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Content Marketing Examples: The Best Examples to Learn From

Content marketing is essential to nearly every marketing organization. The numbers speak for themselves — 72 percent of content marketers report that content marketing drives higher engagement levels and increases leads.

Effective content marketing has also been shown to achieve a 60 percent rate of repeat customers and conversion rates that are six times higher in comparison to teams that don’t use content marketing.  

In this content marketing examples guide, you’ll discover:

 

What is content marketing?

Content marketing involves the creation of quality content to help your reader make informed decisions by answering questions and presenting products in a reputable light.

It’s often less promotional and more educational than other digital marketing campaigns, but it always addresses a genuine audience question.

A good content marketing strategy can be summarized as the process of developing and sharing relevant, valuable, and engaging high-quality content to answer the questions of your customers and prospects.

It's the process of addressing a genuine audience question that is the distinction between content marketing and digital PR. The lines between the two occasionally get blurred, but content marketing is always audience-focused, whereas digital PR might focus more on brand awareness through popular publications.

 

What counts as high-quality content marketing?

High-quality content marketing meets the needs of your audience by providing the answers they’re looking for and the solutions they require.

It should be clear to your audience that you know exactly what you’re talking about. The hallmark of high-quality content is a lack of ambiguity.

High-quality content also stands out from other pieces by being:

  • Unique. Content unique to your business will likely attract links, mentions, and attention.
  • On-brand. Always make sure the content you are sharing fits with your overall brand identity
  • Shareable. Use images, videos, or infographics to make it easy for readers to share your content.
  • Emotive and entertaining. Content marketing is about your audience, so try to write in ways that resonate with them.

When you consistently provide fresh, new content that is well-written and genuinely interesting to your customers, you are helping to establish yourself as a thought leader within your industry and provide potential leads with the information they need to make a purchase decision.

 

What are the advantages of content marketing?

There are several advantages to investing in high-quality content marketing.

  • It can be an extremely cost-effective method of generating leads and increasing awareness of your brand or product. Marketing teams can often produce high-quality content in-house, or if it needs to be outsourced, it can be done so relatively cost-effectively.
  • If approached correctly, a lot of the content marketing produced as part of your content strategy will be 'evergreen' – meaning it can stay relevant and valuable for years.
  • Regular, fresh content can help your SEO efforts. New content encourages people to link to you, and regular high-quality content can also help establish you as an authority. Both of these are important to search engines.
  • In addition to positioning your brand as an expert in your niche, good content marketing can humanize your business or organization.
  • Some of the content you produce can answer the questions that might have otherwise been answered by first-line customer support. That means it can reduce the load on customer support departments.

 

What are the different types of content marketing?

Several types of content marketing can be employed in combination or individually to deliver your content marketing strategy.

We have listed some content marketing strategy examples below, but as with almost anything in digital, it’s important to tailor each approach to your audience and the messages you want to communicate.

Blogs and articles.

Blogging and article writing are two great ways to produce high-quality content. A blog post can be anything from a list of tips to a personal story about your experience with a product or service.

The advantage of blogging is that you can update your readers with new information as often as you like, and it can be an effective way to build up a rapport with them.

Article writing is similar to blogging, but the focus is usually on longer, more in-depth pieces.

Infographics.

Infographics are an effective way to present information in an engaging, visual format. They can be used to illustrate the features of your product or service, or they may simply be intended to entertain and engage with your audience.

Video.

Videos can demonstrate your product or service and build rapport with potential customers. It's also an extremely shareable format that can contribute to the success of your content marketing strategy.

Many companies report success with video marketing through platforms like YouTube. In fact, 92 percent of marketers responding to a survey said video was ‘an important part’ of their whole marketing strategy.

Social media.

Social media posts can also contribute to your content marketing strategy – to increase brand awareness and increase community engagement.

Social media is an important asset for many businesses because it allows you to communicate more informally with your customers.

Videos, images, and even excerpts of blog posts can be shared on social media. By sharing 'snippets' of content on social, it can help you understand which content is likely to resonate with your audience most and help you prioritize the topics for the larger pieces of content you produce.

