Have you heard or seen the TV drama "Mad Men"? I'm sure many of you have. Oh, the glamor of working in the advertising industry in 1960s America, with boozy business lunches and swanky office decor, with text-based images as the primary form of advertising.
And then you ask yourself, how much of that has changed?
It is undeniable that the industry has changed a lot. Traditional advertising as we know it has shifted to digital marketing. However, creative content and storytelling already existed in the 1960s, only it was communicated in different ways through different channels.
The content marketing industry isgrowing at a fast pace- will increase from USD 42 in 2018 to USD 137 million in 2026. Due to the shift to the internet driven by the Covid-19 pandemic and the increasing use of social media applications such as Facebook, Instagram, Twitter and Whatsapp, this is expected to be the expected growth. to continue at a CAGR of 16% between 2020 and 2027.
Creating personalized, targeted content is now more important than ever and made easier with the rich customer data we have at our disposal. With data and software tools, you can create truly compelling content and distribute it to the right customer through the right communication channels.
So, in this article, we examine what content marketing really is and share some great and useful examples of content marketing.
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What is content marketing?
Content marketing, simply put, is selling without sounding like a salesman.
Content marketing can be defined as creating engaging content in the form of forms
a blog post, article, music video, visual content,White paper, or a podcast shared via social media, blog, or email to inform, educate, or entertain your audience.
The ultimate goal is to create onevalue proposition, attention and hype surrounding a service or product without being intrusive. The focus should be on building awareness, which would lead to revenue growth and new leads.
The difference is that content marketing takes a value-based approach while traditional advertising takes a sales-based approach. Here is an excellent listing for clear distinctionFollow Instagram accountsfor small businesses to see how they have created a clear value proposition through their content.
Let's also give some examples.
BeTo suesells cars.
BePodcastalso sells cars.
What did you find more attractive, informative and less commercial?
Of course it can be both, depending on the viewer. However, the second example really engages the listener with interesting information, not just product features.
Let's continue with some good examples to inspire you.
Useful content marketing examples to inspire you
Placing good content is not easy.marketing strategytogether.
Before creating and writing new content, it's important to know who you're trying to reach. You should always have an outreach strategy built into your campaign and know who you are targeting.
I hope after reading this article you have a great podcast idea to promote your B2B business or discover how to share content via social mediaPromote your online storeis the right way.
Below we focus on two of themThe most popular forms of content marketing2021: Sharing videos on social networks and sharing content on blogs. Also give some examples of the growing trend: ContentMarketing through podcasts.
Sharing content via videos and social media.
Sharing content through social media is one of the most popular ways to share knowledge about a product or service.content marketingand social media marketing go hand in hand, with one being the educator and the other being the communicator.
Brands compete with each other to impress and attract customers. If so, how do you measure the effectiveness of your content? Well, technology comes to your rescue. Once you're on Instagram, you can use tools toInstagram Competitor Analysisto gain insight into what your competitors are doing and how you can improve your game.
Also, video content marketing on social media is a great way to introduce your service or product to potential customers. the combination of both is becoming more and more powerful.
neuMarketing research for video contentvon Wyzlow found that 86% of the companies surveyed plan to use video as a marketing tool in 2021, and 69% of those not currently using video said they hope to start using video in 2021.
Here are some good examples to inspire your strategy.
1. LEGO and Mattel Movies via YouTube
Okay, maybe not video per se, and not via social media, but thisLego-Moviein 2014 could be one of the best examples of content marketing to date.
Thanks to this successful film, or rather a successful piece of content marketing, Lego was able to record an increase in sales in 2014 and surpassed the largest toy manufacturer Mattel for the first time.
Lego even produced a feature film to promote their product. And it worked, because at the end of the day, your target audience (kids) doesn't want Legos for their special features, they want them for their popularity.
Since then, the innovative Danish company has become thelargest toy companyworldwide and reached a turnover of 7.21 billion US dollars in 2020, which ranks Mattel fourth.
And interestingly, since the pandemic and the shift to the internet, Mattel has also incorporated content marketing into its strategy.
After statistics showed that more than 80% of parents said their kids watch videos on Youtube, they have increased content creation on theirscanal da barbie no youtubeand created a new onegame center' full of interesting and educational blog posts on the Barbie site.
2. Gymshark via TikTok
TikTok is gaining popularity among brands and is specifically used for video content marketing. More than 60% of TikTok users are Gen Z: 60% are between 16-24 and 26% between 25-44 years old, overall 80% are between 16-34 years old. In January 2021, TikTok was the most downloaded app worldwide with almost 62 million installs.
