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.
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.
Although native advertising might not look like marketing, the content should explicitly state that it was provided by the advertiser. The Federal Trade Commission (FTC) guidelines for all advertising emphasizes transparency and includes stipulations that advertising claims must be truthful and supported by evidence. The more content marketing is similar in format and topic to the publisher's editorial content, the more important a disclosure is, in order to prevent deception.
The personal finance site Mint.com used content marketing, specifically their personal finance blog MintLife, to build an audience for a product they planned to sell. According to entrepreneur Sachin Rekhi, Mint.com concentrated on building the audience for MintLife "independent of the eventual Mint.com product."[20] Content on the blog included how to guides on paying for college, saving for a house, and getting out of debt. Other popular content included in-depth interview and a series of financial disasters called "Trainwreck Tuesdays." Popularity of the site surged as did demand for the product. "Mint grew quickly enough to sell to Intuit for $170 million after three years in business. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information because of the blog’s smart, helpful content."[21]
Expedia is a well-known travel brand that relies heavily on content marketing. Currently, their strategy involves a variety of different content channels, but they also strive to earn a presence in high-authority publications whenever possible. The company hired a firm called Quad Digital to place a number of well-designed infographics on such sites. They also publish guest articles on many authority websites.
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.
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.
With its #GEInstaWalk campaign, GE invited six Instagram influencers and a few fans to tour their manufacturing facilities and share their experiences. These individuals would take and upload photos using the hashtag #GEInstaWalk for all to see. In the end, these individuals provided a unique look at what it’s like behind-the-scenes at General Electric.

Ally Bank is a completely online bank that’s made a name for itself through “disruptor” strategies. The bank has a reputation for coming up with creative ways to get people to think long and hard about their money. One example was a game called Ally Big Save, which only worked during the commercials of the NFL big championship game. In the midst of the football game, Ally’s app was downloaded 65,000 times, and more than a million people visited the game’s microsite.
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.

Yes! The point of your content is to be seen, read, heard, and, most importantly, shared, so what good is your content if it’s never seen? Research has shown that countless brands who develop and follow a content marketing strategy consider their content marketing efforts to be more successful, found content marketing in general to be less challenging, and were later able to justify a higher content marketing budget that allowed them to invest in higher quality content.
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.

Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.


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."
Run by a team of Condé Nast veterans, the site is an extension of the Equinox brand and features show-stopping photography and design with a range of high-quality writing, videos, and even musical playlists that are published online, through the Equinox app, on-screen at gyms – and distributed across its own mega-popular social media channels. The sublimely curated and mostly user-generated Furthermore Instagram feed, for instance, attracts more than 50,000 engaged followers (and several hundred likes per post) with its gorgeous color palette and expert insights.
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.
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.
In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.
Tiffany’s tumblr page manages to capture the essence of the brand in its entirety. Content on the page communicates the emotion behind a Tiffany purchase along with the allure of its rich legacy. Each post is crafted to express the sense of exclusivity that comes with owning a Tiffany trinket. Tiffany & Co. has crafted a place for itself in the modern fairytale. Their content subliminally translates the same message.
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.

Run by a team of Condé Nast veterans, the site is an extension of the Equinox brand and features show-stopping photography and design with a range of high-quality writing, videos, and even musical playlists that are published online, through the Equinox app, on-screen at gyms – and distributed across its own mega-popular social media channels. The sublimely curated and mostly user-generated Furthermore Instagram feed, for instance, attracts more than 50,000 engaged followers (and several hundred likes per post) with its gorgeous color palette and expert insights.


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.
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.
Ideally, it shouldn’t be hard to meld these two elements, since search engines like Google favor quality content. But when you’re actually looking at the way that traffic and social is functioning around certain topics and pain points, you can use this information to tailor your content even further and differentiate your brand while ensuring your website remains in decent standing.

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.


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!
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So while we don’t recommend abandoning blogs completely -- after all, written content is still vital to SEO -- we do emphasize the importance of diversifying content formats. Marketers who incorporate video into their content strategies, for example, have seen 49% faster revenue growth than those who don’t. And remember that tip to “keep it human” we mentioned earlier? That’s a great thing about live video in particular -- it can help portray brands (and their people) as candid and genuine.
Intelligentsia is a coffee company that produces roast coffee blends from German vintages. Their business model may not be high tech, but content marketing has been instrumental in helping them grow their brand. The company has engaged in a variety of content marketing practices, but many content marketing experts argue that their brew guides are what really set them apart.
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.
Bloomberg's Diversity & Inclusion Blog shares thought leadership and research on the topic. Stories like "How to Be an Active Ally in the Workplace" share actionable tips to improve workplace inclusivity, while pieces like "Workers’ Trash-talk Goes Down When Leadership Diversity Goes Up" demonstrate why diversity is good for everyone. Bloomberg has also dabbled in creating video content to help move its message forward.
It’s for this reason that we don’t recommend you spend too much time analyzing the many data points you may be able to surface on your competitors. We encourage you to experiment with various tools for competitive data analysis. Just don’t make it a focal point of your content strategy. Your energy is best spent on your unique connection to your best customers.
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.
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.

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.


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.”
Chanel uses content to essay its rich legacy to the audience. None of their stories are about the user or the customer. Rather, they’re about the elusive charm that Coco Chanel translated to all her products. By revealing slivers of the brand, it makes users believe that they’re part of an exclusive club where limited, veiled access itself is a privilege.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
2. Huffington Post: Easy recipe videos. Videos and cooking are a match made in heaven; that’s why we have the Food Network and Top Chef. Huffington Post shows Facebook fans how to craft delicious dishes via descriptive videos — all 60 seconds or less. In 2016, attracting and maintaining customer attention will reach new heights of importance. Take a cue from HuffPo and focus on conciseness for your content.

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.

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