How To
12 min read

These 29 Content Marketing Examples Got It Right

Soniya Khubchandani

June 17, 2022

Content marketing is so popular for one major reason: it works, and businesses have proven that.

Wouldn't it be awesome if you could get a peek into some of these successful content marketing campaigns?

Of course it would!!

That’s why we compiled  29 examples offering you creative inspiration to plan and launch your own campaigns. This guide should also make it simple to explain content marketing to others.

Even better, all the examples are categorized and include key takeaways so you can supercharge your next campaign!

How we picked and classified these content marketing examples

We tried our best to cover a diverse set of examples across the content marketing spectrum. 

All the examples are so good that they can be a standalone case study in their own right.

While there are a number of ways to slice and dice a list, we have chosen "content-type" as the primary way to classify these examples into groups.

This should help you find an example to inspire the type of content you’d like to create.

It’s also necessary to note a few things regarding the metrics quoted in the examples throughout this post:

  • Semrush data was used to calculate backlinks and SEO metrics
  • Source links have been provided where necessary
  • Data is current as of April 2022

What are content marketing example types?

Our content marketing examples can be divided up into the following three types:

Content hub

Content hub examples cover a brand's:

  • Resources section
  • Social media account
  • YouTube channel

For instance, when someone quotes the "Ahrefs blog" as a good content marketing example, they are talking about the overall effectiveness of the entire content collection under it. 

The blog home page has more than 3k referring domains pointing to it alone.

Ahrefs blog as a content marketing example

Single content piece

Examples can include:

  • Blog articles
  • Social media posts
  • Videos

The blog article by Pipedrive on sales management is a standalone content marketing example. It has done pretty well for the highly-competitive term "sales management," ranking in the top 3 Google search results.

Some SEO stats for the Pipedrive blog article using Ahrefs free backlink checker tool

Content series

Content series examples cover a group of content pieces connected by a central theme and published in a specific period. 

For example, take the chilling #IceBucketChallenge by ALS Association. It was a series of user-generated content to raise awareness and improve funding for the treatment of ALS disease.

People pouring buckets of ice water on themselves as part of the ALS ice bucket challenge. Credit

Blog content marketing examples

1. Grammarly Blog

Grammarly blog home page

The Grammarly blog is an excellent example demonstrating the company's mission (improving written communication) through its content strategy. 

They have posted a ton of valuable resources to help readers write better. The Grammar Rules playbook is also an excellent example of a topical cluster.

Success signals:

  • 5.7 million estimated monthly visitors to the blog section

Type of content:

  • Content-type: Blog
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Align your content's purpose with your product's purpose
  • Insert non-intrusive CTAs pointing to product trials
  • Invest in good design

2. Conversion Rate Optimization Blog by OptinMonster

Conversion rate optimization blog by OptinMonster

OptinMonster's blog has become an authoritative resource on:

  • Lead generation
  • CRO
  • Email list growth

The blog pages are backlink magnets gaining a lot of referring domains.

Success signals:

  • 27k backlinks to the blog section

Type of content:

  • Content-type: Blog
  • Example type: Content hub
  • Content platform: Own website

Key takeaways

  • Define a clear content marketing mission statement for your blog
  • Highlight product usage examples in your content where they naturally fit

3. Free articles by Harvard Business Review

Harvard Business Review home page

Harvard Business Review is one of the most reputed and subscribed to management publications available online. 

Their team pushes out excellent free articles, giving the reader a good sense of the quality they can expect if they subscribe to its paid version.

Success signals:

Type of content:

  • Content-type: Blog
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Publishers should provide value before extracting value from readers
  • High-quality editorial content is worth the effort
  • Open up your website to quality guest posts from SMEs

4. Google Search Ranking Factors Guide by Brian Dean from Backlinko

A blog article from Backlinko

Brian Dean from Backlinko is famous for taking his due time to publish new content on the Backlinko blog. 

The insanely detailed guide on Google Search ranking factors that gets updated every year is an example of quality over quantity.