Advertise on TikTokworked well forShark in the gym, a fitness and lifestyle brand with a clear target audience between 18 and 26 years old, known for its influencer marketing and social media strategy.
In a 2019 #Gymshark 66 campaign, they asked fans to share personal fitness goals and post before and after.Content on Tiktok. To this end, Gymshark partnered with six TikTok influencers such astwin fishmitwin tunewith a total of almost 20 million followers who have created and posted 15 second dance and stunt videos.
This campaign was a success, receiving almost 2 million likes, 12,000 comments and almost 46 million post views.
3. Apple via Instagram
Since Instagram's launch in 2010, the photo sharing platform has grown to become the fourth largest social media channel in 2021 with over 1.2 million active users. Instagram ranks fourth behind Facebook, YouTube and Whatsapp.
With the introduction of Stories and Reels, Instagram is constantly looking for ways to stay ahead of the competition. This also allows content to be shared in different ways.
Apple's #Shotoniphone coils are a prime example of how content can be shared via social media. They hired several videographers to produce beautiful and enticing content, shot with iPhone cameras and highlighting the product's key features.
Share content via blogs
In 2021, blogging is still one of the main forms of content after video sharing.
Blogs help engage visitors with educational information and can provide helpful tips or updates about your product or service. Plus, it helps you maintain a social media presence and streamline your SEO efforts.
Here are some great examples to get you started.
1. Blog "In the shine"
Skincare and beauty brand Glossier started with a blog.
Emily Weiss, then an editorial assistant at Vogue, started her style and beauty blog "in the glowin 2010, curating beauty routine stories from well-known icons such as Jenna Lyons and Karlie Kloss. The blog attracted over 1.3 million visitors over the next 6 years.
Thanks to the many followers of ITG's curated blog, he started his own in 2014Ecommerce Business Heller, which has become one of the most popular skincare and beauty brands with consumers around the world.
Some of the main reasons her blog has been so successful:
- He used the content as an accessible way to build a loyal following.
- She didn't just focus on the product, but on building a lifestyle around the product first.
- She has built a loyal following that already knows the brand's history and lifestyle.
- Using content to build community, he launched an inclusive brand at the right time, where the industry was known for its selectivity and exclusivity.
2. Blog endpoint
Your blog is one of the best for keeping up with industry trends. Hubspot uses its blog to educate its audience on marketing, sales, and customer service topics, as well as general business matters.
Share content via podcasts
Podcasts are still an under-explored area for content marketing purposes, but they're a great way to really engage your audience without selling directly.
Podcasts appeal to marketers and businesses alike because they can be easily listened to virtually anywhere - on the commute, while exercising, or while doing housework.
In addition to topics on politics, society, comedy or culture and music, podcasts are also increasingly becoming an innovative solution for marketing.
1. Jeep Podcast - User Generated Content
Jeep excelled in content marketing and word of mouth.
To overcome the challenges of the Covid-19 pandemic, they turned to social channels such as YouTube for research and product discovery, Instagram to showcase the Jeep lifestyle through captivating images, Facebook to share customer experiences, and Twitter to share information and updates.
In early April 2020, they launched the #StayOffTheRoad social campaign, which was promoted on certain social channels.
But more importantly, they excelled in word-of-mouth marketing. There are several Jeep podcasts online created by dedicated fans who have embraced the Jeep lifestyle. The most popular is Jeep Talk Show, a Jeep Podcast. with almost 1.5 million downloads and views.
2. Podcast von National Geographic
Another great example of using podcasts intelligently for marketing is National Geographic.
Your Official Podcast"Ouvido and National Geographicwas created and conceived by their marketing team. A truly innovative idea tailored to your target audience.
By accessing the podcast, one can listen to the fascinating conversations taking place at their headquarters. The podcasts cover a range of topics, from estimating the number of chimpanzees living in Nigeria's forests to how Nat Geo's photo engineers use new technology to capture images and sounds never seen or heard before became.
Use content marketing to grab your audience's attention
We have come a long way since the 1960s: the marketing industry has changed enormously with digitization. Customers would no longer tolerate seeing sexist advertising, which was rampant at the time: diversity, inclusion andMarketing Personalizationthey have become indispensable.
People expect positive, thoughtful, and respectful feedback to be reflected in content. It's more important than ever to empower your customers with compelling and compelling stories. To really know your customers and tailor content accordingly to increase brand awareness and gain credibility.
