What is the hidden truth of content marketing

The content marketing handbook


1 This text has been produced with the financial support of the European Commission under the Lifelong Learning Program. The information contained in this publication only reflects the opinion of the author. Neither the European Commission nor the National Agency are responsible for the content or use of the information contained therein. v.2 The content marketing manual step by step to more innovative marketing


3 The consortium of the project: Nowoczesna Firma S.A. (NF) Fundacja Obserwatorium Zarządzania (FOZ) Sviluppumbria SpA (SVIL) Paragon Europe (PRN) abif analysis, consulting and interdisciplinary research Authors: Justyna Dobaj (NF) Rafał Dubrawski (NF) Karolina Sikorska (NF) Piotr Maczuga (FOZ) Anna Jaruga (FOZ) Krzysztof Zieliński (FOZ) Elisabetta Boncio (SVIL) Susanna Paoni (SVIL) Diana Arutjunjan (PRN) Diane Muscat (PRN) Dr. Nadia Theuma (PRN) Monira Kerler (ABIF) Marco Orlando In collaboration with: Sabina Addamiano Maria Bordoni Giada Cipolletta Joyce Grech Dr. Walter Holiczki Paolo Luchetti Kirsten Neubauer Dr. Philipp Pfaller Krzysztof Szczepaniak Warsaw 2015 The content marketing manual step by step to more innovative marketing I

4 Table of Contents Abbreviations CHAPTER 1 Foreword Aims of Our Manual Our Approach 2 CHAPTER 2 Introduction to Content Marketing Content Marketing A Definition Content Marketing is NOT Content Marketing vs. Traditional Marketing: What's the Difference? History and Development of Content Marketing 10 CHAPTER 3 Objectives, Benefits and Ideas for Content in CM Objectives of Content Marketing Why Do Companies Use Content Marketing? How do companies implement content marketing? Other advantages of using content marketing Strong inbound approach Customer engagement and innovation Search engine optimization (SEO) Development of a knowledge culture Better use of company resources Ideas for the content Your employees User-generated content External experts Trends Analysis of competitor activities Recycling of content 31 CHAPTER 4 Tools and tactics of the Content Marketing Nature and Effectiveness of Content Marketing Blog Social Networking Case Studies Webinar Online Broadcast Video Publications Sponsored Article Newsletter Online Presentation Mobile Applications (Apps) Infographic E-Book Whitepaper 60 V II THE CONTENT MARKETING MANUAL

5 4.15 Personal Events Gamification Micropage 66 The 5W of Content Creation 68 Best Practices for Content Creation 69 CHAPTER 5 Content Marketing Strategy Marketing Strategy Content Marketing Strategy Getting Started How to set the goal of the content marketing strategy? Determination of goals using questions SMART and SMARTER Target group Definition of the target group Direct and indirect consumers Adaptation to the target group Targeting errors Selection of content marketing tools Content marketing tools How to use the specific tools? Timetable Team Budget Content Marketing Dissemination Classification of Distribution Channels Selection of Distribution Channels Measure Content Marketing Content Marketing Indicators Conformity of Indicators to Objectives Where to Find the Data? 87 Scheme for Developing an Effective Content Marketing Strategy 88 Eight Steps to an Effective CM Strategy 90 The Implementation of CM in Your Company 91 CHAPTER 6 1. Strategy for Content Marketing Tools Introduction Tremendous Communication Change Content Marketing Experts Are Designers Content marketing is not magic . It includes simple yet effective ideas Give first, then take Storytelling Personal Branding Gamification Other Strategies How can it all be combined? 105 III

6 6.7 Methods for measuring activity in content marketing Marketing automation or lead generation How do you calculate the profits from your activities? 107 CHAPTER 7 International best practices in content marketing use What is it about? Procedure Analysis Terre di Guagnano Italy Ströck Austria Ogilvy Malta IKEA Poland Conclusion 125 CHAPTER 8 Future trends and forecasts What influence content marketing will have, quality, not quantity, will be decisive Future use of content marketing tools and platforms Companies will rely on specific content strategies and professionals. Content marketing budgets will rise. Companies will learn to measure the effectiveness of content own, exploratory study 144 Method 144 Austria 146 Advantages and challenges of content marketing 149 Future aspects 150 Glossary 151 Sources and publications 155 Links 157 IV THE CONTENT MARKETING MANUAL

