Online Marketing Blog

In a recent study by Content Marketing Institute, it was reported that 54% of B2B marketers will increase their spend on content marketing over the next 12 months. Pouring more money into content doesn’t automatically result in success.

As with wise investing for financial success, marketers need to back up their content investments with a plan, resources, goals, measurement and many other answers to questions their competition aren’t bothering with.

This doesn’t mean you need some grand, perfect strategy to see a return on content development spend. But it does mean having a clear vision and approach. To help guide you in this content marketing journey, here’s advice from some of the top content marketers in the industry including pros from Intel, SAP, Kraft, and the Content Marketing Institute.

As the online landscape becomes increasingly more competitive, marketers are finding that great content isn’t just about what you say, but how content is presented as well.  Content marketing that is injected with visually appealing images not only attracts readers to your message, but it helps to tell the story you’re trying to convey.

Visually pleasing content, videos, eBooks, or graphics (to name a few) can make your customers feel a connection to your brand that they might otherwise not.  This post shares examples from  four consumer brands that have integrated visual content to help tell their stories, and engage customers.

#1 – Kraft Foods: Recipes For the Modern At-Home Cook

When many of us think of Kraft Foods a nostoligic picture of childhood favorites comes to mind.  Whether it be Mac-n-cheese, Jello, or Kool-Aid we have all craved their products at one time or another.

You know, once a great secret spreads, you get all kinds of “wannabe” corporate marketing types creating what they think is great content. And you know what? Most corporate content is flat out boring.  It’s all about “me me me”.  The best Content Marketing secret agents understand that it’s not all about the brand, it’s about what the customer wants that matters most.

Well, say goodbye to boring corporate content because Julie Fleischer, Director, CRM Content Strategy & Integration at Kraft Foods, has some excellent advice to share in advance of her presentation at Content Marketing World.  Her content marketing mission has been a tough one, but she joined us for this debrief: