Everyone says content is king — but what does that regal reign look like in real life? The answer is tricky.
While content may remain a critical part of the marketing toolkit, it is in a constant state of evolution. Let’s consider what content marketing looks like a quarter into the 21st century, along with a few examples.
Content marketing is a powerful way to build a brand. Marketers can use a thoughtful content marketing strategy to build credibility through third-party mentions. They can use it to provide self-help content that streamlines customer service. A fleshed-out content strategy also creates a starting point for strong SEO.
Above all, a strong library of content can build your industry authority. Google’s new E-E-A-T content standards are amplifying the need for content that is built on:
E-E-A-T sets a high bar for quality content. It means only the best pieces of content with unique industry insights and helpful information will be considered helpful to consumers and, therefore, rank in the SERPs.
Okay, content marketing is important. But what does it look like? The answer is a lot of things.
There are many elements of content marketing. This can make envisioning the content marketing process a bit challenging. Here are a few content marketing examples to help picture this all-important strategy in action.
A blog post is one of the most iconic examples of written content. These are on-site pieces of text-based information that can also include images, infographics, and even embedded videos.
A blog post can cover anything from a piece of industry news to a deep dive by an SME (subject matter expert) on your staff. This valuable content is created to attract customers (more on organic traffic further down), in order to demonstrate your industry authority and increase brand awareness.
Social media content is another classic example of digital content marketing. This form of visual content is off-site and lives on a third-party social media platform.
A social post could be a short tweet on X (Formerly Twitter). It could be a picture of your products “in action” on Instagram. It could even be a piece of video content from an influencer on TikTok or YouTube.
Email marketing is a powerful content marketing example you can use across your sales funnel. You can set up drip campaigns that provide a slow and steady set of automated emails for new subscribers. You can also use emails to send bottom-funnel sales pitches and CTAs to your target audience.
Most of this list consists of primarily B2C marketing examples. However, email is a powerful tool that works just as well for B2B content marketing interactions.
Podcasts are fun and relevant forms of engaging content that are becoming more important in larger content strategies. Marketers use them to communicate information in a relaxing and relatable way.
Podcasts can be very short — some are only a few minutes. However, they are often used as long-form content. A podcast could consist of a CEO providing updates to customers or a roundtable discussion (which is excellent for demonstrating industry authority). You can even turn a webinar into a podcast.
While there are many examples of content marketing, organic content marketing primarily takes place on your website. A pillar page is a great example of an organic strategy in action.
A pillar page template usually follows a format that consists of:
For an organic strategy to work, you should create great content in a scheduled timeline (i.e., don’t take years to make a single pillar). You should also invest in internally linking every piece to the original pillar, sub-pillar, and other relevant areas of your website.
There are many different types of content marketing, and it can manifest in countless ways. However, just because you have options doesn’t mean you can build your content strategy flippantly.
Effective content marketing can’t happen in a vacuum. It has to be part of a larger growth marketing strategy and vision. Growth marketing focuses on your customer at all times and uses data and analysis to track progress over time.
Content marketing factors into a good growth marketing plan alongside other key pillars, like digital PR and SEO. When you combine these — like using SEO keywords in your content or linking to an on-site “how to” in a PR guest post — you can create synergistic results that build your authority, credibility, and visibility.
A successful content marketing campaign is an invaluable part of a growth marketing campaign. Content creation together things like search engine optimization and digital PR. It also provides quality content for customers to use as they work their way through your sales funnel or return in search of self-help customer support.
Content marketing is important — but it also requires focus and strategy. Use the marketing strategy examples above to discover which forms of content marketing are best for your brand and its audience. If you need help as you go along, consider recruiting a good content marketing agency to help guide the process.