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Content marketing is the creation and publication of interesting content (such as blog articles, comment pieces or multimedia shares) with the objective of driving traffic to your site and promoting your brand. Having a good content marketing strategy is essential for anyone looking to keep up with their competitors, foster consumer relationships and get the attention of potential consumers.

Key types of marketing content:

1. Viral: Content that is designed to spread and be shared across social platforms. This content marketing strategy has a short lifespan and is predominately designed as a quick-fix, that is, to entertain, provoke (often emotional) reactions and to provide the 'wow' factor. It's great for growth and getting your name out there but doesn't offer the reader much in terms of substance. Examples of viral content marketing include infographics, videos, stats and picture galleries.
2. Lead gen: Marketing content that aims to point out a problem or gap in the reader's knowledge and to then provide a solution (solved by opting in or signing up). This is a popular content marketing strategy encompassing all aspects of marketing, PR and brand journalism. It is designed to spark some kind of call to action.
3. Sales gen: As above but with the objective of triggering a sale rather than a sign up.
4. Discussion: As you would expect, this type of content is designed to create conversation and promote interaction between not only the reader and publisher but the readers themselves. This kind of community-focused thought-leadership is best characterised by comment or reaction pieces, industry overviews, insider/insight articles or instructional pieces, for example Do's and Don'ts (just like this!).

One of these content marketing strategies should always be applied when creating any new piece of content. Content is, after all, a marketing tool and should ultimately aim to drive users to the site and boost brand awareness and consumer interaction. Without an objective, as above, it's helping nobody.

So, with that out the way, here are our very own Do's and Don'ts, to help you develop your content marketing strategy.

DO: Offer the reader something

Viral content marketing aside, each piece of content should help the reader in some way. This could be through educating, advising, entertaining or offering some kind of solution. Yes, at the end of the day Content Marketing is just that, marketing, but it should ultimately lead the reader to some kind of goal rather than just be self-serving. It should aim to encourage contribution and engagement while positioning your brand as a go-to thought leader or expert.

DON'T: Regurgitate old content

In the real world recycling may be great, but online there's nothing worse. Your content marketing strategy should be inventive and reactionary, incorporating developments in the industry, the latest viral trends and consistently offer your readers something new, fresh and engaging.

DO: Make it search-friendly

All marketing content strategies should be SEO (or Search Engine Optimisation)-friendly. That means when generating your content you need to take into account what your audience is looking for and what is likely to draw attention. With Google's updated algorthyms now kicking in it can be hard to stay ahead of the system, but SEO Moz is a great place to start. Also make sure you are monitoring your social footprint and the traffic your content generates. This way you'll know what is working and what isn't, as well as identifying room for growth.

Video Marketing definition: a promotional marketing strategy used by companies to promote their products and services by using short, enjoyable and educational videos.

Video marketing, be it viral or social is a great way bolster brand leverage, flex your online muscle and boost consumer engagement.

As consumer attention is increasingly drawn online, video marketing is becoming the norm for marketing departments looking to differentiate their brand from their competitors- with some thinking more outside the box than others.

Here, we've compiled a list of some of our favourite and most effective video marketing campaigns, including offerings from the likes of Coke, T-Mobile and Red Bull.

Video marketing campaign #1: KLM and Personal Space

Video is a great tool that allows brands to visually demonstrate a USP or concept whilst simultaneously promoting an ethos. KLM have identified their target audience and found an enjoyable way to communicate their message. It's also cringe-worthingly fun to watch.



Video marketing campaign #2: VW target San Paolo with SM

Here VW have proved that video marketing can be used for more than just comms but as a demonstration of social media strategy too. Often video is the glue that ties many channels together- this is a clear example of this 'coming together' of digital media.



Video marketing campaign #3: The Coca-Cola Happiness Truck

This is as much an example of experiential marketing as it is video marketing, but along with their Coke Friendship Machine, Coca-Cola are consistent in their use of video to propagate the 'brand experience'. Their video content is designed to evoke emotion, thus keeping consumers loyal via experiences that are memorable, encourage customer participation and offer personally relevant, credible and memorable encounters.



Video marketing campaign #4: Spanair & the Christmas Conveyer Belt

Another campaign designed to tug at the heart strings, this video marketing example shows how with a little innovation, brands can overcome the rigidity of their industry's image. While BA and AA opt for the concept of luxury or Easyjet for value, Spanair decided to travel the path less trodden: that of brand experience, with a 'behind the scenes' look at how they work to make their customers happy.



Video marketing campaign #5: Red Bull snowboarding

Any Red Bull campaign could make this list; their team has pioneered the use of video to create a brand identity (their Space Jump smashed viral records). Red Bull's content is always visually appealing, uniquely thrilling and has transcended the limits imposed by the product itself.



Video marketing campaign #6: T-Mobile Traffic Wardens

It's possible that when it comes to video marketing nobody does it better that T-Mobile. From their Liverpool Street Station Flashmob - 37m views and counting- to this, their lesser known but arguably better Traffic Warden campaign, the T-Mobile team have become experts in tying interesting, enjoyable and most importantly shareable ideas to their business model.

Nick Pearce - JP Creative

Consumers are seeking authentic brands. Brands with soul. Soul needs to be baked into your brand identity.

Gone are the days when marketing was about having the biggest, shoutiest brand, being 'revolutionary' or being the first to launch stuff into space.

To today’s hype-weary consumer, flash brand strategies, such as celebrity endorsements and high-budget campaigns are seen as the swan song of desperate 'me too' brands trying to eek out market share. They're often a clear sign that the products behind them are lacking in quality and most importantly, soul.

Brand awareness

A brand identity with soul thrives on popularity, admiration, trust and is confided in by their consumers. Brands rack up clout scores on how many of the public and stakeholders literally ‘like’ them.

It’s not news that social media has changed the lines of communication. The trick is to extend the brand personality in an intelligent and human way. After all, friends know when to stop talking shop. A friend would know what to post in your Facebook newsfeed to transport you into a more light-hearted and engaged frame of mind.

Ben and Jerry’s understood this during Occupy Wall Street when they set up live coverage on their website with the title ‘We Stand by the 99%’. They were listening to their audience and they weren’t afraid of openly empathising. Just like a thoughtful human. Just like a friend. They were 'with' us, not 'instructing' us. A vital shift in the relationship between sellers and buyers.

The modern brand identity

It’s all very well quoting text book case studies so here’s one closer to home for brand soul (or a shameless plug for one I launched myself).

In partnership with the BBC and property developer TCN we brought the Ugli Creative Campus in White City, West London to life- a thriving community for 650 creative folk and a brand based on wholesome honesty. Not only were we 12 months ahead of lease capacity, we have a still-growing waiting list.

What was the secret? Fundamentally, we just created a very open, honest and human brand. A brand with soul. A likeable brand identity that was based on what it did and how it acted, looking to support, help and incubate creative talent. Our philosophy, brand strategy and indeed our URL, is ‘lovely inside’, for it's about what all brands should be: People. Community. Engagement. Sharing. Honesty. Fun. Creativity.

As written by Nick Pearce, Co-Owner of JP Creative and Co-Founder of Ugli Creative Campus.