Content is always King. However, the days of building or writing something great and waiting for "them" to come are long over. Getting eyeballs, and more importantly the right
eyeballs to your content takes planning and strategy.
At last year's Women 2.0 conference, Zady left attendees buzzing after their panel talk on content marketing. The company has invested a significant amount of resources to providing their customer with great content. They went about it by hiring professional journalists to write about topics of interest and also give compelling backstories to some of their products. You can check out their features section here
No doubt some great stuff there, whether it's translated into customer acquisition or higher sales, I can't say.
I think content marketing is most effective when it's aligned with a company's overall marketing plan or efforts. For instance, if you know you're going to be featured in a niche publication, let's say a parenting magazine for example. Spend some time and energy creating content geared towards that audience. So when they go to your site, you immediately have something of value to offer them.
Valuable content always has user benefit. What tidbit of information or collection of resources are you giving readers? What's the clear takeaway? This is what keeps readers coming back and sharing their content with their friends.
Some of the best content marketing I've seen to date comes from the ladies over at Onboardly
. They just kill it when it comes to seamlessly integrating it with a company's overall marketing/pr plan. Their blog is a fantastic resource for anyone looking for guidance on where to start with content marketing.