Eleven Examples of Great Content Marketing

 Innovative Content Marketing is great for your brand

Nike ad2 Content marketing enables organisations to creatively engage their audiences in ways that add value and keeps them coming back for more. Whether you are adding creative content on your website, on your social media sites, on YouTube, or in your offices, restaurant, factory,  innovative  content and customer engagement puts you in control of what your customers and  prospects hear, see and experience.  Unlike traditional media, content marketing is interactive, social , humorous and educational. And they will love you for allowing them to participate in your world.

Joe Pulizzi author and blogger has put together a great e-book called 100 Content Marketing Examples that will inspire you  to create really good marketing content for your brand no matter what business you are in.

Broadcasts from the Waffle Shop


Located in Pittsburgh, The Waffle Shop broadcasts a live-streaming talk show with their customers. Their editorial calendar includes “Open Talk,” a show called “CookSpeak,” and a program called “Waffle Wopp.” Each show has its own format. For example, “Waffle Wopp” is a teenage magazine talk show hosted and produced by Pittsburgh teenagers. Their eclectic guest list, live music and fun interviews make “Waffle Wopp” one of The Waffle Shop’s most popular shows.

The Conflict Kitchen’s Food Wrappers


The Conflict Kitchen is a take-out restaurant in the USA that only serves cuisine from countries that the United States is in conflict with. The entire restaurant and its cuisine changes depending on the conflict it has chosen at a given time. Every four months, the restaurant changes its theme and uses its food wrappers  to help educate consumers about the details of the conflict. They have a smart editorial calendar (launching a new pop-up restaurant every four months) and use every aspect of the experience (from the wrapper the food comes in to the signage and menu) to leverage content to help their customers better understand the world. What a noble experiment.

kate spade Email Campaigns by Kate Spade


Fashion powerhouse Kate spade has a very unique and specific company brand: From shoes to purses to accessories, the “kate spade woman” is a very distinguished and identifiable person. In its content marketing initiatives, kate spade maintains this style across its assets, including its innovative email campaigns. Such emails like “The colour of the month is….” or “Fall in love again” (wedding boutique) use an attractive, simple and classy design coupled with catchy subject lines to attract readers who may otherwise be skimming their in boxes. This proves that big brands, even fashion brands, can transcend digital boundaries to enter the modern marketing age.

Nike Better World Microsite by Nike


The Nike Better World microsite uses HTML5 to present content in a hip storyboard-style that amasses all the goodness of the brand and delivers it in an unusual, scrolling format. A microsite concentrates on a narrow topic or issue, featuring rich content developed by the sponsoring brand itself. Correctly executed, the microsite creates a gathering place that positions the brand as a contributing member of the community. Best of all? The attention-grabbing “Better World” video is made from “100% recycled advertising.” How green is that?”

The Future of Mobility Video Series by BMW


Want to know what the future of mobility is? Check out the artful four-film documentary produced by BMW to find out. In the videos, BMW calls on the experts – fifteen of today’s leading academics, pioneers and entrepreneurs – to share the insights of the past, present and future of technology, cities and the automobile. Breaking the videos up into four parts allowed BMW to get all its content delivered in an easy-to-digest format for viewers, and using expert insights gave the company added credibility as a knowledgeable and educational thought leader.

First Response’s Pivman Comic Book by FIRST RESPONSE


Comics aren’t just for kids. Content marketers in any industry can use these compelling graphics to tell engaging stories to their audience. By reinforcing text with vivid pictures, comic books communicate in a fun, fast and memorable way that readers of all ages can appreciate. For example, First Response’s Pivman comic book celebrates the heroism of emergency personnel while sharing important information about technical product features and functions.

AMEX’s “Open Forum” by American Express


This highly popular site is designed to provide content to small businesses owners in the subjects that matter most to them, including marketing, management, finances, lifestyle issues and networking. The site, an example of a “media site”, is an excellent way to integrate products/ services with lifestyle content/ messages. It’s more than a community and microsite; it’s a collaborative niche site with concentrated messages that focus on the pain points of its customers, where Amex can position itself as the leading expert in everything “small business” related.

Technology Network: An eLearning Portal by Oracle


Content is most powerful (and effective) when it solves problems, answers questions, and educates. eLearning content provides a vehicle for delivering educational information across a variety of platforms including podcasts, slide presentations, webinars and guides.

Oracle’s Technology Network uses eLearning content to provide one place where all their users (from database administrators to architects) can get all the answers they seek. The helpful site includes not only wikis and helpful articles, but also provides customer support and distributes on-going educational webinars and reports.

Coca-Cola: Content 2020 Videos


The movement of content marketing is designed to do much more than make companies money: It’s designed to create long-lasting, dynamic and engaging relationships that integrate the stories of your consumers with your own company messages. But how do you create compelling, two-way stories? How do you interact online with your consumers while maintaining a consistent brand? In short, how do you move from creative to content excellence?

Just ask Coca-Cola. They’re doing it, and showing us how and why in its Content 2020 videos. These brilliantly creative videos show, through the simple technique of writing on a white board, how Coca-Cola plans to double its business through cutting-edge content marketing and social media strategies. By sharing these plans in such an innovative way through personable narratives, it seems like they’ve already started.

Home Comfort Blog by Conditioner Air


Who says that service contractors don’t blog? Well, Conditioned Air from Naples, Fla., rejects all that hot air. Its Home Comfort blog has become the centre of its online strategy. Conditioned Air focuses on solving problems that its customers have with their heating and air conditioning, and attracting customers and prospects through search engines and through social media tools, such as Twitter and Facebook.

Lauren Luke Instructional Makeup Videos by Lauren Luke


In 2007, Lauren Luke began selling make-up products on eBay in an effort to subsidize her modest day job as a taxi dispatcher in Newcastle, England. In an effort to improve her eBay sales, Lauren began creating practical make-up application videos and distributed them on YouTube. Five years later, Lauren has her own brand of make-up distributed exclusively by Sephora, she has a series of teen books called Lauren Luke Looks, and she’s built a bigger brand than Estee Lauder on YouTube. Most impressively, Lauren Luke hasn’t spent a dime on traditional advertising. That’s content marketing at its finest.

Taken from 100 Content Marketing Examples by Joe Pulizzi

For Marketing consulting and training contact Chipo on chipomaps@gmail.com


About chipomaps

A brand reputation, marketing and new media trainer and consultant. Constantly curious, constantly learning.
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One Response to Eleven Examples of Great Content Marketing

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