Remember, your content marketing tactics can bring traffic to your website or landing page. Your content strategy, on the other hand, will drive traffic to your website and then help convert those visitors into customers. When done effectively, you should see not only an increase in website traffic but also improved user engagement and conversion rates.

Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:
Blogs have many benefits for content marketing too. Do you need a blog for your organization? It all depends but there are many befits and reasons to at least have a corporate blog (which doesn’t mean it should be company-centric). Blogs have many inherent benefits, can serve multiple (content) marketing goals and there are dozens of good arguments to get started.
Content marketing is a form of digital marketing in which brands develop an always-on relationship with customers through content that is non-promotional and provides value at every interaction. Content marketing has evolved from being just blog posts and editorial strategies. It’s now a holistic approach that relies on a broad range of digital marketing tactics such as email, social media, SEO, and paid distribution to reach a target audience. 
EXAMPLE: TD Ameritrade produces its print and digital magazine, thinkMoney, for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.
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:
The LV website displays a knack for well thought out storyboarding and high-quality imagery. Previously, their website focussed a lot on content but failed to connect it to any real outcome. This has changed in recent times as there is an obvious shift towards enabling easy sharing and quick consumption of information. Almost like an online fashion portal.
Last year, Glossier added hundreds of employees and moved to a large headquarters in New York City. Content marketing is an even bigger part of the success formula. Glossier employees have created FaceTime makeup tutorials and Facebook Live videos. The brand has a large presence on YouTube, including the “Get Ready With Me” series, which features someone's morning routine.
Depending on the size of your operation, you could be looking at creating a one-sheet that reminds all your writers which part of your brand name to capitalize, that you use the Oxford comma, and that the tone of all content should be conversational. Or, these guides could be a major undertaking that identifies how multiple brands are referred to and trademarked, advanced copy editing guidelines (including how and when proprietary terms should be used), and a range of voice guidelines for all potential types of communication from customer service interactions to blog posts and press releases.
Content is essential, no matter what. The focus on the term content marketing should not take our attention away from this simple fact, that is true since long before the term was invented: people ‘consume’ content, they use it to prepare a purchase, they like it regardless of their relationship with you, words and images are essential in human behavior and persuasion and content plays a role in virtually all marketing tactics. A good content marketing strategy is really a mix of different tactics and strategies, aligned with the buyer journey and overall marketing strategy.
Content marketing is an umbrella term. This means that it can be used for numerous reasons and can mean many things to many people. It’s less tangible than search engine marketing, for instance. This is exactly the reason why you need to think about the strategic role of content marketing within your organization and its ecosystem. Without a content marketing strategy, you risk focusing on the content – and content strategy – too much and not seeing the overall goals anymore. In fact, this is one of the most crucial and deadly mistakes in content marketing. Unfortunately, this disconnected view on content marketing happens very often and leads to a focus on the wrong things.
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.

If you thought a company like Twitter doesn’t need content marketing, think again. The social media giant has been building up its Twitter Business Outlook blog with original and licensed content centered on how-tos and best practices for advertising on the platform. After all, while countless other websites and agencies counsel on how to tweet to your fullest potential, where better to hear it than straight from the source?
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.
Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice.”
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?
Live Person is an online voice and chat solutions provider that also uses content marketing to connect with new customers. The company is currently pioneering the realm of digital engagement, which is helping them to rapidly grow their brand. Their new technology has also inspired some remarkably innovative content, which is accelerating their growth even further.
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.
Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.

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.
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.
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.

“We’ve always made really deliberate design decisions to break the stigma and peoples’ misconceptions about meditation,” says Chris Markland, a Senior Creative and Artist at Headspace. “The mind is often an overwhelming and scary place [and] illustration has been a really useful tool in breaking that down to people in an engaging, fun, and relatable way.”
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
KLM also has a successful big rock content strategy. Each year, it releases an interactive "where to fly next year" piece that highlights 50 destinations and consistently breaks company records. (See this year's at ifly2018.com.) According to KLM, past pieces have received more than half a million visits, with an average engagement time of more than five minutes, and above average referrals to the KLM site.

