But more importantly, GoPro is getting tons of free marketing from the customers themselves. By promoting customer uploads and targeting an audience looking to record their exploits, the company sees thousands upon thousands of users upload branded content every month. These uploads are then constantly edited and compiled by other users into “People are Awesome” videos and non‐sponsored “GoPro Compilations” like the one below.
But one of the newest and most successful strategies Random House has embraced has been using Medium to aggregate content from their active publishers. They also launched a new consumer discovery website to help people find relevant content. Random House CEO Markus Dohle says that content marketing has played an important role in maintaining and growing Random House’s brand image:

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.

On the internet, content marketing campaigns involve publishing custom content on specific destination sites the target audience respects and visits often. During the campaign, the advertiser creates custom content that is tightly aligned with the publisher’s website and editorial mission. The goal is to provide prospective customers with an integrated user experience (UX) that encourages engagement and interest in the brand. The challenge is to ensure the content is topically relevant and meets the audience's needs. If the content is simply a thinly veiled sales-pitch, it risks turning the buyer off.
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."
Starting a podcast will help audiences find your brand if they don't have time or interest in reading content every day. The number of podcast listeners is growing -- in 2018, nearly one-third of the U.S. population has listened to a podcast in the last month. If you have interesting people to interview or conversations to host, consider podcasting as another content format to experiment with.
The content marketing examples above provide some excellent inspiration for the modern marketer that’s eager to do more with their content. Whether you work to personalize your messaging or just want to do something out of the ordinary with your content story, it’s essential that you keep your audience in mind when developing content ideas. Oh yeah, and don’t forget to have fun!

Prioritize social channels. Focus on the social channels where your audience is most active and engaged. You don’t need to be everywhere all the time; identify where your audience members live, and get your content in front of them on those platforms. For example, Influence & Co. primarily uses Twitter, LinkedIn, and Facebook to connect with our different audiences.
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.

But the messaging remains relevant, even among the hint of silliness. After all, CB Insights designs technology for people in the VC space, so it’s tasked with creating content that will appeal to a broad audience: customers, prospective customers, tech enthusiasts, and investors. And so, under such subject lines as “so sad: tough to have a VC dad,” it includes relevant data. Yes, gifs are hilarious -- but in some contexts, they’re also worth $147 million.
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. 

The content marketing examples above provide some excellent inspiration for the modern marketer that’s eager to do more with their content. Whether you work to personalize your messaging or just want to do something out of the ordinary with your content story, it’s essential that you keep your audience in mind when developing content ideas. Oh yeah, and don’t forget to have fun!
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.
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.
Set up ‘Pixels’ on your site: This is a small snippet of javascript code that you can add to your website to track social media advertising efforts specific to each individual platform. For example, a Facebook snippet opens up the lines of communication between Facebook and your website that gives them information about the people who come to your site and lets the social network know if a user has done a certain action.
Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”
Good content attracts, informs, persuades, serves and engages buyer personas, prospects, customers and other target audiences across the entire lifecycle and relationship with your organization and brand. It responds to the questions and needs of (prospective) customers during and after their buyer journey in correlation with direct and indirect business goals.

Content marketing is nothing without strategy. You can have the most interesting, thought-provoking piece of content out there, but it’s nothing if it can’t be found by the right people. No matter what stage of your content creation you’re in, whether you’re in pre-planning, development, or finishing up and wondering how to present it to the world, now is the time to start thinking about the best strategy for optimizing and distributing that content to your audience.
It's content that helps people find you. It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch. 3.)
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.
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.
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.
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.
I don’t know what I could add to this list. Content marketing is nothing new, but as it’s been said, it’s ever changing and people are finding new and more engaging ways to incorporate it into their marketing strategies. Content marketing is vast and is used in almost every aspect; this blog, for instance, is content marketing. You’ve creating content to bring people here to help market what you’re offering or who you are.
Luxury brands are largely about selling the idea of exclusivity. Their appeal lies in the illusory idea of superiority that comes from possession. However, some brands manage to communicate a feeling of exclusivity but also extend a pragmatic relatability in the minds of their audience. Tesla Motors has carved a niche for itself in the minds of the ecologically aware luxury customer. It caters to a growing class of urban and suburban rich who don’t mind a steep price tag as long as it justifies their commitment towards the environment.
But why would NextView want to create an entirely separate blog that isn’t even on its website? Well, it’s an exercise in creating off-site content: the material you own but doesn’t live on your website. When executed correctly, it can give publishers a huge boost in discoverability, variety, and quality, especially when making use of a highly popular platform like Medium.
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