4. Birchbox: Personal grooming videos. Beauty subscription service Birchbox regularly publishes excellent how-to grooming videos for men and women on two different pages. These videos often have a seasonal component (like Valentine’s Day makeup or keeping skin moist during dry winter months), encouraging customers to come back and learn more. Here’s a great example of helpful tips for guys seeking to keep long hair healthy.
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in volume of visitors, as well as the quality of those interactions. Traditional measures of volume include number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.

A change in mindset and a library of high-quality content will replace this traditional funnel with something more sustainable (and effective). The funnel is becoming more of an ongoing cycle that prioritizes continuous engagement over transactional relationships. This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues.
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.
In this pursuit, content helps companies equip their customers for success. Content shows buyers optimal uses for companies’ products and services, encouraging customers to see the good more than the bad. With a content strategy focused on customer success, businesses can devote fewer resources to putting out fires and more resources to growing their brands.
If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL.

Grow from Acorns offers a space where the brand publishes provide a wealth of valuable articles for their target audience. Grow’s goal is to empower its readers with relevant and realistic advice that can help them accomplish their financial goals. Much like the app, the blog aims to help people start building wealth now instead of waiting until later.


Like style guidelines, a content marketing strategy should be comprehensive and also concise. You want to cover likely eventualities and explain the basis of the strategy, but you also want to help prevent a new strategist or writer from spending the entirety of his or her first month reading it (and ensure they can actually remember the gist of it by the end).

Next, do some research and learn more about your target audience. What are their goals? What do they already know about banks and personal finances? At this stage, it’s also helpful to take a look around at the competition and see what they are doing. You don’t want to copy your competition, but you do want to produce content that’s much better and much more useful.

Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information. This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an ebook to learn more valuable information for their business. In turn, the business producing the ebook has a new lead for the sales team to contact.
And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).
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.
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: 
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.
25. The Honest Company: DIY beauty treatments. The Honest Company is beloved for its honestly natural home and beauty products — and now its content, which includes many DIY and home remedies to help customers help themselves. Check out this example for a DIY lip scrub. The Honest Company doesn’t recommend its own products when a homemade version will do. It’s all part of serving customers as a trusted friend instead of a salesperson.

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.
The Farmers Insurance Inner Circle is a super customer-friendly resource that it created to empower the audience to become better educated about topics that, for a lot of us, go right over our heads. Farmers Insurance provides people with useful, practical information. It offers a huge variety of articles about things like taking care of your house and your car, how to prevent identity theft, what you need to know if you’re going through a divorce — basically how to deal with anything life throws at you.
If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL.

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.

In honor of all things inbound, consider how your business can use video as a medium to bring the right talent to your office. Rather than drop bait in the form of a newspaper advertisement, or static pitch on an online job board, a recruitment video can be used to expand your reach, while making known the type of environment applicants can expect to work in.

However, like video, you’re probably thinking you need all sorts of specialized gear and skills. And while yes, audio is a whole other beast, you can get started with just a little bit of effort. In his class Getting Your Podcast Off the Ground!, Neil Patel, host of The Indian Startup Show (the #1 tech podcast in India) runs us through the basics of podcasting.
Content marking is creating content that can be shared with customers through various forms. Examples include videos, blog posts, and how-to guides. The content shared must be relevant, engaging and informative. Businesses use content marking to reach new customers and retain existing customers. Traditional marketing and content marketing are not the same!
We love how this newsletter illustrates the willingness of CB Insights to not take itself too seriously. Yes, it shares some of the finest insights on technology, venture capital (VC), and emerging businesses, but it does so with fun images that ultimately relate back to the subject -- e.g., the above photo of Oprah that’s been adapted as a meme, since, well, that was the topic of the newsletter.
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.

Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. Content marketing is most effective when it provides the consumer with accurate and unbiased information, the publisher with additional content and the advertiser with a larger audience and ultimately, a stronger brand.
Don’t just assume. Research your current audience and see who’s already engaged with your brand. You can even set up simple online surveys to send to your current audience, and build audience profiles based on the results. Your audience won’t fit a single category, but research can help you develop a primary “buyer persona” that fits the profiles of much of your audience, as well as several secondary personas.
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.
Deirdre Breakenridge and Shel Holtz are two of the world’s best-known PR experts and strong advocates of content marketing and social. They have been innovating and leading the way. When we met with both it was a great opportunity to look deeper into what was once known as PR 2.0 and is really about PR evolving as other business functions in a connected, social and content-intensive reality. The key principles remain, the hybrid PR professional is here. Read more.
"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.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[5][6] Most of these formats belong to the digital channel.
Cheng’s how-to training exchange delivers on Fu-tung’s passion to share his knowledge to help others. The concrete content HQ includes tips, techniques, videos, and step-by-step directions to help Cheng’s potential customers complete their projects. Cheng’s content mission? “To provide information and design inspiration for building and making your own concrete projects.”
Retarget people who’ve seen you: You can also target people who visited your site or watched a video for a certain amount of time or went to another site. Custom audiences let you target people who already know who you are, which means that you can target top of funnel users with ads and then create custom audiences based on what those users do, pushing them further down your marketing funnel.
14. Square: A Town Square for small business owners. Credit card reader Square’s “Town Square” is a resource center for growing businesses. Many small business owners rely on Square readers for credit card readers, and now they can also rely on Square for super valuable SMB content, like how to do better social media marketing and whether a company holiday party is tax deductible. Compared to many other companies’ blogs, it’s very frequently updated.

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.
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.

In 2011, the brand created a “Smart Community” in an effort to promote awareness of its renewable energy solutions. They optimized their platform for the keyword “smart community” and invested in a massive SEO campaign to boost their rankings. Their campaign proved to be remarkably effective, helping to generate 160,000 global followers on LinkedIn through the Smart Community campaign.
If you’ve ever seen a growth marketer on the heels of a successful optimization experiment, you know that her energy is electric. Unbounce, a landing page software company based in Vancouver, understands that excitement and decided to leverage it to create an engaging microsite, Page Fights, in collaboration with optimization company Conversion XL.
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.

Acorns Investment is a popular investing app that helps you round-up your spare change from debit card purchases and invest these small amounts of money over time. This approach to investing is ideal for anyone who doesn’t feel like they have enough money or time to invest, but they still want to be work toward building wealth. Their blog called Grow from Acorns, is just of the best content marketing examples of an effective blog.
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
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?
And from the looks of Here, Away’s impeccably cool, new digital magazine, it's not kidding around. A curated selection of hip photography and the occasional illustration invites readers to explore everything the site has to offer, with striking typographical choices drawing attention directly to the headlines (each appearing in a distinct yet complementary font).
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