Content marketing works for B2B businesses. Ninety three percent of B2B companies say content marketing generates more leads than traditional marketing strategies. Meanwhile, 74 percent of companies indicate content marketing is increasing their marketing teams’ lead quality and quantity. But what about content marketing examples of companies doing it right?
The reality is that just creating content isn’t enough. In many cases, you need to amplify it. You need to market your marketing. This is where social media can help a great deal. Also recognize the many places (and many people: customers, employees, influencers) that can help you amplify your content marketing. (bonus: presentation on the difference between influencers and advocates)
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.

Burberry is known for some of the best content marketing examples for a luxury consumer brand. But by far one of their most interesting digital marketing campaigns was the Burberry Kisses. This campaign revolved around their line of beauty products and had a simple premise – you could send a virtual kiss to someone you know after virtually choosing a lipstick.


This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.

For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.
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!
One final word on creating a content marketing strategy: It’s not a one-and-done process. As things change within your company, and as the nature of the content marketing landscape shifts, you might find that you’ll have to go back and adjust your strategy. Think of your content marketing strategy as something that will grow and change over time, as your brand grows and changes.
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.
For one thing, without content, SEOs would have nothing to optimize for search engines. The metadata they add to posts is an attempt to help robots like Google and Facebook wrap their digital heads around the complexities of the content they're indexing. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find—yep—content.
The “marketing” part of content marketing can lead to confusion as content marketing is not just used for strict marketing purposes. It’s also used for sales enablement, public relations, etc. Good programs involve multiple internal customers (customer service, sales, product marketing, brand management, etc.) and content marketing is not owned by marketing (nor by PR or any other division).
To create an ongoing dialogue with its target audience of small business owners, Barclaycard for Business has spent the last few years building up its News and Insights content hub. Articles and infographics run the gamut of topics important to its audience, from how to guard against a cyber attack, to fun quizzes like "How well do you know your business?"
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.
The number of ways in which content benefits SEO is far too great to count here. In summary, great content attracts editorial links, which tell Google you're important and authoritative. Google can also crawl your content, getting a far better idea of what your company is about, allowing it to return your site for more relevant queries (including a great many long-tail queries). The list goes on, but it can all be boiled down to this: Without content, what is there to optimize for search engines?

What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using content.
This is particularly critical in large organizations, as it can help keep siloed teams on the same page, minimize duplicated efforts, and ensure that everyone is working toward the same content goals. But sharing your documented strategy is also good practice for businesses that are just starting out with content marketing, for content teams that rely on internal or external subject matter experts, or for companies that outsource any part of the content creation and distribution process.
The best part of a strategy is being able to track it and see it work. Think about how you can track success every step of the way -- from traffic to engagement to conversion. What tools will you need? Google Analytics? If so, will you need to set up goals in Google Analytics? What about link tracking and UTM parameters? Also, will you need dedicated landing pages?
The ‘Citizens of the airport series’ is a little 10 part series focussed on KLM's customers. The brand intermittently interviews travellers in Amsterdam airport to share their story. Sure, these tidbits aren’t especially useful, and they won’t attract millions of views, but to a few select people, the content proves that KLM cares. This determination to truly understand and care for their customers is the reasons why people will start to pay more to fly with the Royal Dutch airline.
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.

