How to Implement Micro Moments into Your Video Strategy

What are micro moments? Micro moments are the moments when a consumer looks outside of their personal space into their mobile device to learn, explore, or buy something new. Brands that take the time to understand their target consumer’s micro moments have benefited from their attention, loyalty, and money. Videos have become the most popular content format that consumers have chosen to perform these micro moments. If you want to use videos to influence these moments you must understand the four reasons why people look to videos to seek information.

According to Google, video micro moments fall into four categories:

“I-want-to-watch-what-I’m-into” moments
These are the moments when a person looks for a video because the topic aligns with their passions or interests. According to The Consumer Barometer Survey, “53% of online video viewers watch online video to be inspired and entertained.”
“I-want-to-know” moments
These are the moments when a person looks for a video to learn, explore, or research something new. According to a Google Consumer Survey, nearly 70% of millennials agree that YouTube has become a place that they can learn anything.
“I-want-to-do” moments
These are the moments when a person looks for a video in order to get instructions to perform a task. According to Google Data, “how-to” searches are up 70% on Youtube since the past years.
“I-want-to-buy” moments
These are the moments when a person looks for a video to decide what or how to buy a product. According to Google Consumer Survey, 18 to 34 year olds use YouTube as the #1 place to learn about a product or service.

What to Put in Your Micro Moment Video Strategy
According to ThinkwithGoogle, the first step that brands can do to adapt their videos to these micro moments is to understand their consumer’s intent when watching videos, specifically on YouTube.

1. Find what your consumer wants.
After you identify who your target consumers are, you must identify what kind of content that they want. For example if your priority consumers are African-American males between the ages of 18 and 25, you need to expand their profile to what content or topic that they would want to watch. Through audience insights you might create videos about urban fashion and the hip hop music genre.

2. Identify your consumer’s micro moments and goals. Then put it in your videos.
You need to figure out your consumer’s needs and when they look for them in the consumer micro moment map.

Example: Sephora noticed that beauty “how-to” videos on YouTube has gained a lot of popularity in the last year. So they decided to fill up their channel with video tutorials of their products. They were able to figure out that their consumers looked for videos for beauty tutorials, so Sephora wanted to provide videos that serve this purpose and express their brand messages.

3. Be the main resource for your consumer’s needs.
You need to create content that serves value and help your consumer accomplish their goals. You should also work to be findable. Understand YouTube’s version of SEO and be the first video listed when a consumer searches for related content.

Read our e-book to learn more about micro moments and mapping your content to unpredictable customer journeys.

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This article was written by Beth Romelus from Business2Community and was legally licensed through the NewsCred publisher network.

The Actionable Guide to Reddit Marketing For Your Business

When people talk about the benefits of social media marketing, the site Reddit is usually left out of the conversation. Some business owners and teams are so busy looking for immediate results that they forget to include one of the biggest social media networks in their marketing plans. Reddit had over 540 million views in November and over four billion page views!

The good news is that Reddit, the self-claimed the “front page of the internet”, can be one of the best sources of growth for your business, with some businesses getting thousands of page views within an hour or two of posting their content. The not so good news is that it takes a bit of work and patience to see that kind of success. This post will serve as your Reddit marketing guide to help you grow your business – whether it’s one day old or a veteran business with years of experience.

“No matter how great the talent or efforts, some thing just take time. You can’t produce a baby in one month by getting nine women pregnant.” – Warren Buffet

The Basics of Reddit

Reddit is a website built upon hundreds of different groups, also known as subreddits. Each subreddit has its own rules, and depending on the rules, you can either start a new thread with a link and/or a text post (links can be added inside the text). The only identifiable information to others is your username (which doesn’t even have to be your name).

Aside from your username the only other relevant element of your profile is the amount of “karma” that you have. Karma reflects the quality of the content you have provided: the upvotes or downvotes that you get for your comments and posts compromise your “karma” count. More Reddit “karma” only means that you are a trusted source and a healthy Reddit user (and not another brand spamming Reddit). There is no added benefit to your posts as someone with more “karma” versus someone with less.

