How Content Marketing Benefits Companies

Part of being a terrific content material marketer is maintaining a tally of what different content material entrepreneurs are doing – to foretell the long run one begins with what has gone earlier than.

I’m a genuinely curious particular person and happily, a giant a part of what I do entails researching and consuming plenty of content material.

When I’m doing idea work, I normally begin by reviewing again via my information of saved content material, campaigns, and concepts.

If you don’t have a commonplace book then begin now as a result of it is going to be the very best useful resource you might have for concepts and creating content material (I function a digital model utilizing Pocket, Instapaper, and Evernote).

Inspiration might be discovered in every single place.

A good suggestion will encourage you, regardless of the medium.

Instead of sharing the same old suspects of content material that everybody else appears to share, I’m going to point out you a couple of random examples of inventive concepts (and a few outdated ones) that can hopefully encourage you to create higher content material.


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“If you only read the books that everyone else is reading, you can only think what everyone else is thinking.” – Haruki Murakami

1. Google

I do know I mentioned I used to be going to share random examples, however I needed to begin right here as a result of Google does produce a few of the greatest content material on the net.

Well, they might, wouldn’t they?

I imply, all that cash.

Being a minimalist is tough as a result of the extra parts you take away from a web page, the extra the remaining ones must justify their existence.

I’m an enormous fan of unpolluted design – I wish to see a powerful idea elegantly executed.

And, Google is the grasp of chic clear design.

How Search Works

6 Brands That Will Inspire You to Create Better Content - Google

Sadly, the unique piece of content material on this web page has modified.

The animated infographic that was once right here impressed me to push my coders to create the very best interactive work we may.


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And I can let you know that’s laborious.

The current web page nonetheless is an ideal instance of easy methods to current a physique of data in order that the attention focuses on the content material.

Animated graphics within the unmistakable Big G model add curiosity to the web page, producing a wealthy visible expertise to maintain the attention engaged.

Google can be grasp at on-line typography – delivering the content material with such impeccable spacing and stability of white that makes it straightforward to learn.

As somebody who studied traditional typography, except you might have tried to do that, you received’t recognize simply how laborious it’s to do.

Phishing Quiz

6 Brands That Will Inspire You to Create Better Content - Google

An interactive quiz that walks you thru easy methods to keep away from being scammed by phishing. Again, elegant design that highlights the important thing info and is intuitive to make use of.

Too many interactive pages are complicated or depend on over-design to compensate for a weak idea and low-quality analysis – I see this on a regular basis.

The idea and high quality of content material are nonetheless paramount and the technical construction of the content material is important to get a person to the web page.

But stage two of content material advertising is to interact the person so that they wish to preserve coming again. And that is the place a terrific presentation will assist to construct your model and construct a relationship.

Google evokes a greater presentation of content material.

2. New York Times

Where do you begin with the NYT? Undoubtedly they’re world leaders at producing conventional content material.

But they’ve additionally managed to embrace digital to maintain innovating how content material and data is offered.

A game of Sharks and Minnows is my go-to piece of content material that I all the time cite as a result of it was so ground-breaking in 2013 for the way content material is offered.

Other comparable items embrace Snow Fall and Camp X-Ray to listing only a few.


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6 Brands That Will Inspire You to Create Better Content - NYT

SBS was clearly impressed by NYT to supply The Boat however this falls in direction of model over usability.

6 Brands That Will Inspire You to Create Better Content - The boat

It appears beautiful, however as a sensible supply of content material, it’s not nice. However, it received a number of awards and obtained consideration so it was profitable for model consciousness.

Apart from long-form content material NYT additionally excel at information journalism and have produced a variety of wonderful information visualization and instruments:


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6 Brands That Will Inspire You to Create Better Content

One Race, Every Medalist Ever when Usain Bolt set the brand new world file in 2012, the world was astounded.

When NYT created this visualization of Usain vs 116 years of Olympic sprinters, I used to be actually astounded.

This piece is 7 years outdated however nonetheless appears wonderful.

How Y’all, Youse and You Guys Talk is among the hottest digital interactive items for NYT.

This interactive map exhibits what the way in which you communicate says about the place you’re from.

Is It Better to Rent or Buy? is a calculator that went towards conference to point out that, in some cases, it’s higher to lease, not purchase.


We Are Not an Island

Back at the start of 2019, I noticed a billboard within the metropolis heart the place I dwell.

I used to be stopped in my tracks by how good this idea was – and that doesn’t occur usually.


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By particularly concentrating on cities which are recognized for having a excessive stage of native pleasure (Manchester, Leeds, Birmingham), the advertisements fed into the center that beats in all of us.

Bam, it emotionally linked.

The wording of the advertisements resonated with those that have been from every metropolis – HSBC had clearly completed their homework.

