{"id":137913,"date":"2022-01-19T11:00:40","date_gmt":"2022-01-19T16:00:40","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=137913"},"modified":"2023-05-11T06:04:29","modified_gmt":"2023-05-11T11:04:29","slug":"marketing-activities","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-activities\/","title":{"rendered":"Top 5 Types of Marketing Activities You Need to&nbsp;Know"},"content":{"rendered":"\n<div class=\"intro-txt\"><span style=\"font-weight: 400;\">Marketing activities are actions an individual or organization undertakes to develop and promote their products or services<\/span>.<\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">While there are many different types of marketing activities, some seem to stand out from the rest by bringing great results for various businesses and standing the test of&nbsp;time.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, I\u2019ll show you five types of such marketing activities and five companies that tested them in real-life conditions.<\/span><\/p>\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Product-market fit\" data-section=\"1-finding-pmf\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Product-market fit<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Achieving product-market fit (PMF) means making sure a product can satisfy an existing demand in a market with high potential.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Basically, a telltale sign of achieving PMF is when people are willing to buy your product, actively use it, <\/span><span style=\"font-weight: 400;\">and recommend it to others.<\/span><\/p>\n\n\n\n<h3>Why it\u2019s important&nbsp;<\/h3>\n<p>There are two reasons:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Without product-market fit, it\u2019s unlikely a company can build a great product that answers consumers\u2019 needs and&nbsp;wants.<\/li>\n<li>Without such a product, no marketing tactics can generate sufficient demand to support the company.<\/li>\n<\/ol>\n\n\n\n<p>To illustrate, a company tries to sell a new type of hydrogen car, but there are no hydrogen stations nearby. If that\u2019s the case, what kind of marketing can convince a customer to buy that car? That product just won\u2019t <em>fit <\/em>the market.<\/p>\n\n\n\n<p>That is why achieving PMF matters the most. Without it, you can\u2019t build sustainable growth, and scaling anything simply won\u2019t make sense. You\u2019ll just waste your time and&nbsp;money.<\/p>\n\n\n\n<p>In other words, a PMF is to a business what foundations are to a&nbsp;house.&nbsp;<\/p>\n<h3>Example<\/h3>\n<p><span style=\"font-weight: 400;\">Finding product-market-fit is how Spotify started\u2014a business valued at $54 billion today.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of going for a \u201cbig bang\u201d launch with a perfect product that has all the features people dream of, Spotify creators decided to build a minimum viable product (MVP) and test it similar to how a scientist tests a hypothesis.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An MVP is a \u201cproduct development\u201d phase in which you test whether the core functionality of your product can satisfy the market demand by interacting with real&nbsp;users.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And here\u2019s the approach they took, explained in a drawing by <\/span><a href=\"https:\/\/blog.crisp.se\/2016\/01\/25\/henrikkniberg\/making-sense-of-mvp\"><span style=\"font-weight: 400;\">Henrik Kniberg<\/span><\/a><span style=\"font-weight: 400;\"> (he was involved in the early stages of the company).&nbsp;<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137905\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-how-to-build-mvp.png\" alt width=\"609\" height=\"411\"><\/p>\n\n\n\n\n\n\n\n<p><span style=\"font-weight: 400;\">Translation: An MVP (or the \u201cearliest testable\/usable\/lovable product,\u201d as Henrik prefers to call it) is about offering the earliest version of a product that can satisfy users\u2019 needs and iteratively working your way up to something great.<\/span><\/p>\n\n\n\n\n\n<p>In Spotify\u2019s case, here\u2019s how the metaphorical skateboard looked like:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137906\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/2-spotify-mvp.png\" alt width=\"527\" height=\"266\"><\/p>\n\n\n\n\n\n\n\n<p>This MVP was designed to test the idea of streaming music and its performance with consumer technology.<\/p>\n\n\n\n<p>The team didn\u2019t even run complex market research to test those aspects. Initially, team members just needed some feedback from family and friends. Afterward, they took that MVP to record labels and convinced them to put music on the platform.