20 Content Marketing Examples That Stand Out in 2022



Do you bear in mind a time the place a chunk of content material made you a longtime fan of a selected model or firm? Perhaps it was a humorous YouTube video or an excellent informative weblog submit — each of that are content material advertising and marketing examples.

Content material advertising and marketing examples embrace media like newsletters, podcasts, social media posts, and movies. All of those types of content material are supposed to present helpful and related data that delights customers and attracts them to your model.

That will help you use content material advertising and marketing to your organization’s benefit, listed here are a few of my favourite content material advertising and marketing examples of 2022.


1. Spotify Wrapped Playlists

Spotify Wrapped is without doubt one of the music streaming app’s most profitable content material advertising and marketing campaigns. Close to the tip of yearly, Spotify customers get a enjoyable roundup of all of the music they’ve listened to that yr. The roundup is damaged down into genres, years, artists, and extra, and is displayed with brightly coloured graphics.

It then creates a customized playlist of the consumer’s most listened to songs, and customers have the choice to share their wrapped playlists on social media — a key factor that has made the marketing campaign to pattern on social media yearly since its inception.


2. DuoLingo’s TiKTok

You possible know DuoLingo as the web site and app that helps customers be taught a brand new language, however the firm has generated buzz on TikTok for an additional motive — the corporate’s self-proclaimed “unhinged” mascot.

DuoLingo has amassed over 4.5 million followers on TikTok due to its constant stream of content material that includes the corporate’s iconic inexperienced owl mascot. Although lots of the movies don’t point out the corporate’s services and products, the account’s capability to create humorous, stylish content material has helped increase model consciousness on the app — something many brands struggle to do.

3. Canva’s Design School

Canva’s Design Faculty gives worth to its customers by educating them how you can create partaking photos with minimal design expertise and with out sophisticated software program. It additionally does an important job of exhibiting all of the design prospects Canva has to supply.

4. Hairstylist Theresa Van Dam’s TikTok

Theresa Van Dam is a hairstylist and proprietor of the Implausible Sams Salon in Lenox, Illinois. Her TikTok account is known for her skits that present how she offers with impolite prospects — all of whom she calls “Karen.”

Her content material is commonly praised for being relatable to anybody who has ever needed to take care of unruly prospects.

This relatable method to content material works as a result of whereas TikTok customers come to the account for laughs, they’re additionally proven movies of her wonderful work as a stylist. Her TikTok now has 4.9 million followers, and Theresa has mentioned typically in her movies that she now has so many purchasers she typically requires new ones to ebook her months prematurely.

5. Girl With The Dog’s YouTube Channel

Lady With The Canine’s is a YouTube channel run by an expert pet groomer named Vanessa, proprietor of Perfect Pooches Dog Grooming in Ontario Canada.

The channel options wonderful content material advertising and marketing by offering leisure for viewers whereas additionally exhibiting off her abilities as a groomer — I imply, who would not wish to see dramatic huskies screaming at somewhat blow dryer?

On account of her content material advertising and marketing efforts, Vanessa’s channel now has 1.5 million followers — and her clientele has grown to incorporate cats and the occasional pig. She was additionally in a position to increase sufficient cash to donate to animal sanctuaries.

6. Crunchyroll Collections

Crunchyroll is a U.S.-based firm that licenses, distributes, and streams anime all over the world. One of many methods Crunchyroll markets itself on-line is thru YouTube by way of its Crunchyroll Collections channel. Crunchyroll Collections hosts clips and compilation movies of extremely searched moments from common anime.

This kind of content material advertising and marketing engages viewers, retains the model on the prime of search outcomes for common anime, and exhibits how broad the corporate’s catalog is — encouraging viewers to subscribe to its streaming service. Discover there’s even a button within the channel’s banner that viewers can click on to begin a 14-day free trial if they need extra content material.

Crunchyroll is a content marketing exampleImage source

7. Chewy’s YouTube Channel

Chewy is an internet retailer of pet merchandise that has discovered a singular solution to promote its completely different merchandise. Chewy’s YouTube channel is stuffed with recommendation concerning pets, coaching, and animal well being. It additionally options instructional movies, like “A Day within the Lifetime of a Particular Wants Cat Rescue and Sanctuary.”

In most movies, Chewy gives helpful data whereas tying of their merchandise. For instance, within the video “The right way to Introduce a Canine to a Cat,” the corporate lists the supplies wanted to introduce the 2 animals — exhibiting all of the completely different merchandise they promote.

Moreover, the outline of the video features a hyperlink to a submit on the corporate’s blog that provides extra data. The weblog submit additionally gives hyperlinks to the place pet house owners should purchase the supplies they want off the official Chewy web site. This encourages viewers to go to its web site and make purchases.

