4 Brilliant Companies That Are Doing Content Marketing Right

Employer Brand, Marketing

By Tridia Tshimanga:

Do you ever feel like you’re running out of ideas when it comes to creating content?

Well, you’re not alone. Creating exciting and engaging content can be difficult. According to a study, about 65.8% of marketers say being able to produce appealing, well-designed visual content consistently is their biggest struggle.

When it comes to content marketing, it’s all about creating relevant content that will attract and retain visitors in the beginning while eventually turning them into customers in the end. Nowadays, with more content being published on a plethora of different forums, it’s crucial for marketers to construct more content while still engaging with their audiences. Yet, sometimes it’s hard to produce innovative ideas day in and day out.

The solution: diversifying your content by using the best performing content types.

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From blogs, to social media to visual marketing, we’ve compiled a list of companies who are doing content marketing right. With the right inspiration, you’ll have the tools you need to take your content marketing to the next level. Let’s get started!

1. Buffer

When considering different types of content marketing to implement into your process, blogging is always an excellent starting point.

Blogging allows marketers to gain visitors’ attention by displaying helpful information that will fuel your SEO efforts.

One example of a company that is leveraging blogging is Buffer. Buffer is a social media management platform designed to manage accounts, schedule posts, and analyze engagement for different brands and businesses through various social networks such as Facebook, Twitter, Instagram, and LinkedIn. Today, Buffer has almost 80,000 customers and over 300,000 active free users.

Buffer screenshot

Starting as a scheduling application exclusively for Twitter during their first ten months, Buffer focused their writing on tips for designing better tweets, how to get more followers, and using Twitter for SEO. They later moved on to incorporating guest blogging into their content mix.

Today, they’ve continued to shift their focus on producing high-quality, shareable, and engaging content based on writing for people who influence their customers.

2. Hubspot

With over 60,500 customers in more than 100 countries, Hubspot’s content marketing is fabricated to educate its audience about the elements of inbound marketing.

HubSpot screenshot

Hubspot’s audience consists of small businesses looking to leverage the power of inbound marketing to enhance their business practices and goals. Their current blog is divided up into three main parts: marketing, sales, and service. With an abundance of informative content such as blogs, case studies, videos, webinars, etc., Hubspot teaches its audience the importance of inbound tactics and strategies through email marketing, social media, SEO, and PPC. In addition to creating engaging content, they have created an educational and interactive content hub called Inbound.com that provides an excellent opportunity to promote Hubspot’s certifications and partnership programs. By developing content that is entrusting, engaging, and interactive, Hubspot has become a successful multi-million dollar company that has helped several businesses connect with their customers.

3. Evernote

If you are using content marketing and not communicating effectively with your audience, then what are you doing!? Delivering the right message, at the right time to the right audience is essential to connecting and engaging with your audience.

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The note-taking application, Evernote, is leveraging their customers through their Customer Stories feature page. Throughout their Customer Stories feature campaign, Evernote showcases how different individuals and businesses are using their platform in dynamic ways. Not only does this display how Evernote is helping businesses, but it truly emphasizes each company and its employees to help relate to other audience members in diverse niches.

Evernote screenshot

By utilizing personal content marketing, any company can tell a story while giving other users an inside look at how a specific platform can be used. Moving away from the typical ‘how-to’ articles, Evernote combines direction with storytelling to create engaging, impactful, and relatable content that helps teams and companies create and share their work.

4. TED

Most of us have watched a Ted talk or two in our lifetime unless you’ve been hiding under a rock.

TED is a nonprofit organization that holds global conferences where authors, experts, and leaders give talks about thought-provoking ideas. With the amount of thought leadership at hand, TED positions content at the core of everything they do. Unlike many other companies that use content marketing to position the services that they provided, TED goes beyond the extent to leverage an in-person event to create high-quality educational material made available to anyone, anytime.

TED screenshot

By displaying a variety of thought leadership videos from many great influencers from a collection of industries, TED shows the value of excellent content marketing. In addition to sharing content on their site, they have an outstanding of over 13 million subscribers on their Youtube channel alone and over thousands of views. Talk about being a major player in content marketing!

It’s easy to talk about the importance of content and why marketers should be producing more content, but it’s easier said than done.

Today, content marketing isn’t just about creating a few blog posts and sharing them on social media. It’s about providing your audience with real value and information about your brand. In the end, creating real content marketing can help you interact with your customers while also helping your business to become more successful.

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