Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
We've been waiting all year for this! Our annual content marketing predictions compilation from some of the smartest content marketers on the planet. Whose prediction do you like? Whose do you see coming true? And which prediction do you see not coming to fruition? And lastly, what is YOUR prediction? Leave a note in the comments here, or tweet us at @CMIContent. Big thanks to our friends at Marketing.AI for sponsoring our annual predictions post!
50 Proven PR Tactics to Generate Media Coverage for Your BusinessThe Buzz Factory PR
50 Proven PR Tactics to Generate Media Coverage for Your Business.
Thank you to all the businesses and marketers who have trusted The Buzz Factory (www.thebuzzfactory.co.uk) with their PR during our first 10 years.
But as the Carpenters once said: we’ve only just begun.
Together ...
Our clients - large and small - have already enjoyed many millions of pounds worth of coverage in return for a tiny fraction of its value in fees!
To celebrate, we’ve compiled selection of our favourite work; biggest successes; and super-shrewd PR tactics.
We hope it inspires you and your colleagues to ...
… focus on stories that your customers would genuinely miss if you didn’t share them!
So enjoy some Buzz Factory PR brain fuel to help ignite your very-own slice of media super-stardom.
Good luck!
The document discusses best practices for building an effective brand newsroom. It recommends clearly defining the target audience and establishing an editorial proposition that provides "news you can use" rather than just promoting the brand. It also advises finding an authentic tone of voice and focusing on quality over going viral. The key is producing useful content that addresses issues the audience cares about rather than just talking about the brand.
Content marketing is the process of planning, producing, distributing, and publishing content to reach a target audience. It can improve brand recognition, revenue, interactions, loyalty, and more. Content marketing educates customers on products/services and increases conversions and loyalty through building relationships. It comes in many forms, including social media, infographics, blogs, podcasts, videos, and paid ads. Examples provided show how companies effectively utilize different content marketing strategies.
Why Growing, Engaging, and Retaining Customers Is Your #1 Audience ImperativeEthology
The webinar discusses the importance of developing and engaging proprietary audiences as a top marketing priority. It promotes the concept of the "Audience Imperative", which is focusing media efforts on growing, engaging, and retaining audiences over the long run. The webinar features speakers from ExactTarget and ethology who will discuss how challenger brands can compete through audience development and how research and audience growth can drive branding, sales and loyalty. The webinar aims to teach attendees how to adopt the Audience Imperative approach and emphasize the importance of audiences as business assets.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
We've been waiting all year for this! Our annual content marketing predictions compilation from some of the smartest content marketers on the planet. Whose prediction do you like? Whose do you see coming true? And which prediction do you see not coming to fruition? And lastly, what is YOUR prediction? Leave a note in the comments here, or tweet us at @CMIContent. Big thanks to our friends at Marketing.AI for sponsoring our annual predictions post!
50 Proven PR Tactics to Generate Media Coverage for Your BusinessThe Buzz Factory PR
50 Proven PR Tactics to Generate Media Coverage for Your Business.
Thank you to all the businesses and marketers who have trusted The Buzz Factory (www.thebuzzfactory.co.uk) with their PR during our first 10 years.
But as the Carpenters once said: we’ve only just begun.
Together ...
Our clients - large and small - have already enjoyed many millions of pounds worth of coverage in return for a tiny fraction of its value in fees!
To celebrate, we’ve compiled selection of our favourite work; biggest successes; and super-shrewd PR tactics.
We hope it inspires you and your colleagues to ...
… focus on stories that your customers would genuinely miss if you didn’t share them!
So enjoy some Buzz Factory PR brain fuel to help ignite your very-own slice of media super-stardom.
Good luck!
The document discusses best practices for building an effective brand newsroom. It recommends clearly defining the target audience and establishing an editorial proposition that provides "news you can use" rather than just promoting the brand. It also advises finding an authentic tone of voice and focusing on quality over going viral. The key is producing useful content that addresses issues the audience cares about rather than just talking about the brand.
Content marketing is the process of planning, producing, distributing, and publishing content to reach a target audience. It can improve brand recognition, revenue, interactions, loyalty, and more. Content marketing educates customers on products/services and increases conversions and loyalty through building relationships. It comes in many forms, including social media, infographics, blogs, podcasts, videos, and paid ads. Examples provided show how companies effectively utilize different content marketing strategies.
Why Growing, Engaging, and Retaining Customers Is Your #1 Audience ImperativeEthology
The webinar discusses the importance of developing and engaging proprietary audiences as a top marketing priority. It promotes the concept of the "Audience Imperative", which is focusing media efforts on growing, engaging, and retaining audiences over the long run. The webinar features speakers from ExactTarget and ethology who will discuss how challenger brands can compete through audience development and how research and audience growth can drive branding, sales and loyalty. The webinar aims to teach attendees how to adopt the Audience Imperative approach and emphasize the importance of audiences as business assets.
Hispanics are increasingly going online, with over 29 million expected to be online by 2012. They are connecting twice as fast as the general population and are early adopters of mobile technology. Hispanics spend significant time and money online for entertainment and to connect with others. While about half prefer Spanish online, most want culturally relevant content in their language. They outpace others in creating and sharing user-generated content. To effectively reach Hispanic consumers, brands must understand Hispanic culture and provide engaging, multimedia content that facilitates connection.
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
The document discusses various marketing strategies used by companies to promote their products and increase sales and market share. It provides examples of ambush marketing used by Pepsi during a cricket match sponsorship, scarcity marketing by Rolls Royce limiting production, and cause marketing done by Tata and ITC to support social causes. One example discussed in detail is Daymond John's stealth marketing campaign for FUBU clothing by having popular hip hop artists wear the brand without paying for traditional advertising.
Content marketing is a marketing strategy that focuses on creating and distributing valuable, relevant content to attract and acquire customers. It involves creating content like blogs, videos, social media posts, and ebooks. The goal is to attract new customers by providing useful information to the target audience. Companies are adopting content marketing because it helps build trust with customers and can be more effective than traditional advertising which customers often ignore. Creating engaging content requires resources like time, labor, and skills in areas like content creation, social media management, and analytics.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society?Should native advertisement be deregulated, or should it be more seriously regulated?
The document discusses developing a multi-channel marketing strategy for Mrs. Stratton's Salads Inc. using HipBrand Group, a creative agency consisting of top Alabama communications professionals. It outlines HipBrand's team and experience in social media and digital marketing. It emphasizes the importance of an optimized multi-channel approach including websites, mobile, social media, and public relations to build brand loyalty. HipBrand proposes conducting research and creating a phased social media and marketing plan to help grow the Mrs. Stratton's brand through an enhanced online presence.
Susan Gunelius' presentation from the October 5, 2010 Entrepreneur Media and Verizon Wireless Winning Strategies for Business conference in Long Beach, California.
CMI’s first Executive Forum: Research and results
In May of this year, CMI held its first Executive Forum. For this event, we brought 40 senior-level marketers from large brands together to address the present and future state of enterprise content marketing. During a series of exercises, presentations, and candid discussions, participants shared the challenges they face, discussed potential roadblocks to success, and predicted the victories they see on the horizon — both large and small.
We’ve compiled an executive summary from the proceedings of this Forum — The State of Enterprise Content Marketing: 2014, which we are proud to be able to share with the whole CMI audience. Over the coming weeks this will be followed by two additional reports, based on the qualitative research we conducted with a broader group of content marketing professionals prior to the Executive Forum.
You might notice that our report asks more questions than it answers. Its goal (as was the case for the Forum itself) is not to provide pat answers to complex issues but, rather, to report on the insights and challenges that participants shared and to help us at CMI frame our larger goals for the issues we want to cover.
Neither the Executive Forum Report nor our ensuing research would have been possible without the generous contributions of the 2014 Executive Forum members (who are credited in the Report). However, their presence at the event — and their inclusion in this report — is not a tacit endorsement of any of the ideas presented.
Ultimately, the discussions that took place at the forum will serve as our “stake in the ground” moving forward. And as we work toward re-engineering marketing processes more broadly, we will consider it a waypoint for our ongoing journey.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
This document provides guidance for Indian marketers on content marketing. It discusses laying a solid foundation by understanding the customer journey and audience needs. It emphasizes managing content production through an editorial calendar and mixing different types of content. The document also stresses mapping content across the buyer's journey, with an initial focus on reach through top-of-funnel content and later nurturing bottom-of-funnel content. It highlights using a "Big Rock" piece of long-form content to power the demand generation process.
What does it take to succeed in 2014? Not to scare you, but this year's gonna be a doozy. From tiny consumer attention spans (they're down to 8 seconds now) to social media overload, social marketers have a tough year ahead.
Luckily, there's hope! Our free Survival Guide is your roadmap to the biggest obstacles facing social marketers this year. You’ll learn:
- The eight major obstacles facing social marketers in 2014
- Why each obstacle is really an opportunity in disguise
- 47 (count ‘em – 47!) actionable steps you can take right now
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
This document discusses the rising importance of branded content in Germany, Austria and Switzerland. It makes the following key points:
- Branded content goes beyond traditional advertising and is becoming a core marketing activity for companies to engage with customers.
