From reading recommendations to exercise recommendations—not to mention body-part breakdowns and videos featuring professional athletes—Cressey’s content marketing skills have undoubtedly increased his profile as a thought leader. Most content doesn’t go all that far beneath the surface level. The following are eight examples of content marketing done right. Here are five bril­liant mar­ket­ing strat­e­gy exam­ples from dom­i­nant brands. It also proves that—unlike the massive budget content marketing examples you may have seen—content doesn’t need to be fancy to be effective. 5 of the Best LinkedIn Content Examples. His blog posts are a combination of big picture thinking and specific exercises—but even when he shares tactics, he connects those tactics to the bigger picture. A content marketing strategy also brings your team on the same page including content creators, strategists, editors, and so on. This, in turn, raises the overall profile of their site—and allows them to rank for the competitive terms that actively bring in business. The result? LinkedIn has continued to use this strategy by producing more marketing guides, so it’s a sure bet it’s working for them. Their customer education guides have attracted thousands of links and shares, as well as raising their profile. Intrepid Travel’s all about small groups, big adventures, and traveling responsibly. Social shares: 34K to the page itself. It worked. What does successful content marketing look like? 10+ Content Strategy Examples [ Web, Marketing, Blog ] Because of the rapid spread of digital technology, particularly websites and social media, the majority of brand promotions today are content-driven. How can a small company with 1.5 marketers rank on such competitive terms? Focus on making your content good. The rise of Amazon and Google means that customers are doing more price comparisons and researching questions before buying. When you visit the Platinum Skin Care website you can take a quiz that helps you find the right products for you skin type and specific needs. Just like any other marketing channel, content marketing all begins with having a solid strategy in place. But it doesn’t stop there. River Pools is one of the classic content marketing examples. With more than 1 million Instagram followers, the company must be doing something right. Thanks for the instructive page. Help. Last year’s infographic attracted thousands of social shares, and attracted more than 6 billion site visits, according to the Content Marketing Institute. The results were spectacular: And it was done without any paid advertising. And the fans love it: Rolex has more than 7 million Instagram followers and around 6.6 million on Facebook. Stone Temple Consulting shows that tweets with images have a 65% better chance of being retweeted. Our Sites When you’re looking for questions to answer, Answer the Public is another great, free keyword research tool. If you’re a new parent trying to choose a stroller, wouldn’t you appreciate a stroller buying guide? Kelly Starrett is a subject matter expert, and his content reflects that. The result? There’s no point building an audience if they don’t convert. At his elite fitness centers in Massachusetts and Florida, he helps athletes get stronger, move better, and play better. You might look up content marketing examples and come across Coca-Cola’s “Share a Coke” campaign. A page one spot for that keyword phrase, and a heck of a lot of goodwill! Lush combines a range of content marketing techniques to reach its audience, which is why it’s hard to put it in just one category of content marketing examples. Typically 70% of the people who visit your website will leave and never return, meaning all those marketing efforts to reach them have gone to waste. The challenge to solve is awareness not interest or conversion. It is best to make your content as relatable to your potential audience/customer to ensure profitability. He and I are roughly the same height and weight. Here’s a table of contents to help you jump to the content marketing examples you most want to see. Your Three-Step LinkedIn Content Strategy. And yet, because of physical therapist Kelly Starrett’s investment in content marketing, I eventually did buy that book (and enjoyed it). From blogging and social media to video and visual marketing, we’ve got a great collection of B2C and B2B content marketing examples to inspire you. Here are a few examples of companies getting it right. They’re all simple. A quiz gives you information about what people want, so they follow up with an automation to offer it. That growth hacking strategy helped Buffer attract their first 100,000 users. Based on your results, you get customized product recommendations—this is already fantastic segmentation, and would work great on its own. Save my name, email, and website in this browser for the next time I comment. Recommended Resource: Need to jumpstart your content marketing results? So it’s no surprise that many companies have focused social media content to wow their audiences. But the real shining star of Platinum Skin Care is their email content. When Zendesk realized people were searching for Zendesk alternatives, they basically hijacked the keyword phrase, creating a mini-site and video optimized around it. 30th July, 2015 Join the discussion » 1 comment It uses content to reach its target clientele, help overcome the barriers to buying its clothing online, and build loyalty for repeat purchases. With the influx of traffic and a list of satisfied readers, River Pools more than survived the recession—it thrived. Seth Godin even declared that “content marketing is the only marketing left.”