"Our ambition is fairly massive," says Jay Curley, now Ben & Jerry’s Global Head of Integrated Marketing, in New York Magazine. "We're trying to create a new model for how businesses can use their voice to have an impact on important social movements, and show that you can do that and it doesn’t hurt your business. As a matter of fact, it may help."
The site is bright and bold in its design – finally giving corporate a chance to look and feel like consumer publishing – with a balance of sports, business, and lifestyle content that works to engage the athletes among today’s workforce. Long-form writing hits it out of the park as well, like the team’s visually stunning interactive site, The GamePlan A Guide to Creativity, which has racked up 3,500 social shares and counting, and is packed with valuable information, ideas, and illustrations.
The secret isn't quantity. Each Colours edition is released by season. That's quarterly content publishing. Field Notes only release their beautiful videos once every three months (with a couple of welcome exceptions). Throw in a blog post and a couple of emails and you have a content development schedule any resource-strapped marketing team can handle.
Pratik Dholakiya is the Founder of The 20 Media, a content marketing agency specializing in content & data-driven SEO, and co-founder of MoveoApps, a mobile apps development company. He regularly speaks at various conferences about SEO, Content Marketing, and Digital PR. As a passionate marketer, he shares his thoughts and knowledge in publications like Entrepreneur, The Next Web and Fast Company. Onalytica has named Pratik one of the top content marketing influencers three years in a row. Recently, Pratik has been awarded one of the 100 Smartest Digital Marketers of India by World Digital Marketing Congress.
Zoom-Zoom Magazine has a clean, modern layout that feels like a consumer publication. Recent stories include a behind-the-scenes look at Mazda's test chambers, a writer's challenge to see how many states he could drive through in 24 hours, and a short profile of an engineer who worked at Mazda for nearly 50 years. Every story includes large, gorgeous images, and some even include the option to download them as wallpaper.
Once you've been regularly publishing content on your own site for a while, it might be time to start thinking about distributing your content on other sites. This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites -- such as Medium -- or publishing website content on various social networks.
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.
With so many channels, platforms, and methods of communicating with audiences, it’s easy to overlook the classic email — but email is very much alive and well. In fact, email drip campaigns are one of the simplest, most effective ways to provide targeted, high-performing content directly to your readers, enhance their experience with your brand, and enable the sales process.
But Barclaycard isn't stopping there. This past year, it launched The Fast Track, an impressive, interactive online course for small business owners and entrepreneurs. Each of the five learning modules spotlights a local business, plus video, audio, written content, and downloadable guides. Module 3, for instance, is on "Building profile and customer loyalty," featuring the owners of Blok London, a boutique class-based gym, and how it's competing in a saturated fitness industry.
Which organizational processes, stumbling blocks, competitor data, management goals, customer insights, business stakeholders, teams, external partners, overall marketing priorities, etc. do I need to know in order to succeed? Before even thinking about content strategy, content inventorization or content production, these crucial questions need to be known.
Content marketing already addresses a variety of needs and objectives for different departments. Sales teams use content to bolster pitches and improve client relationships. Brand managers turn content into goodwill and authority. Recruiters attract top talent by publishing content in places where the best candidates spend their time online. The possibilities are endless — and now, a new avenue is opening up.
You should place sharing options above and below content to increase visibility and give readers access, wherever they are on the page. If you’re company blog runs on Wordpress you can also implement auto-detection plug-ins that prompt users to share or subscribe to your content depending on the platforms they are logged into when they are viewing your content.
Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.
In 1933, Procter & Gamble started to broadcast a radio serial drama sponsored by their Oxydol soap powder. The owners wanted to build brand loyalty by aiming to adult women. They could intermix their marketing messages into the serial drama. The term soap opera was born in this year, and they marked a precedent for native ads. Engagement with the audience was a key element with the creation of this content.
But with nearly 88,000 subscribers on YouTube, it’s video that’s a clear win for the brand. Clips range from workout how-tos and style tips to interviews with athletes and astronauts. A particularly successful recent effort explores celebrity training routines, with the spot “Could You Survive Nick Young’s Workout?” garnering 806,000 views in just the last two months and driving more traffic back to the site. And it’s a good thing, given how great the content is. With a scientific bent and a thought leadership streak, new articles like food and fitness forecasts set readers on the right foot for a healthy new year – with lots of inspiring and enjoyable reading ahead.
The website makes you realise that content has been part of their story since forever. Insider, takes you into the world of Patek Philippe translating every bit of their classic legacy on screen. It immerses you into the world of watchmaking, breaking down the process into what it entails. If there ever was a Holy Grail of timekeeping, this would be it.
“The difference between “marketing with content” and content marketing is a digital publishing platform that your brand owns. Creating an article for a publisher. Or an ebook. An ad. Or sales collateral. These are not content marketing. Content marketing means committing to publishing content people actually want. On a platform you own.” – Michael Brenner, Marketing Insider Group
So did they break it? Almost. Eliud Kipchoge of Kenya missed the mark by just 25 seconds, still beating the previous record for the fastest marathon by an incredible two and a half minutes. More than 13.1 million people watched the race as it streamed live across Twitter, YouTube, and Facebook, and an hour-long documentary special about the race (produced with National Geographic) garnered more than a million and a half views – a notable achievement in itself.
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[37] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[28]

