Examples of Great Content Marketing
In today’s blog post I want to show some examples of great content marketing that I have run across lately. But first, let’s talk about what makes an example of content marketing a great example.
First, a let’s define the term “content marketing.” According to The Content Marketing Institute it is defined as such:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
So, in essence, what we are trying to do with content is connect with a specific audience with information that is valuable, relevant, and useful. But, it doesn’t stop there. After all, we’re in business to make money and drive revenues, so great content will also have a component that drives profitable customer action.
Because it is a fundamentally long-term game that focuses on building relationships over time, content marketing sometimes gets passed over for more immediate revenue generating activities such as cold-calling, direct selling, and advertising.
However, in my mind, this has never been an “either/or” proposition…it’s always been a “both/and” kinda deal. Short of major budget concerns, you don’t actually have to choose between outbound and inbound marketing (of which content marketing is a sub-set). You can (and should) do both. If need be, just direct a portion of your current marketing budget to content marketing.
With that being said, let’s look at a few examples of GREAT content marketing and analyze what makes them great. Without further ado, I give you…
B&H Photo and Video is near and dear to my heart and is essentially where we purchase all of our equipment for video shoots and photography projects we are working on.
In addition to having a great selection of equipment and fair pricing, they are also pros when it comes to creating content.
Through their Resource Center called Explora, they epitomize what it means to be useful and relevant to their target market. Delivering news, tips, guides, and reviews they are the go-to place for learning about how to use the products that they sell.
Although the information is objective and highly useful, B&H does a good job of pointing back to items that they sell that could be helpful for completing the project. Yes, they are trying to sell you at that point, but they only do so after delivering a tremendous amount of value.
Through their blogging they rank very highly in the search engines for thousands of search phrases related to their core product offerings. They are prolific when it comes to posting blog articles, posting at least daily and oftentimes multiple times per day.
In addition, they are very active on social media and manage their accounts well. They use a multi-media approach with videos, photography, infographics, links back to their blog, and more.
Speaking of multi-media, they also have a podcast and killer YouTube channel. In short, they are doing A LOT of content marketing and it is paying off for them. If you are a videographer, photographer, or other creative type I think it would be almost impossible not to have come across their company in some form or another online.
Being the size that they are, I am sure they have an entire department that is in charge of their content. To do content this well and this consistently, you really have to have a team behind you or you need to outsource your content to a team that has the necessary content marketing skill sets to pull everything together and bring some consistency to your efforts.
Cyberscout is in the business of preventing data theft, data breaches, and identity theft for both businesses and consumers.
In their Knowledge Center you will find blog articles, expert interviews, videos, white papers, case studies, and more. Some of this information is gated and some is non-gated.
(Non-gated means information that is freely available to access without offering anything in return and gated information is usually only accessible if you enter in contact information, such as an email address. Common non-gated information could be things like articles or blogs and common gated info may be things like white papers or case studies.)
Using gated strategies to access information is a great way to generate leads for additional marketing follow up and is primarily used when there is an extended buying cycle. Generally, the site visitor is in the “information gathering” stage and this allows you to not only deliver useful information, but also stay in contact via email or phone.
These two examples are from larger organizations and you may be thinking, “Hey, I’m just a local business and don’t have a large team in place to manage and implement a content marketing strategy.”
That is a common concern we hear from clients all the time when we explore the idea of putting together a content marketing plan. So, below, I will highlight two local clients whom we are helping with content marketing.
When we were approached by Amherst Madison the management team indicated that they wanted to become the premiere provider of real estate related information in the Treasure Valley along with driving more traffic to their site.
In that vein, we put together a “content-first SEO strategy” to accomplish that goal. This included a developing out a Resource Center on their existing site and implementing an aggressive SEO campaign on both the content we were creating and the site as a whole.
Although we are fairly recent to market with the strategy, we have already seen huge strides in both traffic and rankings for various keyword phrases.
Ashley Manor operates 60+ dementia care and assisted living facilities across three states. With corporate headquarters in Meridian, Idaho, Ashley Manor has been in business for over 20 years and wanted to stake their position as a premiere authority on all things senior living.
Each one of these web properties has its own Resource Center and focuses on areas of importance such as health, wellness, nutrition, financial concerns, legal considerations, how-to information, and more.
Again, in each article you will notice a clear next-step located in the sidebar. In this case, there are actually two prominent calls-to-action: Schedule a Tour (which is the main KPI they are measuring) and an offer for a free download of a PDF guide that helps someone choose the correct facility for their loved one.
As with any good resource center, the information provided is first and foremost of utmost benefit to the reader with no expectation of anything in return. The executive team at Ashley Manor is truly interested in helping their site visitors find the absolute best solution for their family member, even if that means pointing them to another provider.
It’s worth noting that the best examples of content marketing share that sentiment. The value delivered to the site visitor, prospect, or customer is the absolute most important criteria for a successful program. Value first, sales and ROI second.
That’s how you win the content game.
I hope you take some inspiration from these examples and it spurs you to create your own content marketing strategy. To help you get started just grab a complimentary copy of our Content Marketing Strategy Guide located in the sidebar to this blog post. Don't worry, it’s not gated and you don’t have to give us any contact info. Just click on the banner and the PDF will open up for you to print or save. As always, we’d love to hear from you about your own content marketing efforts, so drop us a line and let us know how it’s going!