If you’re looking for some content marketing inspiration, look no further! In this article I’ll be covering 10 amazing content marketing examples that have entertained, educated and inspired audiences all over the world.
In some of the cases below, these campaigns have driven millions, if not billions, in revenue and engaged audiences in a way traditional marketing channels simply fail to do.
So if you’re sat comfortably, with coffee in hand, let’s take a look at these 10 pieces of creative genius.
10. Blendtec – Will it Blend?
When a group of 40 engineers got together to create the ultimate blender, they had no idea how they were going to market what many might call a hugely over-engineered product.
Blendtec’s blenders certainly aren’t cheap, but they make the bold claim that you’ll never need to own another blender again in your life.
And the content marketing campaign supported that claim.
The concept behind Blendtec’s content marketing campaign was simple. They attempt to blend everyday objects in one of their blenders to demonstrate how powerful they are. Take a look at the video below for an example.
As of writing this, Blendtec’s Youtube channel has had over 275 million views and they have close to a million subscribers.
In an interview with the Content Marketing Institute, their Founder Tom Dickson revealed that when the campaign began they saw an uplift of 1000% in sales.
Today, Blendtec is a globally recognized brand with a worldwide distribution network.
Not bad for a campaign that cost next to nothing to put together.
9. Microsoft – Stories
Stories are the bedrock of effective content marketing.
That’s why Microsoft’s ‘Stories’ campaign is particularly effective.
Microsoft put the people that create their products, buy their products, use their products, and generally inspire their products at the centre of this highly visual and engaging campaign.
Microsoft’s Stories is basically a storytelling experience that utilizes compelling text, video and imagery all wrapped up in a beautifully designed space that transforms as you go through the various stages of the different stories.
If I’m doing a terrible job of explaining it, it’s because this particular campaign is very unique. I suggest checking it out by clicking here.
For those of you who are unfamiliar with Hubspot, they’re a company that has developed a marketing and sales platform that simplifies the marketing and sales process.
So what? You may ask.
After all, there’s plenty of companies that offer similar products.
However, what makes Hubspot particularly interesting is how they grew their business to become one of the global leaders in the space.
Hubspot decided early on that the way to grow and nurture an audience was to provide them with extremely valuable educational content.
If you go over to the Hubspot website you can pretty much pick up an entire education on marketing, sales and entrepreneurship for free through the thousands of blog posts and countless ebooks they’ve created for their audience.
The quality of the content is extremely high and as a result they’ve built a newsletter subscribership of hundreds of thousands and are seeing revenues well in excess of $100 million per year.
7. Hootsuite – Game of Social Thrones
Game of Thrones is enormously popular, no one will argue with that.
Navigating the web whilst trying to avoid show spoilers has become nearly impossible as it’s literally talked about everywhere. Blogs, videos, memes, you name it, the show is everywhere.
That’s what makes Hootsuite’s ‘Game of Social Thrones’ so effective.
By displaying each of the social networks as kingdoms in a Game of Thrones-esque promotional video, Hootsuite used popular subject matter to promote their product. Not only was it funny and interesting, it explained what the product does in a very entertaining way.
As a result, the video clocked about a million views and no doubt plenty of new customers.
6. WestJet – Christmas Miracle
I love this campaign!
This is very clever content marketing from WestJet as it positions them as a company that likes to give back to their customers, and also combines it with the allure of Christmas.
At over 5 minutes it’s a lot longer than a traditional video ad but you find yourself fully engaged with the content as you want to see the reaction of the lucky gift recipients.
At the time of writing this, WestJet’s Christmas Miracle video has clocked over 44 million views on YouTube.
5. ASOS – The ASOS Magazine
Content marketing isn’t just about brand awareness and customer acquisition. In fact, some of the most successful content marketing campaigns have been focused on customer retention.
ASOS are a great example of this.
I have experienced the power of the ASOS print magazine firsthand. Vicky, my wife, is a customer of ASOS, and every couple of months she receives a free copy of ASOS’s beautifully designed and content packed print magazine.
The magazine is filled with their products and the quality of the photography and editorial is so high, that the magazine is able to compete with many of the high end glossies we’ve come to know and love over the years.
Does it work as a retention campaign? Well, ASOS parcels are delivered to my house on a weekly basis, so I’d say it works pretty well.
4. Red Bull
As a brand, Red Bull are fully committed to content marketing as a way to engage their audience.
What’s impressive about Red Bull’s strategy is that they look beyond the confines of their product and provide content experiences they know their audience are interested in, whilst still emphasizing the company’s main message.
If you check out Red Bull’s Instagram feed you see a stream full of extreme sports, motor sports, BMX, surfing and anything to do with high speed and high endurance activity.
It’s the same across all their channels, and this is content that their target market consumes by the bucketload.
As a result they’ve amassed 4.6 million followers on Instagram, over 5 million subscribers on Youtube (with close to 1.5 billion views), over 45 million page likes on Facebook, and over 2 million followers on Twitter.
It’s Red Bull’s long term commitment to content marketing that has lead to their brand being one of the most recognizable in the world.
3. John Lewis – The Christmas Videos
John Lewis are infamous for their focus on delivering moving short stories during the holiday season. This is why they had to be included among our 10 amazing content marketing examples.
Take a look at their Christmas 2015 campaign below and you’ll get some idea of why.
These videos have become so hotly anticipated in the UK, that when they’re finally released in the run up to Christmas, all hell breaks loose on social media. Everyone gets excited about Christmas and it seems to be the one occasion where it’s socially acceptable to admit that a TV ad caused you to shed a tear.
With over 24 million views on Youtube, plus a huge amount of TV airtime, you can see why this is enormously effective.
The interesting thing is that the focus is on the story, not their products.
2. GoPro – User Generated Content
GoPro have grown so quickly, it’s hard to believe they’re a company that’s only a few years old.
The great thing about their product is that it markets itself.
Believe it or not, when you sell an HD camera that people mostly wear on their head, chances are, the videos they make are going to get shared everywhere.
And that’s exactly what’s happened.
From extreme sports enthusiasts to musicians, people have been sharing GoPro footage across all social channels globally, and as a result, GoPro as a company have exploded.
GoPro encourage the creation of user generated content by hosting annual awards and featuring user content on their own channels.
As a result they’ve amassed close to 4 million subscribers on YouTube and have been one of the fastest growing companies in recent years.
1. The Dollar Shave Club – Our Blades Are F***ing Great!
If you’ve gone through this entire list you’ve mostly seen major brands dominate it. You may also think that to fully take advantage of content marketing requires a budget of hundreds of thousands, if not millions.
However, that’s not the case.
The Dollar Shave Club are a perfect example of how a small budget and a smart idea is all you need to make a splash.
By creating a very funny video that takes a pop at the over-engineering and cost of razors in the male grooming market, The Dollar Shave Club were able to tap into a common frustration of customers in the male grooming market.
As a result, the video has clocked over 22 million views on YouTube and has truly put The Dollar Shave Club on the map.
Impressive for a video that probably only cost a few bucks to make.
Looking to achieve similar results?
Here at Dialect, we work closely with our clients to WOW their audiences through the production, distribution and amplification of world class content.
We’ve developed companion apps that have been downloaded millions of times, we write articles that get read by hundreds of thousands of people, and we produce video that gets viewed by millions.
If you’d like to engage your target audience in a way that acquires and retains new customers. Then get in touch with us, we’d love to have a chat.
What great content marketing examples have you seen?
If there are any great content marketing examples that you’ve come across, we’d love to hear about them. Please feel free to leave a comment below.