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.
Post consistently. Just like with your blog, it isn’t enough to post a few sporadic tweets, nor do you want to blast followers with a bunch of posts all at once. Post consistently and at effective times. We’ve found that posting early in the morning or after 5 p.m. earns the most engagement, but you can play around with timing to see what’s best for you and your audience.
"In the past, we tried to serve all target audiences through content marketing, from investors to journalists, employees, and potential candidates," says Frank Thomas, Adidas’ Director of Content Strategy and Content Marketing, in NewsCred Insights. "But we realized we were all over the place. We rethought the entire setup and who we needed to address, and decided it is the employees, potential candidates, and, in general, like-minded people who can become advocates for the brand."
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.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Spending just 10 to 20 minutes each week studying Udemy course modules will not only give you lots of ideas to write about, but will also expand your analytical skills and give you a more thorough understanding of your industry and your target audience. Overall, it’ll enhance your content marketing strategy – and stands to inform your content creation. 
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.
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. 
Spending just 10 to 20 minutes each week studying Udemy course modules will not only give you lots of ideas to write about, but will also expand your analytical skills and give you a more thorough understanding of your industry and your target audience. Overall, it’ll enhance your content marketing strategy – and stands to inform your content creation. 
Most of her content marketing strategy has been coordinated through Tumblr. She created a post about her upcoming album “West Coast”, which featured several beautiful pictures of herself and Kylie Jenner. Within a year, the post received over 27,000 likes and shares on Tumblr. While her celebrity status and strong fan base undoubtedly played a role in her blog’s success, the posts she’s created have definitely helped to build her brand.

"In the past, we tried to serve all target audiences through content marketing, from investors to journalists, employees, and potential candidates," says Frank Thomas, Adidas’ Director of Content Strategy and Content Marketing, in NewsCred Insights. "But we realized we were all over the place. We rethought the entire setup and who we needed to address, and decided it is the employees, potential candidates, and, in general, like-minded people who can become advocates for the brand."
In honor of all things inbound, consider how your business can use video as a medium to bring the right talent to your office. Rather than drop bait in the form of a newspaper advertisement, or static pitch on an online job board, a recruitment video can be used to expand your reach, while making known the type of environment applicants can expect to work in.
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.

You know you need a plan and strategy if you want to succeed as much as possible with content marketing. In fact, your boss expects to see a copy of your team’s plan so that they can evaluate whether it will be worth the upfront cost, and to verify that you have some actual way of carrying out content marketing. The tricky thing is, you’re not sure what to include in your plan, or how to go about creating one. Taking a look at some content marketing plan examples and templates can help you get an idea of how to put together your own.
What you can do about it: This content hub is a brilliant move because Farmers Insurance establishes itself as an expert to its customers in a totally approachable way. If the content doesn’t answer something, Farmers makes it easy for customers to get in touch. Use your content to help your audience’s pain points on their own and establish your company as the go-to resource.
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.)
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.

The respect and admiration of your audience will absolutely take time to build, as they require earning trust. Once you've proven your knowledge and (even more importantly) your integrity, though, you can become the guiding light that people turn to when everyone else is simply contributing to confusion. Sites that don't care a lick about quality—sometimes called content factories—are bound to give bad or misleading advice, making readers scratch their heads and wonder who they can trust. That should be you. The authority you gain then transfers to your products or services, making customers that much more likely to choose you over the competition.

One of the reasons that ADP’s content marketing strategy has been so effective is that the company provides detailed estimates of the amount of money that readers can save using ADP’s solutions. For example, their search engines estimate that a human resources coordinator in a firm with 50 employees would save $13,370 by employing ADP’s solutions and strategies, giving brands a compelling reason to download the firm’s white papers.

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.
Looking ahead, Glossier is planning to personalize the buyer journey with content. "We're doubling down on richer data that strictly controls the content she’s seeing, with our discretion,” explains Bryan Mahoney, Glossier's Chief Technology Officer to Digiday. “This opens the door to things like machine learning: We can identify patterns and then change things around in order to get someone through checkout.”