- Video content is particularly effective as it can convey information while entertaining viewers and grabbing their attention.
- Brands need to produce compelling, relevant content that fascinates and inspires audiences rather than bores them. They must also actively engage with customers on social media.
- Both paid, owned, and earned media have important roles to play. The focus is shifting to creating stories that integrate brands and reach audiences across different channels in an engaging way.
- Media
This document summarizes Philip Kotler's presentation on competing successfully through humanistic marketing approaches. It discusses managing marketing in a changing global environment, building effective marketing organizations, and transitioning from traditional to digital marketing. Specifically, it covers topics like meeting global challenges, innovating, using marketing research and analytics, the evolving roles of marketing and sales, and moving marketing strategies to embrace digital technologies and corporate social responsibility.
The document discusses best practices for brands establishing themselves as publishers in the current media landscape. It finds that one-third of top global brands have created publishing platforms. There are three main types: core branding sites, content marketing hubs, and sponsored destinations. The most successful platforms use a blend of brand and user-generated content, have a strong visual style and editorial mandate, and engage their communities. The document analyzes various brand publishing platforms and rates them on metrics like audience value and brand value. It provides the example of Virgin's data-driven content strategy improving site engagement through personalized storytelling.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
1) The document discusses various content marketing techniques for generating qualified leads in B2B marketing. It emphasizes the importance of creating quality, useful content tailored to the ideal buyer persona.
2) It also stresses testing different content formats and distribution channels to see what generates the most valuable leads rather than just traffic. Both gated and ungated content have roles to play, and personalizing the customer experience is important.
3) In addition to content marketing, the document advocates for using a mix of inbound and outbound marketing techniques like paid advertising to reach buyers who are actively searching for solutions.
Presentazione del Prof. Philip Kotler al Philip Kotler Marketing Forum 2017:
Session 1. Using marketing to drive your company’s growth.
Session 2. Moving into Marketing 3.0 and 4.0.
#SEJThinkTank: Harnessing the Networks of Your Podcast Guests & Audiences Search Engine Journal
Did you know you can raise more awareness for your podcast by leveraging the networks of your guests and audiences?
In managing any content, you need to continuously build your audience. Join Kelsey Jones, Executive Editor at SEJ for presentation about looking at the resources you already have.
LÁTIAM es una red de consultores y profesionales que ofrece servicios integrales para ayudar a empresas medianas y pequeñas a expandirse a mercados extranjeros. Los servicios incluyen asesoramiento legal, fiscal y comercial; búsqueda de socios y clientes; y apoyo en cuestiones laborales y de establecimiento en diferentes países de Latinoamérica, España y Estados Unidos. La red cuenta con miembros asociados en varios países que pueden brindar apoyo local a las empresas clientes.
Hispanics are increasingly going online, with over 29 million expected to be online by 2012. They are connecting twice as fast as the general population and are early adopters of mobile technology. Hispanics spend significant time and money online for entertainment and to connect with others. While about half prefer Spanish online, most want culturally relevant content in their language. They outpace others in creating and sharing user-generated content. To effectively reach Hispanic consumers, brands must understand Hispanic culture and provide engaging, multimedia content that facilitates connection.
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
The document discusses various marketing strategies used by companies to promote their products and increase sales and market share. It provides examples of ambush marketing used by Pepsi during a cricket match sponsorship, scarcity marketing by Rolls Royce limiting production, and cause marketing done by Tata and ITC to support social causes. One example discussed in detail is Daymond John's stealth marketing campaign for FUBU clothing by having popular hip hop artists wear the brand without paying for traditional advertising.
Content marketing is a marketing strategy that focuses on creating and distributing valuable, relevant content to attract and acquire customers. It involves creating content like blogs, videos, social media posts, and ebooks. The goal is to attract new customers by providing useful information to the target audience. Companies are adopting content marketing because it helps build trust with customers and can be more effective than traditional advertising which customers often ignore. Creating engaging content requires resources like time, labor, and skills in areas like content creation, social media management, and analytics.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society?Should native advertisement be deregulated, or should it be more seriously regulated?
The document discusses developing a multi-channel marketing strategy for Mrs. Stratton's Salads Inc. using HipBrand Group, a creative agency consisting of top Alabama communications professionals. It outlines HipBrand's team and experience in social media and digital marketing. It emphasizes the importance of an optimized multi-channel approach including websites, mobile, social media, and public relations to build brand loyalty. HipBrand proposes conducting research and creating a phased social media and marketing plan to help grow the Mrs. Stratton's brand through an enhanced online presence.
Susan Gunelius' presentation from the October 5, 2010 Entrepreneur Media and Verizon Wireless Winning Strategies for Business conference in Long Beach, California.
CMI’s first Executive Forum: Research and results
In May of this year, CMI held its first Executive Forum. For this event, we brought 40 senior-level marketers from large brands together to address the present and future state of enterprise content marketing. During a series of exercises, presentations, and candid discussions, participants shared the challenges they face, discussed potential roadblocks to success, and predicted the victories they see on the horizon — both large and small.
We’ve compiled an executive summary from the proceedings of this Forum — The State of Enterprise Content Marketing: 2014, which we are proud to be able to share with the whole CMI audience. Over the coming weeks this will be followed by two additional reports, based on the qualitative research we conducted with a broader group of content marketing professionals prior to the Executive Forum.
You might notice that our report asks more questions than it answers. Its goal (as was the case for the Forum itself) is not to provide pat answers to complex issues but, rather, to report on the insights and challenges that participants shared and to help us at CMI frame our larger goals for the issues we want to cover.
Neither the Executive Forum Report nor our ensuing research would have been possible without the generous contributions of the 2014 Executive Forum members (who are credited in the Report). However, their presence at the event — and their inclusion in this report — is not a tacit endorsement of any of the ideas presented.
Ultimately, the discussions that took place at the forum will serve as our “stake in the ground” moving forward. And as we work toward re-engineering marketing processes more broadly, we will consider it a waypoint for our ongoing journey.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
This document provides guidance for Indian marketers on content marketing. It discusses laying a solid foundation by understanding the customer journey and audience needs. It emphasizes managing content production through an editorial calendar and mixing different types of content. The document also stresses mapping content across the buyer's journey, with an initial focus on reach through top-of-funnel content and later nurturing bottom-of-funnel content. It highlights using a "Big Rock" piece of long-form content to power the demand generation process.
What does it take to succeed in 2014? Not to scare you, but this year's gonna be a doozy. From tiny consumer attention spans (they're down to 8 seconds now) to social media overload, social marketers have a tough year ahead.
Luckily, there's hope! Our free Survival Guide is your roadmap to the biggest obstacles facing social marketers this year. You’ll learn:
- The eight major obstacles facing social marketers in 2014
- Why each obstacle is really an opportunity in disguise
- 47 (count ‘em – 47!) actionable steps you can take right now
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
This document discusses the rising importance of branded content in Germany, Austria and Switzerland. It makes the following key points:
- Branded content goes beyond traditional advertising and is becoming a core marketing activity for companies to engage with customers.
- Video content is particularly effective as it can convey information while entertaining viewers and grabbing their attention.
- Brands need to produce compelling, relevant content that fascinates and inspires audiences rather than bores them. They must also actively engage with customers on social media.
- Both paid, owned, and earned media have important roles to play. The focus is shifting to creating stories that integrate brands and reach audiences across different channels in an engaging way.
- Media
This document summarizes Philip Kotler's presentation on competing successfully through humanistic marketing approaches. It discusses managing marketing in a changing global environment, building effective marketing organizations, and transitioning from traditional to digital marketing. Specifically, it covers topics like meeting global challenges, innovating, using marketing research and analytics, the evolving roles of marketing and sales, and moving marketing strategies to embrace digital technologies and corporate social responsibility.
The document discusses best practices for brands establishing themselves as publishers in the current media landscape. It finds that one-third of top global brands have created publishing platforms. There are three main types: core branding sites, content marketing hubs, and sponsored destinations. The most successful platforms use a blend of brand and user-generated content, have a strong visual style and editorial mandate, and engage their communities. The document analyzes various brand publishing platforms and rates them on metrics like audience value and brand value. It provides the example of Virgin's data-driven content strategy improving site engagement through personalized storytelling.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
1) The document discusses various content marketing techniques for generating qualified leads in B2B marketing. It emphasizes the importance of creating quality, useful content tailored to the ideal buyer persona.
2) It also stresses testing different content formats and distribution channels to see what generates the most valuable leads rather than just traffic. Both gated and ungated content have roles to play, and personalizing the customer experience is important.
3) In addition to content marketing, the document advocates for using a mix of inbound and outbound marketing techniques like paid advertising to reach buyers who are actively searching for solutions.
Presentazione del Prof. Philip Kotler al Philip Kotler Marketing Forum 2017:
Session 1. Using marketing to drive your company’s growth.
Session 2. Moving into Marketing 3.0 and 4.0.
#SEJThinkTank: Harnessing the Networks of Your Podcast Guests & Audiences Search Engine Journal
Did you know you can raise more awareness for your podcast by leveraging the networks of your guests and audiences?