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>Find the product market before scaling any other operations. And that includes marketing.<\/p>\n<p>The market always wins, and you can save yourself a lot of time and money learning what it \u201cwants\u201d as soon as possible\u2014just as Spotify did.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Word-of-mouth marketing\" data-section=\"2-influencing-wom\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Word-of-mouth marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Inspiring word of mouth refers to <a href=\"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/\">word-of-mouth marketing (WOMM)<\/a>, i.e., the process of influencing and encouraging discussions about a product, service, or company.<\/p>\n<p>To put it simply, influencing word of mouth is about giving people a reason to&nbsp;talk.<\/p>\n<p><span style=\"font-weight: 400;\">WOMM may sound like some old-fashioned theory, but note that digital era has given us new, measurable forms of word of&nbsp;mouth:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversations and shares on social media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User reviews on sites like G2 or, Capterra, etc<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User-generated content about brands and their products (e.g., photos on Instagram with a branded hashtag)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Word of mouth is a powerful marketing channel that may feel elusive . Yet it\u2019s not entirely out of control. Because while marketers can\u2019t control what people say about their brands, they can inspire brand-related conversations and even recommendations.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It boils down to delighting users with the product and generating positive experiences.<\/span><\/p>\n<h3>Why it\u2019s important<\/h3>\n<p><span style=\"font-weight: 400;\">88% of respondents trust recommendations from people they know (<\/span><a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/2\/2021\/11\/2021-Nielsen-Trust-In-Advertising-Sell-Sheet.pdf\"><span style=\"font-weight: 400;\">Nielsen<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, word-of-mouth is probably the most trustworthy and authentic marketing channel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, positive word of mouth is one of the signs of achieving PMF, as discussed in the section above.&nbsp;<\/span><\/p>\n\n\n\n<h3>Example<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Many companies have used that channel to grow and sustain their business: Tesla, Github, Evernote, Uber,&nbsp;etc.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, we can speak from our own experience here. <\/span><a href=\"https:\/\/ahrefs.com\/\"><span style=\"font-weight: 400;\">Ahrefs<\/span><\/a><span style=\"font-weight: 400;\"> is a nine-figure ARR company, and word of mouth is one of our top three customer acquisition channels.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how do we influence word of&nbsp;mouth?&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most important component is the product. For many people, Ahrefs is the go-to toolset for SEO. Some like it enough to say things such&nbsp;as:&nbsp;<\/span><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/3-Ahrefs-testimonial.png\" alt=\"Quote from customer saying they'd quit if Ahrefs didn't exist\"><\/figure>\n\n\n\n<p>That\u2019s why we never stop improving Ahrefs. People see that and appreciate our effort enough to recommend our tools to others:<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">You better calm down with these \ud83d\udd25 updates or I\u2019m gonna have to recommend you more than I already do<\/p>\n\u2014 Patrick Herbert (@PatrickHerbert0) <a href=\"https:\/\/twitter.com\/PatrickHerbert0\/status\/1466111327991210000?ref_src=twsrc%5Etfw\">December 1,&nbsp;2021<\/a><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n<p>And if you\u2019ve got a complex product like ours, you also need to put a lot of effort into educating your audience. That\u2019s what we do with articles and videos on this blog, on our <a href=\"https:\/\/www.youtube.com\/c\/AhrefsCom\">YouTube channel<\/a>, and in our <a href=\"https:\/\/ahrefs.com\/academy\">Academy<\/a>. These types of content are also a tried-and-tested way to inspire some word of&nbsp;mouth:<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">I\u2019m making a Resources page for my site and need suggestions for others\u2019 content on inbound marketing!