All based around how to provide effective customer service, the team at Help Scout are great at creating eBooks – which is why they have made our list today. Their ’10 Customer Service Stories’ in particular stands out because it shows their clients what other people are doing, and how they can learn from it. It’s really well designed and well written, and you can view the entire eBook here.
It doesn’t really matter what content marketing stands for. The debates around the definition of content marketing and even its value will not make the lives of your customers better nor will they improve your business. Content marketing is not a holy grail, it’s a popular term for a way of working with content to do better. On the other hand the debate does matter in the sense that often you will read things about content marketing that aren’t correct because the definition was wrong to start with. And misinformation can lead to wrong decisions.
The other way around, several ‘old’ and new principles and processes of content marketing but also of social business, web content management, web design, analytics, publishing and more can be applied to other marketing tactics to make them perform better. Finally, tactics such as search, analytics, social etc. can play a role in detecting content needs and in optimizing content for specific goals/segments and making it available through the channels and touchpoints that matter. The latter part (can) also include service, sales, advertising, social sharing, cross-channel marketing campaigns, custom publishing, etc.
More emphasis on individual content pieces. A business that has a million website visitors a month isn’t going to double its traffic through a single piece of content—but a small business can. A small business can often afford to make great content and distribute it through limited channels, because it doesn’t take much extra traffic to boost revenue significantly.
Santander Bank’s Prosper and Thrive looks like a glossy magazine, except that it’s entirely digital. The content hub is aimed at millennials — specifically people just getting started financially who might have a lot of questions when it comes to money. Sample articles on the site include tips on building a wardrobe on a budget, and tips for buying a home for the first time.
28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.

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?
Luxury brands have these words and the emotions derived by them at the heart of their positioning. But what does that translate to, for present day marketing where purchase boundaries are no longer limited by geography? We bring you 9 content marketing examples by luxury brands that use their unique storytelling techniques to create riveting stories.
As Arketi Group says “keep the message fresh”. But also make sure you use several content options, regarding format, channel and trigger (push, pull). Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. The type of content really depends on different elements in the above mentioned other two dimensions: pain points, behavior, personas, stages in the sales cycle, you name it. Arketi further developed the model over the last few years and I think it’s a nice way to look at it, certainly in B2B.

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.
The definition of content marketing further depends on your viewpoint and background. A B2B marketer, looking to generate and nurture leads, for instance, might look differently at it than a brand marketer, looking to cause a shift of brand perception, or a search engine optimization practitioner, trying to increase organic ranking of content in search engines. However, the rules of good content marketing and essential strategies and principles are very much alike in most cases.
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
From the smallest “brand me” to industry giants, organizations of all sizes can benefit from content marketing. Marketing through curated content reduces time and costs, increases visibility and reach, and quickly and effectively establishes thought leadership. It is not enough though to set the workflow to auto pilot and populate the pages of a site with aggregated feeds.
42. For me, a keep it simple stupid kind of guy, content marketing is simply full-funnel marketing using some form of content. The key is full-funnel. Without top-funnel content a brand cannot attract an audience, let alone, retain one. Without mid to bottom-funnel content a brand cannot efficiently harvest it’s audience for new business. Chad Pollitt – Relevance
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.
One thing you'll need to know right from the get-go is that none of these benefits is going to show up immediately. Content marketing is a wonderful example of what's referred to as flywheel marketing: At first, it takes quite a bit of effort just to get the wheel turning. Over time, though, the wheel's own momentum lessens the effort required of you to see the same results. Don't expect results tomorrow, and think now about whose expectations you may need to temper, and what that'll mean for your work. But don't let that fool you into thinking it isn't working.
Stitch Fix is also a social media powerhouse, especially on Pinterest. Its Pinterest account has more than 1 million followers, but it finds a lot of value in encouraging users to create boards of their own as well. In fact, following customers on the network helps the Stitch Fix stylists to get insights about the looks that its customers like most.

Since then, Marriott has delivered on that goal, with many of its brands releasing bespoke films dedicated to further their reputations and drive revenue. The 2015 short film, "French Kiss," for example, drove more than $500,000 in Marriott bookings in less than 60 days. Renaissance Hotels has released two seasons of "The Navigator’s Table with Andrew Zimmern," which highlights the chef meeting with tastemakers in different cities. Courtyard by Marriott showcases its status as the official hotel for the NFL through a video series that has racked up more than 1 million YouTube views.


Recently I was extremely low on cash and debts were eating me from all sides! That was UNTIL I decided to make money.. on the internet! I went to surveymoneymaker dot net, and started filling in surveys for cash, and surely I’ve been far more able to pay my bills! I’m so glad, I did this.. With all the financial stress these years, I really hope all of you will give it a chance. – q1ub

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