If there’s one thing to takeaway from these incredible examples of content marketing, it’s that you need to stand out from the crowd. That’s the only way that people will share and talk about your content. Don’t worry if you don’t have the time, resource or creativity to do this – there’s plenty of content marketing experts out there to help you. One thing is for sure, the power of content marketing is hard to ignore.
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.

Though there are links and CTAs to the Acorns site throughout the blog site, the content is not product-focused. Instead, it educates and informs the reader so that they can make better decisions about their finances. Rather than discussing how great Acorns is, it provides relevant and realistic advice about how readers can take control of their financial future.


Great article Sarah. I think that a key theme all of these great content marketing strategies have in common is humour; humour has universal appeal and is a very effective way of getting audiences to talk about and share your content. Of course your content marketing strategy needs to be comprehensive and well executed, and for businesses without the staff capacity I would recommend outsourcing your digital marketing needs to skilled freelancers.
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:
47. Content Marketing is like an information water cooler for your customer community. When your audience is thirsting for knowledge, they come to your content. If it’s really great content, there are other people there with whom they can engage, ask questions and get more confirmation on why YOU are their best hope for help.  Ivana Taylor – DIY Marketers 
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.
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.

Great article Sarah. I think that a key theme all of these great content marketing strategies have in common is humour; humour has universal appeal and is a very effective way of getting audiences to talk about and share your content. Of course your content marketing strategy needs to be comprehensive and well executed, and for businesses without the staff capacity I would recommend outsourcing your digital marketing needs to skilled freelancers.
My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.
Want to get inspired, or get a better understanding of what killer content marketing looks like? We’ve compiled 75 of our favorite content efforts into our latest e-book, Get Inspired: 75 (More) Content Marketing Examples. Updating one of our most popular e-books of all time, this year’s collection illustrates best practices for a wider range of tactics and formats – from fresh takes on content marketing mainstays like blogs and microsites to next-gen innovations that capitalize on the latest digital media technologies and trends.
People are asking questions and looking for information via search engines like Google, and you want your business to be at the top of the search results. Answering people’s questions via blog posts, e-books, videos, and other content assets is a key way to make this happen. Of course, showing up is only the first step, but it’s essential if you want to reap the benefits of content marketing.
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.
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.
EXAMPLE: Sainsbury magazine is the top cooking magazine in the United Kingdom, with 3 million paid subscribers — a content marketing effort that pays for itself. But, what’s even more remarkable is that, according to a 2015 survey conducted by the company, eight of 10 readers have bought a product from Sainsbury’s after reading about it in the magazine.
Take Patagonia's response to the Trump administration's decision to reduce the size of the Bears Ears and Grand Staircase-Escalante National Monuments. Patagonia created a visually stunning "interactive film experience" called "Defend Bears Ears," that urges people to take action. In addition, Patagonia shared dedicated posts about this hot topic on its blog, The Cleanest Line, and on social media. One post even famously declared, "The president stole your land."
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.

Long-tail keywords are multi-word phrases, which are more specific and targeted. Long-tail keyword research will come into play as you begin planning specific pieces of content and continue on an ongoing basis. For example, if “Customer Support” was a short-tail keyword, “Customer Support for Healthcare Providers” would be a related long-tail keyword.
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.
One of the key challenges in content marketing – as a strategy – is to connect the content life cycle, the customer life cycle, brand touchpoints, different scenarios and personas, various goals and ways (channels, media, content) to achieve them and the proper processes of collaboration involving key stakeholders and – more than ever – customers and other members of the broader ecosystem (e.g. so-called influencers) themselves.
Last year, Glossier added hundreds of employees and moved to a large headquarters in New York City. Content marketing is an even bigger part of the success formula. Glossier employees have created FaceTime makeup tutorials and Facebook Live videos. The brand has a large presence on YouTube, including the “Get Ready With Me” series, which features someone's morning routine.
A simple checklist can significantly improve your content quality. It’s a tool that should be in every marketer’s toolkit. By creating a quality checklist as part of your strategy, you and your stakeholders will determine a set of standards that align with your content marketing goals. By committing them to writing, you’ll have benchmarks to which you can hold your work. By distributing the checklist, you’ll ensure that contributors know what you expect from them. And by sharing the checklist with others in your organization, they’ll understand what you’re looking to achieve with your content.
Like style guidelines, a content marketing strategy should be comprehensive and also concise. You want to cover likely eventualities and explain the basis of the strategy, but you also want to help prevent a new strategist or writer from spending the entirety of his or her first month reading it (and ensure they can actually remember the gist of it by the end).

11. House of Cards: The alternate Frank Underwood reality. Netflix’s political drama House of Cards adopts the marketing mindset that Frank Underwood and HoC characters are totally real. With a full election website and commercial that aired during a presidential debate, you forget that these people are acting — and isn’t that the whole point of TV? House of Cards creates a steady stream of content build-up to generate excitement for the new season. It’s a great example of how a few key content pieces released strategically can drum up anticipation for a big launch.

“Content marketing is what we like to call owned media. It’s anything you produce—blog posts, white papers, podcasts, videos, eBooks—that lives on something you own, such as a website or blog. The advantage, of course, is you get to tell your story and have direct access to your customers and prospects.” –  Gini Dietrich, Arment Dietrich & Spin Sucks
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.
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.

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.
18. Nasty Gal: Behind the scenes on the Nasty Galaxy blog. Nasty Gal is the glamorous and unreasonably hip fashion brainchild of #GirlBoss Sophia Amoruso. Its blog, Nasty Galaxy, takes fashion fans behind the scenes of company parties and even photo shoots. Guess what lurks behind the scenes of this cool company? Even more enviable coolness, increasing affinity and likelihood to purchase even more.
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