Content marketing, content marketing, content marketing!
Once brands caught wind that content marketing was the future, it didn’t take long for the storm to come a-blowin’. (Weather metaphors!) There’s a lot of content out of there. This means there is a lot of…really bad content out there. It also means there are some straight-up killer content marketing examples.
This article from Content Marketing Institute highlights four case studies that show how content marketing can be used to create true value. The post serves up the results, why it worked so well, and how to make the strategies work for your own business. Tight.
Shutterstock’s Annual Creative Trends Infographic
For its annual Creative Trends report, Shutterstock analyzes its customers’ search and download data to predict trends that will dominate the coming year. Then they distribute the results in an infographic.
Its 2017 Creative Trends infographic earned:
- Mentions in more than 100 articles
- 6 billion unique site visits
- 5,300 social media shares, 11,000 social media engagements
How to make this strategy work:
- Focus on the value of your content to your audience – content can only serve multiple audiences if it’s genuinely useful to multiple audiences
- Consider using data you have rather than spending time and money building and promoting a survey
- Don’t be afraid to share proprietary data if it could provide insights your audience can’t get anywhere else
SEMrush’s Easter Egg Hunt
SEMrush has more than 20 research tools for SEO, PPC, and content marketing, and an expanding list of features. With so much to offer, SEMrush has found it difficult to tell its users about new features and tools.
So, they gamified its educational process with a virtual Easter egg hunt, challenging users to find 15 “Easter eggs” by completing desired actions within various SEMrush tools.
Its Easter egg hunt, launched in April 2017, earned:
- More than 9,300 participants
- 8 million Twitter impressions (16% of those who tweeted had 1,000-plus followers)
How to make this strategy work
- Use content marketing outside of customer acquisition
- Invest time and resources improving your products and developing new features
- Spend time and resources developing a campaign to drive new feature adoption
- The best performing content is interesting, informative, and interactive
Way more content marketing goodness inside →