John Miller, the brain behind Marketo's content marketing plan, used classic SEO techniques to find potential users even before they had a product ready
Guides, articles, cheat sheets, infographics, videos, worksheets, e-books, etc.
Option to filter through the resources based on topics
Blog is extremely well-segmented Jon Miller's formula was simple –write well-researched articles addressing a customer pain point, and intelligently offer the product as the solution.
A learning hub for marketers to gather creative insights about the future of marketing, the current state of the industry, etc. Thought leadership content Purpose: Strike conversations with the audience
Each success kit is a compilation of cheat sheets/worksheets, blogs, webinars, case studies, and everything one might need on a topic
User community asks questions, share their best practices, etc.
There's also a Marketo Champions Blog, where Marketo Champions can publish their own blog posts
Case studies to show how their major clients (like Fujitsu, Panasonic, and Roche Diagnostics) benefited from their product
A whole page dedicated to webinars
Webinars help reach out to new customers and build relationships with existing ones
Marketo also holds annual conferences from time to time
Focuses on marketing tips, event announcements, blog promotions, feature updates, and more
Provides relevant and succinct information to their users
Provides educational resources to users who want to level up
Each course also explains how users can get the most value out of Marketo products.
To read the entire case study, head on to the Narrato blog.
https://narrato.io/blog/content-marketing-case-studymarketos-winning-content-marketing-strategy/