7 Abbreviations B2B B2C CM CRM CMEx CMS TKP NGO ROI RSS SEO SME URL Business-To-Business Business-To-Consumer Content Marketing Customer Relationship Management (Customer Relationship Management) Content Marketing Expert (Project Title) Content Management System Thousand Contact Price NGO Return on Investment Really Simple Syndication Search Engine Optimization Small and Medium-Sized Businesses Uniform Resource Locator (Internet Address) V


9 In this chapter you will learn: Why we chose to write this manual Objectives of this manual Our approach CHAPTER 1 Preface

10 1.1 Objectives of our manual This manual aims to show innovative content marketing methods and solutions based on proven models that can be used by SMEs to increase their level of innovation and their performance. Content marketing enables SMEs to share expertise and increase their presence. Content marketing is a key factor for competitiveness, development and often even for the survival of a company. In addition, content marketing is a very effective tool to reach potential customers. It can be understood and used without extensive training. However, companies often shy away from such a strategy because they fear that they will divulge valuable knowledge if they cannot be sure that they will get something in return. That is why many companies rely exclusively on traditional marketing methods. In the era of globalization, however, modern marketing techniques are considered key factors in competition, with the effectiveness of content marketing being undisputed. This has been confirmed in numerous research studies and surveys and is reflected in the marketing strategies of large companies around the world. Recent developments in video streaming and interactive teaching materials make it possible to implement the content marketing approach in a dynamic and complex way. Therefore, marketing professionals, entrepreneurs, SMEs and their employees should carefully plan their content marketing strategy before starting their marketing activities. 1.2 Our Approach The Content Marketing Handbook starts with a definition of content marketing, its development, how it relates to other marketing practices and what strategies, tools, goals and advantages it encompasses today. The authors examined current practices around the world. They also analyzed the state of the art, by whom and how they are practiced, and they identified good practices and strategies and documented them with case studies. Specific tactics and tools are identified in depth for strengths related to different goals, audiences and diffusion. Likewise, we look at how content marketing is implemented, how its results can be measured and experiences or errors can be avoided. It also shows some good practices. The intention is not only to illustrate what top-class international companies can achieve with well-paid marketing specialists, but also to highlight ranges of services that are achievable for small businesses with smaller budgets. It is all the more important to show what SMEs are doing to inspire other SMEs to choose content marketing and thereby become more competitive. Case studies also provide a benchmark for current practices within SMEs. The manual is adapted in its content, structure and as a guide to the workflow and the goals of SMEs and their employees. 2 THE CONTENT MARKETING MANUAL

11 The content marketing manual was translated into German, English, Polish and Italian and made available in advance to a group of potential users, such as SMEs and their employees, NGOs, entrepreneurs and marketing experts. The authors also consulted marketing experts. It was supplemented on the basis of the feedback and expert advice. We wish all readers that we can contribute to the success of your company with our manual! Preface 3


13 In this chapter you will learn: What CM is and what it is not How CM evolved and some pioneering examples What is the difference between CM and traditional marketing CHAPTER 2 Introduction to Content Marketing

14 2.1 Content Marketing A definition Content marketing is a marketing method for the creation and dissemination of relevant and valuable content with which a clearly defined target group is to be reached, won, included and activated with the aim of stimulating them to profitable customer behavior. 1 This is the definition developed by the Content Marketing Institute and recognized by the international community of marketing experts. Further definitions and descriptions from experts for the practice of content marketing are: Content marketing is the opposite of advertising. It's about addressing consumers with what they really want, in a way that serves the purposes and ideals of their own brand, instead of just trying to place their own logo in the consumer's environment. It means reaching exactly the consumers you want to reach, not just a vaguely defined target audience. That is, you offer them the experience they want instead of distracting them from the experience they are actually seeking. In short, content marketing is the evolution of advertising into something that is more powerful, efficient, and less hated (Keith Blanchard Story Worldwide). Content marketing is also not a tactic that you can simply turn on and off and that you hope will be successful. It has to be an attitude that is taken and encouraged (C.C. Chapman, alongside Ann Handley, współautor Content Rules). Content marketing contains the most important elements of a company's brand. It uses a variety of media formats such as text, video, photos, audio, presentations, e-books and infographics to tell the story of the brand or company. The content can be viewed on many different devices such as computers, tablets, smartphones and others. are read and are distributed via their own, third-party or social media platforms. Content marketing delivers measurable results through appropriate calls for action and promotion codes (Heidi Cohen Riverside Marketing Strategies). A winning strategy works when technology and people work together. Automation and semantics can help filter out, nurture, and uncover hidden treasures, but it is the human being who, through carefully considered content selection and consideration, will create a truly new and engaging brand experience that can be discovered, enjoyed, and shared by the audience. In this sense, content marketing is a winning strategy (Kelly Hungerford Paper.li) THE CONTENT MARKETING MANUAL

