Gilad de Vries is vice president, brands and agencies at Outbrain. Before joining Outbrain he served as VP of Digital Media and Principal at Carmel Ventures, one of Israel's top venture capital firms.
Lately, it's impossible to open a newsletter, check Google alerts, or visit any news sites without reading something on the benefits of content marketing. It seems as though the entire marketing industry is out to convince the world that this is the wave of the future. While that may be true, there is a real shortage of practical, how-to advice for brands that want to dip their toes in the content marketing pool.
Yes, advances in technology and the rise of social media as a marketing channel have eliminated the need for traditional modes of distribution. But at the end of the day, creating great content and getting it in front of the right audience still demands creativity and skill.
Luckily, there are already a handful of companies who have really nailed down the art of content marketing, and their efforts serve as great examples. Here's a closer look at some of the do's and don'ts from content marketing's greatest hits.
1. Don't Skimp on Design
This may seem obvious, but if you want to be taken seriously by consumers, it's important to make your content visually compelling. The folks at the General Electric Company have this down. There, issues of innovation and environment have been brought to life with the thoughtful design of their Ecomagination site. Sure, it's the quality of the content that will keep your visitors coming back, but don't underestimate the power of a slick, eye-catching site. Using a 16:9 ratio predispositions viewers to think of your site as premium, as does using high-quality images that take up the entire frame. In general the ratio of text to images has slowly been shifting in favor of the latter, with no more than five to six paragraphs of text per page. Magazine-quality content and photography from sale site, Mr. Porter, adheres to this rule nicely.
2. Do Make it Multimedia
This goes hand in hand with investing in design. Varying the type of content you use is essential to providing an engaging, well-rounded user experience that sucks people in and keeps them clicking for more. Fashion maven, Tory Burch, combines videos, slideshows, photos, and even playlists on her blog, which draws nearly 200,000 unique visitors per month.
3. Don't Go for the Hard Sell
Although the ultimate purpose of all marketing is to drive sales, content marketing employs a more nuanced, indirect approach. The focus is on educating, entertaining, and delivering value to the consumer, rather than giving a hard pitch for your products or services. For a great example of this, look no further than Unilever's The Adrenalist. The site's content includes news and information on adventure, extreme sports, gear, and travel. It basically provides adrenaline junkies and adventurers with a place to convene online. Visitors will see plenty of Bear Grylls, former host of Man vs. Wild, but Degree for Men only makes a handful of appearances.
4. Do Strike a Balance
That balance should be between content that is professional and content that is generated by users. Now, there's no doubt that enlisting professionals is key to any good content strategy, but incorporating the consumer voice is equally important. Both Kraft and General Mills have done a commendable job of getting readers involved by soliciting user recipes for their respective sites, KraftRecipes.com and Tablespoon.com. Productivity app maker, Evernote, also blends professional with community content through user-submitted tips and tricks on their blog.
5. Don't Leave Any Dead Ends
When it comes to content marketing, the old adage about "leave 'em wanting more" most definitely does not apply. The best time to engage your audience is when they're already in content consumption mode, which is why every page on your site should offer plenty of links to further content. L'Oreal, which many folks don't realize is behind beauty how-to site Makeup.com, is a master at this. A recent article on sunscreen featured links to videos, a "tip of the day" and trending stories along the left-hand navigation, as well as suggestions for further reading.
6. Do Make Sharing Easy
If you create great content, there's a good chance that you'll garner some fans along the way, which is why it's so important to give them mechanisms to share that content with their friends. Check out a great example from the marketing automation experts at Marketo. Their blog puts Facebook, Twitter, LinkedIn and Google +1 buttons on posts to encourage sharing. Another "Like" button and a Disqus link at the bottom of the post further enable readers to spread content beyond the bounds of the site, creating a ripple effect of influence.
7. Don't Forget About Offline
A solid offline strategy can be one of the keys to bringing your online content to life, engaging your audience, and attracting new eyeballs. Red Bull has become an inimitable force in the field of content marketing and has blended online and offline marketing to become synonymous with extreme sports. In addition to a hugely popular website and magazine, Red Bull organizes sporting events from freestyle motocross, to extreme downhill sledding, to chariot racing. These offline events allow it to own the agenda, while engaging with their community in a very natural way.
This May, Mashable will be be exploring the future of digital marketing at our signature conference, Mashable Connect. See below for all of the details."
Event Information
Our annual destination conference, Mashable Connect, brings our community together for three days to connect offline in an intimate setting at the Contemporary Resort at Walt Disney World®. Registration is now open.
Held in a unique location away from everyday distractions, Mashable Connect is a rare and valuable opportunity to be surrounded by digital leaders across industries. You'll spend time with Mashable's passionate and influential community, hear from top speakers who will provide insight into the the technologies and trends that are shaping the next era of digital innovation, and get to spend time with the Mashable team.