Video content, when done right, can be a powerful way to show your customers who you really are as a business because it's accessible to a wide audience and works well across multiple channels.
Blogging is still a great way to attract new customers or customers through engaging and educational information and is a great option for both B2B and B2C businesses.
Podcasts are a relatively new form of content marketing and will engage and listen to your audience without realizing that the content is marketing related.
I hope you found an example that inspired you to think about new ways and concepts of marketing to your audience.
Content marketing examples include media like newsletters, podcasts, social media posts, and videos. All of these forms of content are meant to provide useful and relevant information that delights users and attracts them to your brand.What is content marketing with examples? ›
Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it's time to buy what you sell.Which company is good example of content marketing? ›
GoPro. GoPro's company mission is to “enable the world to capture and share its passions.” Well, GoPro does the same thing with its own content marketing. GoPro creates and shares content made by its users and subscribers.What is an example of content marketing advertising? ›
In particular, it uses video to inspire its audience and show off its brand values and personality. Some examples of content marketing include the Reach Across the Aisle campaign, which encourages people to find out what united them, a series on flying with infants, and the quirky Flight Etiquette video series.What are the four keys to content marketing? ›
The four stages of the content marketing funnel are awareness, evaluation, purchase, and delight. Each stage serves a specific purpose in the customer's journey, as should the content presented to the customer in those stages.What are some of the most popular types of content marketing? ›
- Case Studies.
- User-generateed content.
- Blog Posts. The first type of content on our list is the blog since it is the most dominant form of content on the web. ...
- Long-Form Content. ...
- Podcasts. ...
- Email Newsletter for Lead Nurturing. ...
- Video. ...
- Authoritative Content. ...
- Infographics. ...
- How-To Guides.
A good content marketing strategy uses a mix of different types of content to reach your target audience. Some examples of content include blogs, emailers, newsletters, social media posts, case studies, and more. 2.What makes a good content marketing? ›
Good content marketing has a mission statement behind it and it ladders up to your company's objectives and goals. Good content marketing provides value to your audience. Really good content marketing might not even feel like content marketing.How do you write a content marketing strategy? ›
- Establish Your Goals. ...
- Define Your Audience. ...
- Research Your Competitors. ...
- Complete Topic And Keyword Research. ...
- Review Your Existing Content. ...
- Devise Your Strategy. ...
- Plan Your Resources. ...
- Plan Your Content Production Schedule.
Dunkin. With 3.1 million followers and 22.4 million likes, Dunkin' Donuts has a huge presence on TikTok. The account regularly posts behind-the-scenes content about the Dunkin menu and shares how the world-famous donuts are made. And one of the key factors of its TikTok popularity is strategic influencer marketing.Who is the best content marketer in the world? ›
Jay is one of the world's most inspiring marketing and customer service speakers. He preaches to his audience how to work smart by making the best use of technology. He is the founder of 5 multi-million dollar companies and the author of 6 best-selling books.
Red Bull is one of the most successful examples of branded content. Most of its marketing is focused on creating stories that promote its brand values, such as athleticism and taking risks. The most famous example of Red Bull's branded content is Felix Baumgartner's jump from the stratosphere, at 38,969 meters.What is content marketing that sells? ›
What is content marketing sales? Content marketing sales is the process of using content to generate leads and sales. This can be done through a variety of channels, such as email marketing, social media, or search engine optimization.What are 5 example of advertising media? ›
Nine types of advertising media available to an advertiser are: (1) direct mail (2) newspapers and magazines (3) radio advertising (4) television advertising (5) film advertising (6) outdoor advertising (7) window display (8) fairs and exhibition and (9) specially advertising!What are the three E's of content marketing? ›
The three E's of successful content marketing: Engage, Educate, Earn.What are the three R's of content marketing? ›
This is where the 3 Rs of content marketing come into play: reduce, reuse, and recycle. By creating fewer, more valuable pieces and repurposing this content across different channels, you will save time and money while increasing awareness and engagement.What is the golden rule of content marketing? ›
Creating and sharing content provide the incentive for others to do the same. Make sure to spend a bit of your time sharing and discussing the content of others. Make sure to respond to everyone to takes the time to share, reach out, or send you a message.What is the most viewed content type? ›
|Characteristic||Share of respondents|
|Any kind of video||91.8%|
|Comedy, meme, or viral video||34.8%|
|Tutorial or how-to video||26.4%|
Keyword Marketing – Short Conceptual Explanation
Keyword marketing is used as part of a larger search engine optimization (SEO) strategy to advertise products and services on the Internet. Keywords are used throughout the content and in other areas of a website to increase its search engine ranking.
