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AFFILIATE MARKETING

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

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Content marketing gives you the opportunity for optimal keyword placement and provides tons of information that search engines can scan to help you earn higher rankings.

All of this leads to higher visibility, brand awareness, and more traffic to your site.

About 60% of marketers value content as very or extremely important to their business success.

But only 27% of them feel their efforts are very or extremely successful.

That’s because content marketing isn’t easy.

It takes time, research, and focus to create meaningful material that resonates with an audience.

The good news is that content marketing is a huge category, so there are lots of ways to deliver the kind of quality content it takes to drive sales.

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Here are 11 outstanding content marketing examples from individuals and organizations who have mastered the art of content marketing.

Follow their example to learn how to develop your own inspirational content that generates leads and earns sales.

Blogs With Impactful Content Marketing Strategies

1. GaryVaynerchuk.com

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

Gary Vaynerchuk climbed to internet stardom as the zany host of video blog Wine Library TV.

Now, he’s a two-time best-selling author and the co-founder of Vayner Media, a digital marketing agency that caters to some of the world’s biggest brands.

On his website, Vaynerchuk releases an authoritative blog article once every three to four days.

His posts lead with splashy cover images that draw the eye, and the compelling information covers everything from how-to guides to educational introductions for new services and products.

While many of his articles now relate to his marketing business, he still posts articles for his wine lovers.

As a result, he’s got a great mix of content to meet the various needs of his diverse audience.

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His videos, podcasts, and useful articles (chock full of backlinks and helpful takeaways) attract prospects, engage readers, and entice them to convert to customers.

2. The Home Depot Blog

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

The Home Depot blog is a brilliant example of content marketing, and here’s why.

First, everyday people who enjoy and have experience with home improvement projects contribute as guest writers and post-project tips and ideas on the blog.

Not only are they relatable, but they also create content based on first-hand experience, so readers trust them.

In addition to providing useful content, the Home Depot blog posts are full of links to products in their stores that help readers complete the projects covered in the blog.

So they’re not just building a following with their content.

They’re crushing SEO with keywords, links, and a convenient user experience.

By leading readers directly to useful items on their company website, they drive sales and conversions on a daily basis.

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3. Hertz Travel Blog

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

While most people know Hertz as a leading car rental company, the Hertz Travel Blog is an added value for their audience.

From experienced international travelers to the occasional leisure traveler, members of the Hertz blog target audience can find highly useful information to help plan their trips.

While some posts do mention car rental services, the bulk of their content ranges from insider tips for making the most of hotel stays to can’t-miss sight-seeing excursions for the traveler on a time crunch.

Articles and videos dive into immersive storytelling that engage their audience and appeal to their sense of adventure and preparedness.

Hertz makes sure their articles are highly sharable, always featuring large social media link buttons at the top of each post.

This makes it easy for readers to pass the information along to their own contacts, broadening the company’s reach and increasing brand awareness.

4. Cracker Barrel Blog

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

Cracker Barrel is known for its down-home cooking and old-fashioned mercantile complete with clothes, memorabilia, and retro treats.

Their audience is interested in anything from their food to their holiday décor, so it takes some clever messaging to appeal to their followers.

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The Cracker Barrel blog is a simple layout that highlights a variety of articles to reach the needs of everyone they touch.

Their recipe articles feature links to branded food items people can purchase from the store.

Holiday decorating tips include products they sell and direct customers where to buy them.

Not only is their information helpful and useful, but it’s also great for SEO and search engine rankings.

Cracker Barrel’s blog presents lots of opportunities for visitors to convert and generate revenue for the company.

Social Media Content That Converts

5. American Red Cross #DoingMyPart

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

The American Red Cross developed a tool kit complete with messaging suggestions and image options for their #DoingMyPart social media campaign.

It encouraged people to post photos of themselves on their social media accounts doing things to help stop the spread of the Coronavirus while tagging their posts with the campaign hashtag.

While the organization thought people might post images of themselves washing their hands, wearing face masks, or donating blood, the campaign took on a life of its own.

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People on Twitter began posting more creative ways they were helping in the fight against the virus, flooding the network with photos of themselves manning COVID-19 call centers and receiving vaccine injections.

By encouraging their followers to personalize corporate messaging and create user-generated content focused around a timely topic, the Red Cross boosted engagement, awareness, and conversions.

6. Starbucks SipSmileSpring

To promote their new spring line of drinks, Starbucks created an interactive game on their Instagram account called SipSmileSpring.

In the game, users control gameplay by simply smiling at the right time.

Not only is it a fun way for Starbucks to engage its audience but they encourage people to share the post, tag Starbucks and earn the opportunity for their video to be featured on the brand’s page, as well.

This builds brand awareness and engagement in a highly creative way.

Because of the idea’s novelty, the campaign earned over 79,000 views in the first two hours of going live.

7. Levi’s 7 Days 7 Ways

The renowned jeans brand used their Instagram page to create a social challenge called 7 Days 7 Ways.

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Promoting sustainability and asking people to reject fast fashion, Levi’s asked people to style their favorite Levi’s jeans with a different look each day for a week.

They felt this would entice people to wear their jeans more frequently between washes and increase the lifespan of the product while helping the environment.

Followers posted pictures of their styles and tagged the company, raising brand awareness and creating a sense of community as they inspired others with fashion recommendations and social awareness.

Visual Content That Motivates Consumers to Buy

8. Pizza Hut

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

Focusing heavily on imagery in their marketing campaigns, Pizza Hut’s emails and social media posts are filled with tantalizing product photos.

Steaming hot pizza, cheesy toppings, and crispy crusts all appeal to the senses of its audience.

The photos create buzz on social media and earn them sales through mobile ads and email campaigns.

They do a great job of telling a story through the photos they post while generating interest and showing how their product is superior to their competitors’.

9. Kendra Scott

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

As a leader in women’s jewelry, home décor, beauty, and gifts, the Kendra Scott brand knows the importance of visual impact.

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The company features beautiful product shots in its marketing campaigns that grab viewers’ attention and identify features that make the products unique.

Kendra Scott also uses photos to recommend product use, showing consumers how to wear their items to meet the latest trends and create unique looks to show off users’ individuality.

The pictures don’t even need words to convey their message, which is a sign of an effective visual content marketing campaign.

Effective Video Content Marketing Examples

10. Tasty

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

One frustration consumers have is when words fail to adequately describe a product or process.

Tasty is a network for food lovers where people can find recipes and learn cooking tips and tricks.

Their marketing focuses heavily on the use of well-executed videos of someone actually making a recipe.

Their upbeat, aerial-view videos offer a step-by-step demonstration of combining ingredients and cooking the food, eliminating any question about misinterpreting the recipe instructions.

The videos are extremely popular and offer a forum for people to leave comments and share feedback about the recipe, its ingredients, and the video itself.

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More than a simple instructional video, Tasty’s marketing campaign educates and connects a community of like-minded people, making it an invaluable resource that people are happy to share with their own contacts.

11. Sunny Paige

11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

Although they’re a small-town boutique, Sunny Paige uses Facebook live videos in a big way.

Each week, the business hosts a live session from their store to present their current featured items.

Staff members take viewers through the store and model clothing and accessories while explaining the key traits of each item.

Everything is conducted in a very laid-back, conversational way, as though they’re talking to their personal friends.

This builds trust among their prospects and generates interest in their products and their shop.

By including these live videos in their marketing strategy, Sunny Paige is able to address questions about fit, material, and price that build confidence among their viewers and encourage them to commit to a purchase.

Content Marketing Is a Must for Any Marketing Strategy

Whether you use blogs, social media, or videos, content marketing is a must for any digital marketing strategy.