<br><br>I\u2019m including links to: <a href=\"https:\/\/twitter.com\/annhandley?ref_src=twsrc%5Etfw\">@annhandley<\/a>\u2019s fantastic newsletter<a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a>\u2019 incredible blog and free tools<br>The <a href=\"https:\/\/twitter.com\/HubSpot?ref_src=twsrc%5Etfw\">@Hubspot<\/a> Inbound Marketing\/Sales courses<br><br>What else should I include?<\/p>\u2014 Ashley Ashbee (@ashley_ashbee) <a href=\"https:\/\/twitter.com\/ashley_ashbee\/status\/1457526349581721600?ref_src=twsrc%5Etfw\">November 8,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p>This brings us to creating positive experiences via marketing.<\/p>\n<p><span style=\"font-weight: 400;\">Positive experiences captivate your customers and followers and help ensure those experiences will be shared.&nbsp;<\/span><\/p>\n\n\n\n<p>One example of this is handing people free&nbsp;swag:<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Hey <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> <a href=\"https:\/\/twitter.com\/maysoonhere?ref_src=twsrc%5Etfw\">@maysoonhere<\/a> &amp; <a href=\"https:\/\/twitter.com\/timsoulo?ref_src=twsrc%5Etfw\">@timsoulo<\/a>! Thanks for optimizing my Friday, my t-shirt collection and my coffee. Incredible packaging. It arrived in the cold north. Worn with pride! <a href=\"https:\/\/t.co\/Cs3QSzbZzV\">pic.twitter.com\/Cs3QSzbZzV<\/a><\/p>\u2014 Massive Kontent (@MassiveKontent) <a href=\"https:\/\/twitter.com\/MassiveKontent\/status\/1109102134228905989?ref_src=twsrc%5Etfw\">March 22,&nbsp;2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p><span style=\"font-weight: 400;\">Gestures like this can later be noticed by <\/span><span style=\"font-weight: 400;\">influencers<\/span><span style=\"font-weight: 400;\"> and mentioned in social media conversations:<\/span><\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> t-shirts. They just say tshirt on the front, but anyone who knows ahrefs will recognize it. They only way to get one is to win it, usually by being knowledgeable about their subject (SEO). Having one reps their brand *subtly* but also marks you as experienced. Brilliant. <a href=\"https:\/\/t.co\/ybMso3CV7b\">pic.twitter.com\/ybMso3CV7b<\/a><\/p>\u2014 Kris Roadruck (@KrisRoadruck) <a href=\"https:\/\/twitter.com\/KrisRoadruck\/status\/1353319551962931201?ref_src=twsrc%5Etfw\">January 24,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p><span style=\"font-weight: 400;\">Also, doing something important or highly regarded by your audience can spread quite&nbsp;fast:<\/span><\/p>\n\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">We\u2019ll be reallocating our paid traffic budget (~$200k\ud83d\udcb0) for December away from the Google\/Facebook\u2014and into sponsoring the industry\u2019s best creators and thought leaders.<\/p>\n\u2014 Ahrefs (@ahrefs) <a href=\"https:\/\/twitter.com\/ahrefs\/status\/1463495813900820488?ref_src=twsrc%5Etfw\">November 24,&nbsp;2021<\/a><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n<p><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fsteve.toth.jr%2Fposts%2F10159575345113399&amp;show_text=true&amp;width=500\" width=\"500\" height=\"524\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>Word of mouth has been the key to success for many companies. And it\u2019s not a coincidence. Recommendations from customers have their weight in gold, and the only \u201ccosts\u201d are improving your product, educating your audience about it, and leaving a trace of positive experiences.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Content marketing\" data-section=\"3-developing-content-marketing-machine\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Content marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>All marketers face the same challenge: how to attract people and convert them to customers. Of course, there is no silver bullet for&nbsp;that.<\/p>\n<p>But if there\u2019s one type of marketing that comes close, it\u2019s content marketing.<\/p>\n<p><span style=\"font-weight: 400;\">Content marketing is the process of creating and distributing content to attract and retain customers, so you can increase revenue and ultimately grow your business.<\/span><\/p>\n<h3>Why it\u2019s important<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Content marketing is important because it simultaneously does these three things (among others):<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Drive the entire <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">marketing funnel<\/a><\/li>\n<li>Bring compounding results<\/li>\n<li>Reinforce itself<\/li>\n<\/ol>\n\n\n\n<p><span style=\"font-weight: 400;\">Let\u2019s unpack this using Ahrefs\u2019 content marketing machine as an example.