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.
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!)
Also, promoting interactive experiences is an effective way to not only gain your audience’s attention but get them involved in the experience. After interacting with your content marketing, the consumer becomes a bit more invested in your brand and the products and services you sell. This involvement means that they will be more inclined to buy from your brand when the time comes to make a purchase.
Now that you’ve developed and followed your content marketing strategy, it’s time to go through the entire process again! Content marketing strategy is a never-ending process that needs to be followed, analyzed, and revised on a regular basis if you want your strategy to be effective at capturing leads for your business. Engage, refine, and rework on a regular basis, and your content marketing efforts will show better results consistently.
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 Beehive, Bumble’s blog, puts out a variety of strong, timely content fit for its broadening audience. To celebrate the new year, for instance, it launched a series called "You, First", which features stories about well-being and self-care. It’s these kinds of ideas that permeate Bumble's social channels as well, with original and carefully curated content sharing the spotlight on each platform – like captivating graphics and witticisms on Instagram for its more than 455,000 followers.

That’s what Raise the Bar does, by compiling a “daily digest of timely, must-read posts on sales, marketing and growth engineering.” And, that was the intent all along. In a 2016 blog post announcing the launch of the newsletter, Mattermark’s Co-founder and CEO, Danielle Morrill, wrote, “We’re turning our focus toward sifting through the mountains of content out there around sales, marketing, and growth to help the community of DOERS who grow companies.”
If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL.
Glad to see MOZ on this list too. In my opinion nobody has been better at building an audience through content marketing. I particularly like their Moz Points system for subscribers. It’s something that really could be a golden goose for content marketers in education verticals. The first university to copy Moz points will have the most loyal alumni.
I’ve been super impressed by GoDaddy’s recent content marketing campaign up here in Canada with Toronto Raptor’s player Jonas Valanciunas. They’ve been running great and funny TV ads pointing consumers to https://ittybittyballers.ca where they’ve set up a fictitious business and GoDaddy-powered eComm site with all proceeds going to charity. Brilliant!
Much of Plated's success hinges upon one factor: subscribers, and Morsel has been optimized to drive them. The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers.

'When it comes to business blogging, there’s no doubt that consistency is important,' says Vaughan. 'Just consider the fact that companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads. That being said, consistency must also be applied to the quality of your content, not just the quantity. If you pay any attention to the increased emphasis Google is placing on quality content, this comes as no surprise. Because marketers must also make a commitment to quality in all the content they create, increasing frequency alone won't get you very far. Quality and quantity must go hand in hand, and this will become even more important in 2013 and beyond.'
In 2017, NewsCred launched the Top 50 Awards to celebrate best-in-class content marketing brands. Whether hot new startups or global giants, these brands were the ones with splashy, interactive content hubs that drove conversions, stellar social media presences, innovative new technology integrations, and strong behind-the-scenes strategies and measurement plans. They were brands that inspired us to push the boundaries with our own content marketing.
If you haven't already noticed, you're currently perusing a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites. We recommend that blog posts be between 1,000 and 2,000 words in length, but experiment to see if your audience prefers longer or shorter reads.

So what is content marketing, then? Well, it's pretty simple. Content marketing is the use of that content—any of it—to help meet a marketing goal for your organization. That could be acquisition of potential customers, retention of existing ones, making more people aware of your brand or your products, or really anything else. We'll go into many of the most popular and effective ways of doing all of these things throughout the rest of this guide.
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
Celine Roque of Contently recently wrote a very insightful piece about American Express and its longstanding commitment to content marketing. Roque points out that the world’s largest travel company has been using content for brand building for the past 100 years, beginning with a series of engaging travel guides in 1915 that played a prominent role in growing the company. 

Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
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:
30. Tortuga Backpacks: Power Trip Travel Podcast. In their words: “A weekly podcast at the intersection of travel and entrepreneurship. The show is hosted by Fred Perrotta and Jeremy Michael Cohen, the co-founders of Tortuga Backpacks. Join us for the stories behind your favorite travel gear, products, websites, and apps from their creators… Plus, we’ll share the best ways to travel better, cheaper, and with less hassle.”
That top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions. These models can provide a good estimate of the value of your content, but they are, at best, an estimate, so keep that in mind before you tell the boss that if you can get the funds for one blog post it'll bring in exactly $1200 worth of leads.
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.
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).
DemandBase is a marketing technology provider that specializes in serving B2B brands. Recently, the firm used white papers, infographics, SlideShare, and webinars to source new leads for one of their campaigns. According to Top Rank Blog, the company generated 1,700 new leads and connected with 125 webinar viewers, helping them to generate over $1 million in new revenue through content marketing.
That’s why it’s exciting to see a brand like Farmers Insurance offer a modern and engaging content hub, plus consistently creative and engaging video – like a recent effort from last Halloween. Starring J.K. Simmons as Professor Nathaniel Burke (Farmers’ brand mascot since 2010), and spinning off from the success of an earlier campaign – Hall of Claims, which pokes fun how wide-ranging and far-fetched these reports can be – "The Stranger Claims" series takes on the same theme, complete with a nod to the hit Netflix show "Stranger Things."
Which marketing and other organizational goals can we realize or improve by better using content marketing? An example: traffic building, conversion optimization, event marketing, lead generation and management, email marketing, social media marketing, marketing automation, customer service, etc. can all be improved by a better usage of content and content marketing. Your content marketing strategy looks at this. As a matter of fact, don’t just ask what organizational goals content marketing serves as in the chart. Many people, especially those calling the buying shots, have no clue what content marketing is and so do many executives, even in marketing. So, ask what organizational goals you can support and strengthen instead of trying to separate content marketing from the overall equation.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.
Hi Demian, great post. I really appreciate the way you structured the post – simple, easy to understand, and a delight to read. The 13 questions are a qreat way to start building a strategy from. Apart from measuring the results, I find it very important to really take time to analyze the data and optimize content accordingly. I only started getting good results when I put more emphasis on analyzing the results. Thanks for the helpful post, shared it with colleagues.
We believe one of the causes for content marketing’s lack of effectiveness is because everyone means something different when talking about it. There are so many different definitions going around people are bound to miscommunicate. If you don’t agree on what “content marketing” means for your organization, it is impossible to agree on whether it was effective or not.
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).
Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
James tells stories for a living. Sometimes they are true. Always they are crafted to help brands delight, educate and funny-bone-tickle their audiences into coming back for more. He’s super passionate (read: obsessive) about ecommerce content marketing. James is dedicated to teaching ecommerce brands how to create their own repeat-customer-generating media empire. Keep an eye out for his online ramblings - you can expect a generous helping of lightbulb moments and cheeky guffaws.
The results were magnificent. Simply Business increased their ranking for their main keywords, including reaching first place in the Search Engine Results Pages (SERPs) for “professional indemnity,” “public liability insurance,” and “employer’s liability.” Even though they launched some guides before Google’s Penguin algorithm change, they significantly increased weekly organic traffic, meaning their link building practices were white-hat and high-quality.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
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.
Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.

Who are the buyer personas and what are their content needs and preferences? This questions looks at the type of information different ‘archetypes’ of buyers seek during their buying journey and maps the customer touchpoints, preferred communication channels, and – to some extent – the content formats, although that’s a question for the content strategy too. Buyer personas haven’t been invented for content marketing. They are used for an overall marketing strategy. But in a content marketing strategy you take a more complete look at them.

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.


Evans Halshaw is the largest volume car retailer in the UK, and they have made great efforts with their content marketing. Every plugged-in marketer knows that in order to grab people’s attention, you need to be unique, clever and relevant. So what did they do? Well, they released an infographic that tied in with one of the highest grossing films of 2012 – James Bond’s Skyfall.
By asking people to share the product with someone they know, the campaign also worked to make an emotional connection with its consumers. Coca-Cola followed up the printed and social media campaigns with videos that showed friends getting together and sharing a Coke with their name on it. This strategy helps the brand go beyond just showing the value of the product to showing how the product can bring people together.

Ever spend precious time creating a piece of content, only to realize that it didn’t actually do what you wanted it to do? Yeah, we’ve been there, too. That’s why it’s so important to clearly and precisely outline your goal for each piece of content before you start anything. It gives you a road map to determine which main points to hit within the content, how to distribute it, and what metrics are needed to track success once it’s published.

The CRM space is one of the largest and most competitive industries in the IT sector. Despite being the world’s largest vendor, Salesforce has had some problems maintaining steady traffic and leads. This was the case for Salesforce UK, which could have been a cautionary tale in content marketing examples. They had to drastically change their content marketing strategy to increase their search and paid traffic sources.
What you can do about it: By creating this kind of inclusive content, Whole Foods is attracting new customers and creating lasting connections with its audience at the same time. Healthy living is not an elite club, it’s a choice that Whole Foods wants to help people make, and the content it produces supports that idea. Create content that revolves around how you can truly help your audience.
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.
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