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It allows you to connect your audience to your products, positions you as an authority in your field, and helps to boost SEO efforts for better SERPs.

Think outside the box for fun, creative ways to set yourself apart from your competition while serving as a resource for your audience.


Image Credits

All screenshots taken by author, March 2021

Searchenginejournal.com

AFFILIATE MARKETING

During COVID, Affiliate Marketing Is Emerging As a Cost-effective Channel For Brands

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During COVID, Affiliate Marketing Is Emerging As a Cost-effective Channel For Brands


Opinions expressed by Entrepreneur contributors are their own.

You’re reading Entrepreneur India, an international franchise of Entrepreneur Media.

With the outbreak of the pandemic, going for performance-oriented channels has become a prerequisite for stability. Several advertisers are struggling with low marketing budgets and a pressure to drive return on investment (RoI) through limited spends, especially owing to current times. The most common dilemma for companies is to decide where to focus their marketing budgets on, after investing in one’s own in-house paid channels. “Affiliate channels’ often provide desirable solutions, as the performance of such activities can be assessed and paid for. When the budgets are lower, investing on a marketing channel where one gets to pay per lead or pay per transaction, could be the safest bet during the current crisis compared with other marketing channels.


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With the ongoing challenges of customer acquisition and the pressure to get RoIs, the advertisers have tried to come up with the online business approaches in order to depend less on offline means.

Despite the evolution of marketing practices and strategies, amid the big quantum of content available online today, brands are finding it difficult to reach out to their target audiences in an effective manner. Taking the current health crisis into consideration, customers are more concerned about health and safety, thereby influencing their choices with respect to financial services such as in the insurance segment, over the others.

This holds especially true for brands operating in niche segments, such as the banking and financial services sector which offer specialized products and services. Their marketing content, essentially, is about communicating “what’ the brand is offering, “why’ the customer must opt for it and “how’ can the customer acquire the same. It’s not easy to convince people to trust someone to deal with their money and life’s savings.

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Why companies in the BFSI sector must opt for affiliate marketing

FinTech has transformed the BFSI sector drastically. From payments, loan applications to insurance, almost every service in the banking sector is going digital at a rapid pace. Apps, banking services and products are also updated regularly to enhance user experience, and make financial services easier and more convenient for consumers. The digital shift reflects prominently in the adoption of digital payments as well. A 2019 KPMG report showed that non-cash transactions are growing at a CAGR of 12.7 per cent. The number of merchants accepting digital payments has also skyrocketed, growing from around 1.5 million in 2016-17 to 10 million in 2019.

However, due to COVID-19, investor sentiments are at an all-time low and this is likely to cause severe disruptions in the banking industry all over the world. Banks will now have to regroup their departments and teams to chalk out counter-strategies to maintain good assets and earnings.

To tap into the growing digital opportunity, BFSI brands must leverage innovative marketing strategies in order to increase their sales by targeting the right customers. Working on an affiliate marketing strategy could be one of those options which could aid the financial services sector with cost-effective solutions, while driving up traffic. In an affiliate marketing setup, publishers cannot treat the BFSI brands’ products and services like other commodities.

As all of their offerings revolve around money, it is integral for brands to prioritise generating a need for these services among their target audiences. The key to effective brand communication, in the BFSI domain, is transparency in information delivery. To cater to this marketing requisite, opting for affiliate marketing can prove to be highly useful for the BFSI sector. By signing up relevant publishers as affiliates, BFSI advertisers can reach out to their target consumers in a trust-based ecosystem for communicating their key brand messages.

Affiliate with whom and where?

For affiliate marketing programmes, BFSI brands require those publishers who have the required ingenuity for curating relevant information in the right category of the sector. With everything going online from doorstep delivery of daily groceries through just a click, to getting the health checkup or tests done at home, users are now more aware about such needs. The probability that they will go searching online for services and also transact online is very high. It would be an opportune decision to reach out to the target audience in such a manner, as it is likely to generate faster results and direct interaction with a user looking for a service.