Success signals:

  • More than 47k social shares
  • Nearly 21k backlinks

Type of content:

  • Content-type: Blog
  • Example type: Single content piece
  • Content platform: Own website

Key takeaways:

  • Focus on quality over quantity
  • Update top-performing content regularly
  • Research studies are a powerful link magnet

Video content marketing examples

5. Learn With Shopify YouTube channel

Learn With Shopify YouTube channel

Learn with Shopify is an excellent example of video content marketing via YouTube. 

It offers entrepreneurs and business owners practical tips to grow their online business with easy-to-understand videos. The channel is entirely separate from Shopify's parent YouTube channel.

Success signals:

  • 183k subscribers and counting
  • Approximately 8 million cumulative video views

Type of content:

  • Content-type: Video
  • Example type: Content hub
  • Content platform: YouTube

Key takeaways:

  • Invest in creating an educational YouTube channel
  • Integrate your product usage in the video script
  • Ensure your videos are optimized for search engines

6. Kapwing's YouTube channel

Kapwing YouTube channel

Kapwing is a fast-growing, browser-based video editor that makes a great case study for how to showcase your product without actually selling. 

They upload how-to videos on their YouTube channel that explain concepts using their own product. They also use meme culture and viral posts by building explainer videos around them.

Success signals:

  • 25 million cumulative video views
  • 163k subscribers and growing

Type of content:

  • Content-type: Video
  • Example type: Content hub
  • Content platform: YouTube

Key takeaways:

  • Use viral elements in your video content strategy
  • Show your product to explain a concept if you can do so organically (don’t force it!)
  • Build topical clusters for videos

7. Felix Baumgartner's Supersonic Freefall Sponsored by Red Bull

Scene from Felix Baumgartner's supersonic space jump

Red Bull is arguably one of the few brands that have pushed modern-day content marketing to its limits. With a highly-entertaining video content collection on YouTube, this iconic energy drink company never fails to disappoint. 

Felix Baumgartner's record-breaking space jump video campaign is a testament to how high they are ready to go with their content standards.

Success signals:

  • Over 45 million views on the main YouTube video
  • Major PR success and high earned media value

Type of content:

  • Content-type: Video
  • Example type: Single content piece
  • Content platform: YouTube and other video platforms

Key takeaways:

  • Don't be afraid to try bold content campaigns
  • Plan your campaign launch intricately
  • Make the most of live stream content

Webinar content marketing examples

8. Notion Office Hours webinar series

Episode from Notion office hours webinar series

Notion is one of the most popular productivity software platforms available today. A lot of its organic growth can be attributed to excellent content marketing efforts. 

One example is their "Notion Office Hours" webinar series, where they interview a person who has used Notion for a particular use case, like wedding planning (see the screenshot above).  Then, the interviewer asks them to walk through their Notion setup for others to see. 

This is an excellent use of webinars for product walkthroughs without doing them like company demos.

Success signals:

  • Healthy view count
  • Good engagement via comments
  • Increased product awareness

Type of content:

  • Content-type: Webinar
  • Example type: Content series
  • Content platform: YouTube

Key takeaways:

  • Make your webinars conversational
  • Host webinars as a series
  • Involve live users during delivery

9. Semrush Live YouTube channel

A Semrush Live webinar example

Semrush has gone all-in on webinars and live virtual events with a dedicated channel called Semrush Live YouTube channel. 

Each webinar episode usually has marketing industry experts sharing thoughts on a defined topic.

Success signals:

  • Growing subscriber base
  • Healthy view count
  • Audience participation is good

Type of content:

  • Content-type: Webinar
  • Example type: Content hub
  • Content platform: YouTube

Key takeaways:

  • Webinars and virtual events are a great alternative to physical conferences
  • Have a dedicated section on the website or online to host and upload webinar recordings
  • Bring in industry experts to draw a larger audience

Gated resource (reports, whitepapers, etc.) content marketing examples

10. Social Media Trends Report by Hootsuite

Hootsuite Social Media Trends Report 2022 website

Hootsuite is a popular social media management tool known for its valuable marketing resources. They publish content in multiple formats. 