The BeChewy blog is a content marketing exampleImage source

8. Amazon Prime’s The Anime Membership

Anime has turn into extra common through the years, and plenty of streaming companies are cashing in on the pattern — together with Amazon Prime. However how does Amazon stand out among the many stiff competitors of Crunchyroll, Netflix, and Hulu? It began by partnering with actress and content material creator Cheyenne The Geek to create an internet collection known as The Anime Membership.

The Anime Membership offers anime suggestions based mostly on style and tackles completely different matters typically referenced in anime. All of the anime Cheyenne references can be found to look at on Amazon Prime, encouraging viewers to subscribe to the streaming service.

9. UN Refugee Agency’s “Forced to Flee” Podcast

The UN Refugee Company’s Webby Award-nominated podcast helps increase consciousness for refugees by telling their distinctive and coronary heart wrenching tales. This type of content material advertising and marketing is compelling, leaves the viewers with a greater understanding of a refugee disaster, and exhibits the significance of company’s work.

The UN Refugee Agency's podcast "Forced to Flee" is a content marketing exampleImage source


10. The Washington Post’s TikTok

The Washington Put up’s TiKTok takes a comedic method to historical past, information, and politics — interesting to its 1.4 million followers. The account additionally hyperlinks to the Washington Put up’s web site.

11. Jackson Galaxy’s YouTube Channel

Jackson Galaxy is the previous host of Animal Planet’s “My Cat from Hell,” a present that cat house owners get alongside higher with their unruly cats. Now, he has a website the place he sells cat merchandise and consultations.

To assist promote his work and set up himself as an skilled, Jackson runs a YouTube channel the place he solutions frequent questions concerning cats and cat possession. In these movies, he gives recommendation, promotes his ebook, and showcases the merchandise he has on his web site that may assist cat house owners.

12. You Suck at Cooking

You Suck at Cooking began off as a humorous YouTube channel that confirmed folks assist to cook dinner easy meals. Years later, the channel remains to be hilarious however can also be used to advertise the host’s cookbook. The channel’s dry humor, random skits, and working gags assist it stand out from different on-line self-help cooking assets.

13. Warby Parker’s E mail Advertising

One of many many motive’s Warby Parker stands out from different on-line glasses retailers is its enjoyable and attention-grabbing (no pun supposed) e-mail advertising and marketing campaigns. Within the instance under, Warby Parker welcomes summer time trip with its brilliant crystal-themed glasses eyewear. The calls to motion within the e-mail are straightforward to identify, the colours are brilliant and enjoyable, and the corporate’s social media accounts are clearly offered.

Warby Parker's email marketing is a content marketing example14. Content Marketing Institute’s Click on to Tweet

In the event you make it straightforward for folks to share one thing fascinating with their community, then they are much extra possible to take action. Embedding a “click on to tweet” button that mechanically shares quotes or statistics out of your article is an efficient means to try this.

For instance, this weblog submit that I wrote for Content Marketing Institute is probably the most extensively shared visitor weblog submit I’ve ever written:

Click to Tweet is a content marketing example

Months after publication, I nonetheless get each day Twitter notifications from folks tweeting about this text. And nearly all of the tweets come from the “click on to tweet” possibility that Content material Advertising Institute affords all through the submit.

If you wish to begin including “click on to tweet” choices all through your web site content material, check out this free tool.

15. Digital Olympus’s Expert Roundup

It doesn’t matter what trade you are in, there are influencers to whom folks search for recommendation.

Digital Olympus interviewed over 40 digital advertising and marketing consultants for one in every of their weblog posts, asking every skilled to offer their only technique for buying site visitors.

What I most like about this weblog submit is how Digital Olympus organizes the contributions. On the prime of the web page, there is a headshot of every skilled subsequent to their identify. If you wish to learn a selected skilled’s tip, you merely must click on on their headshot and you will leap all the way down to their quote.

There’s additionally an anchor-linked Desk of Contents that enables for topic-based searches. This manner, readers can leap to the precise sections which are most relevant to them.

Digital Olympus' expert roundup is a content marketing example

16. Colgate’s Research Page

Making a useful resource web page made up of useful hyperlinks on a given matter is an efficient solution to create useful content material.

If what you are promoting has been producing content material for some time, then likelihood is you may have clusters of related content to assist the matters round which what you are promoting needs to construct authority.

For instance, oral hygiene firm Colgate has over 1,200 items of content material associated to their broad matter “gum illness.”

Colgate's research page is an example of content marketing

That is a lot of content material to sift by way of, which is why Colgate created a resource page made up of particular sections of gum disease-related content material, like “What are the Levels of Gum Illness?” or “The right way to Remedy Gingivitis.”