What You Shouldn’t Do on Reddit

Before we tackle how your business can conquer Reddit, let’s first go over the naughty list of “do not do” on Reddit.

  • DO NOT submit only links to your blog (Reddit only allows for 10% of your submissions to be from the same source).
  • DO NOT submit the same post or comment a bunch of times to multiple subreddits (pretty obvious that you are promoting yourself).
  • DO NOT ask for upvotes or any other kind of vote manipulation (Reddit will find out).

This doesn’t mean Reddit is a dead-end! HTC scored a huge win for brand appearance on Reddit by listening and acting in a timely manner.


HTC employee winning at Reddit

HTC for the win

Friendly Reddit Marketing Tips

#1 Join The Right Subreddits

Quality trumps quantity. That is a statement that is true more often than not. What’s the connection to Reddit marketing? When looking to make your brand more visible and popular, subscribe and take part in the discussion in the subreddits that are most closely related to the niche that your brand is part of.

Let’s say you sell a variety of different shirts. You want to use Reddit to market your business, so you search “shirts” to find the appropriate subreddit. Fortunately, you’ll find yourself sorting through an assortment of different subreddits – not all of which are relevant. Be sure to search every relevant keyword on its own as well as in combination with other keywords (“keyword 1” + “keyword 2”). Don’t forget to use the advanced search if you believe that the search options can help you find the best subreddits.

Pro Tip → Try Image And Video Subreddits

Post relevant content in the subreddits that focus on images and videos. Although these subreddits may have individuals that are not interested in what you are offering, virality in itself, can help you grow your business when posting the next time in the more niche-specific subreddit. People love memes, quotes, videos, and everything visual!

An example from Ikea: Ikea got promoted in front of the subreddit r/pics and although not everyone there will shop with them, the image in itself, will serve the company well the next time someone interested sees their ad (after seeing the image in Reddit).

#2 Always Listen

We’ve written more than once on the importance of listening on the web, and for good reason. What does a customer prefer, regardless of what they are purchasing? A customer wants information on the products, but first he/she wants the representative to listen to them.

You are held with the same task while using all social networks, and it is even truer with Reddit. Reddit users can be a tough bunch (and that is the reputation they have and why marketing on Reddit is not mainstream). They even have a subreddit to criticize businesses that they cannot stand. In the above example HTC scored a huge win by listening first, and acting second!

What’s the best way to listen effectively? Aside from using specific web tools for social listening, you should create what’s known as multi-reddits.

Pro Tip → Create a Mutlireddit

What is a multireddit? A multireddit is a combination of subreddits that you can group together for a single feed. Why would you do this? If you are using Reddit for both personal and business, then a multireddit can help you go directly to your “business feed.” In addition, instead of visiting every subreddit and searching a keyword, you can search your multireddit to see every mention of that keyword.

Create a multireddit by clicking on “create”. Once you’ve selected that, you will be able to add any subreddits to the multireddit (this is on the right side of the screen after you select “create”).


How to create a multireddit

Once you’ve created the multireddits or multiple ones for different keywords/goals, then you can instantly gain access to them by clicking on the multi (ours are “ecommerce” and “marketing”).

#3 Strengthen Your Profile

As we covered at the start, your Reddit profile does not really say anything about you personally. However, creating a stronger user profile – meaning a lot of Karma – is still a wise move, especially if you are trying your hand at authority marketing.

P.S. Authority marketing is the act of marketing your business through making the brand a thought leader and knowledge provider on certain topics.

Think of karma as social proof as to your knowledge, and as we all know, social proof is effective!

Pro Tip → Personalize Your Reddit Username

To increase the exposure for your brand it is recommended that you use a username that reflects your brand name. We kept things simple and went with “StoreYaCom.”

#4 Be Careful With Self-Promotion

If you have got a lot of “karma,” then self-promotion becomes a little safer as that “karma” acts as a sign that you are a trusted Reddit user (you are one of them).

