There’s lots you can teach your customers or clients. Whatever your business does, whatever its size, the reason you’re in that business is that you’re top of your game in what you do. There’s no better selling point than that.
Content marketing is how you demonstrate your expertise to leads and prospects. This type of marketing aims to:
- Increase your brand awareness
- Educate your audience
- Build trust in your brand
- Convert more leads
70% of marketers are doing this in 2020. So what does it look like in practice? Here’s a few of the best examples.
The app-based bank’s digestible, sharable and frequent content builds consumer trust in the brand by helping readers achieve a goal they all share: to have more money.
It does that with ‘how-to’ guides, news and stories like the one to the right, which educates readers on what a scam can look like and how to avoid it with a three-point plan.
This one really strikes a chord because it introduces a real-world person we can relate to – 55-year old Richard from Essex, who runs a weekend school for 5-19 year olds with his partner of 14 years – and we want to see it all work out for Richard (happily, it does).
The digital health company scaling remote care to patients across the UK offers an extensive library of ‘articles to make you healthier, happier and smarter’ covering health, technology and the digital health sector. Babylon’s primary audience for its health focussed content is the patients it aims to recruit, and it appeals strongly to their wants and needs.
Topics range from the thought-provoking (‘How can we prevent gender bias in medical AI technology?’), to the informative (‘The future of healthcare – and what it means for your organisation’), to the clinical (’Find out how to examine your testicles’). Babylon’s content shows its authority with the author’s bio and medical credentials foregrounded, covers each topic in detail, and importantly, is current (‘Face coverings, explained’).
Product design & UX agency Else explain ‘how to challenge the challenger banks’ with an in-depth, two-part report written for digital innovators developing fintech products.
It demonstrates they’re the experts in this space with detailed analysis of consumer behaviour and predictions for the future, drawing on insights from their own experience, and complemented with video, infographics and other visuals.
It’s so effective because it first challenges the status quo. It explains how customers’ needs are changing fast while traditional high street banks, having long trailed behind in digital innovation, are now closing the gap. Then it shows potential clients how to design a product that addresses those customers’ changing needs and stay ahead of the competition.
In doing so, it meets all of the marketing goals we saw earlier; it increases brand awareness, educates its audience, builds trust in the brand and converts leads.
eBooks and white papers have become commonplace for companies looking to demonstrate their thought leadership. But LinkedIn has gone a step above with Sophisticated Marketer Quarterly magazine, a weighty publication available both in print and digitally.
It’s ‘the magazine for B2B marketers, by B2B marketers – with a little help from rock stars, psychologists, social media gurus and more’, offering a wealth of tips and insights on how to strategies and grow their businesses (largely with LinkedIn’s own platform, of course).
The last edition gave readers, among other insights, the ‘growth formula to turn ideas into profits’, ‘the latest data on B2B video tactics’, and an ‘exclusive advice column from content marketing pioneer and bestselling author, Ann Handley’
LinkedIn is offering huge value, helping marketers be better at their jobs (at no cost), and in return, boosting brand awareness and driving conversions for its paid content platform.
Mark Williams is Founder & Content Lead at Lightbox. Can we help you generate leads with content? Get in touch at email@example.com or call 0113 433 4477.