Transcription
75 ExamplesTO SPARK YOUR CONTENTMARKETING CREATIVITY
Content marketing is a robust, versatile discipline. But with somany techniques, formats, and platforms at your disposal, figuringout how to get started can be a bit intimidating.We always find it’s helpful to turn to experienced marketers forguidance. And fortunately, there are plenty of amazing brands outthere that we can learn from.In this eBook, we’ve gathered 75 of our favorite content marketingexamples, created by companies of various sizes, locations, and industries and delivered in a wide variety of formats. Their strategicefforts should give you a feel for what brands can accomplish withcontent marketing — and help spark some new ideas of your own.Whether your goal is to inform and educate consumers, ignite fanJoe PulizziFounderContent Marketing Institute@JoePulizzipassion and drive action, or simply delight audiences with an immersive content experience, we are sure you’ll find something hereto inspire your inner content creator.If you have an additional example that you’d like to share, why notconnect with us through the links below and tell us why it’s one ofyour personal favorites?2
TACO BELLON SNAPCHATTaco BellContent Type: Social Media/Visual ContentRETAILWHY WE LOVE IT:Taco Bell joined Snapchat and became one of its earlyadopters at the end of April 2013. By May, the brand antedup by leveraging the platform to reintroduce the world to itsLEARN MORE:Like us on Facebookto see more examples like this3Beefy Crunch Burrito. The effort embraced the app’s funkyfeatures, including hand-written text overlaid on images,short-form movies, and Snapchat Stories.
ADVENTURESIN ICE CREAMMilkmadeContent Type: Blog/Visual ContentRETAILWHY WE LOVE IT:Milkmade Ice Cream, which specializes in gourmet icecream delivery in the New York City area, uses its Tumblrsite, Adventures in Ice Cream, to publish daily photos of iceLEARN MORE:Like us on Facebookto see more examples like thiscream that would make anyone drool. The simplicity of itis appealing, mainly consisting of high-quality images ofdelicious-looking ice cream, with an occasional update aboutcompany activity mixed in.4
A GAMEOF SOCIALTHRONESHootsuiteContent Type: VideoTHNOLOGYECWHY WE LOVE IT:Part of the genius of great content is its ability to have popularappeal. Although your brand or product may be technicaland specialized, you can still write content with whichLEARN MORE:8 Absolutely Brilliant Content MarketingInnovations from the World’s Best Brandsyour audience will identify on a popular level. Hootsuitedemonstrates this in spades through its lighthearted contentofferings, including an inspired, social media-centric homageto the wildly popular series, Game of Thrones.5
PINEAPPLEMAGAZINEAirbnbL & TOURIVESMTRAContent Type: Print MagazineWHY WE LOVE IT:In early 2015, Airbnb launched a glossy print magazine calledPineapple. The magazine incorporates beautiful, curatedprint graphics with the brand’s messages. Airbnb decided toLEARN MORE:This Week in Content Marketing:Facebook Continues To Mess with Your Contentmove in this direction after its marketing team realized thatthe majority of its customer experience takes place offline.Our team loves Airbnb’s clearly defined editorial mission, itsfocus on customer stories, and its methodical approach to testmarketing Pineapple.6
AMERICANEXPRESS ONFACEBOOKAmerican ExpressIAL SERVNCESICFINAContent Type: Social MediaWHY WE LOVE IT:With more than 5 million “likes,” American Express hassuccessfully banked on the fact that images drive moreengagement than text. The company includes an imageLEARN MORE:Visual Content Marketing on3 Major Networks: Ideas and Inspirationor video in the majority of its Facebook posts, and hasalso found other engaging ways to leverage visual contentmarketing using Timeline — such as posting messages (withaccompanying photos) on company milestones that go backas far as 1890 (the year Amex was founded).7