Every year, one of the gated content types that they use to generate leads is the "Social Media Trends Report."

Success signals:

  • Nearly a thousand referring domains point to the resource's landing page
  • A significant lead magnet for Hootsuite
  • Helps establish Hootsuite as a subject matter expert in the social media technology industry

Type of content:

  • Content-type: Report
  • Example type: Single content piece
  • Content platform: Website

Key takeaways:

  • Create high-quality gated content
  • Promote your gated content well
  • Research reports perform great as linkbait

11. eBook section of Lattice Resources

Lattice website eBook section

Lattice offers a cloud-based suite of products for HR professionals working in organizations across industries. 

They have a sophisticated resources section on their website with an extensive catalog of eBooks for lead generation and lead nurturing.

Success signals:

  • Big gated resources collection
  • Healthy backlink profile

Type of content:

  • Content-type: eBooks
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Create attractive eBook covers
  • Share a summary of gated content on a companion landing page
  • Invest in thought leadership eBooks if your budget allows

Free tool content marketing examples

12. Headline Analyzer by Coschedule

Coschedule Headline Analyzer tool

Coschedule offers an all-in-one marketing calendar and project management software. They publish unique, in-depth content on their blog related to marketing.

However, their most successful content marketing campaign was the launch of their "Headline Analyzer" tool. It offers a free way to analyze your content titles and headings against multiple attributes. 

This tool's usefulness has made it a global success.

Success signals:

  • Most backlinks and referring domains for a page on their website (excluding the home page)
  • Significant lead magnet as email is required to use the tool

Type of content:

  • Content-type: Free tool
  • Example type: Single content piece
  • Content platform: Website

Key takeaways:

  • Free tools are potent content marketing tools
  • Think of a free software tool that can help your target audience

13. Make My Persona Tool by HubSpot

HubSpot Make My Persona tool

HubSpot is an influential name in the world of marketing. You’ve likely already landed on a blog post they have published at some point. They are constantly innovating by experimenting with new content formats.

Make My Persona is an example of using free tools in a content marketing strategy. It allows anyone to document a marketing persona visually and share it with others.

Success signals:

  • Nearly 21k backlinks acquired
  • Landing page ranks high for relevant terms

Type of content:

  • Content-type: Free tool
  • Example type: Single content piece
  • Content platform: Website

Key takeaways:

  • Use free tools as a lead magnet
  • Building and promoting the right tool can result in a high ROI

Free course content marketing examples

14. Design School by Canva

Design School by Canva

Design School by Canva is an excellent example of using free online courses to support product marketing. 

They have created an extensive portfolio of "how-to" lessons to help anyone learn graphic design. Further, they tie the learning to their design tools in an organic manner.

Success signals:

  • Increased free trials and signups for the product
  • Improved brand credibility
  • Over 2k backlinks to the entire course pages cluster

Type of content:

  • Content-type: Free course
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Create a high-quality, free-to-access online course for your target audience
  • Design the course in a way that supports your product usage organically
  • Make your course pages SEO-friendly to drive discovery
  • Use courses as ungated content

15. University by Webflow

Webflow University home page

Like Canva is making graphic design accessible to anyone, Webflow is doing the same for web design. Both are leading the no-code movement.

Webflow offers free web design courses that other course providers would charge for.. By giving such high-quality learning material away for free, Webflow is rapidly driving both brand and product awareness.

Success signals:

  • 8.8k referring domains pointing to the course pages cluster
  • Increase in signups of Webflow product

Type of content:

  • Content-type: Free course
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Strive to launch top-notch courses
  • Invest in making the material look good
  • Organize material logically
  • Brand your course content

Free template content marketing examples

16. Business Document Templates by PandaDoc

PandaDoc business templates page

PandaDoc offers a suite of products around business document management. 

They used a free, SEO-friendly template strategy to make their site discoverable on search engines. 

