Question? Leave a message!

100 Content Marketing Examples

100 Content Marketing Examples 47
100 Content Marketing e xa Mples 1100 Content Marketing e xa Mples WELCOME Looking for inspiration or ideas for your content marketing efforts Look no further. We rounded up 100 awesome examples from companies of various sizes, locations and industries, and packaged them together in this 100 Content Marketing Examples guide. In this guide you’ll get cuttingedge content samples from a wide variety of print, video, online and event campaigns – and that’s just the beginning. You’ll also get checklists, tips and links to additional resources to help you turn these examples into action items for your upcoming content marketing plans. So sit back, put your feet up and enjoy Have additional examples you’d like to contribute Connect with us below and share your own personal favorites. Joe Pulizzi Founder Content Marketing Institute juntajoe 2100 Content Marketing e xa Mples Broadcasts from The Wafe S fl hop 1 Company: The Waffle Shop Originally featured in: What if You Sold Waffles with a Side of Content By Andrew Davis Description: Located in Pittsburgh, The Wafe S fl hop broadcasts a livestreaming talk show with their customers. Their editorial calendar includes “Open Talk,” a show called “CookSpeak,” and a program called “Wafe W fl opp.” Each show has its own format. For example, “Wafe fl Wopp” is a teen magazine talk show hosted and produced by Pittsburgh teenagers. Their eclectic guest list, live music and fun interviews make “Wafe W fl opp” one of The Wafe S fl hop’s most popular shows. Check out the video below for an example. Example: Watch the “Wafe W fl opp” Videos 3100 Content Marketing e xa Mples The Confl ict Kitchen’s 2 3 Ways to Get Your Community Food Wrappers Involved in Your Content Marketing Efforts Company: Conflict Kitchen Originally featured in: What if You Sold Waffles with a Side of Content 1. Take it to the Streets: Explore your local neighborhood or rove an upcoming By Andrew Davis inperson event and take video inter views with your customers. The insights Description: you gather could provide great fodder for humorous YouTube vignettes, cus The Conflict Kitchen is a takeout restaurant in Pittsburgh tomer testimonials and case studies. that only serves cuisine from countries that the United 2. Expose Your Charitable Work: Many States is in conflict with. The entire restaurant and its companies run charitable campaigns, cuisine changes depending on the conflict it has chosen so why not honor the customers or fans that support your efforts After a suc at a given time. For example, it was recently a Venezuelan cessful event or food drive, list these restaurant called La Cocina Arepas and Bolani Pazi, an contributors on your website or send a Afghan joint. personalized email thanking those who were involved. Every four months, the restaurant changes its theme and uses its food wrappers (see 3. Take a Poll: One of the best (and often untapped) resources for content cre link below) to help educate consumers about the details of the conflict. They have ation is your customers. Doing a quick a smart editorial calendar (launching a new popup restaurant every four months) poll on your website or social sites on a and use every aspect of the experience (from the wrapper the food comes in to the regular basis for content ideas is a great way to keep your audience engaged and signage and menu) to leverage content to help their customers better understand the interested. Plus, when you end up us world. What a noble experiment. ing one of their ideas, they will love the recognition you give them. Example: See the food wrappers 4100 Content Marketing e xa Mples “CityOne” Simulation Game 3 Company: IBM Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: IBM has long been a leader in gamingascontent, breaking new ground with its business simulation game, called “CityOne.” In this game, players solve problems in four key areas – banking, retail, energy and water. Each scenario offers opportunities to understand realworld implications of business decisionmaking in a “Sim City”style simulation. To date, “CityOne” has racked up to 18,000 players from more than 130 countries since its launch in 2010, proving simulation gaming may be a powerful new content initiative that can engage, educate and influence. Example: Play along 5100 Content Marketing e xa Mples “The Inception of PC Viruses” Video 4 Company: FSecure Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: In January of 2011, Mikko Hypponen, Chief Researcher and worldrenowned computer virus expert at global computer security company FSecure, used a milestone in the industry – the “anniversary” of the first PC virus — to tell a story of intrigue and high adventure as he sought the writers of that first virus. From this journey, FSecure produced a masterful video documentary that followed Hypponen as he traveled more than 5,000 miles from Finland to Pakistan to meet the brothers responsible for the creation of the first computer virus, BRAIN. The interview shares how the brothers felt about releasing the virus 25 years later, and Hypponen states, “Listening to their story, I feel like we have recorded some real IT history.” Example: Watch the video 6100 Content Marketing e xa Mples ShipServ Pages – The Movie 5 Company: ShipServ Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: John Watton, former CMO of ShipServ, a B2B marketplace for the maritime shipping industry, had a problem. His company sold a technologically advanced product to a market in which buyers were typically skeptical and highly resistant to change. His goal was to n fi d a friendly, nonthreatening way to get their attention, educate them and drive more prospects into the sales funnel. The result: a twominute stopmotion video entitled, “ShipServe Pages: The Movie.” Watton states, “We needed a way to break the ice and to show suppliers the power of online marketing. We went lowtech with the stopmotion video and created Rex, a spare parts supplier, hero and modernday everyman.” Watton describes the results as, “Highly successful. The innovation is really in how we’ve integrated it with our other social media and content marketing efforts.” Example: Watch Rex in his feature movie “By making a complex message manageable and easily digested, we’ve driven people into our funnel at a faster rate.” —John Watton, CMO of Shipserv 7100 Content Marketing e xa Mples B2B Marketing Manifesto 6 Company: Velocity Partners Ltd. Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor 4 Steps to Publish Description: an EBook How do you find more of the customers you love to work with That’s exactly the question Make your own “manifesto” by Londonbased B2B marketing agency, Velocity Partners Ltd., asked itself while developing its following these four simple steps. new eBook, “The B2B Marketing Manifesto,” using humor, illustrations and a touch of edginess (To read more, visit the complete original blog post submitted on CMI to deliver a standout message. by Thomas Clifford.) 1. Discover a common theme from To gather content for the eBook, Doug Kessler, Creative Director and Cofounder of your existing content (articles, Velocity Partners states, “We found three common traits among our most successful videos, podcasts, etc. – the sky’s the limit) and organize customer relationships. Those traits became the basis of the eBook. We focused on your content around it getting our passion on the paper, which led to presenting a calltoarms to our profession, 2. Write an introduction all designed to attract those core psychographic traits.” 3. Hire a professional proofreader (make the eBook clean and The result An innovative eBook that drew a large polished) volume of comments, downloads and conversations. 4. Create a cover page (make it As Kessler states, “We’ve been almost overwhelmed by impossible for your customers to resist reading) the success of our approach on this project.” Example: Read the inspiring Manifesto 8100 Content Marketing e xa Mples “The Message is the Messenger” Infographic 7 Company: Eloqua + JESS3 Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: Infographics have seen a meteoric rise in popularity as a form of content. Sadly, many exist merely as a simple – even primitive – regurgitation of facts. Not this example from Eloqua, however. Joe Chernov, Eloqua’s VP of Content Marketing and cocreator of the “The Message is the Messenger” infographic states his purpose for the piece: “We wanted to – we need to – remain relevant in conversations that marketers are having about marketing. This infographic, and others we’ve created, was a way to make sure Eloqua remains a vital participant in this larger conversation. The graphic sums up the transition from traditional to new media, and captures the evergrowing list of personal brands – new media figureheads – that make up the social marketing conversation.” Example: See the infographic “A good infographic visualizes data to communicate a point of view – it doesn’t visualize data for the sake of visualizing data.” —Joe Chernov, VP of Content Marketing for Eloqua 9100 Content Marketing e xa Mples Nike Better World Microsite 8 Company: Nike What is a Microsite Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor A microsite concentrates on a narrow topic or issue, featuring Description: rich content developed by the The Nike Better World