Podcasts and audio.

Podcasting can build relationships with your customers. By providing valuable content in an engaging format, people can get to know your brand and what you stand for. In addition, podcasting can help you establish yourself as an authority in your niche.

Podcasting is also a great way to humanize your business. Many people prefer to listen to podcasts rather than read articles or blog posts. Using audio allows you to create a more personal and intimate connection with your audience.

E-books and whitepapers.

E-books and whitepapers are long pieces of content that can be used to give people more information on your product or service than you could in articles, blog posts, or social media updates.

Customer case studies.

Customer case studies can help demonstrate the value of your product or service.

Using real-life examples can make a more emotional connection with your audience and may convince people to purchase from you.

 

Differences between content marketing for B2B and B2C.

The types of content marketing used do not necessarily need to vary between B2B and B2C brands.

  • Infographics can be a useful tool for any brand that wants to simplify a complex topic.
  • Blogs are a great way to provide quick, informative snippets of information and can often be an ideal format for customer case studies.
  • Video content allows you to demonstrate the benefits of your product or service in action, at the same time as humanizing your organization.

However, if you're a B2B brand, more emphasis should be placed on longer pieces of content such as e-books and whitepapers. They can help demonstrate industry knowledge and authority – which is often important when you're dealing with other businesses.

 

Tips for great content marketing.

Content marketing can take many forms. But there are some general tips that marketers should keep in mind when developing content marketing initiatives:

✓  Identify your customer. Effective content marketing starts with knowing your target audience and its needs. Determine which pain points your prospects face and which types of content can help address them. Identify the channels through which you can most effectively reach your audience as well.

✓  Be consistent. Don’t think of content marketing as a one-time investment or a set-and-forget type of asset. Instead, aim to generate and deliver new content regularly and consistently to sustain engagement with your audience over an extended period.

✓  Don’t go overboard with brand promotion. It’s fine to explicitly promote your brand within content, but don’t take it too far. If readers feel that the only goal of your content is to convince them to buy something instead of helping them solve a problem or gain a new perspective, it will turn them off.

✓  Focus on trends. Although content marketing need not always focus on a trending topic, content that addresses urgent needs related to a current event can be an effective way to engage your target audience. 

✓  Develop diverse content. Different forms of content appeal to different audiences, so develop a healthy mix to ensure you’re not ignoring the needs of a valuable segment of your market.

✓  Make content shareable. Your content should be designed as something that readers, listeners, or viewers want to share with others. Providing buttons within the content that makes it easy to post on social media is one of the best ways to encourage sharing.

 

6 amazing examples of content marketing.

There are many different ways to execute a successful campaign when it comes to content marketing. And while there's no one-size-fits-all solution, sometimes it can be helpful to see how other brands are using content marketing to reach their target audiences.

The Moz Beginner’s Guide to SEO.

Moz is a company that builds software to help marketers improve their websites and achieve greater success in their SEO activities.

Moz has been in business since 2004 and achieves yearly revenue of around 70 million dollars. The company’s success rests, in part, on its ability to demonstrate thought leadership and authority around SEO.

One of the ways in which they demonstrate their authority via content marketing is with their Beginner’s Guide to SEO, which provides a comprehensive, multi-chapter breakdown of how SEO works. There's even a really useful SEO glossary explaining some of the abbreviations and acronyms that are rife in the SEO industry.

Moz’s Beginners Guide to SEO is a fantastic example of a successful content marketing strategy. It works really well as a content marketing piece because it’s designed to solve the genuine problem of the audience, and it does so in a great way. Anyone seeking to understand any aspect of SEO can benefit from the content.

In addition, instead of explicitly promoting Moz’s products, the guide presents genuine educational content. This gives it an organic feel and helps cultivate an image of Moz as a vendor that has mastered the art of SEO and wants to help the marketing community at large learn how to get better at SEO.

But the creative content marketing examples for Moz don't end there. They also moderate and contribute to an SEO Forum which relies on user-generated content to answer the questions of SEO professionals. Moz addresses the needs of two distinct audiences (beginners and professionals) with their content marketing activity.

