{"id":76323,"date":"2024-04-26T09:00:00","date_gmt":"2024-04-26T13:00:00","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/brand-content-marketing-strategy\/"},"modified":"2024-05-03T13:23:42","modified_gmt":"2024-05-03T17:23:42","slug":"brand-content-marketing-strategy","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/brand-content-marketing-strategy\/","title":{"rendered":"How Good Is Your Brand Content Strategy?"},"content":{"rendered":"<p>SEO. Social media. Websites. Blogs. Developing an effective <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-ultimate-content-marketing-strategy-template\/\">content marketing strategy<\/a> can feel daunting with so many options and strategies available. Earlier this week, we shared the results of our approach to developing content. Here in this post, I am sharing how we do it for brands like yours.<\/p>\n<p>We speak with brands on all points of the <a href=\"https:\/\/marketinginsidergroup.com\/category\/content-marketing\/\">content marketing journey<\/a>. From those who are still learning what content marketing is and why it\u2019s important to those who are implementing their campaigns and need guidance, we help brands develop processes that allow them to effectively reach their customers.<\/p>\n<p><em><strong>Quick Takeaways:<\/strong><\/em><\/p>\n<ul>\n<li><em>The use of content marketing continues to grow. Over 80% of marketers are intently focused on creating content that builds brand loyalty.<\/em><\/li>\n<li><em>Content marketers should focus on solving their target audience\u2019s problems.<\/em><\/li>\n<li><em>Connect with your audience on platforms where they hang out. Create content in formats that they prefer to consume.<\/em><\/li>\n<li><em>Brands need to recognize that employees are their most powerful marketing resource and figure out how to activate them.<\/em><\/li>\n<li><em>An effective <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-strategy-examples\/\">content strategy<\/a> involves data, brainstorming, alignment with the consumer journey, and constant monitoring of key metrics.<\/em><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-646377\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/k7pNHoWw.png\"  alt=\"K7pNHoWw\" width=\"685\" height=\"386\" \/><\/p>\n<p>As many brands have figured out, content marketing is critical to a brand\u2019s survival in today\u2019s economy. Content Marketing Institute\u2019s <a href=\"https:\/\/www.marketingprofs.com\/charts\/2021\/45972\/2022-b2b-content-marketing-report-benchmarks-budgets-and-trends\">2022 Benchmarks, Budgets, and Trends<\/a> announced that 43% of marketers report their organization&#8217;s content marketing budget has grown since 2020..<\/p>\n<p>74% percent of marketers say their campaigns were more successful compared to one year ago with 66% expecting their content marketing budgets to continue to increase. Respondents indicated that the more their content marketing matures, the more likely it is to succeed.<\/p>\n<p>One thing is clear: content marketing is a marathon, not a sprint. We are here to help you and your brand get to the finish line with loyal customers whose needs have been met.<\/p>\n<p>Here is how we do it:<\/p>\n<h2>Define Your Content Marketing Objectives<\/h2>\n<p>How we think about and approach marketing has shifted in the past decade. Buyers are now completely in control of their purchasing journey. It\u2019s up to brands to fulfill the consumers\u2019 needs with a seamless, quality experience. However, one thing has not changed: defining the objective of a content marketing campaign.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-12662 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2019-03-04-at-3.54.49-PM.png\"  alt=\"Screen Shot 2019 03 04 At 3.54.49 PM\" width=\"830\" height=\"435\" \/><\/p>\n<p>This step requires an analysis of five areas within a brand:<\/p>\n<ol>\n<li>current audience insights<\/li>\n<li>business case<\/li>\n<li>current state<\/li>\n<li>mission statement<\/li>\n<li>budget<\/li>\n<\/ol>\n<p>In short, where is the brand now? What is our mission statement? Who are our current customers? How much budget do we have to spend?<\/p>\n<h3><img decoding=\"async\" class=\"aligncenter size-full wp-image-646375\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/xEw6WhvA.png\"  alt=\"XEw6WhvA\" width=\"1100\" height=\"619\" \/><\/h3>\n<h2>Narrow Down Your Target Audience<\/h2>\n<p>Since the buyer is now completely in control of their experience and has high expectations of the brands they\u2019re willing to build relationships with, understanding the buyers is critical.<\/p>\n<p>It goes far beyond the traditional basic data like age, gender, race, income level and location.<\/p>\n<p>In <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing-workshop\/\">content marketing workshops<\/a> with clients, we always consider various other factors that may contribute to a person\u2019s decision to buy a product. Are they happy in their lives, both personally and professionally? What frustrations are they currently experiencing? Where do they get their information? What are they curious about?<\/p>\n<p>The list of possible questions is extensive but it helps us begin to build the framework for a successful content marketing campaign.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12665 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/image6-4.png\"  alt=\"Image6 4\" width=\"603\" height=\"279\" \/><\/p>\n<h2>Position Yourself Strategically<\/h2>\n<p>It\u2019s important to differentiate yourself from the competition by using your content to show your unique perspective.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11568 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/position.png\"  alt=\"Position\" width=\"746\" height=\"590\" \/><\/p>\n<p>Good content marketing is imperative for distinguishing your brand and positioning yourself as a thought leader in your industry. It can be hard to keep your ideas fresh all the time, especially because your competitors are going to be turning out content as well.