Just like their is a subreddit to ridicule businesses that promote themselves on Reddit, there is another subreddit that allows users to notify the community of spammers. You don’t want to end up on this page and find yourself getting upvoted.


Be careful marketing on Reddit

The Reddit takes itself seriously and will not hesitate to make noise to get you banned. Media publisher “The Atlantic” was banned from Reddit a few years ago, and now it’s being reported that any user posting Star Wars spoilers also runs the risk of being banned from the site.

Now we will show you how to get around the disdain for self-promotion and in general, how to rock Reddit to grow your business.

Best Practices for Reddit Posts

Example 1: Transamerica

Transamerica is an insurance company. Such a boring and usually unenjoyable topic to discuss. That why their Reddit post, submitted as a sponsored post, was golden.


Transamerica marketing on Reddit

Transamerica post on Reddit

Why does this work?

  • Title: They don’t beat around the bushes. Insurance and financial services are a simple, yet serious topic and they know that. Click-bait Buzzfeed style would just make people angry.
  • Text: Transamerica states that they listen. The company could have come out and said, “we decided to help out Redditors with their interest rates, student loans, etc.”, but instead make themselves part of the community – and they even prove it with the link.
  • Goal: The goal is not, at least directly, to gain more customers. Transamerica is using authority marketing to grow the reach and presence of their brand to a larger group of people in the American population. We don’t have the numbers, but just like we visited their site, so did tons of others.
  • Delivering the Goods: Transamerica followed up on their words and took steps to interact with those that had questions and comments.

Example 2: Recover Me Tea

Reddit’s subreddit AMA has become one of the most popular spots on the site after it has hosted the likes of Bill Gates and President Obama (and many other high profile individuals). Here’s an example from a small business.


Reddit Marketing Gold: AMA
AMA on Reddit

Why does this work?

  • Title: The title of this AMA works because it brings up the personal story behind the brand (being fired).
  • Text: Yes he mentions the brand, but it is mentioned only in order to bring his own personal story to light. It’s an emotional, good-feeling story that people want to support. Don’t overestimate emotion.
  • Goal: Like Transamerica, the OP (original poster) wants to help others and be an inspiration. Would he like for that to convert into sales? Yes and it probably did.

Example 3: Subreddit Nike

This does not appear to be a subreddit sponsored by Nike, however, it is still a great idea for your brand to create a subreddit for customers to discuss and share stories. If you are looking to create a community around your brand, then this might be the best place to do it.

You can create daily/weekly/monthly threads for customers to share feedback, images, or comments on a certain theme, and it in general can be a great place for your customers to discuss your brand – in a positive light.

Create Subreddit for better brand exposure

Subreddit dedicated to Nike

Example 4: Red Bull

Red Bull may not give you wings, but it might be the x-factor that helps gamers get to the next level :).


Reddit marketing example

Why does this work?

  • Title: The title makes no mention about the company and the only way to know it is from Red Bull is from the link on the right side and the image.
  • Goal: The goal was simple: get people to come to an event, which was sponsored by the brand. It worked!

In Short

Reddit can be a fantastic place to market your business. Make a plan and get to work. Start by listening to what is being said and seeing what interests the people, and what engages them the most. When you can, chime in with a smart comment that adds value.

When you are ready to start submitting posts that bring traffic, do so wisely. Consider using an advertisement – but that is not a must (and something we will talk about another day). Take a look at all of the above examples and see what you need to do to make the post work, from the title, the text, and the goal you have in mind.

Good luck, and if you are on Reddit, share your username in the comment section below. We’d love to take a look at what you are doing!

 

This article was written by Ty Rothstein from Business2Community and was legally licensed through the NewsCred publisher network.

Leveraging 4 Key Types Of PR Data

Data collection and evaluation are (or, at least, should be) integrated into the daily rituals of PR pros. With the gajillions of measurable actions consumers take every day, the massive amount of information PR pros must sift through grows exponentially, which, in turn, can make locating those meaningful insights challenging. But let’s not get overwhelmed, yet.