&nbsp;<\/span><\/p>\n<h3>Example<\/h3>\n\n\n\n<p>By driving the entire marketing funnel, I mean that our content, in the form of blog posts, videos, cheat sheets, etc., can serve many different purposes when it comes to communicating with a target audience.<\/p>\n\n\n\n<p>For example, a blog article can generate awareness by pulling people from a SERP to Ahrefs\u2019 blog.<\/p>\n\n\n\n<p>Another piece of content, e.g., a&nbsp;video, may&nbsp;show a step-by-step process of solving an SEO problem, thus making people more interested in Ahrefs\u2019 product and eventually willing to try&nbsp;it.<\/p>\n\n\n\n<p>And it gets even better. Often, a single piece of content can serve multiple stages of the funnel:<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/4-article-serves-multiple-funnel-stages.jpg\" alt=\"Table showing 4 questions with corresponding answers that are used to decide which stage(s) of the marketing funnel a blog article serves\"><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">One of the most powerful things about content is its potential to pull people from search engines like Google. Here\u2019s how that&nbsp;works:<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>We create <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO <\/a><a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">content<\/a>&nbsp;based on search demand and the business value of a particular topic.<\/li>\n<li>Someone searches for a solution to an SEO or marketing problem via a search engine like Google.<\/li>\n<li>If our content ranks high enough, they read\/watch our content that shows how to solve the problem through our product.<\/li>\n<li>If the content is convincing, it may make them want to try our product.<\/li>\n<\/ol>\n\n\n\n<p>Search demand and business value mentioned in the first point are absolutely vital to the success of the whole operation. Without them, not enough people would find our brand through content, and wouldn\u2019t be able to feature our product adequately.<\/p>\n\n\n\n<p>This brings us to the compounding results of content marketing.<\/p>\n<p>Through the systematic publishing of content, our blog articles generate an estimated 326.7K visits per month\u2014and that\u2019s from organic search alone.<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/5-ahrefs-blog-average-organic-traffic.jpg\" alt=\"Site Explorer overview of Ahrefs blog\" width=\"1600\" height=\"887\"><p class=\"wp-caption-text\">Data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/p><\/div>\n\n\n\n<p>Every new article we publish adds to that result. And so, an article posted two weeks ago will bring new traffic, adding to the traffic generated by a blog post we published years&nbsp;ago.<\/p>\n\n\n\n<p>For example,&nbsp;this article about <a href=\"https:\/\/ahrefs.com\/blog\/top-google-searches\/\">top Google searches<\/a>&nbsp;was&nbsp;published in 2017 and still generates traffic.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/6-content-marketing-compounding-effect.png\" alt=\"Site Explorer overview of Top Google Searches (2021)\"><\/figure>\n\n\n\n<p>The third special benefit of content marketing is it has the ability to reinforce itself.&nbsp;Meaning, it is easier to get results the more you do it because every additional action you take adds to the momentum.<\/p>\n\n\n\n<p>Marketers call it the flywheel effect. The first push is the hardest. But as the \u201cwheel\u201d builds momentum, that same push will make the wheel spin a lot faster (i.e., think about how a salad spinner works).<\/p>\n\n\n\n<p>To illustrate, this is what happens when you invest in long-term content marketing:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>If your content is good, people will recommend it, bringing in more readers. Chances are, the same people will come back to your blog to read your next article.<\/li>\n<li>Each new post has a greater potential audience&nbsp;than the previous one because it borrows from the readership of past articles and pulls new readers from&nbsp;SERPs.<\/li>\n<li>You\u2019re getting backlinks, which are one of the most important <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">ranking factors<\/a>. As a result, your content ranks higher on SERPs, thus bringing more visitors and building your authority on the topic (another important ranking factor).<\/li>\n<li>As content gains links and ranks higher, it gets even more links, as more people are willing to link to a page with a higher ranking.<\/li>\n<li>Now you can link from your old content to your new content, passing on link equity. Your content then ranks higher and gets more readers. Those readers will bring new readers and new links. The cycle continues, and the flywheel gains momentum.