15 Content Marketing Marketing is not push marketing in which messages are spread among the consumer groups. Rather, it is a pull strategy about marketing attraction. This means to be there when the customers need you and they approach the company, and to offer them relevant, educational, helpful, engaging, activating and sometimes entertaining information (Rebecca Lieb, author of Content Marketing: Think Like a Publisher How to Use Content to Market Online and in Social Media). How content marketing is defined also depends on the point of view and background of the individual, but the rules of good content marketing and the main strategies and principles are mostly very similar. One of the most important similarities in the different approaches to content marketing is that the focus is on the customer experience, the needs, preferences and questions of the people and the so-called target audience. The continuous and consistent use of relevant content runs like a red thread through all marketing activities. Good content is essential in all areas, so its intelligent use is also crucial. Content marketing is a narrative marketing method that offers customers useful information in an appealing way at a time when they are interested in it, without wanting to sell anything directly. This can break through the overabundance of advertising messages that consumers ignore or view with skepticism, while at the same time potential customers can be gently convinced and help can be offered to buyers and the public. While content marketing may appear to be an innovation in marketing practice, it is really just a new way of giving consumers the same information they always wanted about products and services. However, its influence has grown exponentially with today's social media platforms and new devices. 2.2 Content Marketing is NOT Content Marketing is NOT simply the creation and distribution of valuable and relevant content, if that were the case, artists or cameramen would then be marketing experts. Rather, content marketing is a specific method of customer acquisition that openly demonstrates values ​​to suspects, prospects and leads and in this way tries to fascinate potential customers long enough that they involuntarily feel drawn to the content provider's value proposition. In this process, customers are won who not only accept the original offer, but are also happy to accept subsequent offers, without any re-marketing taking place. (Bryan Del Monte Agency Founder and Managing Director of Clickafy Media Group) Introduction to Content Marketing 7

16 Content Marketing is NOT a noun, but a verb and a very active verb with constant activity. You don't even do it and then you stop. You do it and then go on and on. (Neil Patel Chief Evangelist of KISSmetrics and blogger on Quick Sprout). 3 Content Marketing is NOT a content strategy. [] Content marketing is a tactic. It encompasses everything needed to make your content act like a magnet, bringing the prospects to content that can achieve (and even exceed) your vision. (Scott Abel Content Marketing Strategist and Social Networking Choreographer). 4 Content marketing is NOT about products, features, feeds and speeds, or sales pitches. It is geared towards what customers can achieve with your products, services or solutions. Such content is based on customers' perceptions, needs and priorities and offers a continuous path that helps them take the journey towards a buying decision by drawing and keeping their attention on the channels they visit frequently. (Ardath Albee, B2B Marketing Strategist at the CEO of Marketing Interactions, Inc.). 5 There is NO advertising or direct marketing sales guarantee behind content marketing. Content marketing offers well-planned materials and well-thought-out methods to address customers and get them to stop, think, and behave differently. (Kentico EMS Marketing Quick Start Guide). 6 Content marketing is NOT a campaign, but a long-term commitment. But content marketing isn't designed to convert leads instantly. The goal is long-term and continuous involvement. (John Hall CEO of Influence & Co.) Content Marketing vs. Traditional Marketing: What's the Difference? Traditional marketing speaks to people, content marketing speaks to them. (Doug Kessler, Creative Director and Co-Founder of Velocity Partners) Traditional marketing is about analyzing, planning, executing and monitoring decisions regarding products, prices, promotions and communication in order to facilitate an exchange with the goals of Individuals and businesses can be reached. 8 It only marginally takes into account the variable customer: the customer is seen as the target of marketing measures in order to satisfy their wants and needs. Content Marketing American Marketing Association (1988). 8 THE CONTENT MARKETING MANUAL

