Home SEO 5 Content material Technique Examples That Work (And Why)

5 Content material Technique Examples That Work (And Why)

5 Content material Technique Examples That Work (And Why)


Nailing down your content material technique is without doubt one of the greatest methods to develop your corporation. However that’s simpler stated than carried out.

That can assist you with this, I wish to dissect a number of profitable content material technique examples. Not solely will we have a look at what content material they create, however we’ll additionally have a look at why their methods work and recommendations on implementing these methods in your personal advertising.

First up, I’d like to focus on our personal content material technique right here at Ahrefs. We rely nearly solely on content material to advertise our product, which is an all-in-one Search engine optimisation toolset.

Why us? As a result of our content material advertising technique was one of many most important elements that grew our visitors to over 2.4M month-to-month visits from search engines like google and yahoo (knowledge from Ahrefs’ Website Explorer):

Overview of ahrefs.com, via Ahrefs' Site Explorer

What’s our technique?

We give attention to SEO, i.e., creating content material supposed to rank on the entrance web page of Google for key phrases that assist us promote our product.

We began with a give attention to Search engine optimisation-specific content material, however we’ve since scaled our weblog to cowl different advertising matters, together with content material advertising, online marketing, video advertising, and extra.

The Ahrefs Blog

Our technique begins with key phrase analysis to find out what key phrases our audience is looking for. Then we create content material that matches the search intent of these key phrases. 

Inside that content material, we promote our product every time it’s related utilizing screenshots, tutorials, useful ideas, and direct product promotion. You’re seeing an instance of this proper now.

When deciding which key phrases to pursue, it’s a good suggestion to have a look at the enterprise potential of that article. We sometimes observe this scoring system when selecting our subsequent matters:

Business potential scorecard

Why does it work so properly?

Our Search engine optimisation technique works so properly as a result of our content material (and our instruments) is extraordinarily helpful to anybody who desires to be taught and implement Search engine optimisation on their very own web site. 

We additionally have already got a powerful backlink portfolio, which is considered one of Google’s most essential rating elements. Whereas many niches are much less aggressive and don’t require almost as many hyperlinks to compete, the Search engine optimisation area of interest is extremely aggressive, and we’d like the backlinks to outrank our rivals.

Lastly, now we have rigorous editorial requirements to verify our content material is epic, and we test all of the bins for technical Search engine optimisation.  

How will you implement our technique?

If you wish to reap the advantages of passive, recurring visitors (and clients), then Search engine optimisation is the best way to go. 

I like to recommend studying our newbie’s information to Search engine optimisation. However past that, listed below are another guides to get you began:

It’s additionally a good suggestion to know how the Google search algorithm works so you have got a greater shot at rating in that coveted first place.

The Tonic is a every day electronic mail e-newsletter with over 17K subscribers, and it grosses greater than $5K in month-to-month income.

The Tonic's homepage

It’s achieved some spectacular numbers for a e-newsletter that’s despatched so regularly:

  • 5 emails despatched per week
  • A 33% open fee
  • Rising at a fee of 2K subs per month
  • 0.1% unsubscribe fee per electronic mail
Email performance chart for The Tonic's newsletter

What’s its technique?

The majority of its progress comes from Fb adverts resulting in conversion-focused weblog articles. 

The truth is, Mike Blankenship (co-founder of The Tonic) shared precisely how the corporate received 834 subscribers in lower than two weeks for simply $24.68:

Principally, it wrote this text, which had an especially clickable title…

Clickable, eye-catching title

… and ended with a non-intrusive name to motion to hitch the e-newsletter.

A call to action

Lastly, it created the next Fb advert to drive visitors to its content material:

The Tonic's Facebook ad

Why does it work so properly?

In right this moment’s fast-paced, information-overloaded world, individuals crave instantaneous gratification. They need the reply, they usually need it now.

So The Tonic offers it to them.

The title of the article, “The Two Minutes It Takes You To Learn This Will Make You 10% Happier Ceaselessly,” screams to be learn. Can you actually afford to not learn one thing with such a low dedication and a excessive potential payoff?

It really works so properly due to simplicity and wonderful copy. 

The daring yellow background of the advert makes it stand out within the sea of junk as you’re scrolling, the title is compelling, and the article delivers on the promise, making individuals need to subscribe.

How will you implement its technique?

First, take 5 minutes to skim via my writing ideas. They’re not particular to advert copy, however some do nonetheless apply. Plus, you’ll be able to by no means waste time studying to grow to be a greater author.

Then brainstorm touchdown web page concepts in your Fb advert. What’s one thing you’ll be able to write that’s to the purpose, intriguing, and helpful?

