Table of Contents:
1. What is content marketing?
2. Why use content marketing?
3. The best examples of content marketing
- Coca-Cola’s “Share a Coke”
- Red Bull: Stratos Space Jump Campaign
- Spotify Wrapped
- Airbnb: Airbnb Magazine
- Old Spice: The Man Your Man Could Smell Like
- Colgate’s Research Page
- Google Web Stories
- Warby Parker’s Email Marketing
- E-book content marketing example
- Netflix: "Stranger Things" Integrated Marketing Campaign
- Canvas Design School
- Apple: Shot on an iPhone
- Mail chimp: All in a Day’s Work
- Moz’s Topic Clusters
What is content marketing?
Why use content marketing?
Quality of subject is a vital element in all types of marketing, including:
• Email marketing: Consistent and valuable information helps your audience anticipate the opportunity to open and read emails from your brand.
• Social media marketing: Content marketing takes place before your strategy for digital communication.
• SEO: Online search engines such as Google and Yahoo provide benefits to companies that consistently publish high-quality content.
• PR: Effective public relations strategies must address the issues that readers are worried about, rather than focusing solely on industry matters.
• PPC: For PPC to be effective, substantial content is necessary to support it.
• Inbound marketing: Having good content is essential in directing and generating inbound traffic and leads.
• Digital marketing: The basis of an improved or revamped digital marketing strategy is formed by the content.
• Content strategy: The process of subject planning, which involves creating and managing subjects across an entire organization, should be taken into account.
Content Marketing Unveiled: 8 Key Techniques to Boost Engagement and Conversions
Here, we explore 14 of the best examples of content marketing that have not only captured attention but also driven results.
1. Coca-Cola’s “Share a Coke”
Starting our list is Coca-Cola's iconic content marketing example - the "Share a Coke" campaign. This personalized campaign, which originated in Australia in 2011, has been a huge success and continues to generate buzz to this day. For years, Coca-Cola has been known for creating innovative marketing strategies that establish a deep emotional connection with its wide audience. However, the "Share a Coke" campaign takes this to the next level by allowing every Coca-Cola enthusiast to customize their drink.
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The iconic bottles were altered in a unique brand development strategy, where the Coca-Cola label was replaced with well-known names from all over Australia. These personalized coke bottles, featuring names like Daniel and Deborah, quickly became a popular item on store shelves, with everyone eager to find their surname. The campaign's success spread globally, as customers felt a sense of individuality and importance when their name was displayed on an iconic brand. This clever use of personalization sparked conversations and buzz, with Coca-Cola. As consumers began sharing images of their personalized beverages on the internet, this marketing effort quickly gained momentum and became a viral sensation.
2. Red Bull: Stratos Space Jump Campaign
According to Nicola Kemp, the success of the Red Bull Stratos project represents a significant change in marketing, as brands now strive to improve society rather than just their profits.
In October 2012, Red Bull, a company known for its energy drinks, made a groundbreaking move in the realm of innovative marketing.
They pushed the boundaries further, venturing into the outer edges of space.
Red Bull provided sponsorship for Felix Baumgartner, an Austrian skydiver, to attempt a record-breaking freefall from a height of 39 kilometers.
He then used a parachute to safely return to the ground.
This ambitious feat was coined as the Red Bull Stratos mission.
Felix Baumgartner ascended into the sky, reaching the edge of space in a balloon filled with helium.
Once he reached his desired altitude, he jumped out and free-fell for more than 4 minutes, reaching speeds of over 1,300 km/h.
During this descent, he became the first person to break the sound barrier while free-falling.
For more Knowledge: read Red Bull Brand Awareness and Engagement Complete Case Study
With a record-breaking 8 million viewers watching the event on YouTube, it is undeniable that Red Bull's Stratos project was a remarkable marketing stunt.
However, it also offered something much greater than just mere views.
In truth, a symbol both constructed and funded a mission to the outer edges of the universe that will gather valuable data and understanding for the benefit of NASA.