To ease this gentle data giant, let’s start by breaking it down into smaller, more manageable pieces that can be leveraged distinctly at each step in the PR campaign process. Categorizing PR data will help you identify relevant insights lickity-split and in this field, who couldn’t use the extra time?

Below are four of the main types of PR data you should start using right now:

1. Assessment Data: Used to determine the desired level of achievement. e.g. Number of media hits, traffic to site, new leads generated, etc.

How to leverage: Assessment data creates the foundation for any PR campaign. Before you set your objectives, identify your target audience, or develop your press lists, use these data to evaluate your current situation. What is your average traffic? How frequently do media placements lead to conversions?

After you know where you’re starting from you can set your success metrics and KPIs (key performance indicators). What do you want to increase or decrease? What variables are the most meaningful for determining the success of your campaign? Clear assessment barometers will ensure you can definitively state which PR activities delivered and which ones might need to be re-imagined, after all is said and done.

2. Demographic Data: Used to decide which audience segment(s) to target. e.g. Gender, economic status, location, ethnicity, etc.

How to leverage: When looking at demographic data, think beyond the traditional segments listed above. If you’re launching a line of cologne, your audience should be more than “professional males with a full-time jobs”. Dig deeper, find out more (if you can), such as where these men shop, how many years of school they completed, marital statuses, industries they work in, job titles, etc.

This genre of data can include psychographics — people’s wants, interests, attitudes and opinions. What consumer segment is most in need of your new, musky scent? The more cold, hard facts you know about your audience, the better you can tailor your content to resonate with them.

3. Campaign Data: Used to execute campaigns and define plans, strategies, and practices employed by those executing campaigns e.g. Distribution channels, messaging, media targets, publishing schedules, etc.

How to leverage: Measuring and evaluating campaign data creates another dimension in which to assess campaign success. Consider these your independent (manipulable) variables, that can affect your output — assessment and perception data. Was your publishing schedule the key component to maximizing shares? Or would adjusted times prove more effective?

Campaign data not only gives you additional insights into your campaign achievement, but helps you monitor your own performance and efficiency. London-based Shine Communications used extensive research to help its client Plan UK identify channels most likely to reach the target audience for its campaign: Facebook, YouTube, outdoor advertising on commuter train panels and bus stops, video-on-demand advertising, high indexing broadcast, digital and print editorial, and digital advertising on female-focused websites.

Then, these folks used more research to find the optimal multi-channel mix to implement their campaign. The results? Just what you expected: surpassed goals and happy clients. See…isn’t this whole data thing cool?

4. Perception Data: Used to gauge how people are responding to your efforts and what to do next to optimize your strategy. e.g. Sentiment, message pull through, conversion, amplification, etc.

How to leverage: With this data type, you qualify your KPIs. Maybe your article received 4,000 social shares, but what was the sentiment of the comments? Did people share it because they agreed or disagreed with your message? Did your message reach the audience you had targeted? Use these data as both checkpoints and springboards — never conclusions. Think back to physics: perception data are like a ball sitting on the edge of a cliff; they have potential energy, they just need a force to push them to motion. Use those insights to fuel campaign strategy in the immediate future.

This is by no means an exhaustive list of the types of PR data. There’s also competitor data, influencer data, relationship management data, and much more. But we encourage you to use these four major types of PR data as a starting point to begin organizing your insights and strategies. Soon enough, you’ll be adding a data science hat to your growing PR hat collection.

For a complete review of marketing KPIs and how to use them, read our ebook about the data-driven marketer.

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This article was written by Sally Falkow from Business2Community and was legally licensed through the NewsCred publisher network.

Twitter Trending Topics Predict Future Breakout Search Trends

Americans increasingly get their information from social media. According to a recent 2015 Pew study, 63% of users reported getting their news from Twitter and Facebook. Regardless of whether something important is happening in the world or our favorite celebrity couple is breaking up, we’re hearing about it first on social media, long before we turn to search engines like Google to give us more detail.

