As the U.K.’s largest tech company, Sage specializes in financial software that enables small and medium business owners to run their companies on laptops or mobile devices. Sage's mission is to help these organizations and entrepreneurs flourish in the face of harsh statistics – like the fact that half of all new businesses fail within their first two and a half years, according to Sage’s EVP of Digital Marketing Neil Morgan.
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.
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."
What is the content about? Does it talk about what you're selling, or is it more educational? Is it about content marketing, social media, conversion rate optimization, landing pages, A/B tests, or something else? Come up with a list of categories that fairly well encapsulates what you've covered through content marketing, and assign each piece a category or two. That'll allow you to come to conclusions like, "Wow, our audience engages nearly twice as much with posts that are about advertising techniques. I guess we know what they're interested in."
“Content is the emotional and informational bridge between commerce and consumer. Building that bridge requires more than a budget, editorial calendar, and vision. It requires people who care, who love content, and what it can do for people. Not just what it can do for revenue, but rather how it helps people live their lives.” – Jay Baer, Convince & Convert
Or, take a look at Copyblogger Media. Copyblogger has dozens of landing pages, each aimed at a keyword that the target audience is passionate about. That’s a lesson for you when it comes to developing a sound content marketing strategy: when creating more landing pages, think strategically about keywords and build your content around the right ones.
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.
The “Share a Coke” campaign gives every Coca-Cola lover the opportunity to personalize their drink. Individuals could personalize their own bottle with their name on the Coca-Cola website or look for their name (or a friend’s name) on a bottle at the gas station or supermarket. This campaign soon went viral as consumers began posting pictures online with their personalized drinks.
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.
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.
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.
Founder and CEO Clay Collins knew they had to be scrappy to be able to compete against VC-funded giants like Hubspot and Infusionsoft, given LeadPages were a bootstrapped company since inception. Instead of spending $10,000 on customer acquisition as some of their competitors did, Collins developed a growth hypothesis based on the idea that “a content team of four people could outperform an 80+ person sales team at most companies.”
If you don't have the resources to devote to regularly producing great content, try focusing on what's known as "evergreen" content, which is less timely and requires less upkeep but can serve as a great industry reference. One great example we've had here at Moz is the Google Algorithm Change History. This began as a place for Dr. Pete Meyers to keep track of various updates from Google, mostly for his own use. As he continued adding to it, bit by bit, it became a go-to resource for anyone looking to learn about shifts in the search results. With minimal upkeep, the page has attracted more than 1.7 million views since it launched in 2011.
Land Rover's content strategy also extends to social media and video. Last fall, Land Rover created a video series in which it followed an adventurer couple and their eight-week-old baby taking a two-week trip across Europe in a Land Rover Discovery. It also created a 360-degree video where viewers could go sailing with the Land Rover team in Bermuda ahead of the 35th America's Cup.
26. Lorna Jane: Move Nourish Believe. Activewear brand Lorna Jane shares more smoothie recipes than your blender can handle, mindfulness articles, and healthy living tips on its blog. Fitness is about more than the workout jackets you choose; it’s an entire lifestyle, and this blog exemplifies that. My favorite article: How to Turn Shopping Into Cardio.
Content marketing…is the art and science of attracting an audience toward a brand and it’s website, then inspiring that audience to take action. This is done through the publishing, promoting and measuring of content. The form of the content is often written text, but may also be video, audio, diagrams. The function is often educational or useful, but may also be entertaining. Content marketing contrasts with advertising, which seeks to interrupt or distract an audience with a brand’s message. – Andy Crestodina, Orbit Media
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. This lesson will introduce you to the world of content marketing and provide you a big picture view of everything you need for a successful content marketing strategy.
9. For Dummies: The ubiquitous yellow books go B2B. The For Dummies brand is recognized the world over, so Wiley’s marketers and product team capitalized on that with a new content marketing venture. Dummies’ B2B offering gives companies the chance to craft their own branded Dummies content, and from the looks of the case studies, it seems to be working. For example, Glassdoor used the Dummies solution to create a custom “Employer Branding For Dummies” piece.
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.
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.
Ron Faris, Head of Brand Marketing at Virgin Mobile, told Forbes that these online marketing strategies have played a key role in building the Virgin Mobile brand and generating new leads. Faris claims that Virgin Mobile has been more successful than its competitors because the company focuses on improving social engagement, rather than merely expanding social reach:
Neil Patel is the co-founder of Crazy Egg, Hello Bar, and KISSmetrics. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web, and Entrepreneur Magazine says he has created one of the 100 most brilliant companies in the world. You can connect with him on Twitter @neilpatel.
It goes hand in hand with content sharing, social content marketing, social media, copywriting, visual content, you name it. Storytelling is also closely related with word-of-mouth, recommendations and the simple act of sharing and connecting, since long before digital marketing, let alone content marketing even existed. We know why: storytelling is one of the most human ways of passing along knowledge and traditions, mesmerizing audiences and, in fact, human nature as such. What does storytelling mean in a content marketing context? Below are a few resources on storytelling and content marketing.
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.
With so many ways to publish content as a brand, inspiration always helps. That’s why we created this list of our 30 favorite content marketing examples of 2015. Whether it’s an individual campaign, a new podcast, or an overall blog property, these companies demonstrate what it means to be customer-focused in every content creation effort. As you plan content marketing campaigns for 2016, consider emulating the spirit of these brands who already do it well.
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.
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.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
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.
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.