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Of course, it\u2019s easier said than done. But this is how content marketing contributed to making Ahrefs what it is today. If you want to learn more about building a content marketing machine like ours, check out these guides:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/content-strategy\/\">How to Create a Winning Content Strategy<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=cQmH8LH9p20\">How to Scale Content Creation \ud83d\ude80\ud83c\udf19<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>Content marketing is very powerful. It can even function as a standalone, self-sufficient marketing tactic.<\/p>\n<p>Content allows you to attract new customers, nurture your leads, and educate your customers\u2014sometimes even with the same piece of content. And it works best when you do it with organic search in&nbsp;mind.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Brand community\" data-section=\"4-building-community\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Brand community<\/h2>\n\n\n\n<\/div><\/div>\n<p><span style=\"font-weight: 400;\">A brand community is a micro social media platform maintained by a brand where its fans and customers can come to ask questions, exchange thoughts and interact directly with the&nbsp;brand.&nbsp;<\/span><\/p>\n<h3>Why it\u2019s important<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The main reason why branded communities are important is activating and retaining users.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means that a community can help people learn how to effectively use a product and can thus help to decrease churn.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other benefits include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Getting valuable feedback from&nbsp;users<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A direct marketing channel; can be used for announcing product updates, for instance<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Inspire conversations that go beyond the community (increased word-of-mouth)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creating added value (especially if competitors don\u2019t offer&nbsp;it)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strengthening brand loyalty<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generating brand awareness (in case of external communities open to anyone, like in our example below).&nbsp;<\/span><\/li>\n<\/ul>\n<h3>Example<\/h3>\n<p><span style=\"font-weight: 400;\">If you ever wondered how much a community built around a brand and its products could be worth to a business, Adobe answered that in 2012 by acquiring Behance for about $150 million.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is how much Adobe, the creator of Photoshop, paid to \u201ctransplant\u201d a platform that had gathered 1 million active users and generated 90 million project views monthly. Let\u2019s give the floor to Heidi Voltmer, Adobe\u2019s then-product marketing director, to explain why the <\/span><a href=\"https:\/\/www.reuters.com\/article\/idUS301288490920121220\"><span style=\"font-weight: 400;\">company was in need of a solution like Behance<\/span><\/a><span style=\"font-weight: 400;\">:&nbsp;<\/span><\/p>\n<blockquote>\n<p><span style=\"font-weight: 400;\">We have tools, we have services, and if you\u2019ve got all those things, you also need inspiration, you need to get that spark. \u2026 By bringing in Behance, we\u2019re rounding out our offering and making this a one-stop destination for creative professionals.<\/span><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">Inspiring people to use a product (i.e., activating and then retaining users) is a common problem relating to productivity tools, and Adobe\u2019s products were no exception.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adobe had the best graphic design tools in class but still lacked something that would make people use those tools more frequently and effectively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A user community is a great solution for&nbsp;that.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each new project uploaded to the platform can inspire multiple people to use Adobe\u2019s products and encourage them to upload their own work. This, in turn, enriches the platform with more user-generated content and potentially inspires another group of people.