//How 6 brands stand out and get the results of content marketing
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How 6 brands stand out and get the results of content marketing

 

 

how 6 brands stand out and get the results of content marketing - How 6 brands stand out and get the results of content marketing

This post was co-authored by Shopify's Casandra Campbell.

Imagine an increase in revenue of 34.7% ($ 3.4 million in one year) from your FAQ section alone or an increase in conversion rates of your blog by 800%.

These figures are not invented. These are tangible results from true shared companies in response to our demand for examples of awesome content marketing via HARO and other channels.

Let's see how six companies in six industries are finding the amazing results of their content marketing programs.

IEEE GlobalSpec: Engineering360.com and Engineering in Motion

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The world's largest online destination for engineers and technicians, Engineering360.com published by IEEE GlobalSpec, provides information and analysis to 8 million engineers.

Army showing a high engagement rate for on-site videos and newsletters – and a familiarity with the millennial public's tendency to watch videos on mobile devices ] – The IEEE GlobalSpec team has designed a video targeted newsletter.

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Why it's different

IEEE GlobalSpec used an exclusive model to search for people who were interacting with its videos or webinars to develop the newsletter, according to Zander Wharton, Accounts Manager at Finn Partners.

The methodology was intended to select the audience most likely to interact with this type of content, not the industries in which it worked. The content of the newsletter includes an interesting video for a general public of the engineering sector.

The IEEE GlobalSpec video newsletter is not publicly available by sector, but by format. Click to Tweet

Results

According to Zander, the video email campaigns of Engineering in Motion Engineering360.com won:

36% rate of opening e-mails
23% clickthrough rate
80% commitment rate

Lessons observed

Post content in the format of your favorite public . Do not be afraid to be more general and less targeted in your targeting.

Post #content in the format your audience prefers to consume. @TheSearchGuru @Casandra_Camp Click to Tweet

RELATED HAND CONTENT:

Anthem BlueCross BlueShield: The Benefits Guide

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Anthem BlueCross, a health insurance provider, developed the Benefits Guide with the goal of providing objective and practical information to business leaders seeking to promote the in their offices or to better understand the Affordable Care Act (ACA).

Why it's different

The Benefits Guide targets the public of Anthem's small business owners through objective, simple and usable content.

A technology upgrade helped Anthem improve the visitor website experience by providing content recommendations based on visitor interests and behavior, rather than on the subject of currently viewed content, according to Lauren Cranston , social relations and social media specialist at Skyword.
Try to recommend #content based on the interests and actions of visitors, not just the subject they read. Click to Tweet

The team also designed a form to request more information corresponding to the design of the site. She felt more organic than a typical sales lead generation and ended up capturing some of the highest qualified traffic running through the page.

Results

According to the study on the hymn of Skyword TheBenefitsGuide.com obtains:

103% growth of page views
102% growth in research
73% in organic traffic

Lessons observed

Anthem invests in empathy and objectivity and made all the difference for business owners. The personalization of content recommendations based on a global view of the visitor, and not just on the subject covered during this visit, resulted in significant growth.

RELATED HANDPICKED CONTENT: Are you still happy to do content marketing as if in 2018?

Shoes for crews: the blog on gripping

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Shoes for Crews, a European manufacturer and retailer of non-slip shoes for men and women in the services and hospitality sectors, produces highly read articles. The Gripping Blog for employees in the hospitality sector.

Why it's different

Shoes for Crews creates blog posts to more easily answer queries and keywords with low search volume, to obtain higher rankings more easily, according to Tiffany Kalus, Head of SEO at Digital 22. This approach not only drove quality traffic to the site but, thanks to internal links gave a boost to other pages of focus on the website.

Results

Shoes for Crews blog, according to Tiffany, experienced:

50,000 monthly blog visits, instead of 500, over 18 to 24 months
800% increase in the conversion rate of organic traffic compared to the previous year
. @ Shoes for Crews created #content for keywords with low search volume, a 100-fold increase in monthly visits. Click to Tweet

Lessons observed

Choose subjects that matter to your audience to create value. More specifically, focus on relevant keywords with smaller search volumes to quickly reach the rankings.

HAND HELD CONTENT: 15 Tips, Examples, and Resources for SEO Search Intentions

oMelhorTrato experts in FAQ

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oMelhorTrato, a financial comparison service in South America, aims to help people understand financial decisions. When visitors submit questions to the site, the answers are posted in a blog post on the FAQ page, ask an expert.

Why it's different

According to Cristian Rennella, CEO and co-founder of oMelhorTrato, all the questions asked get a complete answer. These answers are not only sent to the visitor, they are also published on the blog to serve as a resource for other visitors and to show the know-how of the company in the field.

oMelhorTrato answers all the questions asked to be considered as an expert resource in finance. Click to Tweet

Results

Since the launch of this FAQ section Cristian says that oMelhorTrato saw:

Revenue growth of 7% or $ 3.4 million annually

Lessons observed

Look for opportunities, including your data, to create valuable content. Identify how a response to a single audience member could be used to address multiple people.

RELATED CONTENT HANDPICKED: Does your content answer research questions?

SupplyHouse: The Crafts Built on Pride

SupplyHouse connects plumbing professionals and heating, ventilation and air conditioning systems and its customers, so that it addresses two target audiences: heating system suppliers , ventilation and air conditioning and the people and companies that rely on suppliers. SupplyHouse.com has launched a user-generated content campaign, Pride-Based Trades to honor tradespeople and their daily work.

The marketing team contacted a well-known plumbing community on Facebook and asked members to film videos about themselves, showing how long they were in the business, what they were doing and what they were doing. they wanted to add.

Why it's different

After receiving 20 submissions, the marketing team has developed several versions of the videos, according to Susan Moeller, BuzzSumo's Senior Marketing Director. Some versions have targeted people who hire HVAC professionals and others, the contractors themselves. The videos have also been adapted to several content platforms.

Results

According to Susan, the Pride Trades video campaign won:

$ 15.72 for every dollar spent in a month (from the consumer-focused video)
95% Growth in TradeMaster Accounts (Subcontractors) and 120% Revenue Increase (from HVAC Vendor Video)

Lessons observed

Think of unique ways to engage in dialogue and ask your target audience to contribute to content creation. Do not take the approach one by one. Think about adapting the same original content to several audiences .

RELATED ORDER CONTENT: User Generated Content: What is its place in your content marketing strategy?

BuzzSumo

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BuzzSumo, which provides data on the social engagement of content marketers, has to face stiff competition to attract attention on content marketing. Yet he has achieved impressive results with just one article – We analyzed 100 million titles. Here is what we learned (new research) .

Why it's different

BuzzSumo used his own data to develop the main search. It has also chosen a topic that it believes would generate strong interest among its target audiences and would be referenced by specialized sources in the field of experts.

Results

The BuzzSumo post won:

13,000 shares
721 backlinks
More than 272 000 pages viewed
30 registrations to the service

Lessons observed

Think about the data that your brand can offer and that would interest your audience the most. Evaluate where your backlinks would be most well received by the high authority domains.

HAND-related CONTENT: 10 victories (mostly) on your original research project

Conclusion

These six examples show how content marketing can be useful in almost every industry, at any stage of the sales process. Bringing your content marketing program from good to great means looking for ways to differentiate from your content, focusing on your target audience and constantly improving your methods to achieve your goals.

Differentiate yourself in the market by joining the winter session of Content Marketing University. Register today .

Cover image of Joseph Kalinowski / Content Marketing Institute