microsite uses HTML5 to present content in a hip sponsoring brand itself. Correctly executed, the microsite creates a storyboardstyle that amasses all the goodness of the brand and delivers it in an gathering place that positions the unusual, scrolling format. Best of all The attentiongrabbing “Better World” video is brand as a contributing member of made from “100 recycled advertising.” How green is that” the community. To see five more examples of microsites done well, check out the “How to Develop a Microsite” blog post by Joe Pulizzi. Example: Visit the microsite 10100 Content Marketing e xa Mples LEGO Club Magazine 9 Company: LEGO Originally featured in: LEGO: From Toy Company to MultiMedia Brand by Clare McDermott and MustSee Content Marketing Examples from 2011 Description: In the 1980s and 1990s, LEGO faced a tremendous threat from competing construction toys, and the company knew it needed to build a powerhouse brand and integrated marketing approach to go up against these buildingblock imitators. Among its incredible branding and content marketing initiatives is the LEGO Club Magazine, which is customized for subscribers by local market and age. The magazine allows kids of any age to receive targeted content that’s relevant to them in a fun, portable format. As an extension of its LEGO Club offering (one of the biggest and most popular children’s member clubs in the world), LEGO worked hard to improve its magazine product in 2011 with more cartoon stories of the LEGO bricks in action, better integration of customer photos and some awesome instore programs at LEGO store outlets and its new Master Builder Academy. Example: Check out LEGO Club Magazine 11100 Content Marketing e xa Mples 10 The Future of Mobility Video Series Company: BMW Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: Want to know what the future of mobility is Check out the artful fourlfi m 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 easytodigest format for viewers, and using expert insights gave the company added credibility as a knowledgeable and educational thought leader. Example: Watch the documentary 12100 Content Marketing e xa Mples 11 YouTique – French Connection’s YouTube Channel Company: French Connection Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: What to wear, what to wear Fashion retailer French Connection knew how often its target audience was asking this question, and happily responded by creating a YouTube channel: Youtique. The company combines the minivideo format of YouTube with the ethos of the Home Shopping Network to offer women snacksized personal shopping videos based on occasion. In short, it’s every woman’s dream. Example: Browse the YouTique 12 “From One Engineer to Another” Blog Series Company: Indium Corp. Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: Sixteen engineers from Indium have discovered content gold with their “From One Engineer to Another” blog. Through it, they produce valuable content, videos and answer questions about a variety of engineering topics (e.g., how to set up and operate the Indium sulfamate plating bath). Even if you don’t know what that means, you can appreciate what they are striving for: to bring ideas to life through interactive conversations. Example: Read the blogs 13100 Content Marketing e xa Mples 13 The Ford Story Online Community Company: Ford Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: A successful online community not only shares your company’s messages, but allows your customer voices to be heard as well. Ford’s user community achieves this by combining Ford content with user stories, images and videos. The emphasis on the community is clearly on the visitor, as categories like “Your Stories” and “Your Ideas” weigh prominently on the community’s home page. This approach creates a loyal band of community followers who are motivated to contribute content in support of the community, and creates a powerful user experience as well. Example:Experience the community Do’s and Don’ts for Building a 14 The Friend Network Optimizer Loyal Community Following Facebook App 1. Don’t be a showoff (it’s all about them): Make your content about your visitors, or ask them to directly contribute. Company: SAP 2. Do educate openly and honestly: People can find Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor information anywhere – be the place they get it from. 3. Do be a nurturer: Add community elements like a Description: newsletter or blog to keep visitors engaged, provide Do you know who among your friends is an inu fl encer Try out SAP’s Friend updates and solicit contributions Network Optimizer app for Facebook. This fun tool demonstrates, in small scale, what SAP does for businesses and is a great example of how to use social 4. Don’t just educate – socialize: Talking to your communi ty members is the best way to ensure you’re giving them the media, particularly apps, as a content outlet. information they actually want, not just the information you Example: Experience the App want them to have. Use a widget to bring together social media posts and tweets, and answer questions on your own forums. Above all, make sure it’s clear that you’re listening. 14100 Content Marketing e xa Mples 15 The Caterpillar Online Community Company: Caterpillar Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: The Caterpillar online community is a buzzing online forum where professionals who work with Caterpillar equipment and engines can exchange information, find answers and get expert advice from their peers. Where else can you compare skid steers Example: Visit the community 16 Cries for Help Lighting Revolution Company: Cree Inc. Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: The Cries for Help Lighting Revolution is a monthly contest hosted by Cree Inc., and bright way to get your community engaged and contributing to your content efforts. The contest asks participants to submit photos of a dark, poorly lit space in order to be entered to win free lighting for a forlorn little office or home. Quite an enlightening concept Example: Check out the contest 15100 Content Marketing e xa Mples 17 Intuit Labs Company: Intuit Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: The Intuit Collaboratory is an open collaboration platform that asks entrepreneurs to help solve the company’s latest product challenges – and rewards winners with cash. In order to reach its broader target audience, Intuit designs challenges for both codewriting techies and techchallenged entrepreneurs, serving as a great way to foster innovation and engagement while gathering usergenerated content as well. Example: Check out the lab 18 MSPtv Community Company: Zenith Infotech Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: MSPtv is an educational community for managed service providers and serves as an excellent example of how companies can embrace new media to educate the IT reseller channel. The steady flow of useful content on the community, which includes podcasts, webinars, videos and more, helps resellers position and troubleshoot their products, allowing Zenith Infotech to educate customers in a new, interactive way. Example: Visit the community 16100 Content Marketing e xa Mples 19 Lifetime Fitness Company: Lifetime Fitness Originally featured in: 6 Amazing Retail Content Marketing Examples Description: Experience Life is the lifestyle print and online magazine developed by Lifetime Fitness, the billion dollar health and fitness company with over 100 centers around the US. Experience Lifeis now published 10 times per year and has a circulation of more than 600,000 subscribers (as well as newsstand distribution). Example: Read the magazine 20 “Being Girl” Community Company: Procter Gamble Originally featured in: “How to Develop a Microsite” by Joe Pulizzi Description: The “Being Girl” online community stems from a similar concept to the “Man of the House” community, also created by PG, by delivering content targeted toward its preteen/teen female audience. The community provides their niche content in an engaging way, using color schemes to compliment the equally colorful content on the site. The content mission is clear: “Being a girl is like being part of a club where everyone knows what you’re going through… at least on some level. Girls have fun. Girls have opinions. Girls have a lot of questions about stuff like PMS, dating, their bodies and even serious subjects like addiction and abuse – just about anything you can think of that has to do with being a girl.” A nice content mission. In a study performed by Forrester Research, PG found that a microsite like was four times more effective than a traditional marketing campaign. Not too bad. Example: Visit the community 17100 Content Marketing e xa Mples 21 “Life Goes Strong” Community Company: Procter Gamble and NBC Description: In this online community for baby boomers, PG provides a plethora of content relevant for this audience in a variety of forms including articles, QAs with the experts, blogs and polls. The community is developed in partnership with other “Goes Strong” subsites to help provide content by themes: Health, Home, Tech, Play, Family, Style and Work. Through these subsites, content is more laser focused to help deliver exactly the educational information site visitors are looking for. Example: Visit the Community and other “Goes Strong” sites 22 Ecomagination Website