<\/p>\n<p>Before you can get your brand into a good position, you need to get to know your target market, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-marketing-trends\/\">key content marketing trends in your industry<\/a> and some research on what your competitors are getting up to.<\/p>\n<p>Find out what sort of creative direction the competition is pursuing. Look at the kind of tone and aesthetics they favor. Some good places to get a sense of this are their logo, mascots, and even the colors they select.<\/p>\n<ul>\n<li>What sort of themes are they working with?<\/li>\n<li>What is their message?<\/li>\n<li>What kinds of campaigns are they running?<\/li>\n<\/ul>\n<p>If you want to stand out, you need to know what you\u2019re trying to stand out from. Make your brand unique so it can fill a niche. Take what your competitors are doing and do it better, or put a fresh spin on it.<\/p>\n<h2>Put in Place a Content Marketing Workflow<\/h2>\n<p>Next, we identify the best way we can work with you and your brand. This process includes defining how we will ideate, approve, create and publish your content marketing campaign. For some clients, this is a relatively simple process. Others have required additional steps set by law or previously defined internal procedures.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-646373\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/RS0KXVrQ.png\"  alt=\"RS0KXVrQ\" width=\"870\" height=\"488\" \/><\/h3>\n<h2>Create an Editorial Strategy<\/h2>\n<p>Once we have a good understanding of a brand\u2019s goals, who their target audiences are and what platforms to reach them on, we can start defining the editorial strategy. This includes figuring out content themes, topics, and types. For example, at Marketing Insider Group, we identified four key themes:<\/p>\n<ul>\n<li>content marketing workshops<\/li>\n<li><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-strategy-agency\/\">content strategy agency<\/a><\/li>\n<li><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-employee-activation\/\">employee activation<\/a><\/li>\n<li><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/8-ways-to-generate-pre-event-hype-with-content-marketing\/\">content marketing for events<\/a><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-646372\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/nvCIVm3w.png\"  alt=\"NvCIVm3w\" width=\"700\" height=\"396\" \/><\/p>\n<p>Then we built out topics around these themes, such as <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/best-digital-marketing-tools-for-small-businesses\/\">tools to use<\/a> or <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/use-video-marketing-to-tell-your-brand-story\/\">how to use video<\/a> in your content marketing strategy. How these articles are actually written depends on the topic but the content may include general articles, lists, how-to articles, infographics and why posts.<\/p>\n<h2>Brainstorm Content Ideas<\/h2>\n<p>Part of <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/develop-content-marketing-strategy-not-plan\/\">building an effective content strategy<\/a> includes brainstorming. We collaborate with our clients to explore the various ways we can reach your target audience. It can be (and in my opinion, should be) one of the most fun parts of the process.<\/p>\n<p>We implement tactics such as design thinking where each individual comes up with a list of ideas and then the group categorizes them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12675\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/image4-2.png\"  alt=\"Image4 2\" width=\"700\" height=\"260\" \/><\/p>\n<p>Don\u2019t worry, analytical types. We use data-driven tactics to brainstorm.<\/p>\n<ul>\n<li>Google is one of the first places we start. It provides suggestions based on the volume of searches done for a topic.<\/li>\n<li><a href=\"https:\/\/answerthepublic.com\/\">AnswerThePublic<\/a> is another great resource to categorize the most frequently asked questions around a keyword.<\/li>\n<li><a href=\"https:\/\/buzzsumo.com\/\">BuzzSumo<\/a> helps us identify content that has performed well in a specific time span. We are able to look at our own content as well as what competitors have done that\u2019s worked. The platform also enables us to find high performing content by topic.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12676 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/image2-2.png\"  alt=\"Image2 2\" width=\"661\" height=\"352\" \/><\/p>\n<h2>Know Where the Content Fits in the Customer Journey<\/h2>\n<p>The journey to reach a consumer who has never heard of your brand is going to vary from the consumer who follows you on social media. We work with brands to determine what demographics should fall into the three stages: early, middle, and late.<\/p>\n<p>This stage also determines the frequency in which we create or repurpose content and how we reach the consumer (blog posts, email, social).\u00a0 One thing we always have in mind: buyers are not searching for product specifically. They are looking to solve a problem.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-646379\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/image1-4.png\"  alt=\"Image1 4\" width=\"663\" height=\"373\" \/><\/h3>\n<h2>Create High-Quality, Experiential Content<\/h2>\n<p>There are a lot of good ways to create quality content your customers will love. One good way to start is figuring where your niche will be. Think about an area that is underserved and therefore hungry for content that appeals directly to them. You can amass a loyal following of people if you are able to appeal to a niche that has not been receiving much attention from other brands.<\/p>\n<p>Another good direction is to make your primary focus educating and informing people. Find out what your customers\u2019 most common questions are and create content that addresses those questions. Use forums and blogs to find out which topics are most popular when people search for your brand or industry, then create content based on that information.