“It put content marketing, as a program, on the map for USAA, where it had never been before,” says Mollie Walker, Lead Marketing Manager and Content Strategy Lead, USAA. “Over time, we hope to show that the more we grow our content marketing as a program and discipline, the more we can save on the awareness media that we have to purchase. We’re filling that gap and telling a story in between awareness and buying stages.”
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.

So you're familiar with content marketing and its importance in an effective inbound marketing campaign, but are you doing them correctly? As mentioned in our intro, this is usually the area that most marketers struggle with, but thankfully, by following a few basic best practices, we can help you in your quest to get started in creating quality, relevant content.


The design is clean, modern, and features large, beautiful images, audio, and videos. A story about Patagonia, for example, includes stunning visuals of the Perito Moreno glacier, Torres del Paine National Park, and penguin and sea lion colonies – complete with sound effects! Calls to action, to book travel on KLM.com, are subtly embedded in images at the bottom of each story.
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.
Research is great, but it never hurts to try something new if your content marketing timeline (and budget) allow for a little experimentation. Jump on social media trends, try out a new technology, or reach out to your audience and ask them what they’d like to see. Just make sure you’re always tracking the results so you can revisit and potentially add something new as part of your successful content marketing strategy.

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.


Of course, how you communicate your strategy depends on the structure and culture of your organization. In some cases, it may be appropriate to share your full documentation. In other cases, it may make more sense to create targeted summaries for certain stakeholders (for example, busy executives, or external agencies), based on how your content marketing strategy will impact their particular roles, processes, and objectives.


What is the content about? Does it talk about what you're selling, or is it more educational? Is it about content marketing, social media, conversion rate optimization, landing pages, A/B tests, or something else? Come up with a list of categories that fairly well encapsulates what you've covered through content marketing, and assign each piece a category or two. That'll allow you to come to conclusions like, "Wow, our audience engages nearly twice as much with posts that are about advertising techniques. I guess we know what they're interested in."
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.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.
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.”
If you’re a small local retailer in bathroom equiment, you may limit yourself to making sure you can answer the questions of your customers and keep them loyal or make them buy more or have more people buy from you (word-of-mouth indeed). But, then again, maybe that local retailer wants to grow and decides to use content for it, which is perfectly possible (no boring or small businesses when it boils down to the possibilities of creating relevant content).

“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.”
We'll show you the basic steps of a content audit here. If you're looking for a deeper dive, check out this guide from Distilled and this more SEO-focused one from Everett Sizemore. In addition, Michael King has a great presentation that takes a deep dive into the use of personas in content audits with a solid look at some helpful tools, and Inflow has a helpful chart to focus your auditing efforts.
Your overall positioning will influence traffic types and patterns, and your traffic patterns will also influence your SEO standing. It’s all a two-way street, and the rules sometimes change over time. To this end, having your SEO on point can be challenging and having an SEO-friendly website can take a while to build (search engines do tend to favor more established businesses).

“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.”

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.
Many hotel companies use content marketing to grow their brands, but Marriott intends to take it to the next level. They recently created a new global creative studio, which will publish a variety of entertaining content pieces for the travel industry. According to David Beebe, Marriott’s vice-president of Creative, Content Marketing and Global Marketing, Marriott strives to become the number one travel content publisher in the world:
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.

But in order for content to convert readers and incite growth, it needs to occasionally disrupt its audience's point of view. A company doesn't work for its content; content works for its company. If you need to say something that a blog alone can't, the business demands that you make it work -- whether that means starting a YouTube channel or seeing how you can integrate an AR tool into your next ebook.


Post consistently. Just like with your blog, it isn’t enough to post a few sporadic tweets, nor do you want to blast followers with a bunch of posts all at once. Post consistently and at effective times. We’ve found that posting early in the morning or after 5 p.m. earns the most engagement, but you can play around with timing to see what’s best for you and your audience.
But, when we recently launched a new e-book that answers common content marketing questions, we learned that many of our readers are just getting started. As such, we want to make sure we continually cover the basics. Whether you are new to the practice, need a new way to look at what you’ve been doing, or need help explaining this to your relatives, this post is for you.

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.
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.

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.

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.
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
One last component of bank content marketing is measurement. How do you know if you’re reaching your goals, or if your content is working out? You need to track it. Pay attention to how many people are reading or viewing the content you produce. Then make note of what they do next. Do they open an account with your bank, or get in touch to learn more? Or are people clicking away from the page without taking any positive action?
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.
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.
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.
You’ll want to take existing insights and try to determine which of the different social platforms is most effective, and then choose one or two KEY platforms to work your content. Be sure that your brand and product fits your social media channel itself as well as the demographic. For instance, you’re better off sharing yoga clothes on Instagram and Pinterest, perhaps even via an influencer marketer, then on something like LinkedIn.
Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated. It looks at all of the content your customers ever encounter. It overlaps with content marketing, which is why you'll see a lot of things in this guide that look like content strategy, but they are not the same thing (did we say that already?).

Crowe Horwath is a leading accounting and consulting firm. In 2013, the company launched a content marketing process for reaching financial institutions with $1 billion or more in assets. Their strategy consisted of generating nearly 50 different pieces of content centered around several topics of interest to their target customers, using all the following formats:

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.”

“Scaling our content efforts isn’t just about expanding the size of our social reach across new platforms. It’s also about deepening the level of engagement we have with our fans in the social communities they hang out in. We’ve been successful so far in rewarding our fans with Virgin experiences on Facebook and Twitter. The next step is to evolve our social platform to allow fans to reward one another with special moments.”

9. 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, author of  The Content Formula
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?
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