In managing any content, you need to continuously build your audience. Join Kelsey Jones, Executive Editor at SEJ for presentation about looking at the resources you already have.
LÁTIAM es una red de consultores y profesionales que ofrece servicios integrales para ayudar a empresas medianas y pequeñas a expandirse a mercados extranjeros. Los servicios incluyen asesoramiento legal, fiscal y comercial; búsqueda de socios y clientes; y apoyo en cuestiones laborales y de establecimiento en diferentes países de Latinoamérica, España y Estados Unidos. La red cuenta con miembros asociados en varios países que pueden brindar apoyo local a las empresas clientes.
Programacion Foro Universitario Juan Luis VivesPablo Herreros
Programa del Foro Universitario Juan Luis Vives 2011, en el que durante 5 semanas se dará un profundo repaso a la comunicación en Internet. Organiza el Ayuntamiento de Valencia (Concejalía de Juventud), y en el foro habrá 80 ponentes, entre los que me encuentro.
Este documento resume las correspondencias entre las 22 cartas del Tarot, las letras hebreas y los números cabalísticos. También describe los diferentes caminos de la Cábala, desde Kether, la corona, hasta Malkuth, el reino, incluyendo sus nombres de Dios, arcángeles, ángeles, colores y experiencias espirituales asociadas. El documento ofrece una visión general de las conexiones entre el Tarot y la Cábala.
The document summarizes the abstract strategy board game called Y. Key points:
- Y was first described by Claude Shannon and is similar to other abstract strategy games like Hex.
- The game is played by two players, black and white, who take turns placing stones on a board trying to form a continuous line touching all three sides, called a Y, to win.
- White has a special first-turn option called the Pie Rule to place a stone directly on black's first stone to neutralize their first-move advantage.
Various examples are provided to illustrate how players can win by forming a Y or block their opponent from doing so.
This document advertises and provides details about the 2017 Board of Governors' Convention & Expo hosted by the National Association of Nonprofit Organizations and Executives (NANOE). The convention will be held in Columbia, South Carolina from March 7-8, 2017 and aims to bring together over 1,000 nonprofit executives and decision makers. The goal is for nonprofit organizations to learn how investing in administrative overhead and partnering with for-profit businesses can help them expand their missions and increase performance. The agenda includes keynote speakers, working groups, and opportunities for for-profit companies to sponsor and market their capacity-building products and services to the nonprofit attendees.
The Killeen Civic Art Guild is holding an art contest from March 29-30, 2002 in Killeen, Texas. The contest will have cash prizes for Best of Show, 1st, 2nd, and 3rd place in four categories: painting, drawing, sculpture, and photography. Artists can submit entries on March 27th for $15 per piece or 3 pieces for $35.
Este documento explora la historia y necesidad de la dirección orquestal. Comienza discutiendo las primeras formas de dirección en la antigua Egipto y continúa describiendo el desarrollo de la dirección a través de los siglos XVI-XIX, cuando figuras como Monteverdi, Lully, y Beethoven ayudaron a establecer el papel del director. Finalmente, analiza las diferentes aproximaciones de directores como Mahler y Strauss y concluye que aunque la profesión del director es nueva, la necesidad de dirigir música de
El documento explica las construcciones personal e impersonal de infinitivo en latín a través de seis fases: 1) Ubicación, 2) Reconocimiento, 3) Verbos determinantes, 4) Traducción, 5) Transformación entre construcciones y 6) Origen y evolución. Surge de verbos declarativos en pasiva cuya oración de infinitivo es sujeto; luego el acusativo sujeto pasa a nominativo, convirtiéndola artificialmente en personal, la más común en latín clásico.
This document summarizes taxation considerations for Canadian corporations doing business in the United States. It discusses operating through a U.S. branch or subsidiary. A U.S. branch faces U.S. income tax, but treaty protection may apply if no permanent establishment exists. Creating a permanent establishment can occur through physical presence or employee activities. Operating through a U.S. subsidiary also faces U.S. income tax. State taxation depends on whether sufficient nexus exists in a state based on contacts like visits, equipment, or offices. Public Law 86-272 provides some protection for limited state presences. The document provides contacts for further tax questions.
The document is a reading lesson about a boy named Gus learning to ride a two-wheeled bike with his grandfather. It includes questions about fun activities families enjoy together and predictions about a story where a boy named Jeremy overcomes his fear of water to go to a friend's pool party with his mother's encouragement.
Social Media Objects Crash Course - WebConf Latino 2013Rolando Peralta
Presentación usada en el Taller de Social Media Objects en el WebConf Latino 2013, en Ciudad de Panamá.
El objetivo del taller fue construir la base para un Plan de Marketing Digital o un Plan de Social Media Marketing con los asistentes.
Sadigh Gallery's offer of group of specially priced artifacts for this Holiday. Looking for a unique gift to buy this Christmas season? We'd like to recommend a gift of ancient artifact.
Este documento presenta un cuaderno de trabajo para estudiantes del octavo semestre de matemáticas. Incluye agradecimientos, contenido con temas como números decimales, regla de tres, producto cartesiano, gráficos de relaciones, dominio y rango de funciones, y ejercicios de geometría y álgebra. El objetivo es facilitar el aprendizaje de los estudiantes dentro y fuera del aula de manera sencilla y práctica.
1. States of hydrogen, oxygen, and magnesium atoms were simulated within cubic ice crystal-like water clusters.
2. It was found that decamer-base oligomer water clusters can exist and that configurations with 3 hydrogen atoms encapsulated within the clusters are stable.
3. The 3 encapsulated hydrogen atoms were found to oscillate linearly in a way that could cause them to collide and potentially induce nuclear fusion.
Este documento describe el diseño editorial como la rama del diseño gráfico que se especializa en la maquetación y composición de publicaciones como libros, revistas y periódicos. Explica que el diseño editorial busca lograr una unidad entre el texto, la imagen y la diagramación para expresar el mensaje del contenido de manera estética y comercialmente atractiva. También resume brevemente la historia y la importancia del diseño editorial.
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
Content Marketing: new introduction to an old marketing ideaPeter Sigrist
Content marketing - the latest new idea to hit to world of marketing, or just an old idea rebadged? I argue that although content marketing has been around for years, it nevertheless deserves attention because it encourages companies and brands to think more clearly about content, audiences and measuring performance.
This document discusses content marketing and its importance as a fundamental tool of digital marketing. It begins by defining content marketing as the process of creating and distributing valuable content to attract and engage a target audience to drive customer action. The history of content marketing is then reviewed, noting examples from the late 19th century. Objectives and strategies of an effective content marketing plan are outlined, including focusing on quality over quantity and aligning with target interests. Metrics for measuring impact are also discussed. In conclusion, the document emphasizes that content marketing has become essential for companies to develop relationships and loyalty with audiences in the digital age.
Clever content marketing campaigns to inspire youGoodman Lantern
Content marketing is an effective lead generation tool, but coming up with ideas for content marketing campaigns can sometimes be a pain in the rear. If you’re finding that your idea bucket is running dry, you’re not alone. According to Zazzle Media, 65% of companies find it challenging to produce engaging content, while 60% struggle to produce content consistently. Unfortunately, content marketing is all about consistently producing engaging content to keep your visitors coming back, and hopefully turn them into customers. Producing lacklustre content on an irregular schedule means you’re losing out.
To help you keep your momentum going, we’ve compiled a list of some brilliant content marketing campaigns. We hope they inspire you!
The present and future of the content marketing industry, by the editors of The Content Strategist. Trends, data, and best practices in brand publishing.
This document discusses trends in content marketing for 2015. It predicts that owned content strategies, where brands build their own publications, will be most effective. It also suggests that brands will need to treat content creation more like running a media company, with an emphasis on understanding audiences and publishing processes. The document also outlines strategies that are less likely to be effective, such as licensed content, blatant advertising, and headline trickery.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
This document discusses content marketing from Dentsu Aegis Network, a marketing agency. It provides definitions and perspectives on content marketing, including that it is marketing using content rather than advertising. Content can take many forms, such as videos, text, pictures, apps, and physical objects. It can be distributed through bought, owned, and earned media channels. The document discusses how content marketing can be used at different stages of the consumer purchase process and decision journey. It also provides perspectives on using content marketing from both a marketing and communications planning viewpoint, including how it can be used to increase a brand's mental availability and build new associations with consumers.
Content Marketing: Arming Your Sales Reps with the Right Content to Drive SalesJoe Pulizzi
Presentation from Joe Pulizzi of the Content Marketing Institute on the 12 ways that companies go wrong with content and how they can fix them in order to drive more interest for sales. Includes case studies, research and insights into why marketers need to act like publishers.
Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media. This white paper is brought to you by Elon University's Interactive Media graduate program.
Creating Winning Content: How local businesses can tell their story and win b...Kara O'Halloran
White paper about the benefits of content marketing strategies for local businesses to tell your story and promote your brand. Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media.