<\/p>\n<p>Content that improves the brand experience always works. \u201cCustomer experience can be an excellent way for you to differentiate your brand. Instead of approaching this with the mindset of there being one ideal customer experience, try and find out what your customers are looking for. Different customers use different brands because they enjoy the unique experience that brand provides,\u201d writes Jerry Estes, content marketer at Revieweal.<\/p>\n<p>Of course, customer experience should align with your positioning; it should suit your brand\u2019s personality and also include variety.<\/p>\n<h2>Make Brand Authenticity a Priority<\/h2>\n<p>With all the millions of pieces of content floating around on the web, and the thousands of advertisements consumers are exposed to daily, customer trust in brands has really diminished over the years. According to Edelman\u2019s trust barometer, consumer trust is at a record low, especially in businesses and the media.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13331 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Trust-Crash-in-U.S.png\"  alt=\"Trust Crash In U.S\" width=\"1281\" height=\"564\" \/><\/p>\n<p>Building consumer trust is essential for conversions and loyalty, so your content must be able to convince people that your brand is trustworthy. One of the absolute best strategies to do so is by focusing on authenticity.<\/p>\n<p><a href=\"http:\/\/www.olapic.com\/consumer-trust-thank-you\/\">According to consumers<\/a>, an authentic brand is nearly equally focused on the product and the people who use it. This is why <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-authentic-marketing-user-generated-content\/\">user-generated content<\/a> works so well; it showcases real people using the product. The sense of realism is much easier for people to connect with.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13334 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Real-People-and-Product-focus.jpg\"  alt=\"Real People And Product Focus\" width=\"652\" height=\"678\" \/><\/p>\n<p>And, apart from the increase in customer trust, integrating UGC into your marketing strategy will bring about better results. In fact, advertisements that use UGC average <a href=\"https:\/\/www.shopify.com\/blog\/68976197-4-tactics-to-drive-traffic-and-sales-with-user-generated-content\">four times higher click rates<\/a>, and it increases the likelihood of conversions <a href=\"https:\/\/www.digitaldoughnut.com\/articles\/2018\/february\/six-striking-stats-signalling-the-strength-of-ugc\" class=\"broken_link\">by 500%<\/a>.<\/p>\n<p>But how exactly can you turn your customers into content generating advocates for your marketing strategies?<\/p>\n<p>First of all, encourage customer testimonials, especially on social media. <a href=\"https:\/\/sproutsocial.com\/insights\/data\/q2-2016\/\">75% of social media users<\/a> report that they would be likely to share a positive interaction with a brand through this medium. You can encourage the spread of positivity by including embedded social links in email messages and even on checkout pages to make it easier for people to share.<\/p>\n<p>Another idea to get UGC flowing is to tell your audience the exact type of content you are looking for by cleverly disguising it through a giveaway. Ask your followers to post a picture of themselves using the product along with a branded hashtag for an entry, and voil\u00e0. Before you know it, you\u2019ve got yourself an entire library of authentic content that can be used for later posts.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13337 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Mintapp-UGC-content-on-Instagram.png\"  alt=\"Mintapp UGC Content On Instagram\" width=\"794\" height=\"513\" \/><\/p>\n<p>By using genuine and original content over heavily designed brand content, your customers will be far more likely to engage, share, and convert.<\/p>\n<h2>Encourage Internal Brand Advocacy<\/h2>\n<p>Edelman\u2019s report found that employees are often viewed as significantly more trustworthy than business leaders, especially if they are viewed as a \u201cpeer.\u201d And this not only builds their confidence in the message; it translates directly to more shares.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13340 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Edelman-Trust-Barometer-Global-report.png\"  alt=\"Edelman Trust Barometer Global Report\" width=\"759\" height=\"360\" \/><\/p>\n<p>When brands implemented an employee advocacy program into their content strategy, they experienced <a href=\"https:\/\/hingemarketing.com\/uploads\/hinge-research-employee-advocacy.pdf\">remarkable results<\/a>, including a 79% lift in visibility, 45% more web traffic, and increased content downloads.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13341 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Benefits-firms-receive-from-employee-advocacy.png\"  alt=\"Benefits Firms Receive From Employee Advocacy\" width=\"867\" height=\"621\" \/><\/p>\n<p>Unfortunately, implementing an authentic employee advocacy program is easier said than done. Most workers will not naturally share content related to their work, and they certainly will not appreciate being forced to do so.<\/p>\n<p>Thankfully, systems like <a href=\"https:\/\/www.smarp.com\/\" class=\"broken_link\">Halilo<\/a>\u00a0can make employee advocacy easy and natural by creating internal <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/best-content-marketing-hub-examples\/\">content hubs<\/a> to keep employees informed and engaged with what\u2019s going on in the business, as well as the industry as a whole. They can even sign up to receive tailored content that is relevant to their interests to increase their own knowledge and skills, in turn boosting their own thought leadership capabilities. From this system, employees can easily share branded content to their networks to improve their own influence while boosting their company\u2019s social reach.