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.
First Round Review, the branded publication from venture capital firm First Round Capital, has made a name for itself with exceptional long-form content. With a captive audience of startup founders and business leaders, its content addresses common pain points and shares in-depth strategies from successful executives. The content hub is comprised of nine digital magazines that zone in on a specific aspect of business growth, from product to engineering to fundraising.

Now that you’ve set your goals, it’s time to determine the KPIs you need to evaluate whether your content actually hits those goals. There’s no single magic metric that will give you a complete picture of your content success, but a combination of benchmarks can be useful to assess performance. Here’s a guide for choosing the right KPIs according to your goals:
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.
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.
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. 
Your marketing plan should go beyond the types of content you'll create -- it should also cover you'll organize your content. With the help of an editorial calendar, you'll be on the right track for publishing a well-balanced and diverse content library on your website. Then, create a social media content calendar so you can promote and manage your content on other sites.
You know what? 87% of B2B marketers practice content marketing to produce more qualified leads. And 78% of marketers are preparing to spend more money on content marketing. But according to my experience, the consistently producing quality content brings more traffic to a website. It also improves engagement with targeted audiences. Not least but using images in post increase audience engagement up to 30% more than plain text.
19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.
Red Bull TV is a website that provides videos and live streaming of events from across the world. According to Target Marketing Magazine, Red Bull was one of the first companies to create content that its customers actively sought out. As a result, it drew a large number of people who were interested in the adventurous activities that Red Bull drinkers often participate in, instantly setting it apart from others in its industry.

“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


Content marketing is a foundation upon which entire marketing campaigns can be built. Creating content gives you, friendly content marketer, a wonderful opportunity to collaborate with teams you might not talk to often enough. You can work with design/UX to create fantabulous illustrations. You can work with engineers to make sure your content shows up the way it should online. You can work with social and community teams to make sure that gorgeous content is effectively promoted, and that's just the beginning.
It’s important that every piece of content has a Call-to-Action (CTA) that’s direct and brand-focused – otherwise, your content isn’t really likely to generate leads. The cool part about social marketing, however, is that you can get creative with this. Instead of just saying, “Buy this product,” for example, you can offer a free e-book or trial offer to let users have access and decide for themselves whether or not your product or service is valuable.
Earned media is any press mention, feature, or article that your company earns in an external outlet. It exposes your brand to new, larger audiences; builds your influence as an industry leader; and offers the third-party validation that your content simply cannot achieve on its own. Examples include guest-contributed content or guest posts, press mentions, and other PR efforts.
Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.

Content marketing is different than traditional product-marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.
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.
Influencers: Letting others speak for you is sometimes more valuable than tooting your own horn, and audiences may find it more authentic as well. Creating a rapport with prominent industry influencers and having them share your content through their own social feeds streams your content to potentially thousands or millions of new followers. That means more brand ambassadors than you could have ever organically created.
Are you taking local placement seriously? Content marketing isn’t just for an international audience, but for local clients and customers as well. According to recent statistics compiled by Bright Local, 97% of consumers use online search for local products and services. In other words, local placement should dictate part of your content marketing strategy.
While all the ways American Girl connects to its audience are too numerous to cover in this one post, I’m particularly amazed by its print publications. For instance, The Care and Keeping of You is a book all about growing up for girls. It ranks second in its category (and 76th most popular among all books on Amazon.) It’s from a brand selling dolls – but the subject has nothing to do with the dolls.

By defining questions like this, you are able to uncover information about your potential customers that will simplify the way in which you go about creating content for them. Specifics like these seek to improve your targeting efforts by supplying you with enough information to personalize content and move personas closer to a positive purchasing decision.

You're looking for trends to see what successes you can build on and what needs improvement. Don't forget to look for gaps. Sometimes the content you most need is the content that isn't yet there. Do you have 15 posts about tools for every one case study? Are all of your posts about advanced niche topics? What if your audience is full of beginners who want to learn from other people's experience? Looking back through and classifying/quantifying your previous work gives you a bird's-eye view of where you've been in the past and where you have yet to venture.
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