A good content marketing strategy has become a must for any company that wants to make it big. In those circumstances, it’s beneficial to take a look at how the top companies are leveraging their content to create sales. Here are the top 5 companies doing content marketing in 2018:
HubSpot is a SaaS (Software as a Service) company that helps businesses get more customers, and attract more visitors to convert leads. Their most potent asset is a thorough understanding of a customer’s journey. The content they post is designed to build on itself through content upgrades at the end of each post. That way they can lead their readers to their customer’s journey, which ensures excellent conversion rates. Readers become customers without feeling that HubSpot pushed their products on them.
KISSmetrics provides software that helps their customers better understand the type of audience that visits their websites through data collection and analytics. One of the content strategies they like to use is a hub and spoke strategy. That means they post a piece of cornerstone content, with several spokes that expand the topic and relate back to it. It creates an excellent SEO network that gets them to the top of relevant searches in their field.
TED is a set of global conferences where speakers share their expertise in short, timed talks about various subjects. Their growth is the result of smart content marketing which leverages their YouTube platform in the best possible way. By offering high-quality educational content for free, they fulfill their brand mission: “to create ideas worth spreading.” The secret to their success is that their content is built on the principles behind the psychology of content sharing.
Influence & Co. help companies connect through innovative content and offer a multitude of content marketing services. Their strongest suit is delivering custom solutions to their clients’ content marketing woes. According to them, a one-size-fits-all content strategy is ineffective, so their packages depend on what your goals are. Following their tips on content marketing, you can take your content marketing to the next level, and even further by using their services.
Moz creates SEO tools and is one of the leading authorities on SEO. Their mission is to simplify SEO for everyone, and they do it through their content as well as their software. What sets them apart from other marketing companies is that they go to great lengths to ensure people will return to their site. To accomplish better user retention, they have set up a knowledge base on their website where they store their cornerstone content. It’s separated into topics such as On-Site SEO, Ranking & Visibility, Local SEO, etc. They capitalize on it by offering paid training and workshops which are more in-depth.
As you can see, most of these companies do not need to push their services: their content is what sells them. That’s what good content marketing needs to accomplish, so we should all learn from these examples.