Consider this past month. In the early morning hours of December 10, the popular podcast “Serial” announced its second season. People have been dying (pun intended) for this news for months and rushed to Twitter. The hashtag #Serial quickly became popular as dedicated fans tweeted the news of the new season and within the hour, it was the #1 trending topic on Twitter.

But that’s not where the story ends for Serial. Although the #Serial hashtag was trending across the US by 7am EST, search traffic was just beginning to rise for the term “Serial” on Google. By the time it was trending on Twitter, Google Trends shows that searches for “Serial” had increased by 50%. But an hour later at 8am, searches for the term were twice as popular as they were previously and becoming increasingly popular. Searches for the term “Serial” would continue to become more popular for several hours, ultimately peaking at noon – 5 hours after first trending on Twitter. Even after hitting its peak search volume, searches for “Serial” remained elevated for several days.

twitter trending topics

Google Trends reveals search interest for Serial grew over the several hours it trended on Twitter.

The story of the relationship between the trending hashtag #Serial and the search term “Serial” is a common one. More often than not, people will react to news, sports, politics, and celebrity gossip by rushing to post on social media and these topics quickly trend. Later, the rest of us eventually see this popular content on social media and turn to Google to get us caught up to speed.

By looking at a dozen popular trending topics on Twitter from the week of 12/7, we can see that these trending hashtags often indicate breakout search terms hours in advance. For the dozen popular hashtags I followed that week, on average, search interest for these terms would increase 500% over the 6 hours of their breakout on Twitter and then stay elevated for many hours or even days following that.

trending hashtags on twitter

Search interest on Google increases quickly for popular hashtags on Twitter.

This trend can be leveraged by savvy SEM marketers to identify breakout search trends early and be proactive with their campaigns – either by adding relevant keywords or increasing bids and budgets to capture more relevant traffic or by adding negative keywords and pausing campaigns to avoid paying for irrelevant trending traffic.

Using Promoted Hashtags to Drive Search Volume

Twitter advertisers and large brands may be in a particularly interesting position to leverage promoted hashtags. Although people may not be actively tweeting or searching for their terms, Twitter does allow advertisers to pay to promote a hashtag, having it appear at the top of the trending topics lists. Doing so not only guarantees brand exposure and often prompts users to engage with their brand on Twitter but can also drive users to search on Google. The search lift from promoted hashtags appears to occur more slowly and at a slightly smaller magnitude though:

promoted hashtags twitter trends

Even paid promoted hashtags on Twitter see some lift in search interest on Google.

SEMs have plenty of resources to get data on the historical performance of their keywords and search terms, but to forecast future surges of search interest, SEMs may be smart to keep an eye on what’s currently trending on Twitter and other social media since it’ll likely quickly become a breakout term on the SERP.

This article was written by Mark Irvine from Business2Community and was legally licensed through the NewsCred publisher network.

The 30 Most Genius Content Marketing Examples of 2015

Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice.”

Content made headlines in 2015 for greater adoption and better results. This year, 70% of B2B marketers created more content than they did a year ago, and in our own 2015 State of Marketing research, we discovered that 31% of marketers were using content marketing and 32% planned to pilot it sometime during the year.

I think it’s safe to say that more marketers now do content marketing than don’t. But more content is not always better (just ask Robert Rose!), and improving quality will be key to content success next year.

With so many ways to publish content as a brand, inspiration always helps. That’s why we created this list of our 30 favorite content marketing examples of 2015. Whether it’s an individual campaign, a new podcast, or an overall blog property, these companies demonstrate what it means to be customer-focused in every content creation effort. As you plan content marketing campaigns for 2016, consider emulating the spirit of these brands who already do it well.