Whether you’ve attended a webinar, downloaded an ebook or shared a graphic on Facebook, you’ve probably participated in content marketing without even knowing it. Content marketing is one of the most effective and popular marketing tools in today’s cluttered world – and one your ministry or nonprofit should be using.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Jan Kein Do the right thingmarketing for startupsАліна Шепшелей
This document provides marketing advice for startups. It begins with an introduction of the author and emphasizes the importance of marketing for startups. It then discusses various digital marketing channels including content marketing, video marketing, SEO, social media marketing, email marketing, and webinars. Traditional channels like media, conferences, and partnerships are also covered. Specific tools are recommended for each channel. The document provides examples of successful marketing campaigns and concludes with recommendations to nail the product value, have a marketing plan, set goals, maintain marketing expenses, and market every day with an innovative approach.
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"Inhacking
Event: #SE2016
Stage: Marketing&PR
Data: 3 of September 2016
Speaker: Jan Keil
Topic: Do the right thing marketing for startups
INHACKING site: https://inhacking.com
SE2016 site: http://se2016.inhacking.com/
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
This document provides an overview of native advertising and content marketing. It discusses how native advertising can enable meaningful relationships between consumers and brands by providing high-quality content that fits with the style and format of surrounding editorial content. The document also outlines key considerations for creating and distributing native advertising, including ensuring transparency and distinguishing advertising from editorial content. Publisher and advertiser perspectives on native advertising are presented.
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
This document provides an overview and guidance on native advertising and content marketing. It defines key terms and discusses various native advertising formats including in-feed units, recommendation widgets, social media units, and out-stream video ads. It also covers business models for native advertising, including how content is monetized through production and distribution fees. The document aims to help advertisers, publishers and marketers better understand native advertising and its opportunities to build meaningful consumer relationships.
How PR Can Help You To Win More BusinessSara Paine
This document provides an overview of public relations (PR) and how it can help businesses. It discusses that PR can help increase awareness, change attitudes, and project a positive image to ultimately help drive sales. While PR cannot directly increase sales, it can generate goodwill, interest, and awareness which can help businesses through the marketing funnel. The document also outlines seven key things to know about PR, including that it is not a quick fix, can be difficult to measure, and will rarely get businesses direct front page coverage. It concludes by discussing different levels of PR support a business may need.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
-------------------------------------------------------------------------------
Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
-------------------------------------------------------------------------------
For more information about PECB:
Website: https://pecb.com/
LinkedIn: https://www.linkedin.com/company/pecb/
Facebook: https://www.facebook.com/PECBInternational/
Slideshare: http://www.slideshare.net/PECBCERTIFICATION
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Physiology and chemistry of skin and pigmentation, hairs, scalp, lips and nail, Cleansing cream, Lotions, Face powders, Face packs, Lipsticks, Bath products, soaps and baby product,
Preparation and standardization of the following : Tonic, Bleaches, Dentifrices and Mouth washes & Tooth Pastes, Cosmetics for Nails.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
4. Introduction
C H A P T E R 1
On average, B2B marketers devote 26% of their total marketing
budget to content marketing. While that percentage may be far less
than brands spent on traditional marketing, it does illustrate that brands
of all sizes are recognizing the value of content marketing. And, as
content marketing continues to eclipse traditional methods, marketers
will be required to create engaging content that connects with their
target audience and achieves tangible results.
While there’s no denying that content marketing can be an efective
part of a marketing strategy, it does present a number of challenges.
For starters, with so many competitors, how do you make sure your
content stands out? Or, what do you do if you don’t have access to tons
of resources? Other challenges include iguring out how to produce
quality content consistently, adapting to the needs of your audience,
and having the patience to let the campaign work.
5. This whitepaper will not only provide marketers with a clear explanation
of content marketing, it will also explore the history of content
marketing, outline the goals of content marketing, and illustrate how this
strategy works using real-world examples from brands in a variety of
industries.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 5
6. What Exactly is Content
Marketing?
The deinition of content marketing provided by the Content Marketing
Institute is:
“Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-deined audience — and, ultimately, to drive
proitable customer action.”
While that is a straightforward description, the deinition for content
marketing can shift depending on the needs of your business. For
example, Pushing Social simply describes content marketing as
“Storytelling for Sales”.
Content marketing expert and blogger Heidi Cohen, however, provides
a more detailed explanation, stating:
“Content marketing provides prospects, customers and the public with
useful information, while shopping or after purchase, without shouting its
promotional messages.”
C H A P T E R 2
7. Content marketing’s major attributes are:
1. Embodies an organization’s core brand elements
2. Uses a variety of media formats such as text, video,
photographs, audio, presentations, ebooks, and
infographics to tell your brand or company’s story
3. Can be read on a variety of devices including computers,
tablets, smartphones, and others
4. Is distributed via owned, third-party, and social media
platforms
5. Provides measurable results through the use of
appropriate calls-to-action and promotional codes
No matter which deinition you prefer, in its simplest form, content
marketing is a way to attract and retain customers by providing them
with something of value.
What Content Marketing is Not
Despite the dizzying number of deinitions, there remains a number of
misconceptions involving content marketing.
Let’s take a moment and address what content marketing is not.
It’s not just about content - Content marketing should be about
demonstrating value and building upon the customer’s story and not
just about creating content for content’s sake.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 7
8. It’s not just about sales pitches and ofers - Chris Brogan states that
content marketing is “not about being pushy,” but advancing your
business through relationships.
It’s not native advertising - When the Wall Street Journal deined
content marketing as quasi-native advertising, Joe Pulizzi stated that
while native advertising and content should work together, they are
quite diferent. You own the media when it comes to content marketing.
With native advertising, you’re paying someone else to distribute your
content.
Content marketing is not replacing other forms of marketing - Neil
Patel reminds us that content marketing and SEO, for example, are
separate. Content marketing is “broader and more holistic,” while “SEO
is narrower, and more technical.” While content marketing and SEO
overlap, content marketing will not replace SEO, or any other form of
marketing.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 8
9. Why Content Marketing
Matters
According to the Content Marketing Institute, “9 out of 10 marketers are
using content marketing.” In 2013, Curata found, “71% of marketers will
increase their content marketing investment in the next year.”
The question to be asked, then, is why are marketers continuing to
grow their content marketing strategies?
Here are ten facts to illustrate just how important content marketing can
be when used efectively.
1. Content marketing has been able to convert 30% more
organic traic into high-quality sales leads. (Source)
2. Website conversion rates can double from 6% to 12%
when an inbound strategy is put into place. (Source)
3. Inbound tactics can save a business an average of 13% in
overall cost per lead. (Source)
C H A P T E R 3
10. 4. 60% of decision-makers reported that content marketing helped
them make better purchasing decisions. (Source)
5. Approximately 60% of marketers believe their “ROI from content
marketing is increasing” or remaining the same. (Source)
6. 73% of surveyed marketers stated that “content marketing
creates improved brand awareness”. (Source)
7. B2B companies that maintain a blog generated 67% more leads
than companies who don’t blog. (Source)
8. 78% of CMOs believe custom content will be the future of
marketing. (Source)
9. 80% of people appreciate learning about brand via custom
content. (Source)
10. Around 40% of the world population is connected to the
internet. (Source)
Content marketing is efective and it’s only continuing to grow. If you
want to reach customers and stay competitive, you need to
implement a content marketing plan for your business.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 10
11. The History of Content
Marketing
Now that we have established the deinition and importance of content
marketing, it’s time to take a look at where content marketing originated.
Believe it or not, content marketing isn’t a new tactic. In fact, there is
evidence of custom cave paintings tracing to 4200 B.C. which explained
“six ways a spear can save you from a wild boar”. As for marketing, it’s
actually been used as an industry technique since the 19th Century.
Here’s a timeline of content marketing throughout the decades.
1891: Dr. August Oetker attaches recipes onto the back of his
Backin baking soda packages.
C H A P T E R 4
12. 1895: John Deere launches its
own magazine, The Furrow,
to help farmers become
more proitable. Today, the
magazine has a circulation of
1.5 million in 40 countries.
1900: The Michelin Guides
become an annual
guidebook produced in
multiple countries with
lodging and restaurant
information and ratings. The
ubiquitous “Michelin Stars” come from this guide.
1904: Jell-O produces and distributes a free recipe book
door-to-door. By 1906, Jell-O sales exceed $1 million.
1913: Burns & McDonnell, an engineering irm located in Kansas
City, irst publishes Benchmark magazine, which covers
trends and topics in the engineering disciplines. The
magazine is still published today.
The Furrow Magazine: March 2014
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 12
13. 1922: With content supplied by Sears’ Roebuck Agricultural
Foundation, the World’s Largest Store radio program
assists farmers during the delation crisis.
1923: Claude Hopkins releases his book Scientiic Advertising.
The book is credited for originating the use of coupons,
loyalty programs, and split testing.
1930s: Procter & Gamble sponsors radio programs like Painted Lives
and Guiding Light and introduces the audience to their ‘new
Duz’ laundry soap. With that, the soap opera was born.
1960s: After observing a jogging club in New Zealand, Bill
Bowerman, the founder of Nike, publishes a three
page booklet on jogging. In 1966, Bowerman published the
90-page book Jogging that went on to sell a million copies.