<\/p>\n<p>The great news is that implementing an advocacy strategy like this not only increases a brand\u2019s reach and credibility, it benefits the employees as well.<\/p>\n<h2>Segment and Distribute<\/h2>\n<p>A lot of brands struggle with segmenting based on the wants and needs of the different segments of their audience. When you\u2019re segmenting your audience, it\u2019s smart to be thinking about where each group lies in their journey, in terms of awareness, engagement, conversion, and loyalty.<\/p>\n<p>Segment your content based on pricing, customer care, product lines, and services. It\u2019s also important to factor in geographical location and relevance to your segmentation.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11569\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/commerce-segments.png\"  alt=\"Commerce Segments\" width=\"700\" height=\"456\" \/><\/p>\n<p>Differentiation affects both your short term profits and the long term viability of your brand. If you\u2019re just a less interesting version of someone else, why would anyone bother with your brand? It\u2019s important to position yourself well, and keep up with what other similar brands are doing, so that you can find a unique angle to work on.<\/p>\n<p><!-- .ctct-form-wrapper --><\/p>\n<h2>Measure It<\/h2>\n<p>Research indicates that for every one buyer, there are 100 pieces of content produced. This statistic makes measurement a key component of a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-top-b2b-content-marketing-strategy-ideas-to-consider-using-today\/\">content marketing strategy<\/a> and is also most likely where your CEO will be most interested.<\/p>\n<p>Early in the process we help brands determine what metrics need to be monitored depending on their goal(s) and buyer stage and provide them with a dashboard to help keep track. Our reporting schedule varies but is optimized to ensure a brand has a successful content marketing campaign.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12681 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2019-03-04-at-4.01.43-PM.png\"  alt=\"Screen Shot 2019 03 04 At 4.01.43 PM\" width=\"642\" height=\"328\" \/><\/p>\n<h2>Don\u2019t Be Afraid to Recycle<\/h2>\n<p>One of the trickiest parts of marketing is you are always trying to out-do your past results. You\u2019re in a perpetual state of needing to come up with new and better ideas to keep your campaigns fresh and exciting. However, coming up with brand new content does not always guarantee better performance.<\/p>\n<p>Revamping old pieces and turning them into something new is a surefire way to develop and maintain your library of content. You can see which pieces drove in the best results, whether it be in terms of shares, likes, conversions, or click-through rates. If audiences loved it before, why shouldn\u2019t they love it again after you\u2019ve made some updates?<\/p>\n<p>The way to guarantee higher shares with re-purposed content is to transform it into another format that tends to receive high engagement. For example, if you have a blog article that your readers enjoyed in the past, the information can be applied to an infographic, which typically reports higher shares than other types of content on social media.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13343 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Average-shares-by-content-type.png\"  alt=\"Average Shares By Content Type\" width=\"770\" height=\"411\" \/><\/p>\n<p>In order to find the content that has worked best in the past, try using a content ROI tool like <a href=\"https:\/\/www.hotjar.com\/\">Hotjar<\/a>, which measures the time that your audience spends on content. This can give you better insights into the exact pieces of content that your audience engages with thoroughly, rather than just the ones that receive the most likes or clicks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13348 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Hotjar-1.png\"  alt=\"Hotjar 1\" width=\"717\" height=\"455\" \/><\/p>\n<p>Putting a new spin on old content can give it a second life and can help reach wider audiences who prefer certain formats over others. Marketers that re-purposed their content into something new reported up to 111% increases in organic traffic, and a 76% growth in conversions.<\/p>\n<p>If you\u2019ve got some content that performed well in the past, there\u2019s no need to let it just sit there. Re-purposing past pictures, articles, and videos and transforming them into something else can give old content new life and give your audience more opportunities to share.<\/p>\n<h2>Pursue a Long Term Growth Strategy<\/h2>\n<p>Fads will come and go, but they should not determine how you lay out your strategy. Your strategy should be based on long term growth, and not the flavor of the month.<\/p>\n<p>The internet has a very short attention span, and a rapid turn-around cycle. If you start trying to work this week\u2019s sensation into your strategy, your brand will end up looking out of touch very quickly.<\/p>\n<p>\u201cThink long term and also see how far your boundaries extend. Look for new areas, that lie within your sphere, where you can expand and continue on with sustained growth. Just remember that you should make sure that when you do expand, you don\u2019t contradict your brand\u2019s positioning or message,\u201d recommends Doris Tanguay, ecommerce content writer at Essay Services.<\/p>\n<h2>Best Examples of Brands with a Great Content Strategy<\/h2>\n<p>Thanks to the explosion and the proven value of content marketing, it seems like every brand these days has its own publishing house and an elaborate content marketing strategy to boot. They\u2019re creating content on dedicated websites to target their demographic, convert visitors, increase their exposure, and establish themselves as voices of authority within their industries.