Online Marketing Blog

Content marketing has exploded over the past year and will continue to grow in importance throughout 2013. Still, many marketers make the mistake of rushing to publish or producing content without a purpose in an effort to capitalize on the trend.

Quality rules the day when it comes to content creation. We write often here on the importance of content planning and optimization and Lee Odden offered a complete framework for optimizing across SEO, social media and content marketing in his book, Optimize.

Here are just a few examples of brands killing it with great content. Check them out and see what lessons you can take away to improve your own content strategy:

The trend towards “brands as publishers” over the past year has an increasing number of businesses entering the world of content in ways that are creating new opportunities for online marketing. The notion of brands publishing editorial is nothing new of course and has been known as Custom Media or Custom Publishing for years.

For example, P&G‘s “invention” of the radio and TV Soap Opera or both “Food and Wine” and “Travel and Leisure” magazines published by American Express.  Interestingly, corporate editorial content publishing often overlooks the value of SEO as a way to extend reach and grow readership.

Publishers on the other hand, are becoming much better marketers. While online and offline media have always been reliant on growing distribution and readership to warrant advertising based business models, the changing nature of media, shifts in consumer behaviors and increased competition has warranted even more marketing savvy to capture, maintain and grow readership.