The internet is flooded with content created specifically for marketing but not all examples of content marketing are exactly inspiring. Those that really stand out are rarer than you might think. For us, great content marketing combines technology and creativity to reach and engage a target audience in a fresh, new way. Here are my favourite eight examples of the best the internet has to offer right now.
Top 8 Content Marketing Examples
1) Wistia Hits the Funny Bone with Beautiful Content
Wistia has a great blog, always showing off their innovative video hosting software. But what they excel at is balancing their B2B focus (which, as many B2B businesses know, can be dry) with a light, humorous tone and presenting their product beautifully in natural ways.
This humour helps to make their content easily shareable, driving engagement and a “viral” nature to many of their blog posts. It means that readers are more likely to click through, read to the end of an article, and share it with their friends.
But, that’s not all. They also use their blog as a platform to naturally showcase their own products, and support it with clean, high-quality imagery. Of course, it helps when your product is pristine video hosting software. But we all have our unique strengths, and they have leveraged their own very well.
2) Only Takes Interactivity to the Next Level
Only is a French fashion brand, and a few years back they launched a revolutionary content campaign. It was an interactive video experience, where their audience could not only watch a beautifully shot short film, but could even interact with featured products that the characters were wearing.
This really does take interactive content to the next level. You're not only making your company's products available online, you're putting them inside a video, which wraps them around an intriguing fictional story and sells them for you. It makes the zoom function on your favourite fashion brand's website seem archaic and boring... and keeps the Only brand on top of your mind.
3) HubSpot Just Makes More
Although they’ve stripped back to only three topical blogs, HubSpot began with seven topical blogs. On these seven blogs, they were publishing new content daily, which means they were publishing a lot more than anyone else.
We believe that quality is always better than quantity but, once you've nailed consistent quality, quantity does come into play. HubSpot used their expansive partner network, guest blogging requests, and in-house marketing team to produce a web of inter-linked marketing and sales content. They are now one of the biggest and best resources for all things inbound marketing and sales, which makes them the go-to for many businesses and drives both online and offline referral traffic.
Less is not always more. Particularly when you can consistently create good quality content, and overshadow your competitors as the go-to resource for your field.
4) Struto Strikes Gold with Smart SEO
Search engine optimisation (SEO) is the lifeblood of the highest performing digital content. Struto spends a lot of time deciding exactly what our visitors are looking for, and how best we can write about these topics so visitors can find them easily. One of our blogs in particular is a fantastic example of the impact this strategy can have: Products vs. Services vs. Solutions: Optimising Your Business Offering.
Before we wrote this blog, our CEO, Craig Wiltshire, noticed that many of our customers were confused by the terms products, services, and solutions. What does each term really mean? What is the difference? We knew these questions could potentially inspire highly relevant content but we needed know for sure, so we dived into some deep SEO analysis. We conducted keyword research around the differentiators between products, services, and solutions, and realised that these questions were going largely unanswered for many search users.
Using our research, we identified primary and secondary keywords, and wrote our content around them. We took special care in making sure that the content was not just keyword stuffed, but quality content that would actually benefit readers and encourage them to click on. The result? We garnered enormous amounts of traffic.
Since publication, this blog alone has received an average of 1,030 visits per month. Relatively, our entire website receives an average of 4,000 visits per month. This giant traffic spike was achieved solely through a targeted SEO strategy and quality content, but was born out of a real relationship with clients and understanding the questions they were asking.
5) GoPro Wins You Over with their Looks
GoPro shows off the wonder of visuals that their hardware can capture with beautifully curated content. What more is there to say?
Depending on your company's product/service, beautiful imagery can be enough for your visitors to fall in love with you. For GoPro, that's often the case. Of course, they have a number of different selling points, like the ease of carrying around their tiny cameras, simplifying action photography, cheap waterproof casings, or shockproof builds. But they knew that on top of everyone's mind is the question "Will it take photos as well as my Canon or Nikon?". I believe they've answered that question.
6) Amazon Specialises in Personalisation
One of the best examples of personalisation is found at Amazon. This online retail giant is now considered the leader in personalised content by a great many businesses.
To perfectly illustrate this example, you only have to experience the options a visitor is offered when signing in. Not only are you greeted with a personalised message, but Amazon's smart algorithms present you with a catalogue of products based on your previous searches, purchases and similar items others have bought.
The more complete your customer profile and the more you use the service, the more the platform learns about you, allowing it to offer you more specialised, personal content. Your shopping browser history and the "Customers who bought this item also bought" features allow you to always have access to accurate suggestions.
Amazon collects all this segmented data to compile personalised emails to further encourage interaction with their brand and site. Their combination of social data, customer purchases, browsing history, customer lifecycles and rich customer profiles have all added to their reputation as the leaders of hyper-personalised communication.
t doesn't stop there though, Amazon collects all this segmented data to compile personalised emails to further encourage interaction with their brand and site. Their combination of social data, customer purchases, browsing history, customer lifecycles and rich customer profiles is what's coined as hyper-personalised communication; of which Amazon are industry leaders
7) Ikea Boosts Content with Virtual & Augmented reality
When you sell furniture, you want your customers to be able to visualise your products in their own home, driving their desire to purchase. As a home and office supplier, IKEA sought to solve this challenge using virtual and augmented reality.
IKEA's virtual reality app is a nifty creation that allows you to see your home or office space with shortlisted purchases in situ. You need to already own a virtual reality headset, which you put on in the room you want to visualise and, using your iPad, are presented with what it would look like if it got the IKEA makeover.
There are levels of customisation allowed too, which drives more interaction. You can even look at the room through a child's eyes, which is great for parents. IKEA have now made this application available to customers without HR headsets with their augmented reality app, further blending high-end tech and great content.
The brilliant strategy that landed IKEA on my list is seeing how they've innovated to make their content more accessible and convincing. You don't need to run out to an IKEA store anymore. Now you can see everything they do in your own home, and place the order there too. It is a fantastic mixed use of integrated content, technology, personalisation, and SMART content.
8) General Electric Blends Fantasy and Reality
General Electric (GE) had an issue. Sure, they had a fairly large captive audience but that audience was growing old, and newcomers weren't exactly racing to the party. Their issue was that they weren't appealing to the younger, tech-savvy demographic on which their future relied.
To solve this issue, GE produced a science-fiction podcast series called The Message. The story is about an encryption think tank team called Cypher and how they are trying to crack a 70-year-old message from outer space. The clincher? To do it, they need to use ultrasound technology developed by GE. Brilliant! Isn't it?
While the storyline might be fictional, the technology certainly isn't, and worked perfectly as an attractor piece for younger audiences who realised that GE was already producing this innovative ultrasound technology. It's this out of the box thinking of blending fantasy and reality that convinced us to put GE on our list.
If you think we missed any great content marketing examples, drop us a line in the comments. But to follow in the footsteps of these great examples, we suggest having a look at our eBook on Creating Great Content, which you can download below.