This document discusses strategies for creating great content marketing. It provides examples of companies that have successfully implemented different content marketing approaches. Some of the key strategies mentioned include hiring full-time production teams to create a high volume of videos like Zappos, leveraging user-generated content from communities like Bodybuilding.com, and syndicating content to form business partnerships like Houzz has done with Lowe's. The overall message is that great content marketing educates, entertains, and inspires audiences rather than feeling like a chore.

1. Contentworth imitating
marketing
@eppievojt
digital marketing consultant, JPL

2. Content marketing
shouldn’t feel like killing kittens

3. It’s not...

4. It’s also not...

5. great content
gets delivered properly

7. 400 videos
per day
Zappos hired 40 full-time production employees and
built their own studios.

8. great content
solves users’ problems

11. format
matters
Home Depot didn’t have to create new content to
make a better user experience – they just had to
display it differently. User experience improvements
can make normal content great.

13. think
offline
IKEA took what worked offline and implemented it
directly online, simulating the experience of shopping
via catalogue.

14. great content
can be made by anyone
ards!
ith half-be
Even guys w

17. Put users
To work
Bodybuilding.com has leveraged its user base to
create content for the site. Users who create this
content become site advocates, not just visitors.

18. great content
connects w/ an audience

20. Own the
station
The search volume for energy drinks is low. The
demand for extreme sports is much higher. By owning
that “online TV station,” Red Bull gets passive brand
impressions.

21. great content
educates, entertains & inspires

23. Teaching
inspires
Kessler lets the pros show off how they use their gear,
supplanting boring manuals with entertaining
instruction. This site is why I own an 18 foot camera
crane (my wife is decidedly NOT a Kessler fan).

24. great content
wants to get copied... the right way

27. Syndication
works
Duplicate content worries? Houzz doesn’t sweat it.
They’re syndicating some of their great content to
Lowe’s to form an ideal business partnership.
Duplication the right way = WINNING!

28. Content marketing
shouldn’t feel like killing kittens

29. Content marketing
should feel like this...