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And we\u2019re talking here about an <\/span><i><span style=\"font-weight: 400;\">endless <\/span><\/i><span style=\"font-weight: 400;\">stream of user-generated content:&nbsp;<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137915\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/7-endless-user-generated-content.gif\" alt=\"Gif of scrolling through many photos\" width=\"480\" height=\"264\"><\/p>\n\n\n\n\n\n<p>Since Adobe now owns the platform, it can insert its logo and pitch its products in strategic places. Here are a few examples, starting from the welcome email:<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/8-behance-welcome-email.jpg\" alt=\"Behance's welcome email\"><\/figure>\n\n\n\n<p>While creating an account on Behance is free, Adobe tries to put users on a conversion path ASAP. By clicking on the link in the image above, users are directed to a landing page where they can create a portfolio page that <em>comes free <\/em>with Adobe\u2019s Creative Cloud <em>paid<\/em>&nbsp;solution:<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/9-portfolio-not-entirely-free.jpg\" alt=\"Creative Cloud's paid plans\"><\/figure>\n\n\n\n<p>Then, on the Behance platform itself, there\u2019s a whole lot of Adobe\u2019s branding:<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/10-adobe-branding-behance.jpg\" alt=\"Behance platform showcasing Adobe Live's content\"><\/figure>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/11-adobe-branding-behance-2.jpg\" alt=\"Behance platform showcasing Adobe's content\"><\/figure>\n\n\n\n<p>When we put it together with just the organic traffic this platform currently gets, we suspect that Behance is worth even more than what Adobe paid for&nbsp;it.<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/12-behance-organic-traffic.png\" alt=\"Site Explorer overview of Behance's site\" width=\"1600\" height=\"346\"><p class=\"wp-caption-text\">Data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/p><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>For Adobe, a community connected to its brand was worth $150 million. And it\u2019s not the only company that has invested heavily in this marketing asset.<\/p>\n<p>A branded community can be a source of many benefits. These include giving a company the ability to monetize traffic, get valuable feedback, and gain a new, direct marketing channel.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Market research\" data-section=\"5-conducting-market-research\">\n\n\n\n<h2 class=\"wp-block-heading\">5. Market research<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Market research is the process of gathering, analyzing, and interpreting information about a given market.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is how marketers source crucial data for their marketing strategy, e.g., insights about potential customers, the competition, and industry trends.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some popular market research methods:&nbsp;<\/span><\/p>\n<ul>\n<li><b>Interviews <\/b><span style=\"font-weight: 400;\">\u2013<\/span> <span style=\"font-weight: 400;\">Conduct face-to-face discussions with your users, potential customers, and other people with insight into your market (e.g., distributors).&nbsp;<\/span><\/li>\n<li><b>Surveys <\/b><span style=\"font-weight: 400;\">\u2013 One of the most popular and cost-effective market research methods. Often done online. Surveys involve polling on things like feature desirability and user satisfaction.&nbsp;<\/span><\/li>\n<li aria-level=\"1\"><b>Competitive analysis <\/b><span style=\"font-weight: 400;\">\u2013 By <\/span><a href=\"\/blog\/competitive-analysis-guide\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/competitor-analysis\/\"><span style=\"font-weight: 400;\">analyzing your competitors<\/span><\/a><span style=\"font-weight: 400;\">, you can quickly find out what works in your market and what doesn\u2019t. Also, competitors make a great benchmark.&nbsp;<\/span><\/li>\n<li aria-level=\"1\"><b>Commercial data <\/b>\u2013 Think market reports and industry insights. You can learn things like the size of your market, market trends, and insights from people involved in your industry.<\/li>\n<\/ul>\n<h3>Why it\u2019s important<\/h3>\n<p><span style=\"font-weight: 400;\">Market research is the cornerstone of a <\/span><a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\"><span style=\"font-weight: 400;\">marketing strategy<\/span><\/a><span style=\"font-weight: 400;\"> - the <\/span><span style=\"font-weight: 400;\">business\u2019s overall game plan for reaching consumers and turning them into customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It provides you with fundamental data for making the most important decisions you can make in marketing.&nbsp;<\/span><\/p>\n\n\n\n<h3>Example<\/h3>\n\n\n\n<p>When it comes to companies that owe their success to market research, LEGO is a truly noteworthy example.