1. Hipmunk: Traveler’s Guide to Tipping. Travel booking site Hipmunk creates a wealth of content to answer common traveler questions and conundrums. One blog post called Traveler’s Guide to Tipping is a fantastic resource for tipping practices in countries around the world. It includes guidelines for restaurants, taxis, and hospitality. Other excellent posts from Hipmunk include How Travelers Can See the New Star Wars Movie Two Days Early, 48 Things to Do in Asia, and How Much Does a Disney Vacation Really Cost. The takeaway is simple: know your demographic and answer their questions. None of these posts are interactive or flashy, but they provide important and relevant information.

2. Huffington Post: Easy recipe videos. Videos and cooking are a match made in heaven; that’s why we have the Food Network and Top Chef. Huffington Post shows Facebook fans how to craft delicious dishes via descriptive videos — all 60 seconds or less. In 2016, attracting and maintaining customer attention will reach new heights of importance. Take a cue from HuffPo and focus on conciseness for your content.

3. Farmers Insurance: Inner Circle. According to Kapost, Farmers Insurance “features an extensive library of helpful tips around home maintenance and repairs, budgeting, auto care and insurance, and more. The content is easily navigable, succinct, engaging, and well designed.” It’s a perfect example of a brand prioritizing being helpful to people (anyone — not just Farmers customers) instead of selling to them.

4. Birchbox: Personal grooming videos. Beauty subscription service Birchbox regularly publishes excellent how-to grooming videos for men and women on two different pages. These videos often have a seasonal component (like Valentine’s Day makeup or keeping skin moist during dry winter months), encouraging customers to come back and learn more. Here’s a great example of helpful tips for guys seeking to keep long hair healthy.

5. GE: A leader in B2B content. GE is truly a content-focused company. It publishes content in almost every format imaginable, with a variety of content properties with unique focuses. One great example is GE’s online magazine The Txchnologist. According to Kapost, the mag offers “an optimistic, but not utopian, take on the future and humanity’s ability to tackle the great challenges of our era.”

6. MOZ: Smart thinking for doing business digitally. I’ve turned to the MOZ blog for years when I have a question about the latest Google search algorithm or mobile search statistics. MOZ continues to innovate and use data to provide readers with knowledge, not just conjecture. I love this infographic showing 2015 year-in-review-data about the volatility of search.

7. New York Times: Journalism virtual reality. If you’ve followed journalism at all over the past five or ten years, you know the news industry is constantly looking to revolutionize itself to stay relevant and, of course, profitable. (Watch the movie Page One if this interests you.) NYT experimented with virtual reality (VR) in 2015, launching an app you can use on Google cardboard (ideally) or your smartphone. The app fully immerses you in news stories like never before. I recommend you check it out and ponder the implications for all-immersive content marketing in 2016.

8. Lush Cosmetics: Fresh and handmade blog posts. Lush runs a lovely blog with tips for beauty and green living — a perfect match with their eco-conscious and all-natural brand. Check out this post on celebrating a less wasteful holiday.

9. For Dummies: The ubiquitous yellow books go B2B. The For Dummies brand is recognized the world over, so Wiley’s marketers and product team capitalized on that with a new content marketing venture. Dummies’ B2B offering gives companies the chance to craft their own branded Dummies content, and from the looks of the case studies, it seems to be working. For example, Glassdoor used the Dummies solution to create a custom “Employer Branding For Dummies” piece.

10. Betterment: Finance and investing content goes interactive. Investing service Betterment has a great blog and resource center with useful content for investors. But I’m especially enthusiastic about the interactive content Betterment creates — the best being quizzes to test one’s knowledge of finance and investing, as in this example. Quizzes are definitely not just for BuzzFeed; even financial services can get in the game.

11. House of Cards: The alternate Frank Underwood reality. Netflix’s political drama House of Cards adopts the marketing mindset that Frank Underwood and HoC characters are totally real. With a full election website and commercial that aired during a presidential debate, you forget that these people are acting — and isn’t that the whole point of TV? House of Cards creates a steady stream of content build-up to generate excitement for the new season. It’s a great example of how a few key content pieces released strategically can drum up anticipation for a big launch.