As one observer posted on Twitter: 'That awkward moment when you realize an energy drink has a more advanced space program than your country.'Stratos was not intended as a CSR strategy, but rather a marketing campaign.
While some have praised it as the ultimate form of content, marketing professionals argue that this diminishes its impact.
3. Spotify Wrapped
Spotify Wrapped is an excellent example of a data-centric marketing strategy that succeeds in transforming data into a captivating, engaging, and essential experience for its users.
In 2017, Spotify Wrapped was introduced to provide users with significant information on their listening habits from the previous year.
While user data can often be overwhelming and mundane, Spotify creatively presents the statistics in a captivating and easily shareable format.
The campaign was highly successful and has now become an annual event, eagerly anticipated by Spotify users every year.
One of the reasons for its success is the easily shareable nature of the campaign.
Spotify presents users with slides to share on their social media platforms, helping to promote the service.
This shareable feature also creates a feeling of FOMO (or "fear of missing out"), encouraging people to sign up so they can also receive a Spotify Wrapped breakdown.
The campaign's high degree of shareability has caused it to become popular on digital platforms every year since its release.
The program creates a personalized playlist based on the user's most frequently played songs.
Users can decide whether or not to share their wrapped playlists on social media, which has been a key factor in the campaign's popularity since it began.
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4. Airbnb: Airbnb Magazine
Airbnb has entered the world of print by launching Airbnb Magazine.
This exquisitely crafted publication showcases travel narratives, insider tips, and stunning photographs, effectively amplifying the brand's values and principles.
Airbnb, a temporary rental company, collaborated with interior experts Domino to create a character assessment test.
Users will answer brief inquiries regarding the specific areas of their property that they wish to improve, and the quiz will provide them with expert advice from Domino.
Afterward, they will also be directed to further content from Domino, as well as personalized property recommendations from the Airbnb website.
Using a quiz is an engaging and interactive way to direct users during their browsing experience and introduce them to additional subjects on the webpage that they may have overlooked.
It's a perfect example of utilizing content to enhance one's unique characteristics.
5. Old Spice: The Man Your Man Could Smell Like
The sign of old seasoning has been in existence for a considerable amount of time, but unfortunately, this meant that its design was often perceived as outdated and no longer relevant in today's market.
Join a content marketing strategy! The successful Man Your Man Could Smell Like campaign completely revived the Old Spice brand and its online image.
The ads now featured younger men in modern settings, with some even not mentioning the Old Spice name at all.
The previous seasoning used this information to create something relevant for a newer audience, injecting joy and excitement into the design, which is a tactic still in use today.
Also read: Impact of Content Marketing on Your Brand
6. Colgate’s Research Page
If you have been creating content for a while, there is a good chance you have accumulated numerous pages of useful material that you wish to direct users to.
A primary method for showcasing large amounts of subject matter is to create a dedicated page that guides users to specific subjects.
The Colgate toothpaste brand effectively utilizes its study sheet to provide users with various topics related to gum disease, containing more than 1,200 pieces of content.
To save users from having to search through 1,200 articles to find what they need, the resource sheet organizes the topic into smaller sections, such as "What are the stages of gum disease," with a brief overview and the option to read more.
7. Google Web Stories
Google Web Stories are the web-based version of just like Instagram or Facebook stories.
Content creators can share their material online and gain exposure from a large audience by uploading it to the backend of a website.
Google Web stories have been adapted for use with video content, allowing individuals or companies to be portrayed as authorities in a specific area, directing viewers to their blogs.
Google continues to progress by featuring video results for search queries, and its web stories application is a notable method of inspiring users to produce content that the search engine giants can utilize.
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8. Warby Parker’s Email Marketing
Warby Parker's eyewear brand is an excellent example of utilizing email for effective content marketing
The logo showcases its glasses collections through vibrant, attention-grabbing, and captivating emails sent directly to the customers' email accounts.
The signature effectively differentiates between device prepositions and connects specific cosmetics to the season, such as summer vacation.