<\/p>\n<p>However, like much of the content out there on the internet, most branded content is not exceptional. Some brands just don\u2019t get their customer base, while others recycle articles, photos, and videos instead of producing original pieces and are too pushy trying to sell their products.<\/p>\n<p>If you\u2019re gearing up to start your own branded content website, and want to get the most content marketing ROI, you should research what the best-of-the-best brands are doing. We spoke to five of them \u2014 IBM, Casper, GE, Barneys, and Williams-Sonoma \u2014 about how they built their sites and consistently put out excellent content.<\/p>\n<p>These content creators discuss about their content marketing strategies, their methodologies, and their goals when it comes to building a branded content site.<\/p>\n<h3>IBM: Creating a real-time content desk<\/h3>\n<p>Tami Cannizzaro, who designed a real-time content desk for IBM way back in 2014 has this to say about branded content or messaging: &#8220;I don\u2019t think I\u2019ll get too many opinions to the contrary when I suggest that effective marketing is getting harder every day. Consumers seem to have developed an allergic reaction to anything that smacks of selling. Banner ads are essentially wallpaper with a dismal .1% conversion rate. Television ads have been all but eradicated by the DVR. Text ads are brand destroyers unless they\u2019re pushed at point of sale while the discounted coffee is still piping hot. I could go on.&#8221;<\/p>\n<p>So what can you do to insert your brand into a welcome conversation? Successful marketing is all about building relevance and utility for your brand. A social network is often the beginning of the conversation and should extend into the entire brand experience. Here\u2019s what Tami and her team did about it at IBM: They built a real-time content desk. It\u2019s a system that changes the way we build and disseminate branded content.<\/p>\n<p>There are essentially five stages\u2014here\u2019s how you can build one for yourself:<\/p>\n<p><strong>Monday \u2013 The Beat Box:<\/strong> Ask what\u2019s happening in the world that\u2019s relevant to your customers and find the hot conversations. Social listening tools can help to identify the latest topics. An agency like Sparks &amp; Honey can help you tap into significant cultural trends. They run a daily report on relevant world events, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/consumer-behavior-trends-marketers-are-watching\/\">consumer trends<\/a> and general cultural shifts. Build themes that align to the identified areas of interest in the marketplace.<\/p>\n<p><strong>Tuesday \u2013 Editorial Sync:<\/strong> Figure out what content you want your audience to consume and how. This is best done by a seasoned PR expert working with your marketing team to provide guidance and direction. Examples might include the fact that election season is coming up and you want to show how your software can help to identify the right candidate, or it\u2019s Valentine\u2019s Day and you\u2019re selling overpriced gifts for lovers.<\/p>\n<p><strong>Wednesday \u2013 The Angle:<\/strong> Brainstorm on what content will be produced. Our agency, Ogilvy &amp; Mather, supports the desk with a creative team and content strategist to develop a mix of short, consumable content as well as longer-form content. A fact-filled SlideShare, a report that ties in to an upcoming holiday, a short video series\u2014all great content candidates.<\/p>\n<p><strong>Thursday \u2013 The Deadline:<\/strong> Determine how you will deploy the content across branded properties. Lay out a strategy for how content will be amplified through paid, owned, and earned media. Adding technologies like retargeting can help to bring consumers down the funnel.<\/p>\n<p><strong>Friday \u2013 The Analytics:<\/strong> Perform a weekly assessment of winners and losers. What types of content are consumers engaging with and sharing? Understanding which content types and themes are successful is critical to increasing brand engagement.<\/p>\n<p>The real-time content desk helped IBM become experts at creating content that resonates. The nirvana for this type of desk is \u201cnews jacking\u201d in conversations, like pushing a SlideShare into a competitors\u2019 conference stream or being the top tweet that goes viral during a popular world event.<\/p>\n<p>As consumers, we hate being sold. As marketers, we know we need to sell. In order to be heard by consumers today, brands need to align with how people experience the world and find a meaningful, relevant way to make the right connection. A content engine like IBM&#8217;s is a great way of driving that engagement.<\/p>\n<h3>Casper: Focusing on awareness, not conversion<\/h3>\n<p><a href=\"https:\/\/casper.com\/\">Casper<\/a> is a\u00a0startup that provides\u00a0\u201coutrageously comfortable\u201d mattresses sold directly to consumers \u2014 eliminating commission \u00addriven, inflated prices.<\/p>\n<p>Since its launch in April 2014, the brand has grown rapidly, generating $30 million in revenue over a 10-month period and expanding its team from five to hundreds of people.<\/p>\n<p>While Casper\u00a0has always powered\u00a0an on-brand, on-domain blog, the brand\u00a0made a surprising move in June 2015, announcing its launch of\u00a0<a href=\"https:\/\/vanwinkles.com\/\">Van Winkle\u2019s<\/a>, an off-brand, independent editorial venture.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12093 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/VanWink1-1.png\"  alt=\"VanWink1 1\" width=\"748\" height=\"301\" \/><\/p>\n<p><strong>Quality Journalism\u00a0Exploring All Aspects of Sleep<\/strong><\/p>\n<p>Per Casper\u2019s announcement on its branded blog, Van Winkle\u2019s\u00a0is\u00a0an \u201cindependent editorial venture, staffed by an award-winning team of journalists. Van Winkle\u2019s\u2019 original features and stories explore all aspects of sleep, from science to pop culture.