With that, jogging is introduced to America and an iconic
brand is born.
1982: Hasbro and Marvel team up to create “The Real American
Hero,” which converted the GI Joe action igure into a
product promoted across diferent channels including
television and comic books.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 13
14. 1985: David Ogilvy, the ‘Father of Advertising,’ releases his book
Ogilvy on Advertising, in which he states: “I do not
regard advertising as entertainment or an art form, but
as a medium of information. When I write an advertisement, I
don’t want you to tell me that you ind it ‘creative’. I want you
to ind it so interesting that you buy the product.”
1987: Originally known as Brick
Kicks magazine, the LEGO
club magazine is
irst introduced.
1994: O’Reilly & Associates launch
the irst commercial website
which included the section
The Online Whole Internet
Catalog in 1993. A year later,
Netscape Communications
was born.
1996: The term “content marketing” is coined by John F. Oppedahl
and the American Society for Newspaper Editors. In the same
year, Bill Gates writes his article Content is King.
Brick Journal Magazine
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 14
15. 1999: In his book, Make Your Website Work for You: How to Convert
Online Content Into Proits, Jef Cannon writes “in content
marketing, content is created to provide consumers with
the information they seek.”
2000: Seth Godin introduces the eBook, Unleashing the Leadvirus,
which has been downloaded more than one million times.
2001: Joe Pulizzi begins to ofer content marketing services as part
of Penton Media’s custom media division.
2004: Microsoft launches the irst corporate blog, Channel 9, which
keeps visitors up-to-date on what Microsoft engineers are
working on.
2005: LiveVault releases “The John Cleese Institute for Backup
Trauma Viral Video” which becomes one of the earliest viral
videos. YouTube launches shortly after.
2008: AMEX unveils OPENForum, which is a platform for small
business owners to locate advice regarding inancial,
marketing, or operational inquiries.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 15
16. Today, marketers are using many diferent tactics for content marketing,
including:
Social Media Content
eNewsletters
Website Articles
Blogs
In-Person Events
Case Studies
Videos
Illustrations/Photos
White Papers
Online Presentations
Infographics
Webinars
Research Reports
Microsites
Apps (like Groupon, etc)
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 16
“
“Having been involved in content marketing for almost a decade, I have
seen it grow from a simple linkbuilding tactic to a marketing necessity for
every business today. Quite simply, if you are not marketing your content,
why bother creating it?
- Brent Csutoras, Chief Social Media Strategist of Search Engine Journal
17. How Content Marketing
Has Evolved
Content marketing has come a long way from recipes on the back of
Jell-O packets, to include recipe ideas in the form of tweets. Besides
going digital, here are some other ways that content marketing has
evolved over the years.
Diversiication
Today, marketers have to diversify their content. For example, you can
no longer just share a recipe on the back of a Jell-O package. You have
to share that recipe on Pinterest and create an instructional video on
YouTube as well.
In other words, you need to create and distribute diferent forms of
content across various channels. As Heidi Cohen states, marketers
should “ofer multiple types content to extend your reach and increase
its chance of yielding results.”
C H A P T E R 5
18. Going Mobile
Another way that content marketing has evolved is being prepared
for new technology, especially mobile. The Pew Research Center
discovered that as of April 2015, 64% of American adults now own
a smartphone. In 2011, only 35% of Americans owned some form of
smartphone.
The study also discovered that the 18-29 age group are using their
smartphones to access the internet (97%), email (91%), video (75%),
social networking services (91%), and music (64%). If you want to be
competitive, make sure your business has a mobile-friendly website and
uses tactics like sending coupons via SMS.
No One-Size-Fits-All Approach
Sunil Rajaraman also discovered that the content marketing landscape
has changed for marketers. For example, companies are beginning to
consolidate so that they create, curate, distribute content, as well as
manage worklow and analyze the results under one umbrella.
Sunil also found that brands have diferent needs. This means there isn’t
a “one-size its all” approach for content marketing - social media works
for Taco Bell, but maybe not so much for a law irm.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 18
19. Finally, even smaller companies are spending a lot of money on
content, so it’s no longer just larger corporations on a content marketing
spending spree.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 19
20. Goals of Content Marketing
In the irst part of this white paper, we described what content marketing
is, why it’s important, and discussed the history of content marketing. In
this section, we’ll outline the main goals of content marketing and help
you determine how to choose the right goals for your brand.
How to Deine Goals
Before you can begin creating, curating, and distributing content, you
have to develop a documented content marketing strategy. According
to Joe Pulizzi, only around 20% of marketers actually do this.
If you happen to belong in the 80% of marketers who have not created
a documented content strategy, here are the steps you’ll need to take.
1. What business goals are you trying to achieve? Typically,
your business goals should result in either more revenue,
lower expenses, or an enhanced customer experience.
2. Who is your audience and what do you want them to
do? Where do they spend their time online? What are their
wants and needs? What kind information are they looking for?
C H A P T E R 6
21. 3. Deine your mission. After discovering why you’re creating
content and who it is for, you need to create a mission statement
that should include: target audience, what you will deliver, and the
desired outcome.
Not only will this information assist you in creating a marketing strategy,
it will continue to be used during content creation.
Long Term Versus Short Term Goals
While creating your content marketing strategy, you also want to be
aware of the diferences between long term and short term goals.
Long term goals are usually going to take several months, even years,
to complete. Examples of long term goals would acquiring quality links
or building a community. These are goals that take time to achieve.
Short term goals can usually be completed in a few days or weeks.
For example, sharing great content on social media platforms to boost
engagement is a short term goal. Your short term goals are steps
you use to reach your long term goals. For example, social media
engagement can lead to building a strong community.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 21
22. Be SMART
To further help you create you a documented content strategy,
TrackMaven suggests that you use the following framework based on
Peter Drucker’s SMART criteria.
Speciic: Answer the who, what, when, where, and why. For
example, writing a blog post and sharing on LinkedIn once a week
to increase activity on the platform.
Measurable: Quantitative or qualitative tracking. For example,
generating a speciic number of leads.
Attainable: Only set goals that will be possible to achieve. For
example, writing an eBook this year.
Realistic: What results can be achieved with your current
resources? For example, converting a set percentage of leads.
Time-related: Set deadlines for the completion of goals. For
example, “eBook to be released on August 1”.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 22
23. 5 Common Content Marketing Goals
Now that you are aware of how to deine your goals and create a
documented content marketing strategy, it’s time to take a closer look at
the most common goals you’ll want to achieve.
Spread Brand Awareness
What makes you stand out from the competition? A logo or tagline may
be a start, but making sure that consumers recognize and remember
your brand also means creating incredible and valuable content in
the form of blog posts, videos, podcasts, infographics, etc. This is so
important for marketers that 84% have responded that brand awareness
is their main goal.
That may sound easier said than done, but when composing content
designed to help spread brand awareness keep the following tips in
mind:
Carefully word your messages so they are memorable.
Keep customers up-to-date with a weekly newsletter.
Know your demographics and be aware of where they
seek advice online.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 23
24. Assign a speciic team member for this task.
What channels will you use? Will it be on social media,
billboards, radio, etc.
Although controversial at times,
an interesting example of using
content marketing to spread brand
awareness have been the ads
created by Manhattan Mini Storage
(MMS). The company, which was
founded in 1978, wanted to launch
a strong brand strategy that was
similar to the edgy one-liners used
by Kenneth Cole.
Lead by Archie Gottesman, MMS
originally focused solely on their
product. Gottesman kept pushing
the boundaries and experimented
with witty ads. The 2003 “I Store”
campaign included ads of Santa storing his exercise bike, a ditsy woman
storing half her brain, and a man who stored his boyfriend’s artwork.
Image Image: Manhattan Mini Storage
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 24
25. Gottesman informed Fast Company about the ad, “We got so many calls
from people saying they appreciated how this ad was not about the
man’s sexuality; he was just a medical student or a doctor talking about
the many things in his life.”
Since then, MMS has continued to create billboard ads that “address hot
button issues on New Yorkers’ minds including gay culture, right wing
politics, abortion rights, and perhaps most shockingly, why the Mets
even bother calling themselves a professional team.”
Manhattan Mini Storage has been able to successfully spread brand
awareness through edgy billboards that relect the mentality and
personality of its market; New Yorkers. Instead of targeting people who
are in need of storage space during a transition, MMS has created a
long-term approach so that when New Yorkers need storage, they will
immediately think of MMS.
While the company will not give out exact sales igures, Fast Company
reported that “the business appears to be thriving and currently serves
over 250,000 customers”.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 25
26. Improve Lead Generation
83% of marketers view lead generation as their second most import-
ant goal, according to the Content Marketing Institute. A good place to
start is by optimizing your landing page with short registration forms and
clear CTAs.
But, what about the content you create on and of of the landing page?
Here are some suggestions.
Product video: Place a video on the landing page that shows
exactly what your product or service does.
Screen Shot Sports Car Challenge Google Play 6/8/15
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 26
27. Email marketing: Create personalized email messages to
previous customers.