17 In modern markets, which are characterized by an increasing demand for personalized products and services, customers express their expectations in terms of quality, service and flexibility of supply and this inevitably implies a shift from product-oriented to customer-oriented marketing, where the customer relationship is in the The focus is on the decisions.The aim of marketing is no longer the market share or the amount of sales, but the satisfaction, trust and loyalty of customers, which result as a direct result of the quality of the relationships and which represent the heart of content marketing. Traditional marketing promotes your company and your brand. With content marketing, customers can also speak and interact with you. Traditional channels versus digital channels The main difference between content marketing and traditional marketing is the means of dissemination. While traditional marketing uses television, radio spots, newspaper advertisements, banner advertisements, direct mail advertisements, brochures, flyers, posters and signs to get the message across, content marketing makes use of very different sales channels such as social networks, the The most popular channel for publishing content (used by 92% of content providers), but also newsletters, website articles, blog posts, infographics, videos, webinars and podcasts, white papers and e-books are used. Talk vs. Give In traditional marketing, your products or services are talked about in order to reach the target groups: why they need them and how to get them. The attempt is made to convince customers to make a purchase without offering any added value. Content marketing takes a completely different approach. Instead of placing the product in front of consumers, post materials that your target audience finds useful or interesting. You give them something of value and if you've done your job well, people will come back to you when they need your product or service! Monologue vs. Dialogue Traditional marketing is one-sided. You're sending out flyers or TV commercials and people can watch them, but they can't interact with your brand, ask questions, or leave comments. Content marketing is interactive. Thanks to the Internet, there is the possibility of having a dialogue with your (potential) customers instead of just forcing them to listen to your monologue. Generalized vs. Personalized Traditional marketing generally involves a message that is conveyed for months or even years, so that it is geared towards reaching the largest possible audience. Since content marketing is about gaining user trust, the content must be geared towards a smaller, more specific target group so that it speaks to them directly and gives the target group a reason to get in touch with you. Introduction to Content Marketing 9

18 Static vs. Shareable Content cannot be easily shared in traditional marketing, while content marketing offers customers something fun, informative and / or inspiring, in interactive forums such as social media, where it is easier to share content use. And since people want to share what they find good and where they look good, the following applies: the better the content, the greater the public image and dissemination. TRADITIONAL MARKETING traditional channels speech monologue generalized static vs. CONTENT MARKETING digital channels giving dialogue personalized can be shared 2.4 History and development of content marketing When content marketing is mentioned, one sometimes has the impression that it is something new and innovative which was developed specifically for the Internet, but as history shows, it is not. Content marketing has been practiced successfully in the past. It's a type of craft that has a longer history than one would expect. The history of content marketing goes back 120 years and began with a baking soda maker publishing a groundbreaking, hands-on cookbook. We read or hear a lot about content marketing, the creation and distribution of editorial and media content by companies for customer acquisition, so it is natural to believe that we are dealing with a relatively new phenomenon, developed specifically for social media has been. But let's take a look at the Content Marketing Institute's infographic, 9 which summarizes and illustrates the history of content marketing. As you can see, content marketing is anything but new: It has a long history and is a tried and tested marketing strategy that has been successfully used by a number of brands to make a name for themselves or to consolidate their good reputation. Even if the type of content that brands create today is very different from what was distributed a hundred years ago, the basic concept is still the same Arnie Kuenn (June 25, 2013): Is John Deere The Original Content Marketer ? 10 THE CONTENT MARKETING MANUAL

