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Improving Your Inbound Content Marketing

19 Feb 2015, by Sophie Challis in SEO, Inbound Marketing.

4 Brands That Are Leading the Way in Soft-Touch Content Marketing

Zelst

Taking inbound content marketing to the next level

Net-a-Porter’s Porter magazine

THE CONCEPT

KEY TAKEAWAYS

  • Do talk about products and services other than your own, as this will make the reader feel less like they’re being sold to and more like you’re trying to help them. This improves trust in your brand and gives your content more credibility.
  • Don’t be afraid of print, so long as it’s carefully integrated with your online marketing strategy.

ASOS personal stylists

THE CONCEPT

KEY TAKEAWAYS

  • Do spread your content marketing activities across several different channels to suit users’ needs. Carefully tailor your content to make the most of each format.
  • Don’t forget traditional business values – but do bring them into the 21st Century by maximising engagement with users and offering a personal service online.
  • Do convey a branded message, so long as it’s primarily aimed at helping people.

Whistles’ Inspiration page

THE CONCEPT

KEY TAKEAWAYS

  • Do use real people as brand ambassadors rather than models. This will enable people to connect and engage with your brand on a deeper, more meaningful level, in turn strengthening your brand identity.
  • Don’t assume that aspirational marketing is dead. It’s very much alive and well – as Lord Sugar himself would have no hesitation in telling you.

Anthropologie’s blog

THE CONCEPT

KEY TAKEAWAYS

  • Do focus on adding value to the reader experience above all else.
  • Don’t assume that your content always has to be about your products and your services. Instead, consider the interests, hopes and dreams that individuals within your target audience are likely to have.

What these case studies tell us