. From its quirky product names to its well known ethical values, the brand already resonates with its core audience. Build a following for your company’s content, and you’ll see your company’s customer base grow. How do GoPro, Heineken, Twitch, Taco Bell, and Nike go about their mar­ket­ing efforts? With a physical location in Scottsdale, Arizona and an online store that helps spread its reach, Strolleria epitomizes small business content marketing. However, based on some of the output of their content, their goals and intent become clear. Please enter a valid email address to continue. You don’t have Coca-Cola’s massive brand awareness. And sometimes it’s really funny. Shutterstock’s in the business of images, and it’s used its expertise to make a resource that everyone can use: a creative trends report. Kelly Starrett’s content was good, and it filled a need that was missing on the internet. detailed his strategy of buying domain names, 4 Seasonal Squashes and What to Do With Them, NBC sponsored over a dozen YouTube musicians, Search scales best, so focus on search engine optimization, Create the best page on the internet for your topic, Build relationships to help promote your content, Online market research (review mining, and other tactics), Deliver content that gets results instantly. We're glad you have chosen to leave a comment. But first, their content is fun. Here’s a recent example where Glossier has reposted a complimentary tweet from a fan on its Instagram account: Glossier also showcases its latest Instagram content on its homepage, as another way to attract its customers. Here are a couple more examples of this type of content marketing. The key to a great content marketing strategy is being able to tweak, break, and chuck parts of it as you learn more about what works and what doesn’t. Our next content marketing example uses both publishing placements and social media to get the audience’s attention. LinkedIn hosts a variety of great content options that get a user's attention. This is genius, because it cuts down on the work of content creation, and makes its audience feels good about being featured, which results in even more reach and engagement. He also has an impressive—and growing—list of success stories. Cressey’s most prominent clients are baseball pitchers (his specialty), including Mets ace Noah Syndergaard, Nationals pitcher Tim Collins, and 2-time Cy Young Award Winner Corey Kluber. Get more traffic and conversions with our Ultimate Guide to Content Marketing in 2020. After someone becomes a customer, there’s content for them too. Blenders might not sound that interesting, but they become a heck of a lot more so when you put weird stuff in them. But what do you notice about these examples? Once you’ve heard of two strollers, how do you decide between them? Whether your ideal buyers are vetting products, materials, vendors, or something else, reviews are going to be an important part of your content marketing strategy. People often use these terms interchangeably (which is understandable, as the lines are somewhat blurry), but each is a bit different: Content marketing strategy At its core, your content marketing strategy is your “why.” They kicked off their Share a Coke campaign in Australia by putting the 150 most common names on bottles. I am not one who comments typically on post. He started simple. A strong content marketing strategy should give you focus, not lock you into less-than-awesome ideas! The tone is still fun, but this practical content makes sure that customers know how to use their new, funny-looking fruits and veggies. Keyword research tools are useful because they tell you what people are searching for. Both sources of content marketing advice have tons of examples, step-by-step content distribution processes, and SEO advice. However, this subject as well as your input on it, has made me really feel that I should. The groceries are cheaper, they’re delivered, and you help prevent food waste. For people who need to choose a stroller or car seat, Strolleria provides fantastic information—and who do you think those readers are going to turn to when it’s time to make a purchase? It must be working, because the company’s got 1.3 million followers on Twitter, and the same on Facebook, and the app’s been downloaded hundreds of thousands of times. And don’t forget to follow us on Twitter and Facebook for more in-depth tips and guides. The company took people behind the scenes at the Tony Awards, showing exclusive content on YouTube and Twitter. On their blog, Imperfect Produce provides helpful content that teaches people how to cook with many of the vegetables they offer. I wanted to let you know about our powerful Exit Intent® technology that converts abandoning website visitors into email subscribers and customers. Buffer now has four blogs, including the Transparency blog and Open blog, where they have shared business ups and downs over the years. If you have a sales or support team, asking them about