Company: GE Originally featured in: “MustSee Content Marketing Examples from 2011” Description: GE is a great content innovator, and has really “stepped it up” according to Gilad de Vries, VP of Brands and Agencies at Outbrain. “The company is using its site, Ecomagination, to familiarize consumers with different aspects of their business by discussing science, innovation and embracing great challenges that will better our future.” The site organizes its content in a unique and innovative way, almost like a blog. With a mix of bright visuals, videos and cuttingedge articles, it’s a “goto” for anyone interested in the latest environmental issues and acts as a “forum for fresh thinking and conversation around clean technology and sustainable infrastructure.” Example: Visit the website 18100 Content Marketing e xa Mples 23 Tablespoon Cooking Community Company: General Mills Originally featured in: “MustSee Content Marketing Examples from 2011” Description: The Tablespoon community is an attractive, interactive site for people passionate about food and entertaining. The site gathers the best of the best, and uses a clean categorization technique for its content, splitting it up by topics that matter most to its core audience: Quick Dishes, Taste for Adventure and Rock UR Party. Depending on the type of cook you are or event you’re hosting, these categories help you find content easily and quickly in a more innovative way than traditional websites. And, with help from their newsletter, readers can also stay intheknow on the latest recipes and inspirations. Favorite feature: Table Talk: A forum that brings together what people are talking about on the site and about the recipes. It also gives visitors realtime updates on what recipes have been added recently to help them build their repertoire. Example: See what’s cooking 24 Red Bull’s “Red Bulletin” Magazine for the iPad Company: Red Bull Originally featured in: RenttoOwn Marketing: Red Bull by Joe Pulizzi Description: What do you think about when you hear the word “Red Bull” Energy Extremism Excitement Red Bull has done an excellent job building its brand on a few consistent themes that permeate every aspect of the company, from goofy cartoon ads to rockin’ live events. Its content marketing activities ree fl ct these themes as well, like the Red Bulletin magazine, which den fi es itself as a “modern lifestyle mag focusing on sport, people, art and culture designed to break new ground.” Never a brand to be left behind, Red Bulletin also recently extended its print magazine offering to the iPad as an app, which allows for a great amount of interactive content to supplement the original print articles, such as videos, animations, exclusive content and more. The site even boasts a 360degree view of the mag, and “access to Red Bulletin’s international issue” as part of membership. That’s “breaking new ground” for you. Example: The Red Bulletin Magazine for iPad 19100 Content Marketing e xa Mples 25 NC On Campus (LocationBased Services) Company: NC State University Originally featured in: “Take Your Content on Location with LocationBased Services” by Colleen Jones Description: If you’re going mobile with your content marketing, then consider locationbased services (LBS). A locationbased service is a network that provides content to your mobile phone or devices based on where you are (your physical location). As an example, North Carolina State University’s On Campus mobile app offers content and features that depend on a user’s location. Some examples include checkins, event promotions, digital rewards, points, leader boards, maps of nearby locations, reviews and photo sharing. Since there’s so much happening on campus at any given time, On Campus features content about events very prominently, so students and faculty can know what’s happening anytime anywhere. To reward people for attending certain events, On Campus also cleverly incorporates its own branded badges. It’s like content candy. Example: Check out the app 26 Sherwin Williams STIR Magazine Company: Sherwin Williams Originally featured in: Sherwin Williams and Content Marketing: 5 Questions with Ellen Moreau by Joe Pulizzi Description: STIR Magazine, a custom content publication, targets a very specific audience that includes interior designers, architects and people who are simply passionate about decorating their homes. The online magazine combines highquality articles, videos, interactive tools, blogs, events and “chatter” (comments from their social sites) into a comprehensive resource for people seeking ideas, inspirations, problemsolving tips and more. STIR was also recently made available as a tablet app, demonstrating the company’s commitment to making its content accessible (and readable) everywhere their audience wants it (plus it’s free). Example: Experience STIR Magazine online 20100 Content Marketing e xa Mples 27 The Museum of Me Company: Intel Originally featured in: “The Story Behind Intel’s Museum of Me” by Pam Didner Description: The Intel “Museum of Me” project is a story of trials, triumphs, creativity and innovation. Bridging the global divide, the Intel creative team worked with their international agency, Projector, to create this powerful campaign. The rough creative concept was to pull information from a consumer’s Facebook page to create a virtual museum of his or her digital life. Photos, videos, and friends were presented as pieces of art, displayed randomly as if in a museum or art gallery. Within 5 minutes of being launched, the page had gotten 36 likes. From there, word spread quickly with the first tweet coming from Madrid. Within 5 days, there were 1 million hits – accomplished without any paid media promotion. The Museum of Me app captured the attention of 2.5 million people and became the most popular viral video Intel had ever created. Example: Visit the Museum 28 Dive Rite’s Customer Stories Company: Dive Rite Originally featured in: Diving into Content Marketing: How Dive Rite Engages its Prospects by Katie McCaskey Description: Specialty diving equipment company Dive Rite has truly embraced content marketing as a way to beat the competition, increase web trafc a fi nd get more referrals. Its top focus is on community involvement and incorporating usergenerated content, fostering dialogue rather than providing static information on popular discussion board forums. One element of its strategy that’s worked well is the Customer Stories page on its website. These stories allow people to submit their videos, pictures and experiences using Dive Rite gear, sharing stories that span the past 25 years of the company’s history. This page shows site visitors that the company’s longterm focus and priority has always been to provide their customers with adventures and thrills with the help of its products. Example: See the stories 21100 Content Marketing e xa Mples 29 Target Coupon Mailers – a Poetic Undertaking Company: Target Originally featured in: 10 Strategies for Content Marketing, Events Marketing Automation Success, a Dreamforce 2011 Presentation featuring Jon Miller, VP Marketing and CoFounder of Marketo, and Ann Handley, CCO of MarketingProfs. Description: In a presentation recorded live at Dreamforce 2011, Jon Miller, VP Marketing and CoFounder of Marketo, and Ann Handley, Chief Content Ofc fi er of MarketingProfs, share some of their favorite content marketing examples. One campaign they shared that really hit the mark was the Haiku Mailer initiative from Target . These mailers, called “Haikupons,” contained discounts and coupons served up with brief, creative Haiku poems. This is a great example of how to use humor and a unique approach to an otherwise traditional marketing medium – print – to make your content marketing initiatives stand out. Spicing up the home mailers gave Target a bit of an edge, offering up a dose of personality to brighten up mailboxes. 30 Zappos ZN App for iPad Company: Zappos Originally featured in: 6 Amazing Retail Content Marketing Examples Description: ZN is Zappos’ digital magazine dedicated to sharing the latest fashion trends. Over the past few years, Zappos has been moving toward selling more than shoes (as this magazine clearly shows). Kudos to Zappos for integrating compelling stories with reviews, and the ability to purchase directly from the iPad (a great example of content to commerce). Example: Check out the magazine app. 22100 Content Marketing e xa Mples 31 Openview Labs “Reimagines” Content Company: Openview Originally featured in: 10 Strategies for Content Marketing, Events Marketing Automation Success, a Dreamforce 2011 Presentation featuring Jon Miller, VP Marketing and CoFounder of Marketo, and Ann Handley, CCO of MarketingProfs. Description: Can you create five content pieces from one asset without being duplicative Yes During a Dreamforce 2011 presentation, Ann Handley shares an example from Openview Labs to demonstrate how companies can create content pieces that reimagine, rather than recycle, your ideas. For example, one asset piece can be broken down into multiple articles, videos, a snapshot, podcast or social media discussion (See screenshot from the Dreamforce presentation). The challenge is forcing yourself to think about how to create multiple pieces that are truly different from the original content source. Example: Check out the Openview Labs site 32 Chinese Drywall Health Education Company: Roberts and Durkee Originally featured in: 5 Content Strategies for Boring Brands by Patricia Redsicker Description: Just like good brands, good content solves problems. Boring brands have the same opportunity as everyone to share information that improves customers’ lives or helps them to do their jobs better. For example, in 2008, Roberts and Durkee, a runofthemill law firm, used content marketing to become the de facto consumer advocate for victims of the Chinese drywall problem that hit the U.S. market toward the middle of the decade. They created a website/ blog called ChineseDrywallProblem to help thousands of Florida homeowners whose homes were built with toxic drywall. The website provided pertinent information, such as how to identify contaminated drywall, the toxins’ health implications, and the victims’ legal rights. This content strategy established Roberts and Durkee as the expert in Chinese drywall problems and resulted in tremendous business opportunities for the firm. Example: Check out the site 23100 Content Marketing e xa Mples 33 Agilent Puppet Chemistry Company: Agilent Technologies Originally featured in: 5 Content Strategies for Boring Brands by Patricia Redsicker Description: Agilent Technologies produces measurement instruments that help scientists, researchers and engineers measure variables in chemical analysis, life sciences and electronics. Ho hum, right On the contrary. Going completely against type, Agilent resisted the typical dry technicalities in favor of the truly unexpected: a video puppet show. The highly engaging Agilent Puppet Chemistry is so far removed from the company’s brand image, it immediately disarms, intrigues and captures the audience. And that audience consists of scientists and chemists who work in research and forensic labs – an audience that is relying more heavily on the internet to research instruments and platforms. This technique proved to be highly successful for Agilent, increasing traffic to its website and encouraging more prospects to click through in search of more information. Example: See the Puppet Show 34 Liberty Tax Facebook Page Company: Liberty Tax Originally featured in: 5 Content Strategies for Boring Brands by Patricia Redsicker Description: Social media presents the perfect opportunity to start or join discussions that are about topics rather than you, giving companies the opportunity to participate in conversations that are already taking place on social sites without seeming productcentric, pushy or selfpromotional. A good example is Liberty Tax, a tax service franchise (yawn)… with a Facebook audience of over 6,000 people A quick look at its Wall reveals how Liberty uses a variety of tactics to engage its customers and create a lively atmosphere. They discuss Groupon deals, hold photo contests, show appreciation to different members of the community (teachers, policemen and fireg fi hters, etc.) and so on. It also makes taxes fun (no, really) by giving away free tax apps, and offering advice and tips on littleknown tax credits, refunds, etc. Example: “Like” the Liberty Tax page 24100 Content Marketing e xa Mples 35 Mint Life Community Company: Originally featured in: Are Financial Services Companies Wise Investors in Content Marketing By Manya Chylinski Description: started out as a tool to help people understand and do more with their money, so it has a leg up on many other financial services sites. Mint Life, linked to from the Education section of, is a community where most of the content (versus the tools) resides. The format is a visually attractive threecolumn blog format, and Mint isn’t afraid to use color and graphics. The page has space for recent tweets, articles and links to the Mint Life Guides and its popular Facebook page. Articles are readable and relevant, creatively addressing topics that run the gamut of personal finance concerns: Foodie Vacations on the Cheap, 5 Incredibly Stupid Things Consumers Do Online, or Choosing a Broker (a compelling infographic). The site also continues to evolve with the times and remains relevant with its target audience; for example, it has a free mobile app to help customers keep track of their finances while they are on the go. Example: Visit Mint Life 36 WebMD Magazine Company: WebMD Originally featured in: Just How Healthy are Healthcare’s Content Efforts by Manya Chylinksi Description: WebMD’s monthly magazine, available in print (for physician’s offices) and online (for everyone else), gives exclusive content to readers looking for the latest articles in healthy eating and healthy living. Every issue is available infull every month in a simple, easyto digest PDF format, with all back issues archived and content sharing and interactions available across the WebMD Magazine social sites (i.e., WEBMDMagazine). The best part is that the magazine maintains the editorial standards of its broader website, meaning content is created or edited by medical professionals. Signup is also simple: Rather than needing to fill out long, complex forms, you’re asked to simply provide your email in order to receive reminders that the latest issue is available, allowing you to go read it on your own time. Example: Read the WebMD magazine 25100 Content Marketing e xa Mples 37 The National Multiple Sclerosis Society’s Website Company: The National Multiple Sclerosis Society Originally featured in: Just How Healthy are Healthcare’s Content Efforts by Manya Chylinksi Description: The National Multiple Sclerosis (MS) Society’s website is designed to provide access to critical information on this disease for two distinct audiences: consumers and professionals in the field. The foundation does a good job of making the division clear, and consumer information is written in suitably clear, easytounderstand language. News coverage is offered on topics such as clinical trials, legislation and the society itself, and the site also offers information on issues such as what MS is, how to live with the disease and how to talk to children who may suffer from or be affected by it. In addition, the site features a multimedia library that is a useful repository of MSrelated online magazines and newsletters (including Keep S’myelin, a newsletter for children), online videos, and other web resources. Example: Visit the MS Society’s Website 38 Home Made Simple Company: Procter Gamble Originally featured in: “How to Develop a Microsite” by Joe Pulizzi Description: Home Made Simple is one of the superstar examples of microsites. With well over six million optin members at this point (we are unsure of the exact figures), Home Made Simple continues to develop fresh and relevant content, recipes and tips to keep homeowners organized. The site was developed over six years ago by Procter Gamble (PG). After starting with just web and enewsletter content, Home Made Simple has grown into a TV channel, with social media integration and a ton of great content. Example: Visit the Home Made Simple site 26100 Content Marketing e xa Mples 39 My Starbucks Idea Company: Starbucks Originally featured in: 6 Amazing Retail Content Marketing Examples Description: Description: Since inception, seemingly hundreds of ideas have been reviewed and implemented on the community site, My Starbucks Idea. Example: Visit the community. 40 “The Threshold” Reality Game for PreEvent Engagement Company: Cisco Originally featured in: How to Create Content that Engages at FacetoFace Meetings by John Nawn Description: As you design your event, imagine the attendee experience before, during and afterward and make sure you’re optimizing both content and context accordingly. One of the most interesting examples of engaging meeting attendees prior to an event is Cisco’s use of an alternate reality game (ARG) called “The Threshold”. The online game was designed to build teamwork and greater awareness of Cisco products and services during Cisco’s Global Sales Experience. Over 13,000 individuals participated in the game, generating thousands more posts on the discussion boards. Who knew sales people were such avid gamers Example: Learn more about “The Threshold” on Cisco’s blog 27100 Content Marketing e xa Mples 41 CREO Launch Microsite Company: PTC Originally featured in: Microsite Yields Big Results for PTC by Katie McCaskey Description: When PTC wanted to launch its new software suite, CREO, it built a microsite in order to build community and industry awareness and gain momentum prior to the golive date. Here are three reasons why the microsite was so effective as a content marketing technique: 1. Topic boundaries were narrowly and clearly den fi ed: PTC’s CREO microsite focuses on the CAD design technology industry as a whole. It also provides a behindthescenes look at the development process of CREO, the company’s recently released software. 2. Educational content was developed that invites contributor involvement: The CREO microsite is filled with commentary from CAD experts and specialized engineers. This bookends content contributed by CAD designers, software developers and other passionate laypeople. 