19 August Oetker In 1891 August Oetker 11 sold his baking powder Backin to households in small packets with recipes printed on the back.He published his baking book for the first time, which has been updated several times over the last 100 years and now has more than 19 million printed copies Copies is one of the best-selling cookbooks. All recipes come from the Oetker company's test kitchen, and the book was written like a textbook that teaches readers how to cook from scratch. Oetker was very aware of the need for good marketing and practical communication and used his doctorate to give marketing authority. The aim was to convey the quality and certainty of success (always succeeds) of this branded product, which more than a century later is still one of the best-selling products. John Deere In 1895 John Deere, 12 manufacturer of agricultural machinery, founded The Furrow magazine in the hope that it would serve as a source of information for its customers. The Furrow does not contain advertising messages or selfish content. Instead of selling John Deere equipment directly (like a catalog), the magazine provides information to farmers on how to solve daily problems and increase their profits. Developed by thoughtful journalists, storytellers and designers, it was about topics that farmers care about. The Furrow is considered the first customer publication and the first example of content marketing. The magazine is still published and reaches 1.5 million readers in 40 countries and in 12 different languages ​​Introduction to Content Marketing 11

20 John Deere is often credited with pioneering content marketing as part of a long-term business process. 13 Michelin In 1900, Michelin, 14 a French tire manufacturer, published its first travel guide, the 400-page Michelin Guide, which was intended to help motorists traveling through France with the maintenance of their cars and with finding accommodation and places to eat. The guide also contained addresses of petrol stations, mechanics and tire dealers: the logic behind it was probably the connection between tires and travel. Copies of the first edition were distributed free of charge. Due to the growing success of this idea over the years, Michelin began selling the books in 1920. This guide was born with the century and will last as long as the century, according to the Michelin brothers, André and Edouard, in the foreword to the first Michelin Guide. More than 100 years later, the Michelin Guide is still considered the reference in the restaurant and hotel world. It is available in 14 editions covering 23 countries and is sold in nearly 90 countries. An example was set with the Michelin Guide, both for travel guides and for dissemination in the context of content marketing. Woodward's Genesee Pure Food Company Woodward's Genesee Pure Food Company, 15, which made Jell-O, a gelatin dessert, began distributing Jell-O recipe booklets in 1904. In the recipes it contained, Jell-O was the main ingredient: this pioneering marketing tactic led to significant sales growth. The company made its booklet easily accessible for anyone wanting to experiment with the creative Jell-O dessert recipes by delivering it to their doorstep for free. There's Always Room for Jell-O was the advertising slogan for the simple gelatin dessert now known as America's most famous dessert 16. The success story is due to advertising and merchandising methods that were new and different and had never been used before. Today the brand is so popular that Jell-O became the collective name for all gelatin desserts in the United States and Canada. Burns and McDonnell In 1913, the American engineering and consulting firm Burns & McDonnell 17 launched its BenchMark magazine. The quarterly engineering magazine covers a wide range of trends, topics and engineering disciplines and contains technical articles of general interest. The magazine helped the company showcase its expertise in the industry by providing high quality informative content to potential customers Wyman, Carolyn (2001): Jell-O: A Biography The History and Mystery of America's Most Famous Dessert. Mariner Books. S ISBN THE CONTENT MARKETING MANUAL

21 The company is very proud of this top-class specialist knowledge, which also sets it apart from other competitors. The magazine is still published today in both print and online and can be read online and on mobile devices. Not only is it the best free magazine in the business, it's also the oldest. Sears In 1924, Sears 18 launched its World s Largest Store radio program, keeping farmers informed during the deflationary crisis with content provided by the Roebuck Agricultural Foundation. Sears recognized that radio was a great way to reach audiences because the company had paid radio stations to broadcast advertisements on a regular basis in previous years, increasing its popularity with farmers. Procter and Gamble In the 1930s, the soap manufacturer Procter & Gamble 19 was the first company to advertise its products directly to consumers on a national level. It literally developed the concept of soap opera by sponsoring radio and television series intended for women. On December 4, 1933, at 3 p.m., the NBC Red Network aired the first episode of the P&G sponsored series Oxydol's Own Ma Perkins. In addition to the start of a new program, this was the first series on a radio station sponsored by a Procter & Gamble product and a soap product to boot. With their dramatic, captivating plots, these soap operas became an important part of everyday life and a regular topic of conversation, and the company was able to increase its soap sales. Nike After observing a jogging club in New Zealand, Bill Bowerman, founder of Nike, 20 saw the value of jogging as a traditional fitness program and in 1966 published a brochure on jogging that basically brought the sport to America. Bowerman wrote this 19-page brochure, titled Jogging, with a skilled cardiologist to help average Americans get fit by running, not to sell their shoes. In addition to his relationships with other professional athletes, his work contributed to the running boom of the 1970s, from which Nike clearly benefited. There is no mention of Nike shoes in the brochure. That wasn't necessary either. Great content can make a difference on its own. They set things in motion as their focus is on spreading ideas and adapting customer behavior. Introduction to Content Marketing 13

