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Frackle Media operates in three core content marketing practice areas that address the continuum of content marketing tactics: Content Strategy, Content Development and Content Distribution. Enter your email address to subscribe to this blog and receive notifications of new posts by email.
Content marketing is the perfect tool to use when it comes to driving traffic to an online store or a company’s general information website, so it should come as no surprise when people find out that some of the largest companies in the world are using content marketing to their own advantage.
It should come as no surprise that technology is going to be the industry that benefits from corporate blogs more than anything else, and IBM has a unique blog that allows their employees to be vocal about their own views. Although most companies have decided that they are only going to use their blog for product updates and specific announcements, you will actually get to take a peak behind the scenes when you take a look at Garmin’s blog. With the best corporate blog for an airline company, Southwest Airlines is able to connect with a group of consumers that other airline companies will never get to see. Starbucks is a company that you should not be surprised to see on this list because they are always willing to use the power of the Internet to their advantage.
This is another company that likes to take advantage of their consumer base on the web, and the purpose of this blog is to help their customers understand more about the latest advancements in diet and health. Marriot has a classic corporate blog that is basically used as a speaking platform for the company as a whole.
As you can see, there are plenty of huge companies that are willing to post their thoughts for the world to see on the Internet. In my own research, I haven’t seen much clarity in terms of direct response to this question. If you try to stay up-to-date about news on the branding and online promotion front, surely you have encountered the term “content marketing” recently. Referring to the spheres of “content” and of “marketing” in such close proximity is not the most obvious thing in the world, so what is it about this theme that makes it so current? Content marketing is a marketing method that relies on the production, optimization and curation of content for branding efforts. One prime example is General Electric’s “Ecomagination” portal, in which the company is communicating to its clients new and creative ways to think about energy consumption in an environmental age. In all three these cases the companies are not actively promoting a transaction or marketing a specific product, yet they establish a profound branding value by offering their audience insight and information on how to improve their quality of living by integrating GE or Nike into their lives. The appeal of this technique to large and small business alike is that it is an effective way to communicate with customers in a day and age when people are highly desensitized to traditional marketing stimulus. As customers face an ever-growing selection to choose from and better ways to compare products, companies need to adopt a more honest and straightforward approach in their promotion efforts, and content marketing is one way to achieve that. Content marketing thus helps brands with creating a reputation for being trustworthy and having the customer’s benefit in sight. The biggest challenge that this marketing technique poses for small businesses is the difficulty to track its effectiveness. Another challenge that small business need to face when embracing content marketing is coming up with unique and effective ways to actually implement this method. You can start by browsing through Kapost’s helpful and informative analysis of 50 outstanding content marketing campaigns.
Promote your business, showcase your art, set up an online shop or just test out new ideas.
Marketing your content though is a challenge in a world where there are over 2 billion internet users who are bombarded with emails, streams of tweets and banner ads. The process of content marketing involves the creation of material that is informative but is also written on a perspective which shows your business in a positive light. Great content will position your business as a thought leader in its industry and it will also educate, inform, entertain and inspire. There are many ways of doing content marketing but not all methods yield the positive results!