<\/p>\n<p>In one of its research studies, the company found that <a href=\"https:\/\/web.archive.org\/web\/20150628161924\/http:\/\/www.lego.com\/en-us\/aboutus\/news-room\/2012\/january\/lego-group-commentary-on-attracting-more-girls-to-construction-play\">only 9% of its users<\/a> are female. LEGO understood that it had addressed that market segment wrong for decades.<\/p>\n\n\n\n<p>But since a problem is an opportunity in disguise, LEGO set out to discover how it could approach that underserved market better.<\/p>\n\n\n\n<p>It rolled out a massive study involving 3,500 girls and their mothers to understand the girls\u2019 playing habits. It took LEGO four years to complete the&nbsp;study.<\/p>\n\n\n\n<p>It found out that girls appreciate a different kind of playing experience. Namely, different kinds of scenarios (e.g., hair salons instead of police stations), more vibrant colors, and more expressive figurines than the LEGO classics. And so LEGO Friends was born in&nbsp;2012.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-137912\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/13-lego-friends-market-research.png\" alt width=\"550\" height=\"405\"><\/p>\n\n\n\n\n\n\n\n<p>Despite some <a href=\"https:\/\/www.theguardian.com\/lifeandstyle\/2012\/aug\/31\/lego-friends-profit-rise\">criticism<\/a>&nbsp;for the alleged reinforcing of gender stereotypes, the new product line became an instant hit. Today, LEGO Friends remains one of the biggest LEGO successes to&nbsp;date.<\/p>\n\n\n\n<p>In the year the set launched, the company\u2019s net profit rose 35%. And in the following years, Friends became one of the top five selling LEGO themes.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Takeaway<\/h3>\n\n\n\n<p>Whether you\u2019re trying to fix a problem in your marketing or looking for new opportunities in the market, chances are your answers are already out there. But you won\u2019t find them until you reach for market research methods\u2014a lesson we can learn from&nbsp;LEGO.<\/p>\n\n\n\n<p>It\u2019s worth noting that market research doesn\u2019t have to be a huge, expensive project. It can also be done in a cost-effective, agile&nbsp;way.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">Market Research:<\/a> <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">What<\/a><a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\"> It Is and How to Do&nbsp;It<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Seeing so many companies investing in these activities with great results, I think marketers should either try them at some point or have a really well-argued case for not doing&nbsp;them.<\/p>\n\n\n\n<p>Naturally, these are not the only effective marketing activities out there. Here are a few more resources that feature other marketing ideas and tactics you can draw inspiration from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/demand-generation-strategies\/\">Demand Generation 101: 5 Strategies That Work<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/lead-generation-tactics\/\">10 Lead Generation Tactics That Work (With Examples)<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/marketing-ideas\/\">11 Creative Marketing Ideas (Suggested by 18 Marketers) <\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/types-of-marketing\/\">11 Common Types of Marketing (Examples Included)<\/a>&nbsp;<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>While there are many different types of marketing activities, some seem to stand out from the rest by bringing great results for various businesses and standing the test of&nbsp;time.&nbsp; In this article, I\u2019ll show you five types of such marketing<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[412],"class_list":["post-137913","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top 5 Types of Marketing Activities You Need to Know<\/title>\n<meta name=\"description\" content=\"Five marketing activities that stand out from the rest, and five successful companies that can thank themselves for investing in them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/marketing-activities\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 5 Types of Marketing Activities You Need to Know\" \/>\n<meta property=\"og:description\" content=\"Sources of power for brands that can handle them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/marketing-activities\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-19T16:00:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-11T11:04:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/12\/1-how-to-build-mvp.png\" \/>\n<meta name=\"author\" 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