Buffer’s multi-pronged approach to content marketing.

Buffer sells marketing tools that focus on social media channels. As part of their content marketing strategy, Buffer maintains a portal that offers a wide array of content.

Although Buffer officially labels the portal a blog, it offers much more, including tutorials, eBooks, and podcasts.

Buffer makes it easy for prospects to navigate through the portal by selecting topics specifically of interest to them. Buffer also posts on a regular, consistent basis so that consumers can always peruse fresh content whenever they visit the site.

But perhaps most importantly, Buffer offers content that elevates them as an authority in the field of social media, which bolsters its brand integrity.

Some content demonstrates thought leadership in the social media marketing space. Other content consists of educational resources about how to run social media campaigns, while other articles give readers a look into the internal operations of Buffer and its culture – which helps them appear transparent and approachable.

Think with Google.

Another great example of content marketing is Think with Google, a website where Google offers resources related to online marketing and brand-building.

With more than 850,000 followers on LinkedIn alone, the site attracts a large audience.

But despite having such a large potential user base, the site is a perfect example of audience segmentation and really understanding the questions and needs of their users.

The site is neatly broken up into sections that include:

  • Consumer insights
  • Marketing strategies and innovations
  • In-depth reading
  • Tools

The resources it provides span across various formats, including long-form content, quality articles, videos, audio, and infographics – all easily accessible from its homepage. It even includes a podcast that was chosen as the Best Thought Leadership Podcast of 2020 by Adweek.

Although Google sponsors the site, it focuses on providing vendor-neutral educational content. It helps Google cultivate an image as a thought-leader within the realm of online marketing, which can, in turn, promote Google’s online marketing tools. The latter are highlighted on the site, but they are not the main focus of the content it hosts. 

Apple’s "The Underdogs".

Apple found an opportunity to highlight how its products can help employees working from home in this “Underdogs” video.

Without promoting the company’s products explicitly, this content demonstrates how they fit into the lives of workers struggling to stay organized while working remotely.

Providing humorous content that jokingly but evocatively depicts many of the real challenges that employees face during the pandemic, it’s both highly relatable and engaging for Apple’s target audience. With more than 32 million views, the video is a marketing success. 

Spotify’s Wrapped lists.

Spotify’s Wrapped lists are a prime example of content that is easy to consume and share on social media.

Without promoting Spotify explicitly, the content demonstrates how convenient it is to find and listen to podcasts and music on the Spotify platform. In this respect, Wrapped lists can help draw in listeners who haven’t used Spotify previously and keep them engaged with other content.

There is also a thought-leadership element to the Wrapped lists. Because they present curated lists of podcasts and music tailored to a specific time period, they offer Spotify an opportunity to curate its image as a brand that understands cultural trends and can recognize what its audience is looking for.

The lists, which appear in the holiday season, have drawn steadily increasing followings year-over-year.

Marketo Engage’s definitive guides and pillar pages.

As an experienced provider of marketing automation software, Marketo Engage uses a range of Web content to demonstrate its authority in the marketing space. This includes definitive guides that offer marketers deep dives into technical topics, like pipeline marketing and event marketing. Because these guides are gated – meaning they require users to register before downloading them –  they help Marketo Engage generate leads by collecting information about marketers who may be interested in its products.

Marketo Engage also invests in ungated pillar pages on topics like marketing automation. These pages offer high-level overviews of marketing topics and highlight how the Marketo Engage platform can solve their pain points. They also link to the definitive guides, integrating Marketo Engage’s content assets.

 

Marketo Engage can make content marketing easy.

With so many different types of content and channels at play, managing a content marketing campaign can be challenging — at least without a marketing automation platform like Marketo Engage.

Marketo Engage simplifies the content marketing process by automating marketing campaigns, providing analytics-driven insights into marketing performance, managing marketing efforts across multiple channels, and much more.

Take an interactive tour today to learn how Marketo Engage can help you make the most of content marketing.

 

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