To keep Mashable Connect as intimate as possible, only a limited amount of tickets are available.
A Look Back at Last Year's Mashable Connect
Team members check in to a race location at Magic Kingdom during the Mashable Connect Race powered by Gowalla.
Pete Cashmore, founder and CEO of Mashable, delivers his keynote speech at Mashable Connect at Disney World.
A team poses at a checkin spot for the Mashable Connect Race.
Sabrina Caluori (left), director of social media and marketing at HBO, and Lisa Hsia (right), executive vice president at Bravo Digital Media, talk with Mashable reporter Christina Warren about the future of television and social TV.
Attendees connect over delicious food.
Attendees show their excitement at Epcot.
Mashable's associate editor for marketing and media, Lauren Indvik, talks with Greg Clayman, publisher of The Daily. Clayman discussed the iPad-only publication's first few months and its goals for the future.
The Mashable editorial team shows its true talent on stage during karaoke with a live band.
Attendees making lots of connections in a short period of time during Speed Connections.
This is where the stories about Mashable Connect were created.
Founder and CEO of Tumblr talks about the power of identity on the web.
Adam Hirsch, Mashable's COO, makes an announcment.
Adam Rich, founder and editor-in-chief of Thrillist, presents talks about how e-mail is the fundamental social medium.
Christy Tanner, general manager and executive vice president of TV Guide Digital talks about how social media is (and is not) transforming the entertainment business.
Josh Williams, CEO of Gowalla, discusses what brands and consumers can expect for the future of location. He says these apps should be used for crafting the narrative of your life, as defined by the places you go, the people you meet and the photos you capture.
Zach Sniderman, Mashable's assistant features editor, introduces speaker Aaron Sherinian, executive director of communications and public affairs for the United Nations Foundation.
Aaron Sherinian, executive director of communications and public affairs for the United Nations Foundation, addresses crowdpushing and why non-profits want your help.
Steve Rubel, executive vice president of global strategy and insights at Edelman, delivers his presentation, "Authority in the Age of Overload."
Sharon Feder, Mashable's managing editor, gives a speech.
Keynote speaker David Jones, global CEO of Havas and Euro RSCG, hangs out with Mashable's Sharon Feder and Adam Ostrow.
Team members check in to a race location at Magic Kingdom during the Mashable Connect Race powered by Gowalla.
Pete Cashmore, founder and CEO of Mashable, delivers his keynote speech at Mashable Connect at Disney World.
A team poses at a checkin spot for the Mashable Connect Race.
Sabrina Caluori (left), director of social media and marketing at HBO, and Lisa Hsia (right), executive vice president at Bravo Digital Media, talk with Mashable reporter Christina Warren about the future of television and social TV.
Attendees connect over delicious food.
Attendees show their excitement at Epcot.
Mashable's associate editor for marketing and media, Lauren Indvik, talks with Greg Clayman, publisher of The Daily. Clayman discussed the iPad-only publication's first few months and its goals for the future.
The Mashable editorial team shows its true talent on stage during karaoke with a live band.
Attendees making lots of connections in a short period of time during Speed Connections.
This is where the stories about Mashable Connect were created.
Founder and CEO of Tumblr talks about the power of identity on the web.
Adam Hirsch, Mashable's COO, makes an announcment.
Adam Rich, founder and editor-in-chief of Thrillist, presents talks about how e-mail is the fundamental social medium.
Christy Tanner, general manager and executive vice president of TV Guide Digital talks about how social media is (and is not) transforming the entertainment business.
Josh Williams, CEO of Gowalla, discusses what brands and consumers can expect for the future of location. He says these apps should be used for crafting the narrative of your life, as defined by the places you go, the people you meet and the photos you capture.
Zach Sniderman, Mashable's assistant features editor, introduces speaker Aaron Sherinian, executive director of communications and public affairs for the United Nations Foundation.
Aaron Sherinian, executive director of communications and public affairs for the United Nations Foundation, addresses crowdpushing and why non-profits want your help.
Steve Rubel, executive vice president of global strategy and insights at Edelman, delivers his presentation, "Authority in the Age of Overload."
Sharon Feder, Mashable's managing editor, gives a speech.
Keynote speaker David Jones, global CEO of Havas and Euro RSCG, hangs out with Mashable's Sharon Feder and Adam Ostrow.
Supporting Sponsors
Sponsorship Opportunities
A limited number of sponsor opportunities are available for Mashable Connect. This is an excellent opportunity to get in front of Mashable's passionate and influential audience. Contact sponsorships@mashable.com for opportunities.
Image courtesy of iStockphoto, skynesher
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