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Content marketing has been around forever.
*Fun fact* many accredit Benjamin Franklin as the first ever content marketer when he published the yearly Poor Richard’s Almanack in 1732.
Historical marketing fun facts aside, every marketer worth their salt has likely experimented with content marketing tactics.
So much so, that the very concept might be starting to feel stale and overdone.
But the stats speak for themselves, content marketing remains one of best tools in a marketers tool belt.
Here’s what we know:
If you’ve become disgruntled with the state of your own content marketing and are feeling less than inspired, you’ve come to the right place.
We’re breaking down 21 of our favorite content marketing campaigns to get your creative juices flowing.
First things first… what do all these amazing content marketing examples have in common?
They are expertly executed and distributed seamlessly.
Are you prepared to do the same?
It’s going to be awfully hard to rock your killer content marketing campaign if your implementation and team coordination is a mess.
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We’ve all been in a dire situation where we need to find a restroom ASAP. We’ve also all probably been forced to use a restroom that leaves a little something to be desired in terms of cleanliness. Enter Charmin’s “Sit Or Squat” app.
It’s essentially Foursquare for public restrooms. Users can rate each public restroom on cleanliness and use the app’s map functionality to find the closest bathroom near them.
To most folks, the thought of financial management and investing is overwhelming. The learning curve is steep – so much so that people don’t even know where to start. Couple that with a little debt and it’s enough to make someone want to stick their head in the sand for good.
Nerd Wallet and their crash course in all things financial aims to help solve these problems.
From creating a budget and managing debt, to setting up your financial future, Nerd Wallet’s video series explains important basics about money and investing.
They also have a library of other supporting tools like a budget calculator, free budgeting spreadsheets and a retirement planner, to name a few.
Augmented reality is all the rage right now. IKEA jumped on the bandwagon with its “Try Before You Buy” app.
IKEA products have a special challenge in that you can’t see how something will look in your space until after you’ve assembled the product.
Which makes returning the product nearly impossible… because, honestly, who could reverse engineer those assembly directions.
Will it fit?
Will it look ok?
Is the color right?
All questions that can only be answered post assembly… until now. IKEA’s Place app solves this challenge by letting customers see how over 2,000 furniture items will look in their spaces. No assembly required.
Would you be surprised to hear that even Facebook dabbles in content marketing?
Facebook has an extensive e-learning syllabus to ensure that professional marketers are equipped with the skills they need to master Facebook and Instagram advertising.
The content provides individuals the opportunity to customize a learning path based on their role or interests, as well as a certification to add value to their resumes.
Non-profits, though not technically “selling” anything, they are still competing for your time and money.
The Make-a-Wish Foundation doubled down on content marketing when it went all-out to make one child’s dream of becoming Batman a reality. The process was captured on video and resulted in an award-winning documentary.
The foundation leveraged social media to recruit the massive number of volunteers needed to pull off such an elaborate wish.
If you can watch this trailer without feeling all the feels, you might be the Tin Man.
If you’re a first-time parent, you know there is nothing more overwhelming than preparing for the arrival of your baby.
What do I *actually* need?
How do I a choose a stroller?
Is that $200 changing pad really necessary?
Babylist’s content answers basically every question a first-time parent could come up with. The company’s “best of” section ranks products in every category imaginable – from bottles to diaper bags. You can even take a quiz based on your lifestyle and the company will email you a pre-made baby registry with just about everything you need.
It’s hard to choose just one element of ASOS’ content marketing to focus on… it’s all so good. The company’s blog, Instagram presence, email strategy, and video marketing all work together seamlessly.
One of its most interesting strategic choices is how the company incorporates influencers into its content marketing. Each influencer has an ASOS specific Instagram account that shares shoppable ASOS styling.
These influencers are also featured heavily on their site. Each “ASOS Insider” has a specific aesthetic outlined under their profile picture, which makes it easy for customers to identify which influencer aligns best with their own personal style.
Primary creates baby and children’s clothes that are free from cutesy text, embroidery, and emblems. The perfect blank canvas for some DIY fun.
The company has a dedicated section of its website that focuses on no-sew, easy-to-recreate costumes and DIY projects using its clothing as the foundation. The blog features everything you need to make the costume at home, as well as step-by-step instructions to avoid any #pinterestfail moments.
Primary even offers a costume concierge for DIY help and questions.
Producing quality video content is always a challenge for time and budget-strapped marketers. Wistia aimed to explore this challenge with its first ever episodic documentary.
The 4-part series explores what video marketers can do with a $1,000, $10,000 and $100,000 budget.