We have been nonetheless reeling from the shock of Brexit (nonetheless are) and these advertisements completely tapped into the zeitgeist of needing to belong after being set adrift.

And the genius of this marketing campaign was how many individuals shared photographs of the posters to their pals.

HSBC knew its viewers and localized its advertisements to regional cities.

By making use of the identical strategy to on-line campaigns we will serve content material tailor-made to totally different areas to make an emotional connection.

The extra you might be domestically particular along with your content material, the extra probably an viewers will probably be to attach and inclined to share with others.

4. Studio 188

Studio 188 is a gaggle that produces “spoof” model low price range variations of main movies and TV sequence akin to, “Game of Thrones”, “Men in Black”, “Star Wars”, and “The Matrix”.


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The guys who do that clearly have plenty of enjoyable.

To say one thing is a novel thought is saying one thing as there isn’t a lot that hasn’t been completed earlier than, however this actually is a recent inventive idea.

“The Matrix” low-cost version on YouTube has almost 1.2 million views so the concept is resonating with lots of people.

I really like spoof movies.

I discuss quite a bit about manufacturers like Poo-Pourri and Old Spice that disrupted stale markets and I really like using humor in advertising.

But, it’s so tough to get it proper and for each Studio 188, there’s plenty of failed makes an attempt.

If you recognize your viewers and have severely good writers or a terrific inventive thought then attempt it.

The thought of the low price range model is why it really works – don’t spend buckets of promoting price range simply spend ages to determine an thought which may simply be loopy sufficient to work.


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5. Greggs

For years, Greggs lived within the model wilderness till somebody got here alongside and shook up their promoting.

They adopted a cheeky strategy to courtroom publicity and incited outrage for changing child Jesus with a sausage roll within the nativity and turned a confrontation with Piers Morgan into social media gold.

They additionally did a spoof Apple advert on their new vegan sausage roll:

The pasty model is on fireplace.

In Newcastle (UK), the division retailer Fenwick’s is revered yearly for its excellent Christmas window show.

It’s a bit like a northern Harrods.

It’s so good that queues of individuals stand and wait in line simply to stroll in entrance and think about it – it’s a day trip with the youngsters.

Opposite Fenwick’s is a department of Greggs and final 12 months folks have been baffled to see that that they had reversed their shopfront signage.


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The realization that this wasn’t a mistake and was intentional is the very best advertising thought I’ve ever seen.

As 1000’s of customers take selfies in entrance of Fenwick’s home windows, they’re inadvertently uploading thousands of images to Instagram and Facebook with a mirrored Greggs store signal.

That 12 months, Fenwick’s had chosen the preferred theme of ‘The Snowman’ for his or her show theme, presumably the preferred Christmas theme ever.

If you possibly can piggyback from another person’s success or publicity then it can provide your model a lift.

For instance, you probably have a publication, attempt to get a point out or visitor edit one other profitable publication that’s related to your viewers.

Featuring influencers in your content material to profit within the bask of their social media glow has been a tactic for years – however not as straightforward because it was once.


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Interviewing influential people who’re chargeable for a major model or enterprise success makes a terrific case examine that folks wish to learn.

6. Leeds City Developments Map

This final piece I wish to share is an instance of content material that’s understated can usually be probably the most highly effective.

I stumbled throughout this piece of content material by chance and was staggered by the numerous quantity of data it comprises.

6 Brands That Will Inspire You to Create Better Content - Leeds city development map

At first look, it appears a little bit underwhelming, however whenever you begin to click on into it you understand that each proposed growth within the metropolis of Leeds is listed.

Not solely is it listed, however you possibly can shortly see the place the proposed web site is and what it’d seem like. The map might be segmented by developments underway, planning submitted, and proposed concepts.


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For somebody who has an curiosity in property growth, that is an extremely highly effective and precious map.

Google Maps makes it straightforward to create content material that’s helpful and appears nice and if you may get to grips with the API you possibly can put collectively some actually inventive stuff (I’ve produced plenty of items of content material with Google Maps).

Curating a group of data that isn’t extensively obtainable and presenting in a fascinating means (akin to a map) is normally very talked-about with a distinct segment viewers.

They additionally get a terrific response to outreach.

The Takeaway

Out of the six manufacturers, right here’s what we will take away to encourage higher content material:

  • Presentation of content material to interact your viewers is simply as essential as getting the visitors to the web page.
  • Think like a journalist, to supply well-researched long-form content material or information visualization.
  • Serve content material tailor-made to totally different areas to make an emotional connection.
  • Concepts primarily based on humor might be low price range and get large outcomes.
  • Piggyback on another person’s thought or success to offer you a elevate.
  • Curate laborious to search out info to supply a precious content material asset.

Image Credits

Featured Image: Paulo Bobita
All screenshots taken by creator

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