Most people in the marketing industry have arrived at the consensus that the first, real instance of content marketing came in 1895, when John Deere released its first issue of The Furrow, a magazine designed to be a resource for farmers.What is your #1 tip to generate leads as a content marketer? ›
Know your audience
Like any marketing activity, the first step to generating leads with content marketing is to get to know your audience inside and out.
A content strategy is a plan in which you use content (audio, visual, and/or written) to achieve your business goals. A successful content strategy will attract your target audience at every stage of the funnel and keep them engaged even after a purchase. Say your business goals include increasing brand awareness.What is a great content strategy? ›
A good content strategy considers a KPI, and then works towards reaching it. It is a roadmap that plans out the exact steps that need to be taken in order to reach that goal. But of course, even with all the best planning and execution, sometimes, content campaigns don't meet their KPIs.What are 2 key qualities of good content? ›
- Readable. When you create content, nothing is more important than making it easy to understand, which mainly depends on whether the content is readable. ...
- Engaging. ...
- Consistent. ...
- Findable. ...
- Translatable. ...
- 5 characteristics = impactful content.
- Blogs. ...
- Listicles. ...
- Ebooks. ...
- Infographics. ...
- Video. ...
- How-to Guides. ...
- Case Studies.
- Relevant. People want content relevant to their interests. ...
- Intellectual. People want content that introduces them to new things. ...
- Sensorial. Good storytelling is all about the details. ...
Social marketing examples include public health and safety, education, environmentalism, city beautification, and urban renewal initiatives. Government agencies widely use social marketing to try and address different types of social issues.Why is content marketing important examples? ›
To sum it up, content marketing is important because it's a cost-effective, sustainable marketing method that nurtures your audience, answers their questions, and builds their trust – all of which helps your business generate better leads, more conversions, and more sales.What is an example of digital marketing in daily life? ›
Digital marketing is any marketing strategy that takes place through digital means — usually through Internet-connected devices. There are many examples: inbound marketing, email marketing, social media marketing, and content marketing are just a few.
An example of a direct seller is Boeing. The company offers its products directly to potential customers – airlines. Indirect sale, on the contrary, include various intermediaries – distribution centers, wholesalers, regional representatives, and so on. For instance, Coca-Cola uses this model.What is an example of a social media marketing strategy? ›
For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.What are the old 5 C's of marketing? ›
As a good guideline for marketing strategies, this mnemonic consists of five terms, and it typically includes: company, customers, competitors, collaborators and climate.What are some recommended content marketing strategies for beginners? ›
- Set Out Your Mission, Goals, And KPIs. ...
- Know Your Audience. ...
- Plan Your Process. ...
- Start a Blog. ...
- Audit Your Existing Content. ...
- Do Keyword Research and Create Content. ...
- Decide on Your Lead Magnet. ...
- Promote Your Content.
Content marketing is the process of planning, creating, distributing, sharing, and publishing content via channels such as social media, blogs, websites, podcasts, apps, press releases, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.What is TikTok marketing? ›
TikTok marketing is the process of using TikTok and TikTok content to promote your brand and its products or services. Easily build up your own online presence through the use of short-form video content that engages your audience and helps show off your business offerings.Is Instagram content marketing? ›
You have two options for this Instagram content marketing strategy. You can promote a post through your Instagram business profile or use the ad creation feature on Facebook. You can set up the audience you want to reach, the duration of the promotion/ad, and your budget.Is Facebook content marketing? ›
As part of an overarching content marketing strategy, publishing on Facebook can help grow your reach and build brand awareness. It can even drive more traffic to your website and generate leads. Because of the sheer reach of Facebook, the opportunities for connecting with your audience are far and wide.What are the 3 most important things in content marketing? ›
"The top three goals marketers achieve through successful content marketing are generating brand awareness, building credibility and trust, and educating audiences."How can I be the best content marketing? ›
- Plans are Important. You need a plan to get your content working for you. ...
- Have a Content Calendar. ...
- Know Your Stuff. ...
- Don't Post It Just to Keep Active. ...
- Don't Get Keyword Crazy. ...
- Mix Up your Content. ...
- Test and Track. ...
- Consider Guest Bloggers.
Great Content Is Memorable
You can make your content more memorable by making sure it answers the “So what?” question, or by creating contrarian content that doesn't just parrot what everyone else is already saying. I'd like to illustrate this one by way of example.