Every part affords:

  • A paragraph of explainer textual content
  • A bulleted listing of particulars on the sub-topic
  • Hyperlinks to related content material on their website

17. Moz’s Matter Clusters

The topic cluster framewor is a extremely efficient website positioning technique that demonstrates to Google that the content material in your web site is organized and related to searchers. To be taught extra about this framework, watch the video under.

Some manufacturers have taken this method to the subsequent degree by making a multi-page masterclass or information that hyperlinks collectively like-themed pillar pages. A pillar web page is a web site web page that covers a subject in-depth and hyperlinks to a cluster of associated content material, also referred to as a cluster. Considered one of my favourite examples of that is Moz’s Beginner’s Guide to Content Marketing.

Moz creatively places a chapter listing initially of every web page that hyperlinks out to extra particular content material marketing-themed pages throughout the matter cluster.

Moreover, utilizing an anchor-linked chapter listing is an efficient solution to join the cluster collectively — it gives worth to the reader whereas passing authority by way of to every pillar web page.

18. Mailshakes’ Marketing Automation

Advertising automation is a mix of software program and technique. With advertising and marketing automation, companies can goal prospects and prospects with automated messages throughout a number of on-line and offline channels together with e-mail, textual content, internet, and social media. Every message is distributed mechanically based on a pre-set listing of directions, known as workflows.

Advertising automation could be an efficient instrument to maintain your viewers engaged together with your model, nevertheless it’s vital to ensure you’re sending the correct messages to the correct folks on the proper time.

Mailshake, an e-mail outreach instrument, carried out advertising and marketing automation successfully by making a Cold Email Masterclass to show folks how you can make higher connections by way of e-mail outreach. The masterclass is made up of eight complete classes (i.e. pillar pages).

Mailshake is aware of that it is a lot of content material for folks to eat, and guests will not possible learn it multi function sitting.

To make it simpler for folks to be taught step-by-step, Mailshake repackaged their masterclass into an eight-part e-mail collection. In different phrases, they automated their schooling to assist their viewers.

Mailshake's marketing automation is an example of content marketing

Mailshake acquired 5,321 e-mail opt-ins for his or her chilly e-mail masterclass workflow in below one yr — proof that, if carried out nicely, this could possibly be an extremely efficient technique.

19. Townsend Security’s Content material Provide

One tried-and-true solution to convert guests into leads is by providing one thing of worth in change for his or her contact data (i.e. e-mail deal with). This “one thing” is known as a content material supply.

Content material affords embrace, however should not restricted to:

  • Guides
  • Workbooks
  • Templates
  • Webinars

It will possibly take a whole lot of time to create a helpful content material supply from scratch.

One efficient solution to create a significant content material supply is to repurpose and repackage items of content material discovered in your web site. For instance, information safety firm Townsend Safety created a pillar web page for one in every of their matters of experience — encryption key management.

To assist convert guests into leads, Townsend repurposed and repackaged the content material on their web page right into a information. This allowed folks to take the content material with them, versus having to seek for the pillar web page every time they wished to examine encryption key administration.

Townsend Security's content offer is a content marketing example

Within the first yr of publishing their encryption key administration pillar web page, 63% of visitors gave their information in change for a packaged PDF of the on-page content material.

20. Venngage’s Free Product

Your product ought to be your finest advertising and marketing. An efficient means to offer actual worth to your prospects is to create a free instrument that aligns together with your merchandise and/or companies.

If you may get a free consumer hooked on one in every of your free instruments, then you definately’re giving your self (and your gross sales crew) the most effective probability at demonstrating the worth of your paid instruments, too.

For instance, for instance, that you are a author who wants assist with creating visuals for the net content material you create. You would possibly think about using Venngage, an organization that helps companies create compelling visuals. Within the free model of their platform, customers get entry to all kinds of templates for infographics, displays, brochures, checklists, and so forth.

Sooner or later, when your advertising and marketing crew is contemplating paid merchandise for design, you will have Venngage top-of-mind.

Venngage's free product is a content marketing example

And there you may have it — 20 content material advertising and marketing examples to assist get your inventive juices flowing. Think about how one can apply one (or a number of) of those examples to what you are promoting to strengthen your content material advertising and marketing efforts.

We stay in a fast-paced digital world. Within the time you learn this weblog submit, a brand new channel, a brand new tactic, or a brand new competitor has emerged. One of the best probability you may have at telling what you are promoting’s story and rising a pool of engaged prospects and prospects is by studying the artwork of content material advertising and marketing — and beginning to apply it to what you are promoting, as we speak.

Start the free Content Marketing Certification course from HubSpot Academy.


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