The templates are built on top of their own software, meaning product discovery is baked in.

Success signals:

  • Nearly 2,800 backlinks have been acquired on the templates hub page

Type of content:

  • Content-type: Free template
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Templates built on parent software are the most valuable
  • Make template pages SEO-friendly

17. Universe (Template Gallery) by Airtable

Templates page in Airtable

Airtable is a no-code database and app builder with a spreadsheet-like interface. 

The company has grown tremendously in the past few years thanks to its easy-to-use software and top-notch content marketing with free templates available via Airtable's Universe.

Success signals:

  • Free templates are a significant discovery point for the product
  • A large number of referring domains

Type of content:

  • Content-type: Free template
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Involve users in building and launching templates
  • Make the template browsing experience easy

Infographic content marketing examples

Infographic on Learning to Shoot Video by Yourself by Spiel Creative

Infographic on Steps to Shoot Video

Spiel Creative is a video marketing agency making the most of the infographic content format. 

Their infographic on shooting a video by yourself is an excellent example of making information more visual.

Success signals:

  • A large number of referring domains acquired

Type of content:

  • Content-type: Infographic
  • Example type: Single content piece
  • Content platform: Website

Key takeaways:

  • Create infographics on SEO-friendly topics
  • Add some content around the infographic media to improve SEO

18. Power from the Sewer Infographic by GE

Power from the Sewer infographic by GE. Credit

The marketing team at GE used a novel visual representation of an issue we’ve faced for ages and how GE's new technology can help fix it. 

This is an excellent example of an enterprise-level B2B company using infographic marketing to make its point.

Success signals:

  • A large number of referring domains acquired

Type of content:

  • Content-type: Infographic
  • Example type: Single content piece
  • Content platform: Website

Key takeaways:

  • Use infographics when presenting statistics or processes

Newsletter content marketing examples

19. 3-2-1 Newsletter by James Clear

3-2-1 Newsletter signup screen James Clear website

James Clear, the author of the best-selling book Atomic Habits, runs a top-rated weekly newsletter. In fact, more than 1 million people have subscribed to it to date. 

The weekly newsletter shares short briefs connected to his book's theme. 

This is an excellent example of building a personal brand and marketing books with the power of a captivated email audience.

Success signals:

  • More than one million subscribers
  • Huge website traffic

Type of content:

  • Content-type: Newsletter
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Focus on making your newsletters valuable and simple
  • Offer past editions on the website to get it indexed by search engines

20. Robinhood Snacks Financial Newsletter

Robinhood Snacks financial newsletter

Robinhood is a technology platform for trading stocks and other assets.. 

Uniquely, they launched a daily newsletter to improve the financial literacy of users.

Success signals:

  • 5.8k backlinks pointing to the newsletter sign up page

Type of content:

  • Content-type: Newsletter
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Have a clear audience for your newsletter
  • Try including some humor in your newsletter content

Podcast content marketing examples

21. The Tim Ferriss Show

Time Ferriss Show podcast website

On "The Time Ferriss Show," the famous author deconstructs world-class performers from diverse areas to find the tools, tactics, and tricks that listeners can apply themselves.

Success signals:

  • One of the most listened to podcasts online

Type of content:

  • Content-type: Podcast
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Make your podcast inspirational
  • Interviews on podcasts work great

22. GaryVee Audio Experience Podcast

GaryVee Audio Experience podcast website

The Garyvee Audio Experience is presented by entrepreneur, CEO, investor, vlogger, and speaker Gary Vaynerchuk. 

This podcast features #AskGaryVee show episodes, marketing keynote speeches, and more.

Success signals:

  • One of the most listened to podcasts online

Type of content:

  • Content-type: Podcast
  • Example type: Content hub
  • Content platform: Website

Key takeaways:

  • Make your podcast inspirational
  • Run AMAs to encourage listener participation

Case study content marketing examples

23. Active Campaign customer case study

Active Campaign customer case study example

Active Campaign, an email marketing software provider, published the case study above. 

