Wouldn’t you like to know the most actionable and best content strategies the “best in the business” experts use to dominate the search results?
Well, you’re in luck.
…because here, I’ve gathered answers from 15 content marketing experts who were all asked these questions:
What content strategy or tactic actually worked for you? OR What is the best content strategy that you’ve seen?
The result is this:
1. Create and Distribute Skyscraper Content
The most effective content marketing strategy that I’ve utilized is the Skyscraper Method, popularized by Brian Dean of Backlinko. This is where you research existing competing content, write a more comprehensive or useful guide or article with up-to-date information, and pitch it to existing linking sites as a replacement. This can also be applied to out-of-date content, for example, if a competitor’s guide is from 2017, you can update it for 2018, and reach out to linking sites, pitching it as a replacement.
In addition to pitching to existing linking sites, you should submit it to blogs that write roundup articles in your space, share it across social media and share it with smaller blogs that write on this topic, and seek out potential broken links to similar content that could be replaced with your new article or guide. This strategy is very involved but it can be difficult to secure legitimate links at a time when sites are more selective than ever with what they link to.. Combining a few of these strategies through the Skyscraper Method will increase the likelihood of you securing around five links per piece of high-quality content.
– Nicolas Straut, Content Marketing Associate, Fundera
2. Toggl’s comics
I would say the most memorable content marketing campaign I’ve seen was of a B2B software tool called Toggl. Usually, B2B software marketing is quite boring and safe, but I think Toggl did something quite unique in this space. Basically, they’ve collaborated with some comic illustrators that you see quite often nowadays and had funny comics created for the B2B software and software development markets. The comics were very well done, I think it was in that sweet spot between corporate marketing and absurdist humor. The comics were very well received driving a lot of traffic to their website and building a tremendous amount of brand awareness. Here is an example.
–Zygimantas Jacikevicius, Digital marketing manager, WiseTeam
3. Keep your audience entertained with humor and storytelling
The best content marketing strategy that worked for me was to find the sweet spot where entertainment and education come together. Make ’em laugh and you turn content consumers into loyal fans who don’t feel that they’re interacting with content, they are amused and appreciative…
My web show Awkward Marketing does just this — it blends sketch comedy, storytelling, and biz advice for in fun size videos. The use of comedy, characters, and costumes make it unforgettable — and it has sent my website traffic and overall brand engagement through the roof. You can see Awkward Marketing in action on my website here: and on YouTube.
–Rachael Kay Albers, Founder and creative director of RKA ink
4. Rely on Search Engine Optimization
“12 Effective Digital Marketing Tactics and Strategies in 2018” was part of my content marketing strategy and one of the most successful blog posts on my website (currently ranks #3 on Google’s organic search, depending on your location). You can find it by searching the keyword. “digital marketing tactics”.
During planning, I analyzed keywords on Google Keyword Planner (also use similar tools like SEMRush or Ahrefs) and found out that this particular “digital marketing tactics” keyword has a decent search volume (390 searches/month at the time). Then I reviewed the first page results on Google to analyze the top ranking content pieces by looking at length, style, ideas and topics covered. That helped me understand how I can come up with a unique angle for points mentioned by the top-ranking content and add some unique ones on my own to make my content better and bring value to the readers.
Once the post went live, I optimized the content in two ways:
- Optimizing the technical and on-site SEO aspects, as well as making sure the target keyword is distributed well, and including close keyword variants throughout the article.
- Promoting this content and building backlinks to that post: I asked my clients, colleagues, and friends to share this content, as well as asking our webmaster friends to link to this content.
With those two optimization steps, I saw this content slowly climb from page 6 to page 1 within the last 6 months and it currently helps generate 4000 impressions and 120 website visitors every month.
–Mike Khorev, Growth Lead, Nine Peaks Media
5. Quality First – The Goldilocks effect
“The most helpful aspect of content marketing strategy that’s worked for us is to maintain consistently high quality at all times. This doesn’t just mean flowery descriptions or walls of text, but rather written content that is compelling, engaging and concise enough without being too much or too little. That “Goldilocks” effect is difficult to master but, once implemented, can result in boosted traffic and improved results.”
–Dr. Haissam Dahan, Lecturer at Harvard and McGill University, Ottawa TMJ & Sleep Apnea Clinic.
6. Provide new & unique data on a popular subject
Some of the most popular content pieces that I have produced for Wanderu have provided readers with fresh data on popular topics at the time. For example, when Pokemon Go first came out, we did a piece on the cities where the hardest to catch Pokemon had been spotted. We used data from Twitter to confirm sightings in specific locations and then packaged it in a simple infographic. The piece got picked up by 30+ online outlets and even the mayor of LA tweeted it out.
Another example is a study we did to determine how concert ticket prices vary across the U.S. We examined prices of major concert tickets in different locations and showed people where they can expect to pay the most and the least for the same concert around the country. That piece got picked up by 50+ outlets, including many local news shows.
The reason these were so popular is that they both provided unique and useful data on popular topics that weren’t available anywhere else. Also, both pieces had a lot to do with locality, making them appealing to various outlets and audiences.
