Content may be king, but many content creators (and purveyors of fine content) often struggle to show the value of content marketing. This is because the types of content (blog posts, guides, webinars, etc.) that most people think of as content marketing all fall in the "discovery" part of the marketing funnel, which is several steps removed from conversions.
There is an answer to this buyer-driven environment: Content. Content marketing is the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer. It’s benefits are three-fold:
His career has evolved from punk rocker to actor to photographer. There's no doubt we can all learn something about the future of content from @HenryRollins. Hear him keynote #ContentTECH Summit in April.https://www.contenttechsummit.com/2018/11/henry-rollins-headline-cmis-contenttech-summit-2019-san-diego?sm_x_cmir_edt_tsprtsnr_ct_x_sclttw-blogtraffic …
One thing you'll need to know right from the get-go is that none of these benefits is going to show up immediately. Content marketing is a wonderful example of what's referred to as flywheel marketing: At first, it takes quite a bit of effort just to get the wheel turning. Over time, though, the wheel's own momentum lessens the effort required of you to see the same results. Don't expect results tomorrow, and think now about whose expectations you may need to temper, and what that'll mean for your work. But don't let that fool you into thinking it isn't working.
Though you may not have the same advertising budget as Coca-Cola, you can still take a few things from this popular campaign. Personalization can go a long way into helping your consumers feel special and appreciated. Whether it’s sending a personal message through email or making product recommendations based on a consumer’s buying behaviors, the more personalized your marketing is, the more effective it will be.
To adapt the sample plan for content marketing, you could adjust the marketing mix section to focus specifically on existing content, and your methods of distributing and promoting it. In the marketing implementation section, you can focus on the type of content your brand will create, and identify who will create it. That section of the sample is an ideal location for an editorial calendar.
Owned media is any content that your company creates and publishes via your company’s assets. This could be in the form of blog content, whitepapers, website copy, sales collateral, email and social media campaigns, or more. While you can fully control this content, not every piece should be a sales pitch in disguise — it’s still important to deliver value to your audience and build its trust.
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 the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.
“Content marketing is what we like to call owned media. It’s anything you produce—blog posts, white papers, podcasts, videos, eBooks—that lives on something you own, such as a website or blog. The advantage, of course, is you get to tell your story and have direct access to your customers and prospects.” – Gini Dietrich, Arment Dietrich & Spin Sucks
Michele Linn is the co-founder and chief strategy officer of Mantis Research, a consultancy focused on helping brands create and amplify original research they can use in their marketing. Before starting Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's strategic editorial direction, co-developed its annual research studies, wrote hundreds of articles, spoke at industry events and was instrumental in building the platform to 200,000 subscribers. In 2015, she was named one of Folio's Top Women in Media (Corporate Visionary). You can follow her on Twitter at @michelelinn.
Last January, Marriott released the 35-minute "Two Bellmen Three," set in Seoul, Korea. The goal of the film: to highlight Marriott's Asian properties and capture a piece of the wedding market. As part of the release, Marriott offered "Two Bellmen"-themed wedding, food, and spa packages at participating hotels. To date, "Two Bellmen Three" has more than 9 million YouTube views.
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
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.
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.
When I was teaching Public Relations courses at our local universities, I introduced students to the use of Managing By Objectives and how to integrate that approach into the development of a written PR strategy. Briefly, it begins with stating the Goal — a measurable goal — with a deadline — and beginning with the infinitive “To..” Then, you ask yourself “How” … how will that be accomplished. The first responses are broad. Each time a “How” question is answered, you become more specific. The first “hows” are the Objectives. Under the Objectives are the tactics. When properly done, you can read the strategy backward by asking the question “Why?” ……….. and if all falls into place correctly, you’ll get an A!
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.
Please, please, please don’t neglect to incorporate visuals into your content strategy. Of course, having a presence on visually-focused channels like Instagram and YouTube is vital -- but when it comes to your written content, don’t afraid to use visuals there, as well. After all, articles with an image once every 75-100 words got double the number of social shares than articles with fewer images.
Take one look at The Orange Dot, the brand’s blog, and you’ll see what he means. Every post, video, and social share is paired with a unique and vibrant image, GIF, or animation that grabs a reader's attention. While posts reference meditation, there's no hard sell for Headspace. Rather, a designed call to action is embedded in each post, and there's also a persistent sign-up button on the blog's header.
Marketers are now moving toward a more centralized mode of social sharing, putting their investments only in proven platforms they’ve actually found traction on. This correlates to higher line-item ROI and a more consistent experience for social followers. Integrating social distribution directly into the content marketing supply chain amplifies the total reach of your assets and allows you to quickly see how engaging your content is, while receiving real-time feedback from online users.
A winning strategy succeeds when technology and people work together. Automation and semantics can help to filter, facilitate and uncover hidden treasures, but it is the human touch – thoughtful selection and consideration of content – that will create a truly new and engaging brand experience for audiences to discover, enjoy and share. Kelly Hungerford
It goes hand in hand with content sharing, social content marketing, social media, copywriting, visual content, you name it. Storytelling is also closely related with word-of-mouth, recommendations and the simple act of sharing and connecting, since long before digital marketing, let alone content marketing even existed. We know why: storytelling is one of the most human ways of passing along knowledge and traditions, mesmerizing audiences and, in fact, human nature as such. What does storytelling mean in a content marketing context? Below are a few resources on storytelling and content marketing.
The number of ways in which content benefits SEO is far too great to count here. In summary, great content attracts editorial links, which tell Google you're important and authoritative. Google can also crawl your content, getting a far better idea of what your company is about, allowing it to return your site for more relevant queries (including a great many long-tail queries). The list goes on, but it can all be boiled down to this: Without content, what is there to optimize for search engines?
But with nearly 88,000 subscribers on YouTube, it’s video that’s a clear win for the brand. Clips range from workout how-tos and style tips to interviews with athletes and astronauts. A particularly successful recent effort explores celebrity training routines, with the spot “Could You Survive Nick Young’s Workout?” garnering 806,000 views in just the last two months and driving more traffic back to the site. And it’s a good thing, given how great the content is. With a scientific bent and a thought leadership streak, new articles like food and fitness forecasts set readers on the right foot for a healthy new year – with lots of inspiring and enjoyable reading ahead.
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:
Last year, Valerie-Ann Leary, Marketing Manager, Client Marketing and Demand Generation, wrote about the reception of a new e-book that they created—The Future of Digital Engagement: 10 Thought Leaders Share Predictions for 2014. Leary said that Live Pearson generated enough exposure to win the Killer Content award from Demand Gen Report for the Best Influencer Campaign. However, while winning an award was a nice affirmation of the success of their content marketing strategy, the real reward was all the new exposure that they generated, which presumably translated into many new leads.
10. Betterment: Finance and investing content goes interactive. Investing service Betterment has a great blog and resource center with useful content for investors. But I’m especially enthusiastic about the interactive content Betterment creates — the best being quizzes to test one’s knowledge of finance and investing, as in this example. Quizzes are definitely not just for BuzzFeed; even financial services can get in the game.
In recent years and due to the success of the term and the growing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising (so-called ‘native advertising’).
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.”
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.
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.