ARLA’SRECIPE SITEArlaAContent Type: Product PackagingICULTUREGRWHY WE LOVE IT:Arla — a farming cooperative that is the largest producer of dairyproducts in Scandinavia — uses a unique medium for its contentmarketing: the side panels of milk cartons. This initiative startedLEARN MORE:This Week in Content Marketing:Why It’s Impossible to Scale Native Advertisingout with safety tips for families and has evolved to include recipesand short stories for children. During the last few years, thismarvelous collection of content has been repurposed into a recipewebsite and recipe books for parents, as well as storybooks and awebsite for children that contains interactive versions of the milkcarton stories. All of this content reflects the cooperative’s ethos ofdairy as a healthy, organic, local product.8
BACKCOUNTRYBACKSTORIESBackcountryContent Type: VideoRETAILWHY WE LOVE IT:Backcountry is a retail website that sells products forcamping, fishing, hiking, and other outdoor activities.Recently, the brand started telling the backstories of some ofLEARN MORE:This Week in Content Marketing:The Third Era of the Internet Has Begunthe products it sells, such as its two-minute video interviewwith the co-founder of eco-friendly Tentsile Tents. It’s anexcellent example of “brandscaping” — partnering withcompanies that have complementary audiences or arecreating content that can enhance your brand’s own contentmarketing initiatives.9
BARKPOSTBarkBoxContent Type: e-newsletterRETAILWHY WE LOVE IT:Sometimes, content marketing can be ruff.BarkBox uses a unique concept to help animal shelters: Whenconsumers sign up for a monthly subscription, they receive aLEARN MORE:Purpose-Driven Content Marketing:Brands That Give and Get“BarkBox” each month — a curated collection of dog toys andtreats. In return, 10% of all revenue is donated to city and countyshelters, breed rescues, military dog organizations, and othergroups that help canines. BarkBox also produces a highly visualdoggie news site called BarkPost (sort of like The HuffingtonPost for dogs). News stories about dogs are summarized in briefarticles, with images curated from each story.10
BE AN ENGINEERExxonMobileContent Type: MicrositeOIL & GASWHY WE LOVE IT:Be An Engineer is the first in a series of efforts ExxonMobileis supporting to educate and motivate American students topursue careers in science, technology, engineering, and mathLEARN MORE:Like us on Facebookto see more examples like this(STEM). Not only does the site highlight the opportunities thatengineering offers and provide financial tools and resourcesthat potential students might need, it also enlists theparticipation of today’s professionals, enabling them to sharetheir stories in multiple media formats as a means of inspiringothers to follow in their footsteps.11
IBM’S BIG DATAAND ANALYTICSHUBIBMContent Type: MultichannelTHNOLOGYECWHY WE LOVE IT:Through the Big Data and Analytics Hub, IBM gives readersdata-centric information that is optimized for sharing.The site delivers content of all types, such as blogs, videos,LEARN MORE:Killer Content Creation:Learning from Inspiring Brandspodcasts, reports, infographics, and animations. IBM publishesa combination of curated and created pieces on the Hub,which adds objective content to the conversation, rather thansolely focusing on the company’s product offerings.12
BLACK MILK ONFACEBOOKBlack MilkContent Type: Social MediaRETAILWHY WE LOVE IT:Black Milk is revolutionizing how online clothing brands usesocial channels and user-generated content to sell online, andit’s getting bankable attention without fancy shop windowsLEARN MORE:Brand Storytelling: Turning CasualFans into Passionate Followersor big advertising campaigns. In fact, Black Milk has neveradvertised, promoted a post, or paid for a “like.” CameronParker, Black Milk’s Head of Sales and Marketing, admits it’sdifficult selling a form-fitting product online because there’sno way to try it on or feel it. When customers began takingselfies while wearing Black Milk tights, he saw an opportunity.13
BRIGHTERLIFESun FinancialIAL SERVNCESICFINAContent Type: Digital Publication/MicrositeWHY WE LOVE IT:BrighterLife is an online money, health, and wellnesspublication created by Sun Financial to help Canadians makebetter-informed financial decisions. It doesn’t pitch Sun’sLEARN MORE:How Your Content MarketingStrategy Can Drive Growth14products, but instead seeks to become a trusted source offinancial advice. The content is presented in multiple formats,including guest blogs, videos, and attractive infographics.