This serves as a valuable example of incorporating your existing product line into your digital marketing strategy by creating content centered around it.
Warby Parker is currently offering a summer break promotion on their stylish crystal-inspired eyewear.
The email's calls to action are straightforward, the colors are vibrant and playful, and the company's online communication channels are displayed.
9. E-book content marketing example
While LinkedIn is commonly utilized in other companies' content marketing strategies, it also implements its content marketing initiatives.
The networking program published an eBook detailing their own experience using LinkedIn as a marketing tool.
Yes, they created content discussing the use of their services.
The sign enhanced this clever idea by creating a landing page where the eBook can be downloaded, showcasing statistics and insights to pique the interest of potential readers and encourage downloads.
After releasing its first "Secret Sauce" eBook, the program has subsequently published additional targeted material on specific marketing advice.
This is a perfect illustration of demonstrating your commitment to content marketing by following through with your promises.
The most valuable offering you can give to customers is guidance on utilizing your goods and services to their fullest potential - and who better to offer that than yourself?
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10. Netflix: "Stranger Things" Integrated Marketing Campaign
Netflix's marketing strategy for "Stranger Things" utilizes well-known advertising tactics.
The popular streaming platform creates a multi-platform experience, including online teasers, interactive blog posts, and live events.
This engaging approach generates enthusiasm and intrigue, making the audience feel like they are active participants in the show's storyline.
The use of Video in content marketing is rising every day, Know-how
11. Canva’s Design School
Canva, an online generator for designs, recently launched its design school as a way to provide value to its users.
The design school provides users with advice, techniques, and tutorials on how to create a variety of designs and graphics using the program.
Individuals can "register" for a structured course and complete lessons at their own pace.
The promotion effectively showcases some of the main features of the platform and guarantees that users are maximizing the benefits of the tool.
Canva targets individuals who are new to design and those with limited experience, making the incorporation of a design learning institution a valuable example of content marketing that supports the brand's mission and values.
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12. Apple: Shot on an iPhone
Apple's campaign for the screen on the iPhone focused on highlighting the exceptional camera of the newly launched and innovative iPhone 13.
Customers were encouraged to take pictures with the new phone's camera and post them on social media using the hashtag #ShotOnAniPhone.
A panel of Apple and 10 professional photographers selected a set of winning photos from the submissions.
This marketing approach effectively encouraged consumers to create their content while also highlighting the superior features of the latest Apple product. Asking regular people to capture the photos, added a feeling of reliability to the brand's statements, and the ability to share on social media helped create buzz online, igniting discussions on social platforms.
Also read: List of Marketing Analytics Books for 2024
13. Mail chimp: All in a Day’s Work
Looking forward to receiving a promotional email can be an uncommon event.
Usually, the newsletters we have subscribed to and then forgotten about clutter our inboxes, but Mail Chimp stands out from the chaos.
The content, with its strategically placed call-to-actions and simple layout, flows seamlessly in its clean, straightforward email.
The company also takes advantage of every email interaction, regularly sending abandoned cart notifications, bid follow-ups, and other messages.
Mail Chimp’s emails consistently feature these well-optimized elements.
How can we gain understanding from MailChimp? It may be challenging to promote your business in a way that appeals to potential customers and stays true to your brand.
However, if executed effectively, you will reap the rewards.
Once you have discovered your voice, learn how to optimize it and take advantage of any marketing opportunities.
14. Moz’s Topic Clusters
A subject cluster is a commonly used tool in the world of SEO and marketing, utilized by brands to demonstrate to both Google and users that their content is relevant and well-organized in a clear and user-friendly manner.
One example of a subject cluster is Moz, a popular SEO software.
On their website, they have created a "Beginner's Guide to Content Marketing" document as part of their subject cluster.
This documentation includes a compilation of useful information and can prompt users to access related content marketing articles on the Moz website.
It is an effective method for organizing your matter, making it easily accessible for both users and search engines such as Google and Yahoo.
This provides value to users and also improves the ranking of your website on search engine results pages.
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