As a video software company, the episodic documentary is an exciting way to highlight how budgets affect the creative process – a common hardship for many marketers and Wisita customers.
Hershey’s microsite, Celebrate with Hershey’s, is a great example of how to take a blog one step further. The site aggregates all it’s best recipes, DIY projects, games and more into one area.
For something that needs to change as often as the next upcoming holiday, a microsite gives Hershey’s the flexibility to adapt and tailor highlighted content and design as necessary. Something that can be challenging to do with a standard company blog.
Bank of America partnered with the Khan Academy to launch a series of videos which lifts the curtain back on real people in real jobs. These individuals share their own financial journeys, from monthly incomes, budgeting and what someone looking to enter into their industry can expect in terms of salaries and responsibilities.
The content focuses on appealing to young adults and explains financial facts with relatable “IRL” examples, so each visitor can compare and contrast against their own situations.
The Headspace blog is a great example of how to do blog content right.
The “Orange Dot” blog covers a range of topics that aim to help readers navigate the challenges of everyday life. From relationships to work or parenting, the Headspace blog offers advice in a way that isn’t intimidating to meditation novices.
Zillow’s blog, Porchlight, encompasses a wide range of content that is targeted to each of its user personas including, renters, homeowners and agents.
The blog addresses inspirational topics like tackling a kitchen renovation; to practical ones like how to address toxic mold as a renter. Regardless of which persona the content is for, the common thread is that engagement is always on at the forefront and supports the company’s mission: to help people find their next home.
When you think of fancy-pants hotels, the Four Seasons will likely come to mind. The hotel’s digital magazine is a great example of how content marketing can reinforce an already established brand identity.
Focused on luxury, the Four Seasons blog looks more like a high-end travel magazine than a blog. All of the company’s content is well-researched and aims to inspire travelers to make their next trip unforgettable.
What if your next content marketing campaign took 2 years to produce? Talk about patience. This is exactly what Nike did with its Breaking2 documentary.
The goal was to document and achieve what was never thought possible… completing a marathon in under 2 hours. Together with three elite runners (Eliud Kipchoge of Kenya, Lelisa Desisa of Ethiopia, and Zersenay Tadese of Eritrea) and National Geographic, Nike provided the optimal conditions (and the shoes) to break the marathon record.
To date, the documentary has been viewed well over 3.5 million times on YouTube.
Everyone wants to travel like a local – avoiding the tourist traps, eating at the best underground restaurants, and wandering the little known streets with a great coffee in hand. Playing off its unique business concept, AirBnB’s guidebooks are the place to turn if you’re looking for local tips about your next destination.
The content makes AirBnB’s site so much more than just a place to book your next stay. It creates an all-encompassing travel planning site where you can make your itinerary based on real locals’ advice.
Food waste is a big issue in America. The Save The Food initiative is implementing content marketing tactics to raise awareness about the problem and what we can do to help solve it.
The microsite features great tools like a “guest-imator”, which is an interactive calculator that assists with estimating how much food you need to prepare for your next dinner party; an interactive storage guide, to learn how to properly store food, how long it can stay there, and what you can do if it’s past its usage date; and more.
The Blendtec video campaign “Will It Blend?” might seem a little silly at first blush. It undoubtedly is, but it also highlights the strength of Blendtec blenders in a fun and engaging way. In fact, the videos are surprisingly addicting.
The videos don’t have the highest production value, which honestly adds to the charm. That, coupled with some cheeky copy, and a host that is reminiscent of everyone’s dad, makes this campaign an all around content marketing win.
What would you sound like if you were a melody? Would you be influenced by any certain artist or genre?
Pandora’s microsite, “Sounds Like You”, uses data from its Music Genome Project, coupled with a visitor’s favorite songs and composes a custom melody especially for the visitor. The microsite is not only beautifully designed, it’s incredibly fun to participate in.
The site combines both personalization and “sonic branding” to provide visitors an interesting content experience.
One glance at the Shopify blog and you can tell the company knows their audience and the problems they encounter. The company offers basically everything one could need to get their e-commerce business up and running, including free stock photos, forums to learn from others, free e-courses, an a whole host of tools to help run your business.
Before there was Glossier, there was Into the Gloss, a beauty blog that reached over 1.5 million unique visitors since its launch in 2010.
So it’s no surprise that Glossier views content marketing as a cornerstone to the brand’s strategy. CEO, Emily Weiss, has even said that the product and content are one and the same. In a 2017 interview, Weiss compared Glossier products to pieces of content and called the company “a content company.”
Now that you’ve got a bunch of examples to inspire your next content marketing campaign, learn the next steps to make it a reality – from strategy to execution.
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November 22, 2018
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