CATERPILLAR:BUILT FOR ITCaterpillarFACTURINUGNMAContent Type: VideoWHY WE LOVE IT:Who said B2B has to be boring? With its bold Built for Itcampaign, industrial equipment manufacturer Caterpillaruses clever videos to demonstrate its products’ key features,LEARN MORE:7 Inspiring Lessons from2014’s Top Content Marketersvisually celebrate its rich heritage, and demonstrate thevalues it upholds (sustainability, infrastructure investment).The first video — depicting the company’s massive earthmoving equipment moving 600-pound blocks of wood in agiant game of Jenga — earned over 2 million views.15
CHARITY:WATER’SSTORYTELLINGAND SHARINGCharity:WaterContent Type: WebsiteNPROFITNOWHY WE LOVE IT:Charity:Water has used experiential storytelling, communityactivation, and person-to-person sharing to raise over 150million in just five years. It serves as an inspirational exampleLEARN MORE:How Nonprofit Raised 150 MillionGoing Outside Tradition16of how any brand — profit and nonprofit alike — can make abig impact by allowing creativity to be nurtured and shared.
CULTIVATINGTHOUGHTChipotleD&OBEVERAGEFOContent Type: Product PackagingWHY WE LOVE IT:This terrific content initiative got its start when author JonathanSafran Foer approached Chipotle’s CEO about using the brand’s“surfaces” to provide thought-provoking and engaging “gifts” toLEARN MORE:This Week in Content Marketing:Chipotle Calls on Best-Selling Writers for Soda Cupsits customers. The brand then comissioned 10 writers to createoriginal works that would appear on its product packaging. Notonly is Chipotle’s program providing a unique and delightfulexperience for customers, it’s enabling authors to participate inbranded conversations in a legitimate way.17
CLEAN MYSPACE’S BLOGClean My SpaceContent Type: BlogRVICESSEWHY WE LOVE IT:Toronto-based cleaning firm Clean My Space has a blogthat serves as a perfect example of how a company canconsistently answer questions that customers and prospectsLEARN MORE:For more ideas and examples, join our weekly#CMWorld Twitter Chats18may have about cleaning (we’ll admit to spending more timereading this than expected and to having picked up more thanone tip).
THE CMIPODCASTNETWORKContent Marketing InstituteContent Type: PodcastPUBIAEDING & MSHLIWHY WE LOVE IT:Launched in November 2013 with the PNR: This Old Marketingpodcast, the CMI Podcast Network now hosts five distinct showsthat deliver compelling content marketing conversations thatLEARN MORE:This Week in Content Marketing:Failed 2014 Content Marketing Predictionsintegrate with CMI’s core business objectives. For example,CMI Founder Joe Pulizzi says the credibility the PNR podcastshave generated has resulted in many new clients, speakingengagements, and workshop requests. He adds, “Marketers feelthey know us, and the ways in which we think, from the podcast.That makes it an easy decision to hire us to help them with theircontent marketing needs.”19
COCA-COLA ONPINTERESTCoca-ColaD&OBEVERAGEFOContent Type: Social Media/Visual ContentWHY WE LOVE IT:Your fans already know they like their own images, so whynot use them? Coca-Cola’s Pinterest boards deliver on itspromise of “discovering moments of happiness, one picture atLEARN MORE:Experts Share Visual Content Mistakes to Avoida time.” The global soft drink producer cleverly solicits usergenerated images via its Flickr page, which it then repurposesfor its engaging Pinterest boards. Consistent use of the colorred helps reinforce the company’s branding.20
CUPIDITYSHORT FILMSCornettoD&OBEVERAGEFOContent Type: VideoWHY WE LOVE IT:Cornetto, an Italian ice cream confectioner, has created acollection of short films, called Cupidity, about the teenageexperience of love. These short stories touch on Cornetto’sLEARN MORE:Like us on Facebookto see more examples like this21values (humanity, surprise, love, equality) without focusing onthe brand or its products.
DEATH OFTHE OFFICEIntuitContent Type: InfographicTHNOLOGYECWHY WE LOVE IT:The infographic is evolving in exciting, interactive ways. Forexample, Intuit has loaded this one with GIFs, CSS animations,and embedded video, packaging it into a format that’s halfLEARN MORE:The Visual Content Inspiration You Need:Standout Examples22infographic, half web page — and fully compelling.
