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THE BEST CONTENT
MARKETING EXAMPLES
By Michael Brenner Posted January 9, 2017 In Content Marketing
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Last year we published 99 Amazing Content Marketing
Examples.
There were actually 106 examples there but “99+” felt
better. This year, the list has almost doubled. So I’m giving
up on counting them. (You can count them below:-)
But if you are you looking for the best content marketing
examples you’ve come to the right place!
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Maybe you are still skeptical that content marketing is
right for your unique business/industry/size/audience.
Maybe you still think content marketing is just a buzzword.
Maybe you are trying to learn from others by emulating
what works for them.
And maybe
your boss
needs some
convincing.
Nothing gets
executive buyin like some solid fear-based examples of the competition
being ahead of your company on the latest and greatest
digital marketing trends. (And if you are looking for some
help showing Content Marketing ROI, click here for your
free download.)
THE DIFFERENCE BETWEEN CONTENT
AND CONTENT MARKETING IS A
DESTINATION YOU OWN!
Content marketing is not a piece of content. it is not
marketing with content like brochures. It is not a native ad.
It is not a “viral video.”
Content marketing means acting like a publisher,
consistently creating content that our customers actually
like to read and share. Content marketing is how build an
audience and attract subscribers who opt-in to allow you
into their already over-crowded email inbox.
This is very di erent from advertising. Advertising means
occasionally interrupting the content your audience
actually wants, in order to sell them a product or introduce
your brand. Many of us opt-out of unwanted advertising.
Advertising is not something we typically want to read and
share. Advertising is how publishers monetize their tra c.
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So look to great content marketing examples like L’Oreal’s
Makeup.com, Adobe’s CMO.com and our favorite industrywide content marketing example like American Express
OPEN Forum. That site is the largest source of leads for
their small business card division.
Imagine you are the content marketing director for your
company and you led the creation and management of a
program that drove more leads and sales than any other
marketing activity. With results you can rack and measure
in business terms.
It starts with an understanding that marketing is not about
selling, but about the conversation we have with our
customers. It continues with investing in content
marketing, because the di erence between just content
and content marketing is the destination.
HOW TO BECOME A GREAT CONTENT
MARKETING EXAMPLE FOR OTHERS?
Let me break it down:
De ne your content marketing mission and put someone in
charge
Publish content your audiences want
Publish on a regular basis
Publish content from a combination of named authors
Cover a unique variety of topics that you have the authority to
be an expert in
Consider whether your content marketing will be more or less
branded and “on domain” (the same as your company url) or
o domain (a website you have to buy).
Optimize your e orts on building subscribers
Measure Content Marketing ROI based on your ability to
reach, engage and convert new audiences for as little
investment as possible
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The best content marketing examples also combine utility
with design. Headspace and Innocent in particular have
created beautiful aesthetics which do not compromise on
the information delivered.
It might seem like a lot of work to produce content hubs
like these, but this is not necessarily the case. If you are a
content marketer – if you are producing articles, videos,
blog posts and other content on a regular basis – you are
already most of the way there.
And check this out for more on what makes these content
marketing examples great.
Now, take a look at the list, get inspired, and know that you
can become one of the best content marketing examples.
THE BEST CONTENT MARKETING
EXAMPLES
The entries on our list come from a range of di erent
categories. We have major nancial institutions brushing
up against mindfulness and well-being apps, and globetrotting airlines rubbing shoulders with search engine
marketing blogs.
The message that this gives is clear. No matter what eld
you are in, no matter what sort of content your users are
interested in, developing a content marketing program to
tie it all together is the only way to go.
Think about what your users want to see, then think about
how they want to see it. How are you going to deliver it to
them? Which way is going to be the most e ective?
I’m not picking winners here. For the purposes of this list,
everyone is a winner. Instead, arranged in alphabetical
order, are the best content marketing examples I have
found. Get inspired and join my list next year!
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1. Acorn’s Grow
2. Adidas Group’s Blog o ers “Personal insights into our
business in sports.”
3. Adidas’ GamePlanA provides stories for “creators, tackling
work life with an athlete’s heart”
4. Adobe
5. Air B’n’B: The revolutionary accommodation solution
provider have been lighting the way when it comes to
content.
6. Aloha
7. American Express OPEN Forum: “Insights, Inspirations and
Connections To Grow Your Business” -1 of the earliest and
most-cited example of content marketing
8. Anthropologie: As stylish as you’d expect from these guys
9. AstraZeneca
10. AT&T’s BusinessCircle
11. Autodesk
12. Bank of America BetterMoneyHabits
13. Barney’s
14. Bayer
15. Ben & Jerry’s: The ice cream giant has been a master of
brand identity for years now, and their web content shows
the same commitment.