12. Bon Appetit Magazine: Foodcast. Bon Appetit’s podcast “features interviews with chefs, writers, and, well, anyone who has something cool to say about food.” Topics include holiday baking, why chefs hate brunch, and FAQs for Thanksgiving dinner. Not every company needs a podcast, to be sure, but if you can schedule great guests and figure out the tech specs, this can be a meaningful channel to engage with storytellers over the long term.

Think about it: the average podcast is 35 minutes long, much longer than Bon Appetit’s readers probably engage with a single article on their site. If the content is good, people stick with a podcast much longer than they would linger on a webpage, and they subscribe to receive this content right on their smartphone every week. (If you dig podcasts, check out Salesforce’s new marketing-focused podcast launched in 2015 — the Marketing Cloudcast.)

13. Jack Daniels: The Single Barrel Standard. Jack Daniels’ blog the Single Barrel Standard shows an innate understanding of its core audience and the content they want to read. Seven Steps to Master Drinking Outside? Sounds like a winner. And what goes better with cocktails than snacks? Jack’s team penned Best New Ballpark Eats of 2015. Jack Daniels is committed to a regular cadence of content, showing customers with every piece that they share the same values and pastimes.

14. Square: A Town Square for small business owners. Credit card reader Square’s “Town Square” is a resource center for growing businesses. Many small business owners rely on Square readers for credit card readers, and now they can also rely on Square for super valuable SMB content, like how to do better social media marketing and whether a company holiday party is tax deductible. Compared to many other companies’ blogs, it’s very frequently updated.

15. Basecamp: Signal v. Noise on Medium. Signal v. Noise is “strong opinions and shared thoughts on design, business, and tech. By the makers (and friends) of Basecamp.” Why Medium? According to the team, “When Jason Fried a few months ago suggested that we should start posting articles on Medium, I was skeptical. What possible gain could we have from sharing our stories on someone else’s platform rather than our 15 year-old blog? Turns out, quite a lot! First of all, the writing and formatting experience on Medium is just excellent. I’ve yet to find another web editor that makes it as easy to produce great looking articles. … Second, Medium has a wonderful community and readership that reaches far beyond our natural sphere of influence.” Great advice if your brand is considering Medium for content creation in 2016.

16. Method cleaning products: Soap Dish blog. Method’s blog contains tips and tricks for house cleaning, cooking, and eco-friendly living. It all ties in with Method’s mission of natural-minded cleanliness, organization, and comfort within the home. For example, check out this post about keeping your hands soft while keeping a house clean. The topic of cleaning a home is so broad, but Method manages to narrow it all down to a tight content focus.

17. Bumble and Bumble: Video style guides. Regardless of if you use Bumble and Bumble’s hair products, its website answers a multitude of questions about blowdrying, dealing with curls, straightening hair, and much more. The company’s robust library of step-by-step videos show how to create any look with any type of hair imaginable. It’s free content that’s as useful as it is memorable when you want to buy your next styling product.

18. Nasty Gal: Behind the scenes on the Nasty Galaxy blog. Nasty Gal is the glamorous and unreasonably hip fashion brainchild of #GirlBoss Sophia Amoruso. Its blog, Nasty Galaxy, takes fashion fans behind the scenes of company parties and even photo shoots. Guess what lurks behind the scenes of this cool company? Even more enviable coolness, increasing affinity and likelihood to purchase even more.

19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.

20. Petsmart: Parent resource center. When getting a new pet, the questions can seem never ending: how do I properly train, feed, and otherwise care for this animal? Enter the Petsmart Parent Resource Center, which has articles and how-to videos about major pet-parenting topics.

21. Airbnb: The Local List. Airbnb goes a step above just offering great content on top places to eat, hang out, and amuse oneself in faroff destinations. Airbnb offers these lists as PDF downloads — perfect for downloading pre-traveling, as you don’t know what the wifi situation will be. These PDFs are a great reminder to think beyond the blog post or web page.