\u201d<\/p>\n<p>Luke Sherwin, Casper\u2019s Co-founder, <a href=\"https:\/\/www.bizjournals.com\/newyork\/news\/2015\/06\/09\/mattress-startup-casper-launches-newsy-website.html\" class=\"broken_link\">explains<\/a> the editorial strategy further, saying the site will publish \u201cweekly in-depth features, hard-hitting investigative pieces, columns, explainers, and relevant product reviews.\u201d Reporting will also cover\u00a0cultural topics and issues\u00a0\u201cthrough a lens grounded in rest and wakefulness, like the societal implications of Benzodiazepine, experimental interrogation techniques, or the limitations of quantification.\u201d<\/p>\n<p>The brand is clearly putting the mission of providing quality content\u00a0at the forefront of its strategy, staffing\u00a0experienced journalists from Maxim, Travel + Leisure, Salon, Mic, Gawker Media and Men\u2019s Journal. The team will be led by Elizabeth Spiers, a former editor in chief of the New York Observer and a founding editor of Gawker.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12096 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/VanWink2.png\"  alt=\"VanWink2\" width=\"748\" height=\"297\" \/><\/p>\n<p><strong>An Independent Venture<\/strong><\/p>\n<p>While we\u2019ve seen unbranded content marketing endeavors before (i.e., <a href=\"https:\/\/www.makeup.com\/\">L\u2019Oreal\u2019s Makeup.com<\/a>), it\u2019s typically a move done by brands\u00a0that a) are trying to disassociate from a negative brand perception, b) are trying to repair trust issues with customers, or c) have\u00a0a house of brands rolling up into the same parent company. Casper fits none of these cases.<\/p>\n<p>Instead, it seems the reason for the site was simply to fulfill a journalistic gap for an area of existing interest. As Sherwin describes it, Casper\u00a0sees itself not just as a seller of mattresses but as a lifestyle brand at a time when people are concerned about work-life balance and are wearing fitness bands to track not just their activity but how much sleep they are actually getting. It seemed that if it wasn\u2019t up to Casper to fill this void, then who?<\/p>\n<p>While the site is funded by Casper, Van Winkle\u2019s maintains\u00a0its independence in terms of its branding, online identity\u00a0and budget. The\u00a0site is not\u00a0designed\u00a0to be a\u00a0marketing vehicle or to drive traffic to the Casper site. It isn\u2019t even part of Casper\u2019s marketing budget. Van Winkle\u2019s has no indication of its association with Casper, with the exception of a small \u201cPublished by Casper\u201d disclaimer at the footer of the site.<\/p>\n<p>Van Winkle\u2019s\u00a0online identity is also separate with independent social accounts and an unassociated URL (vanwinkles.com instead of something like casper.com\/vanwinkles). Finally, it\u2019s interesting to note that the goal of the site is to be \u201cas self-sustaining and independent as possible. There will not be any shoppable links or e-commerce.\u201d\u00a0Most\u00a0brands that choose an un-branded strategy will typically still include shoppable links sparsely throughout their content.<\/p>\n<p>While still in its infancy, the site has already drummed up buzz and been covered by <a href=\"https:\/\/blogs.wsj.com\/cmo\/2015\/06\/09\/mattress-company-casper-launches-sleep-focused-publication-van-winkles\/\">Wall Street Journal<\/a> and the <a href=\"https:\/\/www.bizjournals.com\/newyork\/news\/2015\/06\/09\/mattress-startup-casper-launches-newsy-website.html\" class=\"broken_link\">New York Business Journal<\/a>. At a time when content is the \u201cin vogue\u201d marketing strategy of the moment, Van Winkle\u2019s is an exciting experiment that will interesting to watch and sure to influence other brands\u2019 content marketing strategies.<\/p>\n<p><strong>The Strategy<\/strong><\/p>\n<p><a href=\"https:\/\/vanwinkles.com\/\">Van Winkle\u2019s<\/a>\u00a0editor-in-chief\u00a0Jeff Koyen\u00a0does not consider himself to be a marketer. Instead, he\u2019s a journalist who manages other freelance journalists. Like traditional reporters, they strive to tell good stories and raise awareness about certain issues. For Koyen, that issue is sleep.<\/p>\n<p>\u201cWe are not converting people to Casper.com, which is what makes Van Winkle\u2019s unique,\u201d he said. \u201cWe are not measured by conversions or mattress sales.\u201d<\/p>\n<p>The goal is to invent a new vertical, sleep, and try to have \u201cmore eyeballs on Van Winkle\u2019s. If we do create the sleep category, ultimately, Casper will benefit from it. They will get people to say \u2018Gee, we need a better mattress.\u2019 It\u2019s my job to create cultural awareness. My competitors may benefit from it too, but it\u2019s ultimately up to Casper to position themselves in a way that they will be there when customers want to make a purchase.\u201d<\/p>\n<p>So, what has Koyen found that his readers are most interested in when it comes to sleep? \u201cNot surprisingly, posts about boners perform well,\u201d he says. \u201cI did one on morning erections. Another one is about how to wash your sheets. Those two posts had a far reach on social.\u201d<\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/3a5c15553ac80525cfc67c2f24ae105d-1.jpeg\" alt=\"Van Winkles.jpg\" \/><\/figure>\n<p>Koyen\u2019s advice for other brands hoping to start their branded content websites is this: Don\u2019t be too cautious. \u201cIt takes bravery to let an editorial entity launch and run on its own,\u201d he says. \u201cWhen most people get to launch day, they think someone on the brand side will blink and say, \u2018I don\u2019t know if this story is on message for the brand. They may overthink it to death. If you want something that\u2019s publishable, you need to be brave and trust your editor. If you just want to convert eyeballs or sell Red Bull then don\u2019t do this. To do higher level real journalism, you have to find the right editors and make sure they answer to themselves.