10 Great Content Marketing Examples & What You Can Learn

From Them

What’s In Store1. What is Content Marketing?2. Steps to Creating Your Strategy3. Generating Content Ideas4. 10 Content Marketing Examples5. Recap

#TTLPresents

What is Content Marketing?

#TTLPresents

Content Marketing

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.

#TTLPresents

Google Trends – Content Marketing

#TTLPresents

Why The Growth?

#TTLPresents

Google Trends – Content Marketing

#TTLPresents

Content Marketing Isn’t New

#TTLPresents

1897 2016http://johndeerefurrow.com/archives

Content Marketing

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.

#TTLPresents

Content Marketing

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.

#TTLPresents

Creating A Content Strategy

#TTLPresents

Creating Content Marketing Strategy

DefineObjectives

Research

Ideation

Creation

Promotion

Measure & Review

#TTLPresents

Objectives

#TTLPresents

Setting Your Objectives

• What are your objectives?– Sales / Lead Generation– Brand Awareness– Traffic to Website– Traffic to Location– Channel Growth

• What do you want from your content?– SMART objectives

• What channel(s) do you want to focus on?

#TTLPresents

Research

#TTLPresents

Doing Your Research

• Who are your customers?– Create personas– How can you solve their problems–What is the customer journey

• How do they digest content?–What channels do they use?–What devices do they use?

Doing Your Research

• What is your competition doing?

• Industry regulations

• Resources

#TTLPresents

Solve Customer Problems

Problem Need Help

Understand

SolutionConsider Options

Choose Solution

#TTLPresents

How can you help them along their journey?

How will you answer the questions they have?

#TTLPresents

Map Out Their Journey

Seeking

Activity

Compare

Options

Research

Activity

Things To Do

Make Bookin

g

Holidays in Northern Ireland

Family Activities in

Belfast

Best Family Hotels in Belfast

25 Reasons to visit Belfast

Best Restaurants

in Belfast

#TTLPresents

Take time to do the research that is needed

#TTLPresents

Idea Generation

#TTLPresents

“I want a blog”

“I want an infographic”

“I want a cool video”

“I want something viral”

#TTLPresents

#TTLPresents

#TTLPresents

One Minute

275,000+ Tweets

2.5m Pieces of Content

75 Hours of Video

2m+ Blogs

Over 210 million pieces of contentshared online every minute

#TTLPresents

Get your idea first!

#TTLPresents

Focus on Your Customers

Problem Need Help

Understand

SolutionConsider Options

Choose Solution

#TTLPresents

Map Out Their Journey

Seeking

Activity

Compare

Options

Research

Activity

Things To Do

Make Bookin

g

Holidays in Northern Ireland

Family Activities in

Belfast

Best Family Hotels in Belfast

25 Reasons to visit Belfast

Best Restaurants

in Belfast

#TTLPresents

Idea Generation

Content themes & pillars.

#TTLPresents

100 Ideas 30 Minutes

• 6 People• 3 Ideas• 5 Minute intervals• 100+ ideas

• http://635.tecmark.co.uk/

#TTLPresents

Idea Generation

#TTLPresents

No idea is a bad idea

#TTLPresents

Evaluate Ideas

• Collate your ideas• Start to identify strongest ideas• Plan what research needs done and

find your hook

• Now decide the form of content to best suit your best ideas

#TTLPresents

Idea Generation

#TTLPresents

Ideas are like rabbits.You get a couple and learn

how tohandle them, and pretty soon

you have a dozen.John Steinbeck

Help With Ideas

#TTLPresents

Answer The Public

#TTLPresents

Content Creation

#TTLPresents

Types of Content• Blog Article• Video• Images• Infographic• Downloadable Guide• Podcast• Microsite• eBook• Social Content

#TTLPresents

134Types of Content

Source: https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing

#TTLPresents

Popular Content - Buzzsumo

#TTLPresents

Popular Content - Buzzsumo

#TTLPresents

Article Length - Buzzsumo

#TTLPresents

Repurpose Content

• Ensure your content is unique• Tell a story to your audience• Good content can take many forms– News Article– Video– Infographic– Detailed Guide– Social Content

