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!
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:
Our content marketing examples can be divided up into the following three types:
Content hub examples cover a brand's:
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.
Examples can include:
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.
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.
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.
Conversion rate optimization blog by OptinMonster
OptinMonster's blog has become an authoritative resource on:
The blog pages are backlink magnets gaining a lot of referring domains.
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.
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.
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.
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.
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.
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.
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.
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."
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Robinhood is a technology platform for trading stocks and other assets..
Uniquely, they launched a daily newsletter to improve the financial literacy of users.
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.
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.
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.
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.
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.
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.
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.
Starbucks' #WhiteCupContest is a classic example of a user-generated content (UGC) campaign.
Participants in the contest had to:
Getting content marketing to work for your business requires:
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.
Write 10x faster, engage your audience, & never struggle with the blank page again.