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Ask GH: What are some successful companies that use Content Marketing as the main growth engine?
Content and Videos by Marketo - Here's their YouTube channel >> https://www.youtube.com/user/MarketoB2B See what is possible even if you can't afford to use them.
HubSpot - I download their PDFs / case studies / white papers all the time. Known for lead gen that works.
Neil Patel http://NeilPatel.com Gold standard of getting content to convert
Convince and Convert http://www.convinceandconvert.com/
QuickSprout University http://www.quicksprout.com/university/ Super useful videos and information here.
MarketingSherpa University http://www.marketingsherpa.com/
Simplified Content Marketing Solutions and Best Practices http://www.searchenginejournal.com/content-marketing-solutions-and-best-practices-interview-with-gail-gardner/65304/
There are Twitter chats related to Content:
#ContentChat 2 pm CDT Monday afternoons
#AtomicReach 8 pm CDT Monday evenings
While small businesses can't afford many of these, some of us are working on using their concepts to benefit very small businesses.
Convince and Convert
Most companies in the marketing tools category rely on content marketing. I would classify Hubspot as one that is very successful that uses content marketing as its main growth engine.
Hubspot definitely seems like the Goliath in that field.
Seems like bufferapp.com is investing heavily into content marketing and has grown quite well: http://mashable.com/2013/09/19/buffer-one-million-users/
Any other examples? Also in other fields?
Back in June 2011, Hiten from Kissmetrics published something with AppSumo where he talked about how they got 10k customers from their blog.
Not sure how conversions have changed now - they use guest authors most of the time - but I'd say those numbers rank them toward the top of SaaS companies using inbound / content marketing as a customer acquisition channel.
At KISSmetrics we've found content marketing to be a great, very effective strategy to acquire customers. My co-founder, Neil has been running a ton of content marketing experiments on his personal blog, http://quicksprout.com and sharing all the details including costs, strategy and results too. I'm always happy to share how we think about it.
To Sean's point, a couple others:
Marketo is extremely good at producing high quality content. They have also started co-branding which helps to spread the word further afield, e.g http://www.edocr.com/doc/1465/getting-successful-marketing-automation-brought-you-marketo-and-edocr
My personal favourites
& Appsumo by sharing content via email marketing
Came here to say Hubspot Kissmetrics and Buffer - saw you already beat me to them.
I'd like to add the 2 articles which have influenced me the most in this field:
1. Bufferapp (Leo Widrich) who's my personl "king of guest-blogging" http://www.sparringmind.com/buffer-app/
2. GrooveHQ who have been so helpful in explaining their process to content marketing success.
Shopify has also been focusing on releasing some great content. http://www.shopify.com/
I'm on the Shopify Growth Team and manage our blog and that means a lot! We're investing heavily in content right now trying to make both our blog and Ecommerce University the go to resource for aspiring and successful ecommerce entrepreneurs.
Some folks who I think are executing content marketing extremely well:
I am under the impression that HowAboutWe.com is doing a great job with their The Dating Report.
Can we have more b2c examples, GH community?
It makes complete sense that content marketing works extremely well for companies promoting marketing tools, but does anyone have an examples of B2B tech companies that are doing a really good job at content marketing?
Andrew - here's a less commercially know B2B tech company that does a pretty good job: concur.com/blog
I remember them being a big act to follow for a startup that was entering a similar space.
Buffer have been mentioned already, and are a brilliant example. They provide such thorough and though-leading information, not just on their product or industry, but also on their personality and values.
For me, it's not their content on social media that has driven interest in their business, but the content they produce on the wellness programs they employ. People relate to it. I don't think their product itself is that much better than their competitors, but the have simply made themselves known - via content marketing - as an extremely likeable brand.
Hits the nail on the head for me Will. Assuming you have a good product, good marketing, etc. people buy from people they LIKE. Creating a likeable brand is pretty paramount and I think it's a big reason for the growth Buffer is seeing. I am also inspired by their ability to turn a 'negative' into a positive, particularly when it comes to content: e.g. when they couldn't get visas and stay in the US, they turned this into a hugely-followed series of posts about their travel around the world and (more recently) when they were hacked. Some excellent story telling.
Wistia take this approach too, IMO.
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