16. Betterment’s Resource Center “Information to help you
lead a smarter nancial life”
17. Birchbox Magazine and Men’s Guide
18. Blackboard Blog
19. Bloomberg Enterprise Blog
20. Blue Apron
21. Blue Cross Blue Shield of Alabama has this
amazing YouBar that customizes your content experience
22. Bobbi Brown’s Everything Bobbi
23. British Airways: Connecting cities around the world with
their travel hub services; doing the same for web users with
their content hub.
24. Bu erApp Blog
25. CA
26. Canva: An unusual entry on our list, Canva is a digital design
app. However, its website hosts a content hub with the sort
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of smart organization and stunning design we would all do
well to emulate.
27. CapGemini’s Content Loop (one of the best examples of
how to convert visitors to leads)
28. Casper’s Pillow Talk but they also created . . .
29. Casper’s VanWinkles: “Exploring sleep with our eyes wide
open” (one of my favorite content marketing examples)
30. CDW
31. Chase.com/News – Great example of a company
incorporating content marketing right into their homepage
32. Citi
33. Cleveland Clinic Health Essentials is one of the best
examples on this list
34. Colgate Oral Care Center
35. ConAgra’s Forkful.com
36. Coke’s Coca-Cola Journey “Refreshing the world. One story
at a time.”
37. Ciena Insights
38. Cisco Connected Futures Magazine I love the look and
design of this site
39. Cleveland Clinic
40. Deluxe Small Business Revolution
41. Denny’s
42. Departures from American Express for their Platinum card
members, run by Time Inc.
43. Disney Blogs – the power of storytelling
44. Domo’s BusinessIntelligence.com shows the power of
owning the category domain
45. Dollar Shave Club’s MEL
46. Electronic Art’s EA News Blog
47. Equinox: Equinox’s Furthermore balances subtle but sharp
aesthetic touches with content variation across the whole
lifestyle spectrum, showing others in this class how it is
done.
48. Etsy
49. Farmer’s Insurance Inner Circle “The latest tips and
insights on auto safety, home upkeep and planning for life’s
special moments.”
50. Fidelity MyMoney “Get in better nancial shape today.”
51. First Republic
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52. First Round
53. Four Seasons
54. Fresh Direct: The branding here is exquisite; as fresh and
clean as you’d hope for from these guys. But, beneath the
surface is genuine insight.
55. GEICO
56. General Mills Tablespoon “Food that’s fun” – o ers a great
visual exploration of recipes and food
57. GE Reports
58. GE Txchnologist
59. Google’s Think With Google
60. Glossier
61. GoPro
62. Grant Thornton
63. Harry’s
64. The Hartford SmallBizAhead
65. Headspace: The team behind the fantastically popular
meditation and well-being app deliver great content and
insight via their CM hub, all with the same trademark
branding we have come to expect.
66. Home Depot DIY Blog
67. Honestly
68. HPE Matter
69. HPE Community Blog
70. HPE TechBeacon Great examples of a company building ondomain and o
71. Hubspot Blog “Your Daily Dose of Inbound” segmented by
Marketing, Sales and Agency personas
72. Huckberry
73. IBM: The computing giants are showing that they are not
going to get left behind in the content marketplace.
74. Innocent: Innocent by name, wily in the content game by
nature. Innocent have been a runaway branding success
story for several years. Their top notch content hub shows us
how.
75. Invision
76. Intel IQ: Another computing giant, leveraging their vast stock
of expertise and authority. Intel’s content hub is exactly as it
should be; a fascinating resource of insight.
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77. Jack Daniel’s The Single Barrel Standard: Whiskey wisdom
and Cocktail news? Sign me up!
78. J.Crew
79. Jet Blue
80. Johnson & Johnson
81. JP Morgan
82. Kimpton Hotels
83. Lego: With Lego, the emphasis has always been on fun, and
this is very much evident within their content marketing
strategies.
84. Lenovo’s ThinkProgress, with content by Intel
85. Lilly
86. Lincoln Now
87. LinkedIn’s Marketing Solutions Blog
88. Rosetta Stone’s LinguaVore: “A blog about learning
language.”
89. Lululemon
90. L’Oreal’s Makeup.com great example of a consumer brand
“owning” the category
91. LVMH
92. MAC: No one is going to accuse MAC cosmetics of selecting
style over substance. The market leader’s content hub
provides a wide range of di erent articles and content
formats to its visitors.