Listed below are a number of random examples in numerous niches:

  • Learn to forestall pet cataracts in two minutes
  • This one tip might prevent hundreds on automobile repairs
  • You’ll by no means imagine what they put in your bread

Principally, you wish to provide you with a title that captivates your audience and requires an especially low dedication to learn. We don’t need final guides or 57 ideas right here—keep in mind, KISS. Okayeep it super simple.

Lastly, when writing the touchdown web page, preserve it brief and helpful and finish it along with your name to motion after getting the reader hooked.

Crimson Bull is without doubt one of the savviest advertising firms I’ve ever seen.

Its content material technique entails getting you to love, share, and subscribe to movies on each platform—and it’s crushing it, with thousands and thousands of subscribers on every platform.

Subscriber count of almost 12M on Reb Bull's YouTube page

It additionally occurs to recover from 3.5M visits from natural search each month.

Overview of redbull.com, via Ahrefs' Site Explorer

What’s its technique?

Crimson Bull excels at creating viral, on-brand video content material throughout a big selection of mediums, together with TikTok, Instagram, YouTube, and even conventional TV promoting. 

However, in contrast to our technique at Ahrefs, it isn’t immediately selling its merchandise on this content material. As a substitute, it’s specializing in getting its model identify and brand in entrance of large audiences. 

The hope is that you just’ll seize a Crimson Bull as an alternative of a Monster or one other competitor while you see it since you’ve watched its content material and acknowledge its model greater than the others. 

It even has completely different channels for various sports activities, corresponding to Crimson Bull Bike for bike sports activities, Crimson Bull Skateboarding for skateboarding, and so forth. 

Amazingly, these channels even have over one million subscribers every.

Subscriber count of almost 2M on Red Bull Bike's YouTube page

Why does it work so properly?

Crimson Bull’s movies and model align completely—they’re all about high-energy, high-intensity actions like skydiving and different excessive sports activities. The movies carry out properly as a result of a few of the issues it movies individuals doing are so wildly excessive that it’s truly exhausting to imagine it’s actual.

Take this video, for instance, the place Crimson Bull sends Felix Baumgartner to low orbit in a helium-filled balloon and has him bounce out of it. Sure, you heard that proper—he’s space-diving.

Or this TikTok video, the place it constructed a skate park on a scorching air balloon, and Kriss Kyle rode his bike round it over a mile above the bottom:

These movies work so properly not as a result of they’re good at selling Crimson Bull’s merchandise particularly, however as a result of they’re in a position to go viral and unfold model consciousness of the corporate via sheer numbers. 

Generally, advertising isn’t about offering the perfect info to assist individuals discover your product; it’s about aligning your model along with your supreme buyer and getting in entrance of them in any method attainable.

How will you implement its technique?

Clearly, I don’t count on your model to have the sort of advertising funds Crimson Bull has. 

However you’ll be able to nonetheless be taught from its technique—specifically, that in case you’re specializing in social media, you should be taught to create viral movies.

Ask your self: What does my goal market care about, and the way can I get in entrance of it? Brainstorm an inventory of concepts that could possibly be nice attention-grabbers. Suppose outdoors the field and go try different viral video creators in your area of interest to get concepts.

To be taught extra, try our information to video advertising.

Financial institution My Cell is a web site the place you’ll be able to commerce in your outdated cellular phone for money. Like Ahrefs, it additionally focuses on Search engine optimisation as its most important content material technique—to the tune of 324K month-to-month natural visitors.

Overview of bankmycell.com, via Ahrefs' Site Explorer

Nonetheless, its method is a little bit completely different.

What’s its technique?

Financial institution My Cell’s technique focuses closely on two issues: hyperlink constructing and topical authority.

Within the first few years of the location’s existence, it struggled to realize traction. As you’ll be able to see within the chart beneath, regardless of publishing extra content material (yellow line) and constructing hyperlinks steadily (blue line), its visitors (orange line) remained comparatively flat and even on the downtrend.

That’s, till December of 2020, when it began publishing informational content material like loopy with a purpose to obtain topical authority.

Bank My Cell's organic traffic chart

Earlier than that point, it solely had cash pages on its web site. After that, it crammed out its web site with content material like “learn how to manufacturing facility reset your iphone” and “learn how to inform what mannequin iphone you have.”

As you’ll be able to see, it led to an enormous increase in natural visitors. 

Along with this new content material, it additionally utilized digital PR and statistic pages to construct high-quality backlinks to the web site. 

For instance, its “how many individuals have smartphones” web page has over 9K backlinks—lots of that are from high-DR web sites. This one web page alone is sufficient to put it on the map for many of its goal key phrases.