3. Content is easily shareable: Passionate people are great ambassadors for other likeminded people. PTC makes it easy for their content to be shared in social media channels, such as Facebook and Twitter. Example: Visit the microsite 42 ”Behind the TEDTalk 2010” Video Company: TEDTalk 2010, M ss ng p eces and vimeo Originally featured in: 5 Engaging Video Ingredients: Deconstructing a TEDTalk MiniDocumentary by Thomas Clifford Description: The “behindthescenes” minidocumentary of a TEDTalk is a strong example of how companies can use video for their content marketing strategies. Why Because it’s simple, it’s emotional and it’s intriguing. The interview portion of any video is its bread and butter. When interviewing, be sure to capture answers that ree fl ct what the event means to people; consider what people are feeling and thinking. This will make for some powerful content. Another tip from the event is to shoot footage from various angles to make it interesting and unique. Finally, after the event be sure to interview key event participants to capture their enthusiasm and excitement. Example: Visit the microsite 28100 Content Marketing e xa Mples 43 Vail Resorts Web and Smartphone App Company: Vail Resorts Originally featured in: How to Avoid “Shiny New Technology” Syndrome in Content Marketing Case Study Description: Vail embeds RFID (radiofrequencyidentification) chips in its passes and lift tickets each year. Customers can then get a personal scorecard of accomplishments on the mountain that can be viewed on the web or via a smartphone. Example: See the data you can view 44 Lauren Luke Instructional Videos Company: Lauren Luke Originally featured in: 12 Organizations Doing Content Marketing Right Description: In 2007, Lauren Luke began selling makeup 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 makeup application videos and distributed them on YouTube. Five years later, Lauren has her own brand of makeup 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. (Thanks to CMI contributor Andrew Davis for his insights on Lauren Luke’s content marketing efforts.) Example: Get the Looks 29100 Content Marketing e xa Mples 45 Guitar Center TV Channel on YouTube Company: Guitar Center Originally featured in: 12 Organizations Doing Content Marketing Right Description: Guitar enthusiast Clyde Miles shares with CMI why he feels Guitar Center has the most rockin’ content marketing practices around. Their innovative, fun and unique videos speak to a very targeted audience in the ways they want to converse: Through music. The Guitar Center TV Channel on YouTube also seamlessly integrates with the company’s website, provides an open forum for discussions from passionate players and features company promotions. Example: Check out the Channel 46 Home Depot DIY Tips Trends on YouTube Company: Home Depot Originally featured in: 12 Organizations Doing Content Marketing Right Description: Home Depot has extremely relevant content on its online properties for two reasons: 1. The information is tailored by season or region. 2. Most topics are geared towards DIY projects (which the majority of their customers are looking for). For example, during the winter holidays the YouTube channel bore the headline, “More Holiday Cheer for Less”, providing tips and techniques for homeowners who like to decorate on their own without spending too much time or money. Other seasonallyrelevant videos include, “Changing Air Filters” (another winter chore) or a Poinsettia informational vignette. (Thanks to Nate Riggs, CMI contributor, for his thoughts on Home Depot.) Example: Check out the Home Depot Channel 30100 Content Marketing e xa Mples 47 AtTask Podcasts Company: AtTask Originally featured in: MustSee Content Marketing Examples from 2011 Description: AtTask, the B2B company, regularly publishes a host of relevant content on its website and on, a content site featuring industry experts on the subject of project management. As an example, check out their robust and relevant podcasts. These podcasts are broken up into categories that are catchy, cuttingedge and relevant to their readership. The podcasts are not only relevant for readers, but successful for the company as well: Since focusing on content marketing, AtTask has received more inbound requests for its expertise and syndications of its content. (Thanks to CMI contributor Amanda Maksymiw for her insights on AtTask. Disclaimer: AtTask is a portfolio company of OpenView.) 48 Seasonal Booklets from Whole Foods Company: Whole Foods Originally featured in: MustSee Content Marketing Examples from 2011 Description: Whole Foods shows us that you can take it with you with its seasonal printed brochures. Clare McDermott, Founder of SoloPortfolio, shares her recent experience with one of the food store’s content marketing techniques: “I was shopping there one week before Thanksgiving, and I picked up a booklet about preparing the bird, unusual stufn fi gs, why freerange tastes better, etc. The content was fun, totally useful (it was my companion on Thanksgiving Day when I estimated cooking times) and perfectly tied to their offerings. And of course, that awesome stufn fi g recipe requires some ingredients I’ll n fi d most easily at Whole Foods.” 31100 Content Marketing e xa Mples 49 Hunch Infographics Company: Hunch Originally featured in: MustSee Content Marketing Examples from 2011 Description: Infographics are effective because they boil down information to its most important components. Joe Chernov (VP of Content Marketing for Eloqua) states, “ has taken one of the elements that has made infographics so popular – that is, they are easily digestible – to an entirely new level. In many ways, has done to the infographic what Twitter did to blogs: Reduced the content to only the essential point. They made data visualization light, fun and accessible. It also doesn’t hurt that each ties into one of the company’s key messages, which is: We know more about you than you know about yourself.” Creepy Not at all. Effective content Absolutely. Example: See for yourself 50 Urban Martial Arts Blog Company: Urban Martial Arts Originally featured in: MustSee Content Marketing Examples from 2011 Description: The Urban Martial Arts blog is an example of lowcost content marketing. The blog is run by a small martial arts dojo in Brooklyn, NY, and is used to highlight the character building activities and recreation enjoyed by their students (especially children). The blog incorporates a good mix of multimedia to appeal to various audiences, including videos, social media integration and articles. Example: Check out the blog 32100 Content Marketing e xa Mples 51 Orabrush “Bad Breath Detector” Video Company: Orabrush Originally featured in: MustSee Content Marketing Examples from 2011 Description: Need a giggle Check out the Orabrush “Bad Breath Detector” video on YouTube. Over 1.7 million other people already have. Why Because it’s a brilliant example of how content marketing can be just as effective (or more so) when silly and fun as when it’s educational and serious. Orabrush as a company has been around for a while and used to spend a lot of money on television advertising. It then decided to spend about 500 on a funny “Bad Breath Test” video that promoted the tongue cleaner on YouTube. Soon after that the company leveraged the popularity of the iPhone and a gullible audience to the hit video: Test Your Breath With an iPhone – Bad Breath Detector. Since then, they have been producing video after video on a welloptimized YouTube channel. As of this writing, its YouTube channel has received over 39 million views and has over 165,000 subscribers. Orabrush also has more than 295,000 fans on its Facebook page and over 4,000 followers on Twitter. The company has since signed agreements with major drugstore chains to stock the product on their shelves. A very successful content marketing campaign, to say the least. (Thanks to CMI contributor Arnie Kuenn for these insights.) Example: See the video 52 The Careers and Industry Guide Company: AMMA Originally featured in: MustSee Content Marketing Examples from 2011 Description: What do you do when you need to solve a problem, not only in your community but across your entire country, as well Create a compelling, educational piece of content designed to bring together all the facts, tools and resources needed to help start solving your issues. That’s exactly what the Australian Mines and Metals Association did in 2011 with its Careers and Industry Guide, designed to help deal with the massive skills shortage it was experiencing and attract jobseekers both locally and overseas. The Guide contains over 700 highquality, original articles and fact sheets on all aspects of living and working in the industry. It’s completely free of charge and has no advertising. A comprehensive social media campaign has also been developed to support the content and drive prospective jobs seekers to the site, including a daily blog post, Twitter, Facebook and LinkedIn activity. (Thanks to the Director of Site Content (CCO) Sarah Mitchell from AMMA for providing this information.) Example: Browse the guide 33100 Content Marketing e xa Mples 53 The Completely London Magazine Company: Kinleigh Folkard Hayward 5 Elements Needed for Originally featured in: Fab 15 Content Marketing Projects a Top Print Magazine by Jeremy Victor 1. Cover – Everyone judges a book by its cover, Description: so make sure you have a powerful image on the The Completely London magazine was launched in September of front (with limited or no text). 