22 Nike's strategy was based on a perceived need. In the beginning there was no need for better running shoes, but for jogging. As soon as the trend became established, the demand changed and the jogging shoes themselves were in demand. Bowerman's original goal was to promote a sport and an idea that he believed in. Without content marketing, Nike probably wouldn't be what it is today. Hasbro In 1982, Hasbro 21 signed a collaboration agreement with Marvel Comics and started a revolution in the toy industry. The two companies jointly developed the comic book series G.I. Joe, which is based on a complex backstory of the heroes battling Cobra Command and a range of other toy characters. A mini cartoon television series and video games were also developed, which contributed to the toy characters' great success. With G.I. Joe was first shown that creative cross-channel advertising was a viable option, even though content marketers were more limited in their choice of media. The idea was simple: the comics would arouse interest in the toy figures and thus increase sales. Kids would want to play with the characters and then read more comics to learn more about their favorite characters. LEGO In the 1980s, LEGO 22 faced serious threats from competition in the toy building set sector. To counteract this, LEGO began building a whole empire of branded content in 1987 and produced the extremely successful LEGO video games with their cross-merchandising and brand extensions around Star Wars, Harry Potter and others. The company also launched Brick Kicks magazine, now known as LEGO Club magazine, which is distributed to millions of LEGO Club members around the world. Today LEGO is such a giant in terms of branded content that the toy company is sometimes more like a media company dominating the competition through multimedia storytelling. No other toy company comes close to what LEGO has achieved with its branded content. Each LEGO themed series has its own microsite with explanations of the plot and characters, with online games, films, votes, quizzes and, of course, links for sale. Two good examples are LEGO Star Wars and LEGO Ninjago. For each new release of a themed series, LEGO produces a series-like film that runs on both television and the LEGO website. LEGO recently released its LEGO CHIMA series with a new cartoon series in cooperation with the Cartoon Network. LEGO developed CL! CK, a community platform that encourages fans to share their LEGO creations. The company also created My LEGO Network, a social network specifically for children (with a great deal of parental control and THE CONTENT MARKETING MANUAL

23 Security Measures), where members can create their own personal pages, win prizes, meet other LEGO fans (and compete against them in games) and watch LEGO TV. Although LEGO generates direct revenue from its content (royalties on LEGO cartoons, books and games), most content is created to support the business model (that is, to sell more LEGO products). John F. Oppedahl In a panel discussion for journalists at the American Society for Newspaper Editors conference in 1996, John F. Oppedahl 23 coined the term content marketing. On this occasion, he also opened up some new perspectives on readers and the marketing of newspapers. In his opinion, instead of the number of readers, satisfaction should be measured with the aim of making dissatisfied readers satisfied and making satisfied readers even more satisfied. He claimed that the day of the week was a factor that affects happiness. So people would want to read something different in the Monday edition than in the Friday edition. There were certain core themes for the different days of the week and readers were willing to pay the newspaper's weekly rate for just four days if they could choose the four days. Therefore, he proposed an editorial reorganization of certain days of the week. Oppedahl believes that consumers react and follow, but that they do not lead the way. PlaceWare In 1996, PlaceWare, 24 an offshoot of Xerox's PARC research center, began offering web conferencing services. WebEx was founded later in the year. Web conferences found their way into the marketing mix under the name of webinars or webcasts. Microsoft In 2004, Microsoft launched Channel 9 25, the first corporate blog aimed at the developer community. Channel 9 is a Microsoft community website for Microsoft customers that features video channels, discussions, podcasts, screencasts and interviews with Microsoft. Inspired by the efforts of Microsoft technicians, the blog became an immediate success. Even today, the video blog is still at the forefront to report on what Microsoft's technicians and developers are currently working on and what is of interest to the company's supporters. LiveVault In February 2005, LiveVault, 26 a data protection service provider, was looking for a way to promote its new disk-based corporate data protection system. It was known that traditional media would not be able to prevail in the information chaos in order to reach the audience of IT professionals. Introduction to Content Marketing 15

