research your current audience and see who’s already engaged with your brand. You can even set up simple online surveys to send to your current audience, and build audience profiles based on the results. Your audience won’t fit a single category, but research can help you develop a primary “buyer persona” that fits the profiles of much of your audience, as well as several secondary personas.
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.

Earned media is any press mention, feature, or article that your company earns in an external outlet. It exposes your brand to new, larger audiences; builds your influence as an industry leader; and offers the third-party validation that your content simply cannot achieve on its own. Examples include guest-contributed content or guest posts, press mentions, and other PR efforts.
These are the hallmarks of the NewsCred Top 50. This year’s winners, comprised of companies of various sizes across a multitude of industries, represent the best of content marketing today. We applaud these brands for their courage to see possibilities and drive innovation that, in turn, evolves the entire content marketing field. Prepare to be inspired.
Let me quote the people of Arketi Group: “Today’s prospects are much more in control of the information flow, relying on trusted online resources and solution providers’ websites far more often than sales reps to identify solutions, evaluate options and develop short lists for further consideration. The role of today’s BtoB marketers in this new environment is to offer the right content, matched to the individual prospect’s level of interest”. That’s using customized content for lead nurturing, in function of your customer’s offline and digital footprints and where he is in the buying cycle.

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]
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).
In this pursuit, content helps companies equip their customers for success. Content shows buyers optimal uses for companies’ products and services, encouraging customers to see the good more than the bad. With a content strategy focused on customer success, businesses can devote fewer resources to putting out fires and more resources to growing their brands.

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.

Whether you’re building a business case to launch a content marketing program or improving your existing one, it’s important that you and your stakeholders align on what, exactly, content marketing is – and what value it can provide your brand and target audience. We put together this resource to help you do exactly that. Here, you’ll find the definition of content marketing and other frequently asked questions. You’ll also find examples from top brands, as well as statistics to articulate the ROI it can have on your business.
Retarget people who’ve seen you: You can also target people who visited your site or watched a video for a certain amount of time or went to another site. Custom audiences let you target people who already know who you are, which means that you can target top of funnel users with ads and then create custom audiences based on what those users do, pushing them further down your marketing funnel.
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.
In addition to actively populating the Above & Beyond content hub, Bed Bath & Beyond recently launched the One More Thing blog, with Of a Kind, the boutique e-commerce marketplace it acquired in 2015. The goal: To attract a more upmarket clientele. Shoppable features embedded below the stories make it seamless for readers to research and buy products mentioned in the stories. For example, in one post about keeping your shopping list on or by your front door, there's a link to a Bed Bath & Beyond dry erase board within the story, and related products are featured after the text.
If you choose the traditional marketing approach, you can create a poster, informational brochure, or fliers to hand out to customers or hang in the store. Traditional marketing is often created to inform the customer about the product, business, or service. It relies heavily on persuading the target audience. Examples of traditional marketing include:
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.
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.
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
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.
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.
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. 

A content marketer’s work is never done. We’re constantly updating and optimizing our strategies based on our latest learnings, observations, insights, and technology. At NewsCred, this is one of the reasons we find our work so exciting. We’ve been in business for nearly a decade and it’s been gratifying and fascinating to evolve with the space. In keeping with our annual tradition, we’ve taken a look at the state of the content marketing industry, plus our strategy and learnings, and put together a case study on ourselves. Here, our best practices for using content to drive business results.

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.
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.
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.
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.
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