Furthermore, countless other possibilities open as affiliate networks facilitate revenue sharing mechanisms between the service provider and a publisher when one’s link gets clicked. Compared to several other digital marketing options which depend on user accessibility and high costs between corporations for using certain platforms, affiliate marketing’s targeted content is more likely to fetch dividends. The post-pandemic growth reality will be a difficult pill to swallow and affiliate marketing solutions can make the changes positive and palatable. This will not only be an economical option, it will also help companies acquire customers who are looking for a particular service, while simultaneously incentivizing the publisher too. Beyond sales and on-boarding of new customers, the average time spent by an Indian working professional or Internet user has increased multifold due to pandemic. This goes to show that people will continue to look for their necessities online across multiple websites and portals. It shall open up opportunities for brands to increase awareness about one’s services across several sectors without the need to remain confined to one’s own market segment. Below are some of the platforms where companies in the financial sector can join affiliates to target more consumers:

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Blogs: Online blogs are one of the most trusted platforms for the BFSI sector. Specialized content publishers who demystify financial services and products such as loans, insurance, credit cards, overdraft protection for consumers, are the most sought-after ones for the BFSI brands in affiliate marketing. They cater to an audience that actively seeks out experts’ advice before making all financial decisions. Bloggers also get an opportunity to drive traffic to specific services offered by different BFSI verticals. Bringing publishers on board who operate in this domain helps the brands drive high-impact marketing campaigns which deliver fast results. Some of the websites that feature such content are Cashoverflow.com and Goodreturns.in.

Business news websites offering guidance on personal finance: Various news portals such as NDTV Profit, CNBC TV-18, etc., feature content that consumers can avail to manage personal finance, insurance policies, etc. These websites are regularly accessed by keen observers on finance and banking, who are one of the primary target audiences for brands in the BFSI sector.

Comparison sites: Comparison sites invite immense traffic of consumers who are interested in getting the right deals in financial services which are most suitable for them from the budget and consumption point of view. Brands dealing with financial services such as personal banking, insurance policies, credit card policies can avail these sites to target potential customers.

Contextual advertising: Contextual advertising is a marketing model where affiliates or publishers can target consumers based on their specific interests. These platforms provide relevant content, targeting a particular set of audience for whom unnecessary features are eliminated based on their past browsing behavior, making it one of the most effective platforms for brands in the BFSI sector. The companies can also get their products featured in specialized content meant to meet specific ends.

E-mail inventories: Brands can supply relevant information to potential and current consumers via newsletters in their email inboxes. Information on latest offers, new updates on products and useful information on services can be relayed to the customers who otherwise find ads, SMS-marketing intrusive and use ad-blockers on their devices. BFSI companies can tie up with content affiliate sites that send out value-based articles and ideas with other exciting information about the brands, promoting more subscriptions and sales.

A win-win for both: the brands and the affiliates

By making the most of the growing digital presence of consumers, affiliate partnerships can prove to be one of the most cost-effective ways for banks and financial institutions to convert consumers online. The fast and approved online transactions help the BFSI brands acquire more control over their businesses than the other conventional marketing practices. Moreover, in creating affiliate marketing campaigns for the brands in the BFSI sector, the publishers also have more opportunities to earn big commissions compared to the other e-commerce campaigns. Brands operating in the BFSI sectors generate more sales and earn more profits on their products and services as compared to the non-financial brands. For every customer gained, the publisher gets an opportunity to earn a couple of times more commission on it than it can from, say, when a consumer buys a stationery product. Big banks pay commission basis the pay-per-scale model. Most financial institutions offer commission of this type to bloggers.

And last but not least, players in the BFSI sectors can get a fair chance to incorporate multiple marketing tactics and test innovative strategies in an affiliate marketing programme without the slightest worry, since rewards are paid only on a performance basis which is well accounted for.

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