24 As a result, independent marketing consultant Jeff Weiner hired Captains and its sister company Thunder Sky Pictures to produce a viral video starring John Cleese that would attract the attention of IT managers. The result was a six minute video showing John Cleese and the Institute of Backup Trauma. The extremely funny video sent via to people (mainly IT managers) went viral with a click-through rate of 20% in the s sent and achieved over downloads within the first few months. Ten months later, the video was downloaded between 2000 and times a week. Red Bull Since 2007, the Austrian beverage manufacturer Red Bull, 27, the media company that sells energy drinks almost on the side, has published its magazine The Red Bulletin, which now has over 5 million readers. It is included in various daily newspapers free of charge. Red Bull releases are very extensive, both in terms of media, channels and formats. They include mobile apps, print media, web TV, news feeds, social networks, video and even full-length films. Red Bull owns 900 different domain names in a total of 36 languages. Red Bull recognized the importance of the mobile space and developed apps, games and platforms that work on all devices. The company sponsors a music school and a month-long event called the Red Bull Music Academy. It also sponsors various sporting events such as cliff jumping, Formula 1, airplane racing, snowboarding, and cycling, to name a few. Red Bull understands that it has to provide entertainment first and then the sale will come naturally. The company manages to get people talking about its brand indirectly: it realized that no one wants to talk about a drink, but that instead people will talk about music, share amazing photos, and use incredible videos. Red Bull has developed a focused and strong content strategy and founded its own media company. Nothing should distract from the goal of publishing impressive content. BlendTec BlendTec, 28, a $ 40 million company based in Orem, Utah that specializes in food processors, uploaded its first video on YouTube in 2007 with the tagline Will it Blend, kicking off a landmark campaign in the emerging field of viral marketing. The video showed how a BlendTec mixer made a smoothie from 13 spicy Buffalo wings, a bowl of tortilla chips and a can of lemonade. It was an instant hit, and a string of more Will It Blend videos followed, showing the high-powered blender destroying and grinding iphones, firearms, golf clubs, and other items to dust. THE CONTENT MARKETING MANUAL

25 With this viral sensation, the mixer manufacturer was able to increase its sales by 700 percent. The campaign earned BlendTec's high-performance mixer more than 100 million views, and the BlendTec YouTube channel now has more than 1,000 subscribers. AMEX In 2008, AMEX 29 launched its portal OPEN Forum, American Express's content platform dedicated to financial, operational and marketing solutions for small businesses. It is supposed to support entrepreneurs in setting up their business, but not out of altruism, but rather out of enlightened self-interest. Since many small businesses are Amex customers, their growth is also beneficial for Amex. OPEN Forum offers entrepreneurs practical information and educational content, insights from industry experts and entrepreneurs (there are over 200 contributors) as well as tools to get in touch and work together. The platform includes user-generated content, but also content from publishers such as Inc.com. Amex now receives as many credit card inquiries from this platform as from its other areas. American Express deliberately does not advertise itself, but concentrates on offering customers the content they want and need. Topics of interest to small businesses include personal productivity, corporate governance, and finance. American Express can legitimately comment on this without wanting to sell its products. Instead of promoting American Express cards, Amex has become a trusted expert in helping small businesses and building long-term relationships with customers and prospects. The advantages of this content and community marketing approach for American Express include increasing brand value, acquiring new customers and strengthening the loyalty of existing customers. To do this, it does not have to sell its services directly. Content Marketing Institute In 2010, leading content marketing evangelist Joe Pulizzi founded the Content Marketing Institute (CMI). 30 Pulizzi is an entrepreneur, gives speeches, writes on content marketing, and firmly believes that there are better marketing opportunities for brands than those they have used in the past. The CMI was founded with the mission to promote and advance the art and science of content marketing practice and now has over members from almost every country in the world. The CMI offers all kinds of information about content marketing: articles, magazines, sources, studies, specialist areas, training, advice, event organization, webinars, etc. Introduction to content marketing 17