22. Kayla Itsines: Exercising Instagram and blogging prowess. Kayla Itsines was a personal trainer in Adelaide, Australia with an average number of social media followers just a few short years ago. Now her Instagram boasts more than four million followers and she owns one of the top apps on iTunes. How’d she do it? Amazing content, especially in the form of before and after shots of ladies who purchase her fitness program. She also regularly posts how-to exercise videos on Instagram and healthy recipes on her site.

23. Colgate: Oral Care Center. Colgate’s Oral Care Center presents a wealth of educational dental info to chew on (sorry). The effects of alcohol and chlorine on teeth, and the potential causes of toothache, for starters. Anyone interested in oral care is certain to appreciate this blog — and want to brush his or her teeth after reading it.

24. Hansens: Surfer’s guides to everything. San Diego surf shop Hansens seeks to inform surfers of every ability. Check out this infographic guide to buying the right wetsuit and blog post about making sure your wetsuit fits properly. Hansens understands that surf gear is a big purchase for the average consumer, so equipping him or her with adequate knowledge is the first step toward conversion.

25. The Honest Company: DIY beauty treatments. The Honest Company is beloved for its honestly natural home and beauty products — and now its content, which includes many DIY and home remedies to help customers help themselves. Check out this example for a DIY lip scrub. The Honest Company doesn’t recommend its own products when a homemade version will do. It’s all part of serving customers as a trusted friend instead of a salesperson.

26. Lorna Jane: Move Nourish Believe. Activewear brand Lorna Jane shares more smoothie recipes than your blender can handle, mindfulness articles, and healthy living tips on its blog. Fitness is about more than the workout jackets you choose; it’s an entire lifestyle, and this blog exemplifies that. My favorite article: How to Turn Shopping Into Cardio.

27. Vitamix: Be Inspired. Everyone knows a high-speed blender boasts many applications, but Vitamix attempts to explain every use case possible on its Be Inspired site. From champagne cocktails to raw foods, Vitamix’s articles are an incredible resource for creative types with high-speed blenders. (And judging from the smashing popularity of Vitamixes, that’s a growing subset of the population.)

28. Home Depot: Spreading seasonal knowledge. Home Depot shares excellent content year-round, but I especially admire how their content is hyper-focused on what’s top-of-mind for customers in the changing seasons. Energy-efficiency during the holidays, selecting a Christmas tree, and how to create a wreath were all recent articles as I wrote this post in late December. To ensure timeliness, Home Depot is always thinking ahead to the next few seasons and anticipating customers’ future needs — a great reminder for all brands who create content.

29. Kat Von D Beauty: Fan-curated looks. Curated content is a win for everyone: customers get to be in the spotlight, and brands get a break from creating totally original content. Famed tattoo artist Kat Von D now has her own makeup line, and she’s invited fans to tag their Instagram photos showing Kat’s products on themselves with #kvdlook. Then, the beauty brand uploads them to the website. This tactic shows customers new ways to use products and suggests products they may not yet have, without the headache of photo shoots for every single new item or color.

30. Tortuga Backpacks: Power Trip Travel Podcast. In their words: “A weekly podcast at the intersection of travel and entrepreneurship. The show is hosted by Fred Perrotta and Jeremy Michael Cohen, the co-founders of Tortuga Backpacks. Join us for the stories behind your favorite travel gear, products, websites, and apps from their creators… Plus, we’ll share the best ways to travel better, cheaper, and with less hassle.”

Travel and entrepreneurship aren’t always mentioned in the same breath, but the maker of these excellent carry-on-sized travel backpacks has made it work. Power Trip is yet another example of how a podcast opens up a new, deeper way to communicate with existing customers and prospects.

What can you do to make sure your content gets noticed. Read our latest e-book to find out.

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This article was written by Heike Young from Business2Community and was legally licensed through the NewsCred publisher network.