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.
Content marking is creating content that can be shared with customers through various forms. Examples include videos, blog posts, and how-to guides. The content shared must be relevant, engaging and informative. Businesses use content marking to reach new customers and retain existing customers. Traditional marketing and content marketing are not the same!
But in order for content to convert readers and incite growth, it needs to occasionally disrupt its audience's point of view. A company doesn't work for its content; content works for its company. If you need to say something that a blog alone can't, the business demands that you make it work -- whether that means starting a YouTube channel or seeing how you can integrate an AR tool into your next ebook.
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!
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
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.
Last year, Progressive appeared on our list thanks to its standout consumer content hub, Life Lanes. The insurance company makes the cut once more, but this time it's Progressive Commercial that’s catching our eye. With its commercial arm, Progressive targets seasonal and small businesses with auto insurance needs, be it truck, van, or car coverage. With a stellar content plan in place, you can be sure the word is getting out.
In the midst of the daily grind, it’s easy to forget that content marketing as we know it is still a relatively new phenomenon. As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities.
Once you’ve selected your thought leaders, it’s time to create a process for extracting their expert knowledge. Remember, your SMEs are busy people, and the last thing they probably want to do is interrupt their everyday workflow to ideate, write, edit, and publish an article. Make the process as simple for them as possible by following these steps:
Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity -- after all, it's 40X more likely to get shared on social media than other types of content -- it's a medium worth experimenting with.
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.
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:
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, we found CMI subscribers are more likely to take advantage of our paid opportunities such as attending Content Marketing World.
On Instagram, Taco Bell posts original illustrations and photos commissioned for the brand. On YouTube, Taco Bell has a number of fan-inspired series, like "For Here or To Go," which shows how to take menu items to the next level through creative ordering in-store or easy cooking hacks at home. On Twitter, Taco Bell often retweets or responds to fans' posts. In addition, Taco Bell uses Twitter to drive people to its presence on other platforms, like Snapchat. (Speaking of Snapchat, you may remember that on Cinco de Mayo 2016, Taco Bell released a filter that turned users' faces into giant tacos. It was viewed more than 224 million times that day – and no, that's not a typo!)
What's compelling is that it's not all about the world of finance. Goldman Sachs demonstrates its worldliness by featuring influencers from all walks of life. For instance, "Talks at GS" videos include historian and author Ron Chernow sharing his thoughts about leadership, ballet dancer Misty Copeland speaking about breaking barriers in her art form, and Microsoft CEO Satya Nadella on transforming the company so it's primed to lead the future of technology.
There’s really no single way to create a content marketing strategy – you have to do it in such a way that aligns with your budget and business goals. However, the main thing to bear in mind that, with digital marketing, you’re looking for engagement and conversations that are a two-way street. So, you’re going to pay attention to what genuinely draws people towards your brand.
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.)
17. Bumble and Bumble: Video style guides. Regardless of if you use Bumble and Bumble’s hair products, its website answers a multitude of questions about blowdrying, dealing with curls, straightening hair, and much more. The company’s robust library of step-by-step videos show how to create any look with any type of hair imaginable. It’s free content that’s as useful as it is memorable when you want to buy your next styling product.