Speak at industry conferences, events: If you choose the right
events, you will have the undivided attention of your target
audience. Create an unforgettable presentation to keep their
attention.
Blog: Create content that shares relevant tips, ideas, or advice to
showcase your expertise.
Use social media: Ask a question or create a poll to share with
your audience on Facebook, Twitter, LinkedIn or wherever your
audience spends their time.
An example of an efective lead generation campaign would be Volk-
swagen China’s Sports Car Challenge 2. Launched in 2013, the mobile
game was available for download for iOS and Android users as way
to inform customers about the brand’s premium models, such as Audi,
Bentley, Bugatti, Lamborghini, Porsche, and Volkswagen. Markus Nels,
head of sports cars, motorsport, and car culture at Volkswagen Group
China, informed Mobile Marketer “Our objective with branded mobile
games was to connect consumers directly to the VW brands through
exciting virtual driving experiences.”
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 27
28. Users, via a CRM in-game link, were able to directly contact Volkswagen
regarding the vehicle they were virtually driving by providing their email
address, as well as basic information. The Volkswagen CRM team were
notiied about the leads through the app’s analytics and then contacted
the prospect.
According to Proelios, a mobile brand agency, Sports Car Challenge 2
resulted in more than 1,000,000 downloads during its irst ten weeks,
and over 25,000 Volkswagen Group dealership enquiries and test-
drives within the irst ten weeks. Additionally, the game was able to
generate more than 339 qualiied sales leads in China, Hong Kong, and
Taiwan from September to November 2014.
By creating an interactive and engaging piece of content, Volkswagen
China was able to efectively generate sales leads while increasing
brand awareness at the same time.
As Adam Heitzman states on Inc.com, as long as you have a great
product, target the right audience, and give them a reason to act, you
shouldn’t have any problems improving lead generation.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 28
29. Help and Educate Customers
What do you believe is the main reason you can’t convert a sales lead?
It’s fear. Which is why you need to develop trust - so your leads can get
past their fear. You can begin to build a rapport with your audience by
producing a lot of valuable content. If you sell lumber, for example, then
why not create an instructional video that shows viewers how to build a
deck?
As mentioned in Search Engine Journal’s The 2015 Beginner’s Guide
to Content Marketing, “Every successful business owner will tell you
that a key element to their long-term success is being able to connect
with their audience. Understanding how this is done on an emotional
level is the highest prize in marketing. This not achieved by bombarding
an audience with TV or print advertisements, but rather strategically
educating or entertaining them, consistently, until your brand equates to
a positive feeling for them over time.”
For example, your brand could produce a product video that
demonstrates how your product works and how it beneits your target
audience.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 29
30. That’s what the Australian company Metro Trains gave their customers
in 2012 through a safety campaign that included a catchy song and an
animated video that was described as “adorably morbid.”
Developed by advertising agency McCann Melbourn as a public service
announcement, the “Dumb Ways to Die” video featured “21 cartoon
characters dying through stupid mistakes, such as swimming with
piranhas. Three of the characters die after being hit by trains.” While
that may not sound helpful or educational, the video was intended to
promote rail safety in an interesting way instead of creating another dull
PSA.
Screenshot of Dumb Ways to Die 5/28/15
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 30
31. The Result
The video was viewed 2.5 million times within 48 hours and has since
eclipsed 100 million views. More importantly, the campaign contributed
to a more than 30% reduction in “near-miss” accidents between
November 2012 and January 2013. The campaign also received seven
Webby Awards in 2013, which included the Best Animation Film & Video
and Best Public Service & Activism (Social Content & Marketing).
The Dumb Ways to Die website continues where the video leaves of by
sharing train safety facts that can be downloaded as posters, animated
GIFs of the characters, as well as a game for Android and iOS devices.
Position Yourself as an Industry Leader
Screenshot of Copyblogger Blog 5/28/15
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 31
32. If you want to continue to build trust among your audience, there is no
better way than becoming an industry leader. You can achieve this by
answering questions on sites like LinkedIn or Quora, or writing a guest
post on an industry-leading site. As for content that can improve your
credibility, you could host a webinar, interview a thought leader on a
podcast, or conduct research that you use to create an infographic.
One of the best examples of creating and distributing content to
raise your status in the industry is all the content Copyblogger
has generated since 2006.
Created by Brian Clark, who had been building businesses with content
marketing since 1998, Copyblogger began as a one-man blog to teach
others how to create amazing online content.
Copyblogger has since grown into a multi-million dollar media company
that features:
An online marketing blog
16 eBooks covering dozens of topics including content
marketing, email marketing, and keyword research
A 20-part online course
Seminars
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 32
33. Webinars
The Digital Marketing Podcast Network
Copyblogger uses this content to help give customers a reason to pur-
chase its products, such as the Rainmaker Platform and
Synthesis, because it has proven to be one of the leading authority ig-
ures when it comes to content marketing.
When you prove you are an industry leader, it not only continues to
build trust, it also shows your audience you have the knowledge and
skills to address their wants and needs.
Boost Customer Engagement
Image Source: Old Spice Twitter
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 33
34. Engagement is another content marketing goal marketers have made a
priority. Most marketers can begin to increase customer engagement by
simply responding to customers. For example, if someone has a ques-
tion or suggestion to a blog post you have recently published, then tak-
ing the time to address that individual will open up the opportunity for
you to build a relationship with them.
Old Spice is a company known for boosting customer engagement. Not
only do they create viral videos and campaigns, such as “The Man You
Could Smell Like”, which has more than 50 million views, they also con-
nect with customers on social media.
The Old Spice Twitter account, for example, uses the platform for hu-
morous and witty tweets its customers ind entertaining - such as “No
matter how much evidence you hear to the contrary, it is still hard to
believe that caulilower is not poisonous.”
Old Spice also created interactive content designed around Twitch
(Digiday states this is Amazon’s live streaming platform, where view-
ers could “control the actions of a real human in a mysterious, boo-
by-trapped forest for three consecutive days.”) by using the hashtag
#twitchplaysoldspice. Old Spice’s marketing strategy has resulted in the
brand acquiring approximately 224,000 Twitter followers.
Remember, consumers don’t want a sales pitch, and they don’t want
to purchase from a faceless corporation. They want information that
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 34
35. can better their lives. By putting yourself out there and connecting with
them, you are adding a human touch to the content they have been
searching for.
Additional Content Marketing Goals
There are obviously more than ive goals for content markers, which is
why we’ll take a brief look at eleven other popular
content marketing goals.
Enhance Customer Experience: Make your customers happy and
better their lives with useful content.
Acquire Talent: You want team members who are enthusiastic
about your product. After discovering your content, a talented
person should want to join your organization because they support
your goals.
Showcase Products or Services: What does your product actually
do? Content can demonstrate exactly what your product does and
how it can help customers.
Strengthen Customer Loyalty: Your loyal customers will become
your biggest champions and will refer others to your business.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 35
36. Entertain Customers: Creating an article or visual aid that makes
others laugh, for example, is an efective way to attract customers
and increase shares.
Overcoming Objections: Create content addressing questions or
concerns customers may have about your product or service.
Help Search Engines Find You: Blogging frequently gives web
sites 434% more indexed pages and 97% more indexed links.
Attract Strategic Partners: Finding the right partners can help
introduce your brand to a new audience.
Build a Community: Another way to build trust since potential
consumers will consult a community before making a purchase.
Link Acquisition: Use quality content to earn links from inluential
websites in your industry.
Develop New Ideas: Maybe you have never hosted podcasts, but
after giving it a try, you discover a positive reaction - and now you
have a leading podcast in your industry.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 36
37. No matter your exact content marketing goal, if you clearly
deine your objectives and share it with the right audience, you’ll
be able to make meaningful connections - which means more
revenue.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 37
38. Case Studies: How Content
Marketing Beneits Companies
When you plan and execute a well-constructed content marketing
strategy you are able to drive traic to your site, increase leads, create
brand advocates, establish trust, and become an authority in your
industry.
In short, there are more than enough beneits of content marketing
to convince you to begin creating a documented content marketing
strategy.
To further illustrate the beneits of content marketing, let’s look at three
case studies from three diferent types of companies: brick and mortar
(McDonald’s), eCommerce (ShipServ), and publisher (Search Engine
Journal).
McDonald’s: “Our Food. Your Questions.”
Founded in 1940 after brothers Richard and Maurice McDonald opened
their irst barbeque restaurant in California, McDonald’s is now the
C H A P T E R 7
39. world’s largest restaurant chain. In 2014, there were 14,350 McDonald’s
restaurants in the United States with an additional 21,908 in international
locations. Worldwide revenue in 2014 was $27.44 billion.
Despite the success McDonald’s has enjoyed, the company has turned
to content marketing over the years to increase brand loyalty, customer
engagement, and combat slipping sales.
A few examples of McDonald’s clever marketing campaigns include:
In the UK, McDonald’s initiated a mobile location-based
campaign to promote late night operating hours. By targeting
shift workers and travelers through ads at ATMs and gas points,
along with banner ads on sites night owls visited, the company
was able to attract over 500,000 visits with an ROI of 100%.