Content marketing is not fundamentally different than marketing itself, because you can’t communicate or persuade without content. But content marketing tends to focus on free and gated formats to attract attention and website traffic, generate leads and to aid in the sales process. It can get super sophisticated with marketing automation and may require advertising to get traffic, as SEO has become more and more difficult with every passing year. Brian Carter, Author of The Like Economy


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.
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
While this is certainly the case (and no one ever claimed content marketing was now) and while Joe Pulizzi picked the term ‘content marketing’ among several others he launched, deciding to use the term that worked best, the definition debate overlooked what distinguished content marketing – no matter how it can be called tomorrow. One of the pioneers in content marketing, Doug Kessler, expressed this very well in an interview.
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.

To help you build your content marketing strategy for next year, I teamed up with Skillshare to curate a list of their top online classes that’ll teach you how to build a content marketing strategy from the ground up. They were even generous enough to offer us all two free months of access to their 17,000+ online classes (normally $8-15 a month) so you can get a jump start on building your content marketing strategy (and more) in 2018.
People are asking questions and looking for information via search engines like Google, and you want your business to be at the top of the search results. Answering people’s questions via blog posts, e-books, videos, and other content assets is a key way to make this happen. Of course, showing up is only the first step, but it’s essential if you want to reap the benefits of content marketing.
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.
What you can do about it: By creating a unique, shareable experience, Coke basically inspired its audience to do the marketing for the company. People get excited to find their name or their friend’s name on a can of Coke at the store — so excited that they end up posting pictures of the cans on their Facebook and Instagram accounts. Personalize your content in a way that resonates with your audience.
These content marketing examples show how B2B content marketing works in real life and the results you can expect from it. What results have you seen from your content marketing strategy? As good as your strategy is, it could always be better. Download Curata’s eBook: The Future of Search Engine Optimization: 5 Ways to Adapt Your Content for 2017 and make the most of the content you already have!
Extract knowledge from your subject matter expert. Put together a list of questions for your SME to answer to painlessly extract his or her knowledge. It’s completely OK if your SME isn’t a natural writer; that’s what your content marketing team members are there for. What’s most important is that you communicate his or her expertise, and that’s where this process comes in handy. Your questions should be highly specific to get the right information from your SME’s brain and create unique, high-quality expert content using those insights.
One of the key challenges in content marketing – as a strategy – is to connect the content life cycle, the customer life cycle, brand touchpoints, different scenarios and personas, various goals and ways (channels, media, content) to achieve them and the proper processes of collaboration involving key stakeholders and – more than ever – customers and other members of the broader ecosystem (e.g. so-called influencers) themselves.
In politics, the “sizzle” tends to look like catchy one‐liners that are ultimately meaningless, out‐of‐context statistics that sound good, and targeted attacks on your opponents. None of these things have anything to do with whether or not a candidate will be successful in office, but since the masses tend to respond to sizzle, politicians focus on the sizzle.
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.
This information should come partly from doing the steps above. If you’ve determined your audience is primarily on LinkedIn, then they might like in-depth articles, whitepapers or slide decks. If they’re on Facebook, then video and list posts might fit their style. If they spend a decent amount of time on Medium, long-form storytelling might be a good fit.
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.
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.
"From a marketing standpoint and strategy, it is absolutely a content-first one…We want people to learn and engage through storytelling – and branded content is a big piece of that, both from the original branded content that we are creating, and the ones where we are partnering with publishers to do it in a native format," says Liz Matthews, Senior Vice President of Global Brand and Creative at Dell Technologies.
12. Bon Appetit Magazine: Foodcast. Bon Appetit’s podcast “features interviews with chefs, writers, and, well, anyone who has something cool to say about food.” Topics include holiday baking, why chefs hate brunch, and FAQs for Thanksgiving dinner. Not every company needs a podcast, to be sure, but if you can schedule great guests and figure out the tech specs, this can be a meaningful channel to engage with storytellers over the long term.
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.
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: 

Once you've been regularly publishing content on your own site for a while, it might be time to start thinking about distributing your content on other sites. This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites -- such as Medium -- or publishing website content on various social networks.


Director of Content John Collins first joined the company four years ago as Managing Editor, taking the helm of Inside Intercom. Since then, he's built a content marketing operation that put out 230 blog posts, 46 podcasts, and three beautifully designed books in 2017 alone. Intercom is totally transparent about its efforts, too, with experiments and successes often documented on the blog and beyond. The team's work has garnered Intercom a fiercely loyal, engaged, and growing audience (who often opt to share their email addresses or other personal details to download assets like e-books).
This audience segmentation is most often done using buyer personas. There are also other models, for instance in storytelling some like to work with archetypes. We made an overview of several persona models. Note that some people also work with specific content marketing persona attributes. However, if you want an overview to start with, you might want to read it.
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.
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