{"id":8270,"date":"2018-03-29T10:33:18","date_gmt":"2018-03-29T05:03:18","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=8270"},"modified":"2023-07-18T17:23:58","modified_gmt":"2023-07-18T11:53:58","slug":"content-marketing-best-practices-as-demonstrated-by-top-brands","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/content-marketing-best-practices-as-demonstrated-by-top-brands\/","title":{"rendered":"Content Marketing Best Practices: As Demonstrated by Top Brands"},"content":{"rendered":"

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615 million devices now use ad-blocking software.(Source<\/a>)<\/p>\n

Your paid advertisements are not reaching your target audience anymore. They are tired of the same-old feature-laden, clickbait-y content. If they get annoyed with an ad that\u2019s following them online for a long time, they can just click it away. There go your marketing dollars.<\/p>\n

In this day and age, instead of reaching out to the audience, brands need to draw them in. They need to make themselves indispensable by providing value at every interaction, by forging a real connection with their prospects with the help of content marketing. Some of the top brands are already doing it, some are still struggling to develop their authentic voice.<\/span><\/p>\n

In this article, I\u2019ve dissected the marketing strategy of leading brands to bring you ten content marketing best practices that\u2019ll help your brand get recognition and eventually, impact the bottom-line.<\/span><\/p>\n

Identify the snags, and chip in with quality content<\/h2>\n

Pitching a value proposition is easy, but connecting it to the actual needs of the prospective buyers is difficult. They need something substantial; they are looking for answers and expert guidance. To cultivate a deeper connection with your target group, start educating them, inspiring them. Do not blatantly throw jargons at them to show what your product can do. Instead, show them the context where your product can be used for good.<\/span><\/p>\n

If you glance through <\/span>Airbnb<\/span><\/a>\u2019s content marketing strategy, you\u2019ll find that nearly all of its content is directed towards solving user issues. Airbnb simplifies the whole pre-travel-research process by collecting local recommendations and guiding the tourists even before they set foot in that place.<\/span><\/p>\n

Airbnb <\/span>Neighborhoods<\/span><\/a> gives the full layout of the destination by offering relevant information about a certain neighbourhood in a specific city. Similarly, <\/span>Guidebooks<\/span><\/a> offers a curated list of all the ideal places in the city. The best part is – these are all recommended by local Airbnb hosts!<\/span><\/p>\n

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That\u2019s not all, Airbnb\u2019s offline <\/span>magazine<\/span><\/a> showcases <\/span>\u201ca location\u2019s history, food, and customs through the eyes of the people who live there.\u201d<\/em><\/strong> They make it incredibly data-driven by analyzing the top searches and crafting their content accordingly.<\/span><\/p>\n

While Airbnb provides curated information to the travellers <\/span>Whole Foods<\/span><\/a> promotes a healthy lifestyle and clean eating by serving up a platter of delectable food and excellent content. The blog \u2018<\/span>Whole Story<\/span><\/a>\u2019 is purely educational. It provides guides for a balanced diet, healthy recipes, how to cook A+ after-school snacks etc. Their aim is to educate the readers, all the while reinforcing the value of the brand.<\/span><\/p>\n

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Adopt a multi-channel approach<\/h2>\n

A fab piece of content isn\u2019t going to go viral by itself. You need to have a solid content promotion and distribution strategy in place to attract and retain attention. Lucky for us, we have multiple popular channels we can use to seek quality traffic and coax the readers into taking the desired action.<\/span><\/p>\n

Vogue<\/span><\/a> successfully fuses the best of both worlds together. The make uber-glamorous, veiled and magical world of fashion as seen in their magazine much more approachable and attainable through their digital content.<\/span><\/p>\n

If they print detailed celebrity interviews on their magazine, they include micro-content like online Q&A videos on social channels to capture the reader\u2019s interest and to lead them back to the offline magazine. Not to miss out on any opportunities, they create oodles of <\/span>video content<\/span><\/a> to keep up with the online audience, such as on-shot interviews, behind-the-scenes, beauty routines, and more.<\/span>
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