There is a tendency to create too much content, unleash it on the Internet and then expect it to carry traction throughout the year but this isn’t always a good idea. Once your content has been published, the main objective is to get as many people to see view it who may be interested in your business and leveraging social media is an excellent place to start in order to achieve this. In addition to this, we already know that Google uses social media signals when deciding your positions in the search results so an article that gets a good number of ‘Likes’, shares, comments, tweets, +1s is likely to improve your search engine positions as well.
Find out what your target audience are interested in and create high quality, engaging, thought provoking content that they would be interested in. Your article needs to be able to turn up in search engine results pages (the holy grail is to be on page one at the top of the page) and then by having the right headline and description attract the right people. People receive sales pitches all the time, be it in the electrical store, through the post, a popup advert on the Internet or whilst passing a billboard.
My book – Blogging the Smart Way “How to Create and Market a Killer Blog with Social Media” – will show you how.
Thanks for the tips Jeff, this is valuable for a start-up business or an established one getting their business online. Whether you need a blog or an enterprise-level content marketing campaign, Brandpoint delivers the bandwidth, proprietary services and expertise to achieve your business goals. We’ll do the work and build a content strategy that’s fine-tuned to your business’s unique needs.
You will work directly with our strategists and writers to assure your message is on-target and on-brand.
We deploy a variety of distribution strategies that produce quality traffic and drive page views, getting eyes on your content and driving action.
While some companies decide that they will have a blog to post updates about their products, others decide that the best way to drive traffic to their website is through the use of content in the form of videos or infographics.
IBM is also sure to let people know that the views of their employees are their own and do not represent the views of the company as a whole.
They also like to show off how some of their customers have been able to tweak their products and use them in a customized fashion.
This corporate blog has to do with the people who work at the company more than anything else, so this may not be the best spot to go if you are simply interested in staying up to date with the latest moves of the company.
You will find a wide range of topics discussed on this blog, and anything from specific company ideas to news on the coffee market as a whole can be found here. This is the perfect kind of blog to create because it involves the process of helping the consumer make more informed decisions in the future.
This is now the voice of the business, and the blogs are posted by the actual President of the company. In addition to driving extra traffic to their products or services, these companies are also able to improve the friendship between themselves and their customers. Unlike traditional advertising, which explicitly aims to sell something, content marketing is more about delivering information, establishing a presence and striking a strong impression.
Another great case study for successful content marketing is Nike’s personal training app, which provides customers guidance and assistance in achieving their fitness goals. ROI (“return on investment”) is easy to notice when you know how many people saw your ad on Facebook, clicked on it and then completed a purchase, but how do you measure the impact of an informational blog post?
This requires not only a deep understanding of your target audience but also a familiarity with what other brands and companies are doing in the field of content marketing. Wix is a website builder thathas everything you need to build a fully-personalized, high-quality free website.
Good content marketing will create interest in your business, attracting traffic to your website and hopefully, sales or conversations as well.

News and current events change all the time which means your target audience may not be searching for the same things as they were searching for two or three months ago. Once you find out what types of articles seem to be the most effect, you will have a better idea as to what types of content your target audience are interested in.
Posting content on your social media accounts will bring your content to those following your social media accounts. To do this, you should include some relevant keywords into your article but don’t overdo it. They’ve become very good at noticing a blatant attempt to make them purchase something which is why all marketing articles should aim to inform rather than sell a product. Once high quality content has been created, it needs to be promoted and monitored using web analytics and call tracking solutions.
I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. I have found that if your content is interesting, insightful, compelling, relevant AND you do not sell but rather provide value-adding information that can enable the recipient to solve problems (or look good in the boardroom) your subscriber base will continue to grow and the requests for more information, mettings, etc. The part that I would have every blogger, or webmaster write and put on their fridge is quality, over quantity. You will not be able to achieve the same rate of success with your online business if you do not use content marketing on a daily basis, so it’s important to learn how you can implement this form of marketing in your own business plans. Getting some extra insight into the mind of the head of the company always adds an extra bit of interest to a corporate blog.
Corporate blogs are the perfect tool to use when you want your company to become the friend of a customer instead of a simple store.
In other words, content marketing sets out to sell the idea of a product rather than the product itself. And let’s not forget Airbnb’s guide to local travel, which accompanies their online booking system. The underlying supposition here is that informed and satisfied customers are more loyal and therefore more profitable. Publish content consistently and persistently making your sure the content you produce has some relevancy to current events and what your target audience may be interested in at the present time.
If these people like your content, they may choose to share it with their followers and a snowball effect is created which may possibly result in your content going viral! Creating an interesting title will definitely be effective in getting a user to click on your article rather than the next person’s article but a poorly written, uninteresting article will just get scanned and then discarded.
Provide genuinely useful information on a topic which would allow you to mention your product or service along with some of its merits. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.
Here are some of the biggest brands in the world that have decided that content marketing is worth their time. As a general rule you should always add keywords but the article should be written for a human, not a search engine. A well written article will make the reader come to a conclusion without sounding like a sales pitch.

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