In 1987, McDonald’s launched its Monopoly marketing
campaign. After the company noticed customers were blogging
about Monopoly around 2007, McDonald’s initiated a digital
Monopoly campaign that gave customers a second chance to
win, as well as a Facebook page where winners visitors could
share their prize winnings.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 39
40. In China, McDonald’s teamed up with Rovio for a chance to
allow customers to play a real-life version of ‘Angry Birds’ inside
a McDonald’s. Customers downloaded an app and voted
for their favorite McDonald’s branch.
One of the most talked about campaigns, however, was 2012’s “Our
Food. Your Questions.” from McDonald’s Canada. The campaign was
launched to help answer concerns on whether or not McDonald’s was
using “pink slime” in food products. The campaign was so successful
that marketing expert and author Jay Baer proclaimed “the ‘Golden
Arches’ embrace of information could be the start of a cultural change
that impacts every business.”
The campaign was also awarded Marketer of the Year 2012 by
Marketing Magazine, and saw the following results:
The dedicated section for “Our Food. Your Questions.” on
McDonald’s website was able to garner more than one
million hits.
Visitors spent an average time of four and a half minutes on
the site reading 12 questions.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 40
41. The “Behind the scenes at a McDonald’s photo shoot” for
McDonald’s Canada currently has: 10.3 million views; 27,000
YouTube likes; 91,000 Facebook shares; and 21,000
tweets.
Because of the success in Canada, it was no surprise to see McDonald’s
launch an “Our Food. Your Questions.” campaign in the United States.
The United States version of the campaign features former Mythbuster
Grant Imahara who goes behind the scenes to see what McDonald’s
food products are really made of.
For example, in December of 2014, Imahara visited a Tyson
food-processing plant to investigate if Chicken McNuggets were
made with the notorious pink slime or real chicken.
Results
As of May 2015, the “What are McDonald’s Chicken McNuggets Made
Of?” has been viewed by more than 7.6 million people. It also has:
30,000 likes on YouTube
16,000 shares on Facebook
Over 3,000 Twitter shares
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 41
42. The United States version of the campaign has a total of 13 videos, and
has become a successful marketing campaign for McDonald’s.
According to Reelseo, the campaign has totaled more than 30 million
views and “is over 1.9 times more popular than the company’s Super
Bowl commercial and almost 7.7 times more popular than its animated
‘Archenemies’ ad.”
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 42
43. ShipServ: Limited Budget Campaign
ShipServ was founded in 1999 by Paul Østergaard “with the
vision to drive out ineiciencies and increasing competitiveness in the
global maritime shipping industry by using the Internet to create an
e-marketplace where global maritime suppliers meets to do business.”
Today, ShipServ has become a leading e-marketplace for the
marine industry through its main product TradeNet, “where over
200 shipowners, managers, yards, and drilling contractors
supply more than 9,000 ships and rigs.” In 2014, the company
recorded more than 6 million transactions for a total of
$3 billion. However, things were slightly diferent back in 2008.
ShipServ realized they were viewed as an impersonal
software company. To make matters worse, 65% of their customers
viewed the social web a “distracting waste of time”. With only a $30,000
marketing budget, ShipServ decided to create a social media and
content marketing strategy aimed at the following objectives:
Increase traic to shipserv.com by 50% over three
months
Raise ShipServ’s brand awareness in the global shipping
industry
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 43
44. Attract sales leads through relevant content
Change focus from “shouting” at customers to “listening,
entertaining, participating, inspiring and nurturing” their
audience
To begin the campaign, ShipServ conducted research,
constructed a quarterly content plan, and took the following measures:
Find Their Audience: Keywords were found using Google
AdWords and Netvibes was used for online conversations.
With this info, ShipServ found maritime blogs and sought out
to become an industry thought leader.
Revamp of ShipServ.com: The website was redesigned from an
impersonal enterprise site to a lighter, customer-friendly design
which contained speciic call-to-actions to suit customer needs.
Creation of a Blog: The blog was used for customers to voice their
opinions, share feedback, and encourage conversations.
Used Social Media to Push Content: A variety of social media
channels were used as “beacons” to drive traic to ShipServ.com.
Micro-content in the form of viral videos, LinkedIn group
discussions, a revamped newsletter, frequent blog posts, podcasts,
and white papers were created and shared.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 44
45. Building an Online Community: ShipServ created a LinkedIn
group called “ShipServ Maritime Trading Network”. Suppliers and
purchasing people in the shipping industry were encouraged to
join the group. Content was created especially for what users
searched for and what their needs were based on surveys. From
2010 to 2015, the group has grown from 800 to 4,000 members.
Marketo/Salesforce Integration: ShipServ combined Marketo and
Salesforce CRM data to review of the status of possible leads.
Results
ShipServ was awarded the 2009 CRM Market Award by CRM Magazine
for “its holistic use of Marketo, Salesforce.com, and social media.” Haa-
kon Jensen of Norway, who wrote a detailed case study about ShipServ,
also found that during the irst quarter of 2009, the campaign generated
the following website statistics:
Increase in visitors by 59%
Increase in pageviews by 70%
Increase in average time on site by 25%
Over 1,000 downloads of a white paper
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 45
46. Jenson also found that 62% of the viral videos came from email distribu-
tion and the top 20 traic sources came from Twitter and LinkedIn. Busi-
ness statistics for the campaign:
Increased contact-to-lead (landing page contact) conversion by
150%
Increased lead-to-opportunity conversion by 50%
Decreased campaign management costs by 80%
Increased the number of sales-ready leads by 400%
In an interview with Marketo, ShipServ’s VP of Marketing John Watton
stated, “I’m very proud of our limited budget campaign. The objective
was to build awareness of ShipServ throughout the global industry with-
out spending a fortune!” According to the data, ShipServ exceeded that
objective.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 46
47. Search Engine Journal: ThinkTank Webinar Series
Founded in 2003 by Loren Baker, Search Engine Journal (SEJ) is a digi-
tal marketing blog that publishes original content daily. While neither site
continues ranking websites, SEJ was previously ranked #10 in AdAge’s
Power150 and #11 in Technorati’s Business Blog listing.
To help expand our brand presence and continue to position ourselves
as an industry leader, SEJ began hosting webinar series in the begin-
ning of 2015. Not only did our team host a live webinar, we also shared
recaps of the webinar which included a YouTube video of the webinar
and SlideShare notes.
The irst webinar, “Managing the Online Editorial Process,” occurred
on January 8, 2015. The recap of the webinar was shared 699 times,
viewed 595 times on SlideShare, and viewed 794 times on YouTube.
The second webinar, “Understanding Dynamic Google SEO,” took place
on February 15, 2015 and exceeded expectations. Not only did more
than 300 people attend the live webinar, the webinar recap has been
read more than 3,000 times and the YouTube video was viewed more
than 2,000 times. Most impressive, however, was that the SlideShare
presentation received 15, 379 views.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 47
48. All stats current at the time of publication.
Has SEJ been able to keep up with that momentum? Here’s a closer
look at three other webinars that SEJ has hosted:
“Current Trends in Link Building & Content Marketing”
Recap Post Shares: 877
Recap Post Reads: 1134
YouTube Views: 461
SlideShare Views: 8,507
“Mastering Social Media For Big Brands”
Recap Post Shares: 390
Recap Post Reads: 197
YouTube Views: 85
SlideShare Views: 3,449
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 48
49. “Building Business Cases For SEO Initiatives
with Keith Goode”
Recap Post Shares: 567
Recap Post Reads: 440
YouTube Views: 214
SlideShare Views: 1,726
The Results
The two most interesting results from SEJ’s ThinkTank series are the
recap page views and the number of views on SlideShare. The numbers
from the webinars listed above are a clear indication that people are
utilizing the webinars by not only visiting the webinar recap page, but
also viewing the presenter’s slides on Slideshare.
In other words, visitors are not just listening to the live webinar and
moving on. They’re watching the webinar again and viewing the
SlideShare presentation so they can put that information to good use.
Not only is the ThinkTank Webinar Series placing SEJ into a more
authoritative position, it’s also a great example of how to repurpose your
content.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 49
50. Take for example the “Current Trends in Link Building & Content
Marketing” webinar. This content began as a webinar and has since
been repurposed into a YouTube video, SlideShare presentation, and
then converted into a long-form blog post. That’s four diferent methods
for the same piece of content to reach various audience members.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 50
51. Five Beneits of Content
Marketing
In 2011, Michael Dubin and Mark Levine founded a company that sold
no-name razors. Just one year later the company, Dollar Shave Club,
became a serious threat to companies like Gillette and Schick.
With only ive employees and $1 million in seed funding, Dollar Shave
Club spent a mere $4,500 on an engaging YouTube video that resulted
in the following:
9.5 million views
23,000 Twitter followers, 76,000 Facebook fans
12,000 new customers in 2 days
An additional $10.8 million in inancing
Through one piece of content Dollar Shave Club proved that content
marketing has major beneits, such as increasing sales and site visitors,
becoming a trusted source, and building a relationship all on a limited
budget.
