Content marketing can be an inexpensive and creative way for businesses to showcase their offerings to potential customers. But in order to make the most of it, you should look at what is (and isn’t) working for other businesses.
For example, software startup Zapier publishes a blog that focuses on productivity, workflow automation and other related topics. And these topics go hand-in-hand with the company’s product offerings.
CEO Wade Foster shares similar insights in posts on other online publications, too. These connections bring people back to the company’s site, where they find more valuable content and learn about Zapier’s software.
In a recent analysis of Zapier’s content marketing strategy and the strategies of other brands, Forbes contributor John Hall writes:
