Content Marketing

Just a few examples (together with the thought process) to support clients and students.

The core underlying thought is that Content Marketing (and the more fine tuned Inbound Marketing) is about “creating conversation around your brand”, pulling users in your direction. Which is pretty much the opposite to “pushing your brand through to your users”

Some examples up for discussion

  • SEO Videos: BaseKit was a website builder for SMEs, at the time (we are talking about 2011), it was all about SEO, so we created a series of SEO tutorials. We aimed at introducing users to SEO, and introduce BaseKit as a viable SEO platform. I think this was the most powerful content campaign we ran, it was featured across hundreds of blogs (business, SEO, marketing, startups, etc…), and drove millions of visits to the Spanish sites of BaseKit – Besides, it was good fun ;p

See SEO Tutorials

  • “What to do when Internet doesn’t work”: One of the first pieces of content we created in BaseKit. It looks nice, it got some shares and contacts with bloggers, etc… But it failed, because it was not related to our audience – Maybe one of the most important lessons… more on this in the following examples


  • “Eat, drink and breathe online”: In this example, we wanted to reach out to SMEs with content relevant to digitalization and the evolution of online. Despite less funny/shareable that the previous, it was much more successful, because it “revolved around” what Basekit did, hence reaching a much more targeted audience

Comer berber respirar ES


  • “Dinosaurios Digitales”: We conducted a report on the state of online businesses, and issued it in several chunks, all including “easy to tweet” statistics, etc.. It was aimed at SMEs, and expected to be published by economy publications, blogs about entrepreneurship, etc… It was a considerable effort, but worked fantastically well, and helped us drive traffic (the obvious), and reinforce the credibility of our SaaS

Dinosaurios Digitales


  • Presence of online companies online (Brazil): Pretty much, re-crafting the above mentioned report in a more visually appealing format

BR companies on BR



AIMED AT DESIGNERS (different audience)

  • 10 Rights of the web designer: BaseKit was probably the best drag&drop website builder solution for graphic designers at the time. We empowered graphic designers to create full website (without having to worry about hosting, code, etc…). We did a handful of pieces of content around this audience. In this case, we spoke to several designers and design blogs to come up with a list of “Rights of the Designer”. They pretty much came up with the list, and we simply put it together in a meme-like version. The success of the campaign was not that much the content itself, but the fact that we engaged influencers from the very beginning, and gave them all the credit (of course, we were just the connection)




  • Snake & Ladders: This is a pretty popular board game in Spain. It involves several “boosts” and “punishments” that make users go up a ladder, or drop down through a snake. Similarly to the above, we got together with various designers to work on the boosts and punishments (e.g. “The client signs a brief” is a boost)). At the end, we sent several boxes with the game printed, dices, etc…

Snake & Ladders UK


  • 11 Mandamientos del Diseño Web: Muy parecido a los 10 derechos, pero ya teníamos un poco más de músculo para hacer videos y cosas más chulas… The Video-Thumbnail (which reads Age, Sex, Interests in Spanish) was sneakily chosen to grab  the eye ;p


  • 5 Things every designer should know (Brazil): Similar to the above, reaching out to designers with relevant content. Very important to highlight that we were not selling BaseKit directly, we tried to create a conversation around it (which sometimes is difficult to explain to a board, btw)

5 things a designer needs to know


  • Designing above the fold: Maybe a pretty obvious concept now, but back in 2011, it got some attention – Same logic as previously. Interestingly, this covered both designers and SMEs

Above the fold BR


  • Some other examples that also worked quite well: I was not very hands on with Content at this stage, and all the ideas, content, distribution, etc… was completely on the hands of the BaseKit team – all credit to them

Face fonts


Phicology of colour

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