2009, just as the real estate market was struggling, to prove that 2. High Production Values – Paper stock, bind a print magazine could differentiate the agency from their peers. ing, ink and paper finishes all contribute to an The magazine’s highend look and feel and highquality content has overall impression of quality. Investing money dramatically revitalized the agency’s visibility. Last year, Completely in highend production is a great way to snag London was named one of the top ten brands in the U.K. readers. Example: Read the magazine 3. Images – Use the best photographs and original artwork you can find. Epic photographs on quality paper make a huge impression on 54 Financial Advice – A Content Marketing people who are considering purchasing your Project from NLB magazine. 4. Design – Critical to readability and customer Company: NLB appeal, when a potential reader flips through Originally featured in: Fab 15 Content Marketing Projects your magazine, great design can seal the deal by Jeremy Victor on a sale. Description: 5. Writing – When all the other elements are in NLB, the largest Slovenian bank, wanted to break the mold of cold, place, talented writers and clear editorial vision distant financial institutions and get closer to its customers and keep readers coming back. prospects. To do this, NLB launched Financial Advice, a new content marketing project that uses a mix of digital media and live customer 6. Above all, make sure it’s clear that you’re engagement to reposition itself in the market. In addition to a new web listening. portal, a print magazine and iPad app, NLB has opened a new branch in capital Ljubljana where customers can get free personal financial advice, pick up free coffee, read educational materials and stay for daily presentations on personal finance. Example: See the site 34100 Content Marketing e xa Mples 55 Infographic of the Day Company: FastCompany Originally featured in: MustSee Content Marketing Examples from 2011 Description: FastCompany’s Infographic of the Day uses data to tell a story. In each installment, the company also provides context around the infographic’s meaning so the reader can’t help but want to explore the interactive charts and share their cool data with others (contagious content is key). Example: Check out the popular Infographic, “How Men and Women Differ When Making Big Sales.” (Thanks to CMI contributor CB Whittemore for her insights on FastCompany.) 56 kate spade Email Campaigns Company: kate spade Description: 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 color 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 inboxes. This proves that big brands, even fashion brands, can transcend digital boundaries to enter the modern marketing age. Example: Visit the kate spade blog, “behind the curtain” for more examples, including interactive content, like the “Shop the Look” feature. 35100 Content Marketing e xa Mples 57 The Tory Burch Blog Company: Tory Burch Description: The Tory Burch blog made headlines this year, with many people citing it as the “blog to see” for the fashion world. Here are a few reasons why the content on the blog is so effective. 1. It’s got personality: Tory Burch’s tone and style resonates through every fiber of the blog, combining humor with sophistication. 2. It’s got relevant tips: Want to know what songs to play at your holiday party Or how to care for your salt ridden winter boots Tory Burch has it all – from lifestyle insights to practical tips, the blog adheres to what its audience is looking for across all topics – not just clothes. 3. It’s got heart: Not only are fashionable tips a prominent focus on the site, but so are the charitable works Tory Burch partners and contributors are involved in. A recent article in Mashable attributes Tory Burch’s success to the fact that, “Burch is one of the few designers to maintain a direct, ongoing dialogue with her friends and fans… the company’s blog… is broadly recognized in the industry as one of the leading manifestations of ongoing, brand developed content.” (Read more from the Mashable article here.) Example: Visit the Tory Blog 58 The Adrenalist Website Company: Unilever Originally featured in: MustSee Content Marketing Examples from 2011 Description: Unilever jumped into the content game with “The Adrenalist,” a website that provides great content for adrenaline and adventure junkies, tied to promote its Degree Men deodorant. The site’s themes, Bravery, Excitement and Thrills, are all demonstrated through various content avenues like adventure blogs, videos and even grooming tips for the modern man onthego (with subtle reminders of who is sponsoring the thrilling content – your ohsomandatory deodorant). Example: Explore the Adrenalist site 36100 Content Marketing e xa Mples 59 The Responsibility Project Company: Liberty Mutual Originally featured in: MustSee Content Marketing Examples from 2011 Description: Content that’s not only highquality but also has a good purpose always comes out on top. Liberty Mutual uses content to help associate its brand with “responsible thinking, preparation and doing the right thing.” Its site, The Responsibility Project, tackles issues pertaining to ethics, politics and economics (and much more) to support its theme of “being responsible” in all aspects of your life. The site features interactive polls, videos, articles and a blog that do very little to communicate the company’s products and services, demonstrating how good content that serves a broader purpose is often much more effective than promotional content. Example: Visit the site 60 Nightmares Fear Factory – Flickr Photostream Company: Nightmares Fear Factory For more information, check Originally featured in: MustSee Content Marketing out Tracy Gold’s article, Examples from 2011 “How to Be a Frighteningly Brilliant Content Marketer” Description: and learn how to find your Nightmares Fear Factory, a haunted house in Niagara Falls, Canada, own “screams.” catches terrified customers on camera and publishes the photos on its hilarious Flickr photostream. The campaign got huge publicity and certainly makes anyone looking at these pictures want to head up to Canada and find out what was so scary. Simple and brilliant, this is one of the spookiest, and most successful, content marketing examples from 2011. Example: See the snapshots 37100 Content Marketing e xa Mples 61 The Endless Vacation iPad App Company: RCI Originally featured in: MustSee Content Marketing Examples from 2011 Description: RCI, the largest timeshare vacation network in the world, has embraced the future of content marketing and focused on creating the great content that its readers want, helping the brand own the travel category. What was once a custompublished magazine available only in print, Endless Vacation (from RCI, a client of Story) moved beyond the boundaries of glossy paper and onto the iPad. The application allows readers to delve deeper with interactive articles, photo galleries, alternate covers (just shake it), panoramas and more. Example: Explore the App 6 Tips on Using QR Codes for Content Marketing 62 Kendall Jackson Wines – QR Codes 1. Know where your audience is Company: Kendall Jackson Wines and 44Doors and what they need when they Originally featured in: 6 Things to Know About Using QR Codes encounter your QR code. in Content Marketing by Nate Riggs 2. Suggest a QR code reader for Description: your audience to use. Want to learn more about wine before you buy Kendall Jackson Wines 3. Use an appropriate call to action. has found the answer in its tags and labels that now feature QR codes. 4. Create the right landing page. This helps Kendall Jackson offer its customers all kinds of different information at the point of purchase. It’s relevant, timely and unique, which 5. Display QR codes on a flat can inu fl ence the ultimate purchase decision. The code also contains links surface. to its social sites, emails, coupons, commerce and other content pieces. 6. Always keep the process simple. Example: See a graphic explaining how the QR code works from the original article. 38100 Content Marketing e xa Mples 63 Deloitte Debates Blog Company: Deloitte Originally featured in: The 2011 Content Marketing Playbook Use polls to get Description: immediate user insights Remember “Point/Counterpoint” on 60 Minutes Deloitte’s taken a lesson during debates, which from one of network television’s most successful news magazine programs provides fodder for future by posting weekly debates on hot business and finance issues. Instead blog posts, eBooks and of the same old, same old, Deloitte Debates provide lively and thoughtful other content assets. discussions. (Kudos to Erica Dipyatic from Deloitte for the recommendation.) Example: Join the debates 64 Home Comfort Blog Company: Conditioned Air Originally featured in: The 2011 Content Marketing Playbook Description: 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 center 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. Example: Visit the blog 39100 Content Marketing e xa Mples 65 “Viewing Value” eNewsletter Company: OpenView Venture Partners Originally featured in: The 2011 Content Marketing Playbook Description: eNewsletters can’t be beat for communicating substantial content within intellectually intensive and rapidly changing markets. For example, venture capital company OpenView Venture Partners does an outstanding job engaging both portfolio clients and entrepreneurs (their target) with collegial, yet smart articles, interviews and case studies in its Viewing Value eNewsletter. Example: See the eNewsletter 66 IBM White Papers Company: IBM Originally featured in: The 2011 Content Marketing Playbook Description: Commonly used as a thought leadership or leadgenerating asset, white papers are highly effective yet very resource and timeintensive projects. They’re worth the effort, though. Once completed, white papers can provide a host of content ideas for your blog, videos, social media discussions and so much more. A company doing white papers well is IBM, which demonstrates its thought leadership in different industry spaces through targeted, wellresearched reports (like the “Driving Performance Through Sustainability” white paper) without being too overly promotional. Example: Check out the “Driving Performance Through Sustainability” white paper. 