#TTLPresents

Involve Customers / Influencers

Source: http://www.toprankblog.com/2014/11/seo-influencer-content

#TTLPresents

Reach Your Audience

Seekers

Joiners

Influencers

Buyers

1st Time Visitor Looking For Information

Return VisitorMore Research

Help Promote &Share Your Content

Group We Spend MostTime Focusing On

#TTLPresents

Create a Plan

#TTLPresents

Create Content Plan

• Identify your content channels• Set timescale for content campaigns• Create content calendar• Assign ownership of content• Set project deadlines• Create promotional plan• Monitor and review

#TTLPresents

Promotion

#TTLPresents

Treat your content like a product.

#TTLPresents

Channels To Promote Content

#TTLPresents

Review

#TTLPresents

Monitor Performance

• Review content performance–What types work best with your audience

• Did you achieve objective• How can you improve next time• Use your analytics tools– Google– Facebook– Twitter

#TTLPresents

Why Content Works

Good Content Delivers Traffic

#TTLPresents

Good Content Delivers Sales

#TTLPresents

10 Great Content Marketing Examples

#TTLPresents

Cat #BuiltForIt

#TTLPresents

Learnings

• Don’t always go with the hard sell• Think of audiences that can help

reach your customers• Have a purpose for your content– Cat was entering new markets in China

& Brazil• Content should bring people to your

website

#TTLPresents

Westeros Recruitment

#TTLPresents

Learnings

• Jump on board popular stories

• Stand out in a boring industry

• Detail is good

#TTLPresents

British Gas – The Heart of the Home

#TTLPresents

http://www.britishgas.co.uk/the-source/heart-of-the-home

Learnings

• Photos can be hugely powerful

• Tell a story with real people

• Create content that resonates with your audience – cooking in kitchen

#TTLPresents

Dollar Shave Club

#TTLPresents

Dollar Shave Club

#TTLPresents

Learnings

• Don’t be afraid to be different

• Be brave

• Humour is good

• Always keep an eye on the competition

#TTLPresents

Gillette Shave Club

#TTLPresents

Infusionsoft

#TTLPresents

https://quiz.infusionsoft.com

Infusionsoft

#TTLPresents

Learnings

• Try creating a quiz

• Make your content interesting

• Keep it simple

#TTLPresents

#LeanIn15

#TTLPresents

Learnings

• Know your audience

• Know which channels work for your content

• Evolve your content marketing efforts

• Be different#TTLPresents

NI Parcels

#TTLPresents

https://www.niparcels.com/blog/40-things-only-northern-irish-people-do

NI Parcels

#TTLPresents

Learnings

• Location, location, location

• Don’t always focus on your product

• Lists work a treat

#TTLPresents

Tesco Living

#TTLPresents

Learnings

• Your customers aren’t always in a buying mind-set online

• Give them content they are looking for

#TTLPresents

B&Q

#TTLPresents

B&Q

#TTLPresents

Learnings

• Give your customers information they’re looking

• Build content around keywords you want to gain search visibility for

#TTLPresents

Expedia Drive Ireland

#TTLPresents

Learnings

• Provide content to help your customers

• Make information easy to find

• Emotional connection

#TTLPresents

Don’t Complicate It

1 Phone

3 Hours

Content that connects with audience!

The Video

Video link - https://www.youtube.com/watch?v=tOHjWXc8EHI

#TTLPresents

The Results

Over 75,000 Reached

#TTLPresents

Results

80,000+ 45,000+

Reach Views Shares

600+

#TTLPresents

Follow Up Blog

#TTLPresents

Repurpose

#TTLPresents

Recap

Recap

• Define your objectives• Develop content ideas• Identify best form of content• Create, promote and repurpose• Monitor and review• Remember your objectives!

www.thetomorrowlab.com

Thank you!

Email: nial@thetomorrowlab.com Twitter: @thetomorrowlab

Twitter: @nialtoner