DISNEY PARKSBLOGDisneyL & TOURIVESMTRAContent Type: BlogWHY WE LOVE IT:The Disney brand trades on a powerful commodity: magic.Its content efforts aim to spread that magic — and its brandvalues — as far and wide as possible. For example, one postLEARN MORE:8 Absolutely Brilliant Content MarketingInnovations from the World’s Best Brandson the Disney Parks blog provides parents with ideas for aValentine’s Day party that will satisfy the expectations of theirdream-filled young ones, while another details the brand’senvironmental conservation and sustainability efforts acrossthe globe.23
DO SOMETHINGREEL FILM FESTIVALWhole FoodsContent Type: VideoRETAILWHY WE LOVE IT:The natural foods market took visual marketing to a wholenew level with its Do Something Reel Film Festival, acollection of provocative, character-driven films that focusedLEARN MORE:Like us on Facebookto see more examples like this24on food and environmental issues — and inspired people tomake a difference.
DOS EQUIS ONFACEBOOKCervezas MexicanasD&OBEVERAGEFOContent Type: Social MediaWHY WE LOVE IT:The Dos Equis Facebook page is focused on the incredible,enviable exploits of “The World’s Most Interesting Man.” Thebrand creates content that resonates with its audience andLEARN MORE:Like us on Facebookto see more examples like thisinvites fan participation, frequently asking fans to submittheir own “Man-isms.” With over 3 million followers on itsFacebook page, it’s clear that Dos Equis has succeeded incapturing the hearts and minds of its customers.25
ENDLESSVACATIONMAGAZINERCIL & TOURIVESMTRAContent Type: Digital PublicationWHY WE LOVE IT:Endless Vacation articles don’t tout RCI’s services, butinstead focus on sharing inspiring travel experiences. Themagazine is sent to over 1.75 million members of the world’sLEARN MORE:This Week in Content Marketing:Long Live the Content Editorlargest vacation timeshare property network and its partnernetworks, plus its e-newsletter has over 1.25 million opt-insubscribers. It’s an excellent example of content marketing inthe travel and tourism industry.Content Marketing Awards2014 Winner:Best Overall Digital Publication,Best Overall Editorial, Best FeatureDesign, Best Tablet-Based Magazine26
EVERNOTE’SVIDEO TUTORIALSEvernoteContent Type: Video/Visual ContentTHNOLOGYECWHY WE LOVE IT:Evernote makes extensive use of images and video on itswebsite, as well as on its social media sites and mobileplatform. The brand’s detailed explainers help usersLEARN MORE:Like us on Facebookto see more examples like this27understand — and get the most out of — its suite of tools formanaging their information, their work, and their lives. It’s anexcellent example of visual marketing utility.
EXPRESSYOURSELFEVERY DAYPhilipsContent Type: MicrositeHETYTH & BEAUALWHY WE LOVE IT:Philips’ Express Yourself Every Day website takes socialengagement to another level. Visitors are encouraged to posttheir photos, then “try on” different styles of facial hair, enablingLEARN MORE:3 Strides to a SustainableContent Marketing Strategythem to see how they might look with beards, goatees, orsideburns. The images can be shared on the visitor’s socialnetworks to drive more participation, and others in thecommunity can weigh in on members’ new looks.28
FENDERMAGAZINEFenderFACTURINUGNMAContent Type: App/Digital PublicationWHY WE LOVE IT:Fender celebrates its rich history as one of the world’s mosthighly regarded manufacturers of electric guitars in thisbeautiful, richly illustrated print and e-magazine. Its mantra isLEARN MORE:Like us on Facebookto see more examples like this29“telling tales, not making sales.”