40100 Content Marketing e xa Mples 67 Kelly Services Articles Company: Kelly Services Outsourcing and Consulting Group Originally featured in: The 2011 Content Marketing Playbook Description: A flexible medium, both in length and format, an article opens opportunities for companies to address issues, trends, concerns and topics of immediate interest to their intended audiences. An ongoing article publishing campaign, complemented with a roster of speaking engagements, has been the traditional tool for establishing thought leadership in numerous industries. For examples of articles done well, check out Kelly Services Outsourcing and Consulting Group. The company posts regular articles educating customers on workforce solutions and key outsourcing issues. The Kelly team also integrates opinions from key industry thought leaders with those of Kelly staff to make this a truly helpful resource. Example: Read the Kelly Services OCG articles 68 Mobile Mistakes eBook Company: Gomez Originally featured in: The 2011 Content Marketing Playbook Description: An eBook is sometimes thought of as a white paper on steroids. It’s a report, generally 12 – 40 or more pages in length, that presents complex information in a visually attractive, readerfriendly format. The content is both informative and entertaining; the tone, collegial; the format, “chunky” rather than linear, to facilitate skimming and scanning. One company doing eBooks well is Gomez. With mobile on the move, Gomez is taking advantage of this momentum with its provocative eBook, 20 Common Mobile Mistakes, that counters mobile errors with performance wisdom. Example: Read the eBook 41100 Content Marketing e xa Mples 69 Business Cases eBook by ARX Company: ARX Originally featured in: The 2011 Content Marketing Playbook Description: Want to learn more about What do you do when you have a lot of highlyvaluable content but nowhere how to develop and use to organize it Pull it together in an eBook. ARX’s eBook is a perfect eBooks as part of your example of this technique, as evident in their “Think Twice Before You sign content marketing strategy Anything Again” piece, which contains 12 business cases that illustrate the Download Jonathan Kranz’s bottomline value of digital signatures. The eBook transforms signatures free guide, The eBook from an operational afterthought to an urgent business issue (using an eBook: How to Turn Your attractive design on the cover to further complement the content). Expertise Into Magnetic Marketing Material. Example: Check out the eBook. 70 Case Study Videos by CMI Company: Content Marketing Institute Originally featured in: The 2011 Content Marketing Playbook Description: Case studies are one of the most important elements in your content marketing strategy, because they take your company’s promotional voice out and replace it with that of your loyal and satisfied customers, building credibility and trust with your readers. Case studies don’t always have to be written, however. The Content Marketing Institute uses video to supplement its indepth case study eBooks in short 3minute vignettes. This allows the case study to be shared in a truly engaging way and is another way to leverage your researched case studies for other content venues. Example: Watch Joe Pulizzi review 5 examples of content marketing magic 42100 Content Marketing e xa Mples 72 Jet… Set… Tweet (JetBlue Twitter Account) To boost your Twitter efforts, you Company: JetBlue may want to look at additional tools Originally featured in: The 2011 Content Marketing Playbook such as: Description: 1. Klout: Who has social media Social media is all around us, and a deeply integrated aspect of our mojo Klout offers an influence content marketing strategies. Twitter is a great way to reach your measurement that ranks social customers at lightspeed, helping you join conversations, respond to media mavens and wannabes complaints and share deals and discounts with the click of your mouse. on a 1 – 100 score. One company that’s using Twitter in some cool ways is JetBlue. By its nature, travel is very much an industry on the 2. Twitalyzer: Type in a Twitter move with a very mobile customer base. JetBlue has taken flight with a Twitter presence that addresses customer username and, voila, Twitalyzer needs and gives the company important insights on its customers’ concerns. maps its follower base, giving you a way to visualize the Example: Join the Tweets physical breadth and depth of social media impact. 73 Eloqua’s WOWWorthy Webcasts Company: Eloqua Originally featured in: The 2011 Content Marketing Playbook How long should Description: Webinars (also called webcasts) are great ways to engage with your your webinar be audience live, while providing a plethora of content to leverage across One hour seems to other online and print channels. Webinar content can be used for blog be the sweet spot… posts, articles, white papers, podcasts, QAs on Facebook, “live with 45 – 50 minutes tweeting” on Twitter and so much more. dedicated to the presentation and 10 –15 minutes One company using webinars well is marketing automation company Eloqua, which has a treasure trove of online allotted for QA. events in its Resources section. This not only helps prospects searching on its website, but is an integral sales resource depending on the specific customer challenge. Example: Watch the webinars 43100 Content Marketing e xa Mples 74 Mike’s “Ultimate Chopper Drop Test” Company: Shure Originally featured in: The 2011 Content Marketing Playbook Description: Talk about high impact from a low budget. In a series of goofy videos, Shure puts its SM58 mic through the paces (including deepfreezes, ground burials, tour bus runovers and, in the aforementioned video, a 200foot drop from a helicopter) to demonstrate the mic’s ability to perform regardless of circumstances. After all the abuse it endures, perhaps they should rename it the “SM”58 Example: Get a taste of the action 75 Content Marketing World Event Videos Company: CMI Originally featured in: The 2011 Content Marketing Playbook Description: What better way to boost exposure of your live event than to publish videos from it online The international content marketing event, Content Marketing World, created a series of videos, hosted on YouTube but housed on a special landing page on the event site. The goal was to continually tell the story of the event in a visual format (and not cost an arm and a leg). Example: Watch the videos 44100 Content Marketing e xa Mples 76 Social Media Examiner “Stories” Company: The Social Media Examiner Originally featured in: The 2011 Content Marketing Playbook Description: Creating content that’s not about your brand, but rather about the topics your audience is interested in, is a great way to build trust with your readers. One way to do this is to curate content from across the web and deliver it to your readers in an easytoread way (make sure it’s not all your company’s content, too) A free online magazine, Social Media Examiner (and its ubiquitous khakiwearing mascot) does just that, as it cuts through the social media jungle to blaze trails of marketing and communications insight. Example: Read the Examiner 77 Navy for Moms Community Company: U.S. Navy Don’t have the time or Originally featured in: The 2011 Content Marketing Playbook resources to build a new community from scratch Description: An online community is similar to a microsite, except this is where your Consider leveraging Facebook or customers, not you, do most of the talking. The objective of a community LinkedIn first. If your customers are is to have a large amount of usergenerated content on the site, with the already hanging out in one place, it brand sponsoring the pages and providing a forum for people with like makes no sense to move them to interests to interact. another site. Just find new ways to request user input, start discussions Navy For Moms serves as such a community for a very niche audience. and share customerdriven content. Now, people don’t have to rely on just the promises of military recruiters, because they can hear the authentic voices of real Navy parents. On the community, parents share concerns, stories, ideas (like how to send Christmas packages overseas) and more in an interactive setting. Example: Visit the Community 45100 Content Marketing e xa Mples 78 AMA Custom Social Network Company: American Marketing Association Originally featured in: The 2011 Content Marketing Playbook Description: A custom social network is a great way to extend your content marketing beyond your Facebook, LinkedIn or Twitter prolfi es. Today, associations, clubs, organizations and even companies