This post was co-written by Shopify’s Casandra Campbell.
Content marketing can be a valuable tool for nearly any company, in nearly any industry, at nearly any point in the sales funnel. But with the glut of content available, how does a brand create and distribute content that allows the company (and the audience) to experience that value?
We sent out a request for examples of awesome content marketing via HARO and other channels. In this article, we highlight four out-of-the-box case studies that show how content marketing can be used to create true value.
Shutterstock’s annual Creative Trends infographic
Shutterstock is one of the largest online marketplaces for licensing royalty-free images, videos, and music. For its annual Creative Trends report, Shutterstock analyzes its customers’ search and download data to predict the styles and trends that will dominate the coming year and distributes results in the form of an infographic hosted on its site.
Shutterstock uses its proprietary data to create something genuinely useful for its two audiences – customers and contributors.
Shutterstock reports its 2017 Creative Trends infographic earned:
- Mentions in more than 100 articles
- 6 billion unique site visits
- 5,300 social media shares, 11,000 social media engagements
Why we love it
Creating one piece of content to serve multiple audiences is usually a bad idea. By trying to serve too many types of reader, you typically end up making your content too broad and readers lose interest.
Creating one piece of #content to serve multiple audiences is usually a bad idea. @TheSearchGuru @Casandra_Camp
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Source:: content marketing