60-SECONDSUPER COOL FOLDOF THE WEEKFOLDRiteTINING/DESIGNPRContent Type: VideoWHY WE LOVE IT:FOLDRite sells templates for creating high-quality direct-mailpieces. To help reach its niche-within-a-niche audience, thecompany’s Chief Folding Fanatic took to YouTube, launchingLEARN MORE:How to Build YouTube Subscribers:An Inspiring Story From a Niche Branda video series, 60-Second Super Cool Fold of the Week. Thevideos consistently deliver high-quality inspiration to theaudience and then move those viewers to the company’swebsite, where they can purchase and download the customfolding templates demonstrated.30
FOUR SEASONS’NICHE DIGITALSITESFour SeasonsL & TOURIVESMTRAContent Type: MultichannelWHY WE LOVE IT:Four Seasons makes copious use of visuals on its nichewebsites, including Have Family Will Travel and Taste. Inaddition, the hotel’s innovative Pin.Pack.Go program onLEARN MORE:7 Inspiring Lessons from 2014’sTop Content MarketersPinterest enables it to collaborate with customers to planthe perfect visit to one of its resorts. Throughout all digitalchannels, the images Four Seasons publishes evoke feelingsof relaxation and fun, implying that you’ll have just such anexperience if you book a vacation at one of its resorts.Content MarketingAwards 2014 Winner:Best Agency/Client ContentMarketing Partnership31
FROM THEFACTORY TOTHE FRIDGEBen & Jerry’sD&OBEVERAGEFOContent Type: VideoWHY WE LOVE IT:Ben & Jerry’s puts a delicious twist on its content marketingwith a video posted on Instagram. The iconic ice cream makeruses a 15-second video and some skillful editing to show theLEARN MORE:Like us on Facebookto see more examples like this32journey its ice cream takes from production facility to mouth.It implies that the product moves quickly from factory to storeto consumer, emphasizing its freshness.
GOPRO’SYOUTUBECHANNELGoProEContent Type: VideoCTRONICSLEWHY WE LOVE IT:GoPro has an impressive content marketing strategy focusedon customer evangelism. It curates videos from users of itsproducts and shares them on YouTube. When you scan GoPro’sLEARN MORE:How To Turn Your Customersinto Brand Fans: 3 ExamplesYouTube channel, you see videos of everything from peoplejumping off a roof, to a fireman saving a kitten, to peopleswimming with all sorts of sea life. Not only does GoProprovide a place for customers to share their most enthrallingmoments, but it’s a great way for potential users to see thecompany’s cameras in action.33
GRILL SKILLS ONWEBER NATIONWeberContent Type: MicrositeRETAILWHY WE LOVE IT:Weber raises grilling to an art form on its Weber Nation site,where consumers can get recipes, cooking tips, and answersto their “burning questions” about grilling. Its Grill Skills pageLEARN MORE:Like us on Facebookto see more examples like thisalso features tutorials and videos that instruct customers onbest techniques for grilling specific types of meats and offersadditional tips that can help them become masters of thebackyard BBQ.34
GUITAR CENTER TVGuitar CenterContent Type: VideoRETAILWHY WE LOVE IT:Rich, diverse and compelling content designed for guitarafficionados and updated with incredible regularity, GuitarCenter’s official YouTube channel uploads over 50 videos aLEARN MORE:This Week in Content Marketing:Inbound Versus Content Marketingmonth. Covering everything from jam sessions with famousguitarists and artist Q&A sessions, to “drum-off” competitonsand singer-songwriter contests, the content caters to theinterests of music professionals and fans alike. It’s a shiningexample of what can be accomplished through video content.Content MarketingAwards 2014 Winner:Project of the Year35
HOME DEPOTON VINEHome DepotContent Type: VideoRETAILWHY WE LOVE IT:Tips, tricks, and visual “how-tos” are a perfect fit for the homeimprovement retailer, for which customer education has beena core value for years. Its whimsical, low-budget Vine videosLEARN MORE:Like us on Facebookto see more examples like this36are amusing, but more importantly, they cleverly inspire andequip consumers to take on new home improvement projects.