\u201d<\/p>\n<p><strong>Why It Works<\/strong><\/p>\n<p>Undoubtedly there will be many skeptics and naysayers of this seemingly risky endeavor, but there are several factors in this site\u2019s strategy that have set it\u00a0up for a successful future. First, the site is powered by an experienced team of journalists who know how to create compelling content. Regardless of the topics they write about, they\u2019re staffed\u00a0to be able to meet the high-quality expectations they\u2019ve set for themselves.<\/p>\n<p>Second, the site\u2019s broad topic of \u201csleep\u201d\u00a0influences all aspects of life. Since sleep can be woven into just about anything, they\u2019ve given themselves the flexibility to be able to\u00a0write about\u00a0topics that will be genuinely interesting. Six months from now, they won\u2019t find themselves writing a stale story just because it\u2019s the only thing left that fits in the site\u2019s overarching theme.<\/p>\n<p>Third,\u00a0the unbranded strategy fits\u00a0perfectly with Casper\u2019s mission. Casper\u2019s\u00a0direct-to-consumer business model eliminates inflated prices and benefits consumers. Any\u00a0business that is built on benefitting the end consumer has a leg up on an honest and trustworthy brand perception. Launching\u00a0an unbranded editorial site, filled with amazing content, with no direct\u00a0strategy to drive e-commerce enhances that positive perception even more.<\/p>\n<p>Finally, the executive team\u2019s expectations are realistic, open and prepared for\u00a0adaptation. Sherwin does not expect\u00a0the site to be a destination that readers will check every morning. Instead, the\u00a0objective is to provide interesting, valuable content that\u00a0will spread itself.<\/p>\n<p>Sherwin explains, \u201cWe live in a world where being a destination site is not necessarily the primary goal of all content sites. The quality of the content still has value.\u201d Casper\u2019s CEO, Philip Krim, is also aware of the risk and prepared to alter\u00a0strategy if need be. He explains, \u201cIf it isn\u2019t well received we\u2019ll have to reevaluate, but if we do succeed in creating some awesome content then I think we\u2019ll have an interesting standalone business here.\u201d<\/p>\n<h3>Barneys: Provide exclusive content<\/h3>\n<p>Your brand has a unique perspective and access to individuals and information that other brands don\u2019t. On The Window, which is the branded content site for Barneys, the staff knows this.<\/p>\n<p>The content that does the best on the site, according to editorial director Marissa Rosenblum, is interviews with Barneys\u2019 designers and \u201cthings you could only get from visiting The Window,\u201d she says. \u201cThis is because of the access we have at Barneys. You can\u2019t read about the exclusive collaborations we\u2019re doing elsewhere.\u201d<\/p>\n<p>The Window has a plethora of this kind of original content, from written pieces about their designers, to pictures from Barneys\u2019 photo shoots, and videos of their runway shows.<\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/9374f0fc687d324d2dd92c3db61fe837-1.jpeg\" alt=\"The Window.jpg\" \/><\/figure>\n<p>If brands want to succeed, they need to stick to the old advice and write what they know, says Rosenblum. \u201cTell the stories you\u2019re an expert on, and people will care about your brand\u2019s point of view. They\u2019re interested in what we have to say about emerging designers, fashion, and style. We\u2019re still trying to sell them something, but it doesn\u2019t change the fact that our point of view is well respected and regarded.\u201d<\/p>\n<h3>Williams-Sonoma: Aim for return visitors<\/h3>\n<p class=\"p2\">You cannot define success simply by how many visitors your branded content site. Don\u2019t forget that loyal, returning customers are crucial to your brand.<\/p>\n<p>Merritt Watts, the senior manager of content at Williams-Sonoma, says that with their website, <a href=\"https:\/\/blog.williams-sonoma.com\/\">Williams-Sonoma Taste<\/a>, they want to keep people coming back for more content. \u201cA return visitor means we\u2019re truly connecting with our customers. They may not be purchasing every time they visit the blog, but when they do they\u2019ll come to a trusted place\u00a0\u2014 a place that\u2019s already successfully shown them cooking techniques, offered inspiration for hosting a memorable holiday brunch, and recommended some restaurants to visit on their trip to Austin. That\u2019s the kind of long-term success we are after.\u201d<\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/3f4a87a20d0d8935d47942aefb9fd294-1.jpeg\" alt=\"Williams Sonoma Taste.jpg\" \/><\/figure>\n<p>To encourage customers to return, Watts and her team of in-house and freelance writers produce content that adds value to their customers\u2019 lives. \u201cOur main target is the home cook,\u201d she says. \u201cThey don\u2019t have to know how to sous-vide or be able to whip up a souffl\u00e9 without a recipe (though we have a hunch that plenty of our customers do!) (<em>editors note: Seamless?!<\/em>) but they are people who want to be inspired, who love getting their kitchens a little messy, and setting a table for friends and family with a meal they\u2019re excited to serve.\u201d<\/p>\n<p>Some recent pieces for their demographic cover planning a spicy cookout, how to construct ice cream sandwiches, and making homemade pasta by hand.<\/p>\n<h3>JW Marriott: Ditch commercials for story-driven content<\/h3>\n<p>Is advertising dying? Gabe Leydon, CEO of one of the world\u2019s largest gaming companies Machine Zone, seems to believe so. You can read his critiques and watch his full interview at Re:Code\/Media conference <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/ceos-will-no-longer-accept-marketing-doesnt-work\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>. And Leydon isn\u2019t alone.