26 Coca-Cola In 2011, the Coca-Cola Company 31 released two videos on YouTube that showcase the creativity behind the famous marketing strategy called Content 2020 in a sequence of entertaining illustrations (in the brand's colors of white, red and black) plugged. Jonathan Mildenhall designed Coca-Cola's content marketing strategy and made it available to the world. The company's advertisements have always been creative and fun. Coca-Cola is one of the most famous brands in the world. No matter where you go, Coca-Cola is there too! Coca-Cola is also the largest brand on Facebook with almost 40 million fans. For Coca-Cola, content is the substance and essence of brand loyalty. The purpose of its content excellence is to develop ideas that are so contagious that they can no longer be controlled. On the social web, users can easily share ideas, videos and photos on social networks like Facebook, which is why the company wants to develop content that can be shared; these can be pictures, videos or articles. Coca-Cola has recognized that consumers can provide more stories and ideas than the company itself. The aim is therefore to stimulate conversations and then react to them 365 days a year. The new dissemination technologies of Twitter, YouTube and Facebook enable greater connectedness and more opportunities for consumer participation than ever before. According to Coca-Cola, publishing the content is not enough, it is necessary to interact with the audience and the fan base. Coca-Cola has recognized that the company must move from one-way story telling to dynamic (dynamic story telling) in order to expand its presence on the social web. That is, it has to ensure that the stories evolve as it interacts and communicates with its customers in many media formats and social networks. Static and synchronous storytelling has had its day. Instead, multi-layered stories are required that involve the customers and that can be shared. Content Marketing World In September 2011, Cleveland, Ohio hosted the world's largest annual content marketing event under the name Content Marketing World 32 for the first time, bringing together over 600 marketers from 18 different countries to learn about content marketing -Exchange practice. The event includes workshops on the opening day, practical industry-specific units, entire conference days, vertical industry workshops and much more DAS CONTENT MARKETING HANDBUCH

27 At the event, participants can learn from and network with the best and brightest minds in the content marketing industry. They can also gather all the materials they need to come back to their team with a content marketing strategy and implement a content marketing plan that will grow the business and excite their target audience. Ralph Lauren Ralph Lauren 33 has been using mobile content since August 2008 when he added a QR code to an advertising campaign for the US Open. If the QR code is scanned with a smartphone, it leads the user directly to the company's new mobile website. By using QR code technology, Ralph Lauren offers customers the option of shopping on their smartphones by scanning the QR code on print advertisements, in shop windows or on direct mail. The QR code, a two-dimensional symbol that contains a lot of information including the URLs, automatically connects mobile users to a specific Internet portal when they use their smartphone to read the symbol or take a photo. In addition to shopping, the new website 34 also includes a Ralph Lauren Style Guide and exclusive video content. Customers can not only buy the US Open collection, but also watch tennis videos, read articles about tournaments and enjoy the full brand experience, all in the palm of their hand. In October 2008, Ralph Lauren launched a new campaign that included print ads with QR codes, becoming the first major company in the US to use QR codes. Even if this is not content per se, QR codes can help to attract users' attention and direct them to other online content. Salesforce.com In 2013 Salesforce.com bought the interactive marketing hub ExactTarget. 35 The former CRM platform teamed up with the marketing software company, which also owns Pardot, a marketing automation company. This immediately made Salesforce a major player in content marketing. As the world's most powerful 1: 1 platform for digital marketing that connects companies with their customers in a completely new way, the ExactTarget Marketing Cloud helps companies get the most out of every interaction with customers by creating personalized, cross-channel customer paths ( Customer journeys) that enable unique brand experiences. Oracle Oracle 36 bought the content marketing platform Compendium in 2013, which supports companies in planning, developing and disseminating appealing content on various channels throughout the customer's project life cycle. Introduction to Content Marketing 19