IBM’S RESOURCESCENTERIBMContent Type: Resource CenterTHNOLOGYECWHY WE LOVE IT:IBM works in a variety of industries, and its content reflectsits broad range. To help demonstrate its technical authorityand expertise, IBM has compiled a library of resources — aLEARN MORE:8 Absolutely Brilliant Content MarketingInnovations from the World’s Best Brandscentralized location for analyst papers, education, training,case studies, data sheets, executive briefs, FAQs, whitepapers, consultant reports, and just about any other technicaldocumentation a site visitor might want.37
L.L. BEAN ONPINTERESTL.L. BeanContent Type: Social Media/Visual ContentRETAILWHY WE LOVE IT:Some may think that only women’s brands that share picturesof clothing and cupcakes can build a following on Pinterest.This is definitely not the case, and L.L. Bean has proven thatLEARN MORE:Visual Content Marketing on 3 Major Networks:Ideas and Inspirationby earning more than 5 million followers through consistent,organized, and inspiring posts on the platform. What makesthis a standout is that L.L. Bean’s boards are not centered onproduct offerings, but instead are focused on what its targetaudience members enjoy doing with its products.38
LINE//SHAPE//SPACEAutodeskContent Type: MicrositeTHNOLOGYECWHY WE LOVE IT:Line//Shape//Space is a microsite created by Autodesk withthe mission of helping small businesses and independentcontractors do their jobs better. It provides client-relationsLEARN MORE:Like us on Facebookto see more examples like thisadvice, marketing and promotion guidance, businessoperations tips, inspiring customer stories, financialassistance, and software tricks. It was also an Official Honoreein The 18th Annual Webby Awards.39
LOWES ON VINELowesContent Type: VideoRETAILWHY WE LOVE IT:Winner of the 2014 Content Marketing Award for visualcontent, Lowes uses its whimsical 6-second Vines to entertainand inform consumers on how to tackle common homeLEARN MORE:7 Inspiring Lessons from 2014’sTop Content MarketersContent MarketingAwards 2014 Winner:Visual Content40repairs, improvements, and clean-ups. Lowes promotes thesemini-movies using the hashtag #lowesfixinsix, but alsoencourages submissions from customers using #fanfixinsix.
LULULEMON ONINSTAGRAMLululemonContent Type: VideoRETAILWHY WE LOVE IT:Lululemon has done a great job of mastering 15-secondInstagram videos to tell a story. In each case, the focus is on asingular topic. The videos are colorful and eye-catching, andLEARN MORE:Like us on Facebookto see more examples like this41compel you to watch.
MAERSK FLEETMaersk LineContent Type: MicrositeIPPINGSHWHY WE LOVE IT:Maersk Line uses a microsite called Maersk Fleet to help thepublic understand what it does and the scale of its enormouscontainer ships. Fun, engaging visual content includes aLEARN MORE:Like us on Facebookto see more examples like this42real-time ship tracker and a chart that compares the size ofa Maersk container ship to world landmarks like the EiffelTower and the Taj Mahal.
MAKEUP.COML’OrealContent Type: MicrositeHETYTH & BEAUALWHY WE LOVE IT:Makeup.com started life in 2005 as an e-commerce website,but L’Oreal purchased it in 2011 and relaunched it as a contentplatform, hiring experienced contributing writers from fashionLEARN MORE:This Week in Content Marketing:Weird Al’s Diabolically Brilliant Strategymagazines and professional editors to oversee contentproduction. What’s unique is that the company didn’t createsomething from scratch, but rather purchased an existingwebsite with an established audience and transformed it intoa powerful content platform.43
MARKET MINDERFisher InvestmentsIAL SERVNCESICFINAContent Type: e-newsletter/MicrositeWHY WE LOVE IT:Fisher Investments launched the MarketMinder website and acompanion e-newsletter to provide individual investors withfree investment commentary and advice. It’s part of a contentLEARN MORE:This Week in Content Marketing:Authorship Is Dead, Journalism Isn’t44ecosystem that includes Ken Fisher’s investment booksand his columns on Forbes.com. It’s a great way to nurtureprospective customers until they’re ready to invest.
MICROSOFT’SSTORIES BLOGMicrosoftContent Type: BlogTHNOLOGYECWHY WE LOVE IT:Software isn’t exactly a topic that typically inspires visceral,emotional reactions. But with its Stories blog, Microsoft isout to prove that it can bring out the “warm and fuzzies” justLEARN MORE:8 Absolutely Brilliant Content MarketingInnovations from the World’s Best Brands45as well as any other brand. Through powerful stories like“Independence Day,” the brand brings out the humanity oftechnology in a rich, interactive way.
MINI ANSWERSMINIContent Type: Social MediaTOMOTIVEAUWHY WE LOVE IT:MINI has created a series of Instagram videos in which peopleask questions and the MINI Cooper S automobile itself offersthe answers. Cleverness, humor, and great production qualityLEARN MORE:Like us on Facebookto see more examples like this46make this series stand out and provide plenty of content toengage consumers.