<\/p>\n<p>David Beebe, a former media and marketing exec at Disney-ABC Television Group, who currently serves as the head of creative and content marketing at the global hotel brand Marriott International <a href=\"https:\/\/www.adweek.com\/news\/advertising-branding\/jw-marriott-ditching-typical-commercial-branded-travel-series-174272\" target=\"_blank\" rel=\"noopener noreferrer\">announced<\/a> that Marriott\u2019s own content studio will be producing and distributing more of their own branded content.<\/p>\n<p>Consumers have grown weary of commercials that interrupt their viewing experience. They download and are even willing to pay for <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/ad-blocking\/\" target=\"_blank\" rel=\"noopener noreferrer\">ad blockers<\/a> to avoid seeing ads they do not want or need.<\/p>\n<p>And Beebe reiterates what many content marketers have been saying for years, \u201cYou can&#8217;t just make a commercial anymore. You have to create something of value.&#8221; To get the attention of today\u2019s consumers, your content needs to be relevant, useful and adds value to your intended audience.<\/p>\n<p>Rather than investing in commercials, Beebe\u2019s team focuses on creating story-driven branded content such as short films and documentary-style TV programs, which consumers can watch on various distribution channels, including Marriott&#8217;s website, in-room entertainment, YouTube and partner channels.<\/p>\n<p>The latest content series Beebe\u2019s team is working on, titled \u201cOpen Invitation,\u201d follows Bill Rancic, winner of the first season of The Apprentice, as he travels around the world with his wife, Giuliana Rancic, who you may be familiar with as a former anchor and host at E! network.<\/p>\n<p>The show unsurprisingly will showcase some of Marriott properties and the luxurious experiences Rancic and his wife will enjoy on their adventure visiting JW Marriott, a luxury hotel chain among 30 other Marriott\u2019s global brands.<\/p>\n<p>But unlike a typical hotel commercial that may focus solely on promoting the property and its amenities, the branded content series goes beyond the hotel and explore the city, culture, people and food, very much like a TV travel show \u2013 the things that both beginner and seasoned travelers would be interested to learn about when planning for their own trip.<\/p>\n<p>\u201cWe want to inspire people to travel the world, or to maybe remind them to go back to cities they&#8217;ve visited before and discover something new,&#8221; Beebe explained.<\/p>\n<p>The first episode of Open Invitation follows Rancic to Venice, Italy, exploring local cuisines and immersing himself in both tourist as well as hidden attractions recommended by locals, such as visiting a glassmaking factory. Viewers will not only learn more about what the city can offer, but also the stories behind the places and people Rancic meets on his trip. The series went on to garner thousands of views on YouTube.<\/p>\n<h3>GE Reports: Find the scoop<\/h3>\n<p>In creating <a href=\"https:\/\/www.gereports.com\/\">GE Reports<\/a>, Managing Editor Tomas Kellner (read a <a href=\"https:\/\/blog.newscred.com\/learn-something-new-every-day-tomas-kellner-the-marketing-innovation-behind-ge-reports\/\" class=\"broken_link\">full interview with him here<\/a>) says that the brand wanted to tell their own stories and appeal to a B2B audience. They also hoped influencers would see them as more than just an appliance company.<\/p>\n<p>To do this, they report on innovations in technology. They find out the latest on topics like 3D printing, medicine and science, and information technology, and then aspire to have it distributed by other publishers like Gizmodo and <em>Fortune<\/em>, which have large readerships.<\/p>\n<p>\u201cWith one of our stories on 3D printed jet engines, we got hundreds of thousands of views on the site, and it got picked up by other sites, which generated another large universe of impressions,\u201d says Kellner. \u201cUltimately, the impression is more important than the traffic you bring back to the site.\u201d<\/p>\n<p class=\"p1\"><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/c2899d5ac7f500382e861713c221177f-1.png\" alt=\"GE Reports.png\" \/><\/p>\n<p>Since GE produces technology, Kellner has access to these stories in innovation. He looks inward at what stories he thinks would be a hit among his readers, and then he assigns them. \u201cIf I just try to sell to my readers, they\u2019re just going to walk away,\u201d he says. \u201cYou have to be authentic and tell the truth, but also be informative, newsy, and useful.\u201d<\/p>\n<h2>How Can We Help Your Brand Succeed in Content Marketing?<\/h2>\n<p>For as much as I have helped brands create successful content marketing campaigns, I truly enjoy the discovery process because I learn something, too. Whether it\u2019s working to get past an internal hurdle or reaching an obscure target audience, we\u2019re here to help brands succeed!<\/p>\n<p><strong><i>Curious about how we can work together? <\/i><\/strong><i><strong><a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\">Contact us today<\/a>!<\/strong><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO. Social media. Websites. Blogs. Developing an effective content marketing strategy can feel daunting with so many options and strategies available. Earlier this week, we shared the results of our approach to developing content. Here in this post, I am sharing how we do it for brands like yours. We speak with brands on all [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":86846,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-76323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content Marketing Strategy for Brands<\/title>\n<meta name=\"description\" content=\"Here&#039;s our Insider Guide for brands on how to refine their content marketing strategy, with ROI tracking based on core business goals!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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