–Staffo Dobrev, Public Relations Manager, Wanderu
7. Create and distribute content for each stage of the customer journey.
In my experience working with both B2C and B2B brands, the best content strategies have been built on one principle, creating and distributing content that is beneficial for each stage of the customer journey. In each case, we created content for each stage of the buying process as seen below
Uninformed Buyers Looking for Info
- Category & Sub-Category Pages
- Buying Guides & “How To” Content
- Product Image Galleries
- Product Rankings
Informed Buyers Needing More Info
- Product Comparisons/Reviews
- Niche-Topic Articles & Blog Posts
- Expert Interviews
- Forums and User Generated Image Galleries/Videos
Buyers Who Know What They Want
- Product pages
Buyers Needing the Final Push
- Coupon, Discount & Sale pages
- Company Reviews Page
- About Page
Buyers Who Are Ready to Buy
- Store Location Pages
- FAQ (Store Policies, etc.)
This compartmentalizing of content strategy is not only beneficial for overall customer relations, but it also expands the brand SEO reach.
–Roger L. Roman II, Managing Partner, Push Consulting and Marketing
8. Help People Avoid A Phone Call!
It might seem counterintuitive to sellers of high-end products, but much of our content is effective because we make information easily accessible, so the modern visitor doesn’t need to make the oft-dreaded phone call to get the details they want.
This is especially important to us because we specialize in products that previously required expert knowledge that was not easy to access without talking to the right person, such as ballistic glass for homes and other high-end security materials and products.
Instead, we create lengthy information that educates the visitor right then and there. This is especially the case with pricing. Many companies want to rope a client in before talking about price – not us. We build calculators and tools so visitors can estimate their shatter-resistant security glass cost, for example, right from our site This saves both us and the customer a lot of time, and actually results in a lot more engagement than if we put up a gate in front of that information like our competitors do.
–Jon Williams, Co-Founder, Fortified Estate.
9. Share your story
For my own business, client businesses, and others I have observed online, I have found the most effective content marketing strategy to be when people share a piece of their own story in an authentic, slightly vulnerable way that highlights their failures and shortcomings as well as their journey to success. This type of story seems to have the power to inspire others and drive them to take action whether that be buying a product, service, investment or coaching session with the person who shared the story. This type of content marketing works so well because it is relatable and shows the buyer what is possible if only they purchased or had whatever the storyteller is selling.
–Stacy Caprio, Founder, Accelerated Growth Marketing.
The best content marketing strategy is the use of colorful infographics within blog posts. We have discovered that infographics placed within content are easier for users to digest and increase the chances that the content will be shared as well. Infographics are infinitely shareable, especially when they are in color. Colors grab people’s attention and increase readers’ willingness to stop and look at 80%, increasing average session duration as well.
–Arya Bina, CEO, Kobe Digital
11. Double-Dip Your Content Marketing
My tried-and-true content strategy involves using assets on two channels— organic and social. After I create and publish the content asset, I run a paid social campaign to drive a high volume of laser-focused traffic to the piece. This allows the asset to begin generating leads for the client immediately. This initial salvo can allow the asset to pay for itself in a brief period of time — and reassures the concerns of clients who believe that content marketing works too slowly. Over time, I focus — and refocus — the keyword strategy of the piece to improve its ranking. This allows the residual traffic from the piece to outweigh the initial burst of traffic.”
–Lee Dussinger, Senior Content Strategist, WebTek
12. Target Reddit comments
The best content marketing strategy we ever devised was creating content and posting it within Reddit comments on rising threads. Within 6 months we’d managed to triple our referral traffic, simply by creating content specifically for the questions, we were seeing in Reddit comment sections. We kept our content relevant and tried to avoid posting too many links to not seem spammy. The great thing about this approach is that the threads still get traffic, so consequently so do our links to our content. We used Google Alerts to notify us when the new comment had gone live relevant to our industry.
–Max Robinson, Owner of FishTankBank
13. The Trojan Horse Tactic
I have used this content marketing tactic to build and sell my first company and replicated for many startups with continued success. The way it works is you focus on answering your customers burning questions and provide them with a solution to their problem, it just so happens, sometimes your product is that solution. The key here is to provide valuable information that can impact your customer’s life or business in a positive way. When you educate your customers, you earn their trust and their business.
For example, if you’re a sales software for a particular niche, you can create a piece of content about successful marketing tactics within that niche. By the end of the post the customer is going to have a better idea of how to generate more leads, but now they will have to convert them. That’s where you insert the trojan horse, your sales software solution. Even if it doesn’t trigger a purchase right there for every visitor, you are now on their radar.
–Sean Dudayev, Founder, Frootful Marketing
14. Interview Influencers
Anytime I need a boost in traffic, I follow a simple formula. I find an “influencer” – a person who has a greater social media following than I do to represent my niche. Instead of asking for a shoutout, I ask this person for an interview for my blog.
Being interviewed creates an investment in my success. This person naturally promotes my content to their following and I get an interesting article out of it. Win-win.
–Maryna Shkvorets, Persuasive Speaking coach, marynashkvorets.com.
15. Create expert roundups
I come up with a roundup idea and reach out to influencers in our industry. I ask them to send us a quote that we can include in the roundup with their opinion on the subject. It’s a great content marketing strategy for several reasons:
We get free content for your blog, which is great to confer more authority to our website and improve our SEO with the right keywords.
It helps us establish new relationships with business owners and influencers in our industry.
We can ask roundup participants to share the roundup on their website. A great way to spread the word about our business and acquire new mentions online and backlinks to our website.
–Gregory Golinski, Head of Digital Marketing, Your Parking Space
Now it’s your turn to actually put these powerful strategies and tips into practice.