'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.'
He elaborates, “What’s the thing where when you read the first few search results you say, ‘This is great, but I wish they…’. If you have great answers to that, don’t ask ‘how do we make something as good as this?’ but say ‘how do we make something 10X better than any of these?” That’s the bar that’s been set because it’s so competitive to try to rank for terms today.”
If Chanel is all about snooty exclusivity, Burberry believes in just the opposite. They are quick to adopt newer platforms and find their audience in the places that they frequent. A stellar example in this regard was the Burberry kisses campaign that they launched in collaboration with Google. The campaign was a pioneer in combining two previously unconnected elements- ease of communication of the web with the universal relatability of a real kiss.
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
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.
Content marketing…is the art and science of attracting an audience toward a brand and it’s website, then inspiring that audience to take action. This is done through the publishing, promoting and measuring of content. The form of the content is often written text, but may also be video, audio, diagrams. The function is often educational or useful, but may also be entertaining. Content marketing contrasts with advertising, which seeks to interrupt or distract an audience with a brand’s message. – Andy Crestodina, Orbit Media
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 somewhere else. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.
In the past year, Headspace has launched a few new content initiatives designed to make meditation more accessible – and drive and retain subscribers. One is a "How to Meditate" section that includes answers to frequently asked questions, plus videos that help people solve common meditation challenges. Headspace now also offers “packcasts,” which are recordings that feature Headspace employees discussing certain packs, or sets of meditations, while “trying to build a meditation practice that works for [them]” and showing how personalized one's meditation journey can be.
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.
You also need to “translate” captured content into content that’s appreciated by your audiences. And, last but not least, you need a way to manage the content you have and unlock it by making the link between content management and information management on one hand (typically not the role of marketing) and your content marketing team on the other.
11. House of Cards: The alternate Frank Underwood reality. Netflix’s political drama House of Cards adopts the marketing mindset that Frank Underwood and HoC characters are totally real. With a full election website and commercial that aired during a presidential debate, you forget that these people are acting — and isn’t that the whole point of TV? House of Cards creates a steady stream of content build-up to generate excitement for the new season. It’s a great example of how a few key content pieces released strategically can drum up anticipation for a big launch.