Check out these remarkable content marketing examples for inspiration that will help you take your next campaign from “good” to “great.”
Global content marketing is exploding. Companies are projected to spend $313.42 billion on content marketing efforts in 2019, according to a global study by PQ Media. That’s more than double the $144.81 billion invested globally in content marketing in 2014.
In many ways, content marketing is the new marketing. It generates higher engagement rates and more conversions than outbound marketing efforts, and it costs less, too. But creating the type of campaigns that can deliver on these promises is not simple. The best content marketing is inspiring, educational, well-produced, and relevant to your target group. Let’s take a look at great content marketing examples from 2016 and consider what makes them so effective.
Marriott’s expansive content marketing program has earned it headlines and accolades. We had the pleasure of chatting with David Beebe, Marriott’s vice president of global creative & content marketing, about why the global travel company is so focused on content. He told us it has a lot to do with their customers: “This next generation of experience seekers isn’t really interacting with a lot of traditional types of advertising—things that are interruptive in nature, such as banner ads or even 30-second spots. We try to create real value with our content, and to entertain and inform them rather than trying to sell them something,” he explained.
Marriott did just that with its “Two Bellmen” series, short films that are shot at Marriott properties but prioritize quality storytelling and production values over brand integration. The newest installment, “Two Bellmen Three,” has been viewed more than 9 million times on YouTube.
Hubspot, an inbound marketing and sales platform, practices what it preaches. Its software solutions help clients use content to build relationships with customers and to move prospects down the purchasing funnel. HubSpot’s blogs are great examples of just how effective that tactic can be. The content attracts 2 million monthly visitors and boasts 400,000 subscribers. HubSpot’s content team does a lot right:
Harry’s aims to improve the shaving industry by shipping shaving products directly to consumers, rather than selling through retailers. It manufactures its products itself, in a factory in Germany, which happens to be one of the world’s largest content markets and home to some great content marketing examples. We should know, one of Mediaplanet’s 15 offices is centrally located in Berlin where we publish over 100 campaigns a year.
Harry’s digital magazine, Five O’Clock, has content that ranges from the practical (tips for getting a great shave) to the inspirational (profiles of global tastemakers) to the fun (curated playlists meant to “start your morning right”). This content marketing strategy helps Harry’s establish its mission as something bigger than just selling razor blades. It is helping its customers live “a well-groomed life.”
Last year, Johnson & Johnson hired Alison Lewis, its first-ever global CMO. Lewis is working to build awareness for core products, as well as the J&J brand, around the world, and content is playing a key role in that mission. By abiding by content marketing best practices, J&J is growing its email subscriber base, generating brand awareness, creating quality content to share on its robust social media networks, and showcasing its expertise in all things health and wellness. Note that J&J’s digital magazine covers practical tips as well as emotional stories meant to engage and inspire its readers.
Genetically modified foods are not labeled as such. The Non-GMO Project Verified label aims to combat that, and it is one of the fastest growing labels in the food industry. Mediaplanet’s useful (and pretty) infographic gives consumers tips for spotting genetically modified foods and making smart food-shopping choices. It was one of six Mediaplanet campaigns honored at the 2016 Communicator Awards, a leading international awards program.
The infographic originally published as part of the “Eating for Life” campaign, a cross-platform campaign that included a print magazine distributed in USA Today as well as digital and social media elements.
Hungry for more great content marketing? Check out these examples of stellar video content marketing campaigns. Need help making sure your next content marketing campaign is great, rather than just good? Contact Mediaplanet today.