93. Marketo Blog
94. Marketo CMO Nation
95. Marks & Spencers
96. Marriott‘ Traveler: Love what these folks are doing across
their portfolio
97. Marriott’s Meetings Imagined
98. Marriott’s Travel Brilliantly
99. Mayo Clinic’s Sharing o ers personal stories of real people
overcoming disease
100. Memorial Sloan Kettering: The Memorial Sloan Kettering
cancer treatment and research center website features a
content hub with a tone appropriate to the gravity of its
subject matter. Providing support and assistance to patients
and family members, the New York non-pro t gets it right.
101. Method’s Soap Dish
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102. Michael Kors: The luxury fashion marque keeps it diverse
with di erent pieces of content for every user. Dipping in to
look at photos and losing yourself in more in-depth pieces is
possible here, as all needs are catered for.
103. Microsoft’s Stories – another great example of a company
bringing “Stories” to their homepage
104. Mint Life Blog
105. Momofuko
106. Morgan Stanley
107. Morning Star Farms
108. Moz: As SEO and web content specialists, you’d expect their
content hub to be exemplary. Committed fans of the Moz
team will know this to be true.
109. Nasty Gal’s Nasty Galaxy
110. National Association of Realtor’s House Logic
111. Net-A-Porter’s The Edit and Mr Porter
112. Nationwide
113. New Belgium Brewery Community Blog – because beer
114. One Medical Blog: “You have one life. Make it count.”
115. OpenView Venture Partners Blog “Insights for B2B
software companies.”
116. OpenView Venture Partners’ Labs – another early example
of content marketing for a small business
117. Oracle’s Modern Marketing Blog
118. P&G Everyday is another site that has been around almost
from the beginning of modern content marketing
119. Patagonia: Durable outdoor wear needs a robust content
strategy to go with it, and this is provided by the Patagonia
team.
120. Petsmart’s Parent Resource Center
121. Prudential The Challenge Lab “Learn about the human
behaviors that get in the way of planning your nancial
future.”
122. P zer
123. Progressive: Insurers Progressive have taken a few steps
away from the somewhat irreverent branding, instead
focusing on a range of incisive content topics aimed at giving
customers the information they need.
124. Random House: Publishers Random House are no stranger
to the power of the written word, and their hub utilizes this
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strength to the full with a diverse array of content.
125. Red Bull
126. Reebok: Reebok understands what is meant by a solid
content strategy and have been providing great pieces of
content to an avid base of users for years. This year, they
showed no sign of letting up.
127. REI
128. Ricoh Work Intelligently
129. Rue La La
130. Samsung’s Insights
131. Samsung’s Tech Life
132. Salesforce Blog
133. Santander: As one of the biggest banks in the world,
Santander has a great deal of authority. They use this
authority with aplomb within their content hub.
134. SAP Digitalist Magazine: This was the site I started while at
SAP and so proud to see how the team there has evolved it.
135. SAP Hybris‘ The Future of Commerce
136. SAS Blog
137. Sharethrough’s NativeAdvertising.com “All things Native”
138. Shutterstock Blog
139. Society of Grownups
140. Soul Cycle
141. Sprint’s Future of Business
142. Starbucks: The ethos of Starbucks has always been a
creative, hip, collaborative one, and this is exempli ed with
their 1912Pike blog. This is where the rm’s creative
endeavors come together, spearheading the brand into
2017.
143. Sun Life
144. Sweet Green
145. Target’s “Bull’s Eye View” merged in 2015 with Target’s
Corporate News site
146. Taco Bell: Taco Bell’s The Feed is a consistent great source of
inspiration for a successful, playful content strategy.
147. TD Ameritrade Tickertape “Pearls and insights for
investors.”
148. Tory Burch’s Tory Daily I like how this site humanizes the
Tory brand
149. Tracksmith
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150. Uber’s Newsroom
151. US Government White House Blog
152. United Airlines
153. Urban Out tters: The ‘style blog’ genre has gained huge
popularity in recent years, and has helped to propel
numerous small businesses to the big time. Urban Out tters
is not one of them – their content game has been strong for
some time – but they continue to serve as an inspiration.
154. USAA
155. Virgin America’s Flyer Feed
156. Visual Matters – Sponsored by SAP
157. Warby Parker
158. West Elm’s Front + Main
159. Wistia Video Library “Succeed With Video Marketing”
160. WestElm
161. WestJet Magazine
162. Whole Foods
163. Williams-Sonoma Taste: (still) a beautifully designed site
164. WorldVision Blog “Building a better world for children.”
165. Your Primer
166. Zillow Porchlight: “Always on. Guiding you home.” This site
is so popular, they are selling ads
167. Zuora: Zuora’s great-looking Academy focuses on delivering
genuine insight, support and development to the software
producer’s customers.
Do you have any more great examples of content
marketing? Please add them here in the comments. Go
ahead! It’s OK to promote your own program.
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