The presentation illustrates the client's problems and solutions before exploring how they helped them succeed.

Success signals:

  • Over 50 referring domains acquired on the case study page

Type of content:

  • Content-type: Case study
  • Example type: Single content piece
  • Content platform: Website

Key takeaways:

  • Create clean case study page designs
  • Set the right context before diving into your provided solutions

24. Powered by TensorFlow video case studies

Powered by TensorFlow series case study example, Video

TensorFlow is Google's open-source software library for machine learning and artificial intelligence. 

To market it to developers, the TensorFlow marketing team makes video case studies taking visitors through the journeys of individuals and businesses who have used TensorFlow to solve a problem.

Success signals:

  • Healthy number of video views and engagement on the entire video playlist

Type of content:

  • Content-type: Case study
  • Example type: Content series
  • Content platform: YouTube

Key takeaways:

  • Make your case study inspiring
  • Videos can make your case study 10 times better
  • Touch upon personal stories of struggle before talking about the solution

Visual & interactive content marketing examples

25. Spotify Wrapped

Spotify Wrapped cards

Spotify Wrapped is Spotify's data-driven annual marketing campaign. 

As part of the campaign, Spotify users can access a compilation of all their activity on the platform over the previous year, known as “Wrapped Cards,” and share them with others via social media.

Success signals:

  • Increased app downloads

Type of content:

  • Content-type: Visual
  • Example type: Content series
  • Content platform: Multiple social media platforms

Key takeaways:

  • See what user-product usage data can be interestingly presented while keeping privacy intact
  • Build social elements into your campaign to achieve virality

26. Ikea Place App

Ikea Place app demo. Video

With Ikea Place, you can virtually place true-to-scale 3D models in your own home. 

Combined with IKEA's smart home solutions, the latest AR technology allows you to experience IKEA like never before.

Success signals:

  • Generated a lot of marketing buzz
  • Improved product browsing experience for users

Type of content:

  • Content type: Visual
  • Example type: Single content piece
  • Content platform: Social media platforms

Key takeaways:

  • Keep experimenting with emerging content technologies
  • Make it easy for users to share their experiences with others

User-generated content (UGC) marketing examples

27. Apple's "Shot on iPhone" Campaign

Apple's "Shot on iPhone" campaign

Apple's "Shot on iPhone" series of billboards, print ads, and TV commercials is one of the best-known marketing campaigns. 

Since the tagline is so famous, other phone makers have used tweaked versions to promote their own cameras.

Success signals:

  • One of the most well-known marketing campaigns out there
  • Does a great job of highlighting Apple's products' camera capabilities

Type of content:

  • Content-type: User-generated content (UGC)
  • Example type: Content series
  • Content platform: Multiple social media platforms

Key takeaways:

  • See what content your audience can create with your product
  • Share UGC in multiple marketing channels

28. Starbuck’s #WhiteCupContest

Starbuck’s #WhiteCupContest example. Credit

Starbucks' #WhiteCupContest is a classic example of a user-generated content (UGC) campaign. 

Participants in the contest had to:

  • Decorate a Starbucks cup with customized art
  • Take a photo of the design
  • Share their photo through social media using the hashtag #WhiteCupContest

Success signals:

  • Improved customer's association with the brand

Type of content:

  • Content-type: UGC
  • Example type: Content series
  • Content platform: Multiple social media platforms

Key takeaways:

  • Find ways to encourage your customers to share something that includes your brand
  • Create and popularize your own branded hashtags

Wrapping up

Getting content marketing to work for your business requires:

  • Hard work
  • Patience
  • Relevant inspiration

We’re sure you picked up some great ideas and learned a thing or two from the diverse set of content marketing examples above.

Now it’s time to go back to planning your next campaign and make it a success!

If you need some additional inspiration for writing great marketing copy, give artificial intelligence (AI) technology a try.

You’ll be surprised with how well it can generate persuasive copy that you can tweak to your liking.

Start your free trial here.

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