MIXIFYCoke, Pepsi, Dr.PepperD&OBEVERAGEFOContent Type: MultichannelWHY WE LOVE IT:Mixify is a content initiative that’s all about supportingefforts to help teens balance what they eat and drink with thephysical activity they get. The program includes TV spots,LEARN MORE:Like us on Facebookto see more examples like thisonline resources, expert advice, and even live events. It’s alandmark program, not just because it provides reliable advice,tips, and tools to help young people make smarter food andexercise choices, but also because it is a united effort of threecompeting beverage companies: Coke, Pepsi, and Dr. Pepper.47
MY MOLESKINEMoleskineContent Type: MultichannelRETAILWHY WE LOVE IT:Moleskine has created a number of platforms and campaignsthat celebrate artistic endeavors and encourage users topost their creations and ideas. One standout effort is theLEARN MORE:Like us on Facebookto see more examples like thismyMoleskine community — a visual resource center whereusers can share their “hacks,” videos, and artwork they createdin their Moleskine notebooks. The result is a remarkably loyalfan base that consistently contributes new content.48
NATIONAL al WildlifeContent Type: MultichannelNPROFITNOWHY WE LOVE IT:In true content marketing form, the National WildlifeFederation is positioning itself as the go-to resource for allthings wildlife and outdoors. From Ranger Rick and RangerLEARN MORE:3 Ways Content Marketing CanImprove Donor Retention RatesRick Jr. print magazines to the Wild Animal Baby ExplorersTV series, to its images on social media, NWF offers amultichannel experience that’s designed to engage andinspire its target audiences.49
NYC BALLET’SART SERIESNew York City Ballet&TERTAINENENTMARTSContent Type: Visual ContentWHY WE LOVE IT:NYC Ballet’s Art Series is an ambitious program thatintroduces new viewers to the ballet by inviting collaborationswith well-known visual artists. In one effort, the nonprofitLEARN MORE:7 Inspiring Lessons from 2014’sTop Content Marketersinvited JR, a French street artist known across the globe forhis massive public photo installations, to install a photo muralthat spanned an entire floor of the Koch Theater’s GrandCenter Hall.Content MarketingAwards 2014 Winner:Marketing with a Purpose50
PERFECT TEATOUCHTeavanaContent Type: AppRETAILWHY WE LOVE IT:Teavana’s Perfect Tea Touch is a great example of how an appcan be useful and fun. For instance, its Tea Blender featureallows users to select the type of tea they like and givesLEARN MORE:5 Standout Examples of Content Marketing in Retail Appsinstructions on how to properly brew that specific blend toget the best flavor. The app also has a feature that tells usershow long to steep their tea, sets a timer, and plays sounds itassociates with that particular blend to help pass the timewhile their tea brews.51
PRICEINTELLIGENTLY’SBLOGPrice IntelligentlyContent Type: BlogRVICESSEWHY WE LOVE IT:Here’s a “boring” product niche with “boring” design that isabsolutely killing it with content. It’s a bootstrapped start-upthat blogs 1–2 times per week and uses bold opinions, data,LEARN MORE:Killer Content Creation:Learning from Inspiring Brands52LinkedIn content, and Zapier to create a marketing machine.
BRING YOURCHALLENGES LABPrudentialIAL SERVNCESICFINAContent Type: MicrositeWHY WE LOVE IT:Prudential’s Bring Your Challenges Lab helps consumers bustthrough the barriers that keep them from achieving betterfinancial management. Visitors can choose from a range ofLEARN MORE:Like us on Facebookto see more examples like thischallenges, get advice from behavioral experts who demystifythe issue, and access a wide range of interactive tools that canhelp them address the problem more effectively. It’s a greatresource that adds some fun to an intimidating topic and stillprovides real-life utility.53
REIMAGINEGEContent Type: VideoTHNOLOGYECWHY WE LOVE IT:GE’s goal with its Reimagine videos is to share humanexperiences that illustrate what its products and technologiesmake possible. In one YouTube video, cancer survivors visitLEARN MORE:Purpose-Driven Content Marketing:Brands That Give and Geta GE Healthcare factory that produces mac
Content marketing is a robust, versatile discipline. But with so many techniques, formats, and platforms at your disposal, guring . engineering offers and provide financial tools and resources that potential students might need, it also enlists the . Black Milk is revolutionizing how online