Backlinks report for Bank My Cell, via Ahrefs' Site Explorer

Why does it work so properly?

The informational content material Financial institution My Cell revealed helped it seem as an authority within the eyes of Google, enhancing rankings throughout the board. 

Higher nonetheless, these data pages, as soon as rating properly, acquired pure backlinks from different web sites on autopilot—creating an upward spiral impact.

Mix this with the hyperlinks its PR and statistic pages pulled in, and you’ve got a recipe for straightforward web page #1 rankings on all its key phrases (knowledge from Ahrefs’ Website Explorer):

Backlink profile for Bank My Cell, via Ahrefs' Site Explorer

How will you implement its technique?

Start by determining the topical authority protection of you and your rivals.

Measuring topical authority is tough. However Kevin Indig devised a method of roughly calculating topical authority utilizing the Site visitors share by domains report in Ahrefs’ Key phrases Explorer, which exhibits visitors share percentages of the foremost gamers in your area of interest:

Traffic share by domains report, via Ahrefs' Keywords Explorer

Right here’s how you are able to do this in your area of interest:

  • Take a head time period like “ecommerce” and enter it in Key phrases Explorer
  • Go to the Matching phrases report and filter for a minimal quantity of 10
  • Export all key phrases and reupload them into Key phrases Explorer
  • Go to Site visitors share by domains

Site visitors share = subject share, aka “topical authority.” You need to use this evaluation to see who in your area of interest has essentially the most topical authority and what key phrases they’re rating for.

Then, you’ll be able to take these competing websites and carry out a content material hole evaluation to see what key phrases they’re rating for that you just aren’t—revealing the holes in your topical protection.

To do this, head to Website Explorer and click on “Content material hole.” Enter your rivals into the software.

Content Gap tool, via Ahrefs' Site Explorer

When you click on “Present key phrases,” you’ll be taken to an inventory of key phrases that these competing web sites rank for, however yours doesn’t. 

Let’s run via this on considered one of my websites. 

In simply the primary 10 key phrases, I noticed I haven’t but talked about tent air conditioners, lifted 4Runners, or Jeep Wrangler builds.

Content Gap report results, via Ahrefs' Site Explorer

I’ve written about lifted Tacomas, tent followers, and Jeep Wrangler gear on my web site, so publishing content material focusing on these hole key phrases can enhance my topical authority.

One other factor you are able to do to emulate Financial institution My Cell’s content material technique is to create statistic pages that journalists, information web sites, and different bloggers wish to hyperlink to. 

We’ve carried out this at Ahrefs by making our Search engine optimisation statistics web page, which has acquired over 4.5K backlinks from 2K referring domains.

No. of backlinks and referring domains for Ahrefs' SEO stats page, via Ahrefs' Site Explorer

Observe our information to statistic web page hyperlink constructing to learn the way you are able to do this too.

Airbnb grosses over $8.4B yearly, and that quantity is rising quick. It owes its begin—and far of its present progress—to a powerful content material technique.

What’s its technique?

Airbnb’s content material technique began with a mixture of vacation spot guides, user-submitted tales and images, and a powerful social media presence.

At present, it thrives on user-generated content material (UGC) to advertise the enterprise. Each Airbnb hosts and their visitors are posting their houses and stays on-line.

Airbnb typically reposts its clients’ posts that showcase their Airbnb properties:

Airbnb visitors additionally share images and movies of their expertise, additional selling the corporate.

Why does it work so properly?

UGC works so properly for Airbnb as a result of it encourages that via contests and by showcasing the shoppers’ images and movies on its social media platforms and web site.

This capitalizes on individuals’s want to really feel particular and fascinating. Once you see an enormous model identify share your content material, it makes you’re feeling good. 

Additionally, it is sensible for hosts to wish to submit about their rental properties on social media as a result of it helps them earn more money for their very own enterprise—it’s a win-win.

How will you implement its technique?

Moreover working UGC contests to encourage your clients to submit about you, you must also construct your corporation in a method that naturally encourages UGC.

For example, style manufacturers—significantly high-status ones—naturally encourage UGC as a result of individuals wish to submit themselves carrying these garments to point out off.

In case your merchandise {photograph} or video properly, then create a hashtag, run some contests, and have interaction along with your customers. They respect the shout-out, and also you get free content material.

Remaining ideas

The best content material technique can scale your corporation and convey you passive revenue. Whether or not you select to make use of Search engine optimisation, social media, or one other technique, content material remains to be king.

These content material technique examples are simply the tip of the iceberg. If you wish to be taught extra, you should definitely try our full information to making a profitable content material technique.

Feedback? Questions? Ping me on Twitter.



Please enter your comment!
Please enter your name here