C H A P T E R 8
52. Here is a closer look at the beneits of content marketing with additional
examples.
1. Increases Sales
As Neil Patel perfectly states, “There is a big misconception that content
marketing doesn’t drive sales. But if it didn’t work well, none of my
companies would exist.”
One of the main beneits of content marketing is that it can increase
sales for your business— Business 2 Community actually found that 30%
of respondents from a survey reported their ROI increased because of
content marketing. If it didn’t, then what would be the point in investing
and running a content marketing campaign?
An example of how content marketing can increase sales was provided
by Neil Patel, who claims that 99% of KISSMetrics marketing budget
is spent on content marketing and email marketing. Neil notes that he
spends $2,000/month on Pardot to send out email blasts and spends
between $5,000 - $6,000 on the blog. This money is used to hire
writers and create content like infographics.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 52
53. After crunching the numbers, Neil and his team discovered that the
KISSmetrics blog can drive around 60% of new leads to potentially
purchase a $200 product.
And, if they can get one person to read at least 3 blog posts, they
can convert that person into a lead approximately 45% of the time.
KISSMetrics is able to generate 6 igures each month. So, the company
is more than willingly to spend the $5,000 - $6,000 on content creation.
2. It’s Cheaper Than Other Forms of Marketing
Another beneit of content marketing is that it’s more cost efective
than other forms of marketing. In fact, content marketing costs 62% less
than traditional marketing. Because the internet is full of free tools and
resources, this shouldn’t be that shocking. Why purchase TV space
when you can share a video on YouTube?
However, that doesn’t mean that content marketing is easily achieved or
completely free.
An example of the cost-efectiveness of content marketing is how
Beardbrand went from a passion to a $40,000+ per month business.
After attending the 2012 West Coast Beard & Mustache Championships,
Eric Bandholz and Jon Reisinger launched an online community in 2012
that included a blog, Tumblr, and YouTube Channel that provided advice
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 53
54. on beard maintenance. Slowly but surely, the Beardbrand community
continued to grow.
Bandholz was contacted by a New York Times reporter for an article
regarding beard products and began to produce small batches of
products to service their community and fellow beard enthusiasts.
The company even sought out an investment on Shark Tank. While
Beardbrand didn’t receive funding, the company gained additional
exposure for free.
Beardbrand didn’t have to spend a fortune on promoting its brand. By
simply sharing their expertise, creating low-budget instructional videos,
and piggybacking on other forms of content, the company has gained
massive exposure.
3. Generates More Inbound Traic to Your Site
Content marketing is one of the most efective ways to increase
inbound traic to your site. Business2Community reported that 64%
of respondents stated that their website traic increased because of
content marketing.
The Sales Lion shares a simple, yet efective, example on how content
marketing increases website traic by examining an IT and software
development company called Segue Technologies.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 54
55. After having the entire team buy into content marketing, the company
committed to creating four blog posts per month and distributing
the content on its oicial blog and social media channels. Segue
Technologies also created content like eBooks during this period.
In just 12 months, Segue Technologies “went from less than
1000 organic web visitors a month when they started, to roughly
25,000 visitors” because the company created valuable content
for its audience.
4. Establishes Your Organization as a Resource
Have you noticed a pattern in the above examples? While each
company used content marketing to increase sales and website
traic fairly inexpensively, they also proved they were experts in their
respective industries.
This is another huge perk of content marketing.
Creating content that establishes your organization as resource puts
you into a position where people will listen and trust what you have to
say, which in turn will increase leads and sales.
Whole Foods has done a solid job of perfecting this tactic.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 55
56. The grocery chain is known for selling healthy and organic foods, which
is why the company has created content that backs up this vision. Over
the years Whole Foods has produced educational content that covers
everything from sustainability to animal welfare to healthy recipes.
Whole Foods also discusses GMOs and what the company’s values are
through enticing visual content.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 56
Screen Shot Whole Foods Market 6/8/15
57. Through this content, Whole Foods proved it is indeed an organization
that takes the health of its customers seriously. Therefore, customers
can trust Whole Foods products are healthy and good for them.
5. Builds Personal Relationships
Another beneit of content marketing is it fosters a relationship between
your brand and your targeted audience - whether the audience is a
customer or inluencer. Devesh Khanal illustrated this technique in a
Content Marketing Institute article.
Eyei, a technology company in the photography industry, wanted to
establish relationships with inluencers in this ield. The strategy began
with Eyei targeting well-known photographers who actively engaged
their audience. After compiling the list of inluencers, the company
created the 30 most socially inluential photographers infographic as a
piece of seed content.
Eyei then sent personalized emails to the 30 inluencers letting them
know about the infographic. Some of the inluencers shared the
content with their social media followers, which exposed Eyei to a new
audience who would most likely be interested in their product.
Eyei created a piece of content that helped start a relationship with
these photographers because the content increased publicity for the
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 57
58. photographers. With this piece of content, Eyei was able to attract 6
million people to their brand.
There are, of course, additional beneits of content marketing, many of
which are unintended. For example, it can attract potential employees
by showing of how great your organization is to work for - think of
sharing a behind-the-scenes look in the oice or highlights from a party
or event. Content marketing can also:
Boost Employee Morale: Engaged employees are happier.
Showcase their hard work in a blog post or have them contribute
content to make them feel involved.
Test: Before committing to a new marketing strategy, allow a
portion of your audience to critique through surveys before
moving forward.
Develop Original Ideas: Content marketing frees you from
depending on what your competition is doing before developing
your own thoughts and ideas.
Remove Uninterested Buyers: Why waste resources on people
who never planned on becoming customers? Content marketing
essentially weeds these individuals out immediately.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 58
59. Content Marketing Tools
To assist you with creating, producing, promoting, and distributing your
awesome content, here are 30 essential content marketing tools. While
this is not a comprehensive list, all of these tools can be used when
developing and implementing your content marketing strategy.
Content Discovery & Ideas
Feedly: Organize, read, and share content from relevant
blogs and websites
BuzzSumo: Content analyzer tool used for discovering
inluencers and tracking competitors
Quora: Find trending discussions on the popular question
and answer network
Klout: Suggests sharable content and tracks your impact on
social media
Reddit: Discover what topics are trending worldwide
Swayy: Discover engaging content to share with your
audience
C H A P T E R 9
60. Content Curation & Creation
Curata: Content discovery tool that also allows you to
curate and share anywhere under one platform
WordPress: Most popular blogging and CMS tool
Visual.ly: Create infographics and data visualizations
UberFlip: Aggregate your content so that it will speak to
diferent audience members
PowTown: Create animated presentations and videos
Google Keyword Tool: Can be used to discover keywords for
article headlines and body
Distribution & Marketing
Bufer: Easy way to share and schedule content on your
social media channels
Outbrain: A service that promotes your content on premium
websites
PR Newswire: Send out a press release to a variety of sources
MailChimp: Email blast your newsletter subscribers
Promoted Posts on Facebook: Pay to have your content featured
upfront on Facebook
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 60
61. SlideShare: Discover, upload, or share content, such as
webinars, in presentation form
Social Media Listening, Managing, & Monitoring
Sprout Social: Management tool that allows you to schedule,
publish, and engage your social media audience
Hootsuite: Manage social media accounts, schedule messages,
analyze traic, and track mentions
Salesforce Marketing Cloud: Discover what’s being said about
your brand, and your competitors as well
Tweetdeck: Track real-time brand mentions and schedule tweets
Social Mention: A real-time social media analyzer tool
Socialchorus: Turn employees and customers into brand
advocates
Analytics & Testing
Google Analytics: Lets you measure website and social
media impact and discover customers’ proiles
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 61
62. KISSMetrics: Allows you to track, analyze, and optimize marketing
campaigns with person-centric data
Raven Tools: Delivers metrics reports on SEO, PPC, and social
media campaigns
TrackMaven: Provides a competitive intelligence that analyzes
competitors social media activity
Moz Analytics: Audits your site, tracks ranking and links and makes
actionable suggestions
Optimizely: Enhance customer experience through simple A/B and
multivariate testing
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 62
63. Take Aways
Content marketing has been used by brands since the late 1800’s,
such as John Deere’s The Furrow which has been in publication since
1895. Today, the strategy is used by most marketers and focuses on
creating and distributing valuable content in order to attract and retain
customers.
By creating content in the form of videos, podcasts, white papers,
webinars, blog posts, or infographics, marketers are able to:
Spread brand awareness
Improve lead generation
Educate customers
Position your brand as an industry leader
Boost customer engagement
Whether you’re a brick and mortar store, eCommerce site, or publisher,
content marketing is beneicial for your brand because it increases
sales, is more cost-efective than traditional advertising, establishes your
organization as a resource, and helps build personal relationships.
C H A P T E R 1 0
64. How can content marketing be used in your industry? How might
content marketing beneit your speciic organization? The resources
and examples included in this white paper will guide your brand in
creating and implementing a content marketing strategy for your
targeted audience.
WHAT WORKS IN CONTENT MARKETING: CASE STUDIES & TOOLS FOR SUCCESS 64