common questions can also give you content marketing ideas. I am so amazed with the quantity of research study you take into it. When you’re looking for inspiring B2B content marketing examples, GE is a great place to start. Look no further than Strolleria for an example. You can use content marketing to promote your business—even if you don’t have a huge budget and aren’t a professional blogger. The nine-month content campaign was hugely successful, resulting in a record-breaking number of new signups. A small child wandering through the shot? Granted, some people know exactly what they want, and it’s still worth doing product page SEO to capture those searches. Starrett still has San Francisco CrossFit, but he and his wife Juliet also run a thriving online brand and membership site. This video has now had more than 1 million views and is their most successful branded content. Cressey’s audience isn’t your average fitness buff. Many consumers are using social networks on a daily basis to communicate with friends, stay current on what’s happening in the world, and even get news and updates from their favorite brands. Each email is just 300 to 1000 words about a specific question related to skin care. Just from those 16 videos, I counted 1.5 million views—from people who are interested in watching covers of popular songs (the entire premise of The Voice). In The Journal, you’ll find stories from real travelers sharing their experiences, which helps the company connect more with their core audience. TrustPulse Struck hard by the recession in 2008, River Pools was in trouble. To be successful at content marketing, your first task is to create a content marketing strategy. Notice that only one of those emails is pushing for a sale. Starrett also has a big personality, and he’s chosen a medium (video content) that highlights that personality effectively. And yet—it can be hard to do content marketing as a small business. Or you might hear about how LEGO is amazing at doing content marketing through user-generated content. Let’s start with Blendtec, whose viral videos prove there’s no such thing as a boring industry – if you can tap into what hooks your audience. After becoming a Doctor of Physical Therapy, Starrett began to teach mobility seminars—and in 2010, he began posting daily mobility videos to spread his advice even farther. A small business may not be able to buy sponsored videos or entire other businesses, but there are still effective content marketing strategies you can use. Today, Blendtec’s YouTube channel has more than 885,000 subscribers, and the campaign’s still going strong, with videos regularly attracting hundreds of thousands of views. Orbit starts by creating the best page on the internet for target key phrases related to content marketing, web design, and SEO. It supports that with a content hub called The Journal. LinkedIn Content Marketing Tactical Plan Example Yeah, and it gets updated periodically. To do this, the company asked 18 graphic designers around the world to edit a photo of a model in Photoshop to bring it in line with their own country’s beauty norms. Hootsuite used this as a jumping-off point to tell a relatable story about their brand via a video titled A Game of Social Thrones. Next, we’ve got a couple of content marketing examples that don’t rely on social media promotion. Thank you. If you’re worried that your production value will be too low in the beginning, don’t. This is one of the best way to write blogs people love—showcase rare expertise in a way that makes people feel like they “get it.”. Burberry’s most outstanding content marketing campaign was Burberry Kisses, blending mobile technology with the human wish to connect with others. In a series of videos and ads delivering humor and in some cases never mentioning the brand, Old Spice changed its image to become relevant for a new generation. Today he claims that “we literally answer every question a consumer could possibly have about buying a fiberglass pool.”. The results speak for themselves: Buffer is a highly recognized and trusted brand, with almost 400,000 users, and around a million followers across multiple social media sites. Plan is the first step in building a successful content marketing strategy. Strolleria knows that people don’t just search the names of specific strollers. Here are a couple of approaches to republishing content on LinkedIn: Publish content in its entirety. Even though Starrett was sometimes literally interrupted by his young children walking through the shot. 5 Brilliant Marketing Strategy Examples From Dominant Brands. Buffer’s one of our favorite content marketing examples, due to their three-pronged content marketing strategy. You know what? Really among the very best things I’ve found on the web lately. If you want to do content marketing like Platinum Skin Care (and get their 17% paid conversion rate), look for ways to segment your audience. On Buffer’s own blog, the company concentrated initially on writing for the people who influenced their customers, producing high quality, and highly shareable, content. Recent examples include the Reach Across the Aisle campaign, which encourage people to find out what united them, a series on flying with infants, and the quirky Flight Etiquette video series.
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