can create their own custom social networks using a Ning platform or Wordpress as the infrastructure of a fullfeatured social media site dedicated to its constituents and their issues. As an example, check out the Boston Chapter of the American Marketing Association website. Through its branded and customized social networking site, the group delivers value that hadn’t been possible before: 24/7 connectivity plus networking reach beyond the limits of Greater Boston itself. Example: Visit AMA Boston 79 Lexus Magazine Company: Lexus and Story Worldwide Originally featured in: The 2011 Content Marketing Playbook Description: Lexus Magazine is a custom print publication, meaning that the brand has become a true publisher by offering sponsored content that’s produced and distributed by the company. The magazine isn’t only about Lexus cars, but the Lexus lifestyle as well, featuring articles about travel and other luxury experiences, localized to be relevant for each reader. A case study by Lexus Magazine producer Story Worldwide explains the success of the project on its website: “Lexus needed a consumerfacing publishing program that would maintain and strengthen the automobile’s integrity as a global luxury brand while making its content meaningful and relevant to readers in a wide range of localities worldwide. Customer loyalty, quality control, and cost efc fi iencies were all challenges in this scenario. Story’s solution: Add localized content to the brand’s highend travel magazine and push the print edition into the digital realm. Issue after issue, we’ve advanced the brand, bringing it closer to its tightly knit customer base and furthering Lexus’ relentless pursuit of perfection.” Example: Read the full Lexus Magazine case study 46100 Content Marketing e xa Mples 80 Stages Digital Magazine Company: Fidelity Originally featured in: The 2011 Content Marketing Playbook Description: If you don’t have the resources or propensity to invest in a print publication, then you should at least consider creating a digital magazine for your company. As a hybrid between the traditional magazine and a spruced up PDF, these pieces offer selfcontained, visually compelling periodical content that doesn’t require special software to open and read. For example, Fidelity’s Stages digital magazine captures the look and feel of traditional printed content while adding convenient features for online readers, like searching and printing, that are entirely unique to digital. Example: See Stages 81 The Furrow Digital Magazine Digital Magazine Tip: Consider adding video, Company: John Deere podcasts or other multimedia Originally featured in: The 2011 Content Marketing Playbook to add depth to your Description: magazine’s content. John Deere has been publishing its corporate magazine, The Furrow since 1895. As a way to bridge the gap between its print and online audiences, the company created an online PDF version of the popular magazine. Same great content, images and layout, only digital The magazine, like most successful custom publications, speaks to the interests of its readers without overly promoting its brand. Articles range from environmental issues, farming, world hunger and other notable topics. Example: Browse The Furrow 47100 Content Marketing e xa Mples 82 LCBO – Food Drink Magazine Company: LCBO Originally featured in: 6 Amazing Retail Content Marketing Examples Description: The LCBO, located in Ontario, Canada, is one of the world’s largest buyers of beverage alcohol, with more than 600 retail locations in Canada. Vintages is the LCBO’s memberdriven publication specifically targeting wine enthusiasts. The magazine is distributed both through the post and is available online in digital book format. Example: View the magazine 83 Technology Network: An eLearning Portal by Oracle Company: Oracle Originally featured in: The 2011 Content Marketing Playbook Description: 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 ongoing educational webinars and reports. Example: Explore the Portal 48100 Content Marketing e xa Mples 84 A Yummy iFood App from Kraft Company: Kraft Originally featured in: The 2011 Content Marketing Playbook Description: Mobile content is becoming increasingly important as more and more users turn to their smartphones and tablets to find the information they seek onthego. As a marketer, creating a mobile app is a way to ensure your content is getting into your customer’s hands, while providing them with convenient tools. Just take Kraft’s iFood Assistant app as an example. As one of the bestknown branded apps, Kraft puts delicious recipes at your n fi gertips and even includes features like a builtinshopping list, making it one of the tastiest mobile content examples we’ve seen. Mobile Content Tip: Example: Explore the iFood Assistant App Make sure your mobile app can easily interface with social networks like Facebook or Twitter, and includes a survey function to gauge satisfaction 85 AMEX’s “Open Forum” for ongoing improvements. Company: American Express Originally featured in: The 2011 Content Marketing Playbook Description: 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. Example: Visit Open Forum 49100 Content Marketing e xa Mples 86 The Murphy Bed Buyer’s Guide Company: Old Creek Wall Bed Factory Warning Originally featured in: The 2011 Content Marketing Playbook Leveraging a content platform Description: can work because you are The Murphy Bed Buyer’s Guide is a “content platform”, or site that leveraging your content AND allows users to assemble a directory of resources from blogs, bulletin the credibility of the platform boards and databases to picture galleries, video streams and link site (i.e., Google Knol, Squidoo, lists – all around a topic of interest. With its Knol platform, Old Creek etc.). But you ultimately have no Wall Bed Factory educates potential customers and positions itself control over these sites… they as the trustworthy authority in a very niche business. can remove your content at any Example: Browse the Buyer’s Guide time. It might be a good idea to house your content asset on your blog or media site and repurpose it onto the content platform. 87 The Bulldog Reporter Teleseminar Company: Various Originally featured in: The 2011 Content Marketing Playbook Description: Don’t have time for a full webinar How about hosting a teleseminar These phonecall presentations often feature a more simplistic style, sometimes providing additional content pieces (like a PowerPoint presentation) to participants before or after the call. A recent example of this is the teleseminar, “Branded Content PR: Think Like a Publisher to Attract Followers, Boost Sales Leads and Skyrocket Visibility.” During the event, Joe Pulizzi and Jonathan Kranz joined Brad Schwarzenbach of Tippingpoint Labs and Diane Thieke of Dow Jones in a contentfocused panel discussion targeted to PR pros. Though a panel format is more complicated than a solo talking head, it opens opportunities for diverse opinions – and creative conifl ct. 50100 Content Marketing e xa Mples 88 The Accenture Podcast Library Company: Accenture Podcast Tip: Originally featured in: The 2011 Content Marketing Playbook Stick to a Schedule. Establish a release schedule Description: that your dedicated listeners The Accenture Podcast Library provides listeners from all industries with can expect. Whether weekly, relevant, wellresearched and educational content. Visitors also have the option to sign up as a subscriber and receive the latest installments right biweekly, monthly or quarterly, in their inboxes. From chemicals to IT to consulting and financial services, all that matters is that you’re Accenture develops targeted and educational podcasts to educate and consistent. engage clients on a variety of strategic business issues. Example: Visit the Podcast Library 89 Google’s ZMOT Project Company: Google’s ZMOT Website Description: ZMOT, or the “Zero Moment of Truth”, is a phrase used to den fi e the key activities online consumers take before making a decision to purchase. It includes seeking online reviews, reading what peers are saying, watching product videos and conducting other research. This is a new shift in consumerism, and companies must be equipped with the right strategies in order to succeed. These strategies are outlined the eBook, Winning the Zero Moment of Truth, published by Google’s Managing Director of U.S. Sales Service and Chief SMOT Evangelist Jim Lecinski. The eBook is a great example of how to deliver quality content without overwhelming your readers: Layout is clean, colors are bright and graphs are relevant and informative. The ZMOT website acts as an additional resource for the eBook and has a host of valuable content to promote and supplement it, including a series of educational videos, eBook preview options and a comments forum (“The Latest Buzz”). Plus, visitors can easily download the eBook directly from the site with the option to synch it with their favorite ereader. Example: Experience the ZMOT Website for Yourself 51100 Content Marketing e xa Mples 90 Motivate Like a CEO Book Company: Bates Communication Originally featured in: The 2011 Content Marketing Playbook Description: Despite all the attention on digital content, books still matter. Whether selfpublished or created via a traditional publishing house, the book is the “big” content piece that often leads to press exposure, speaking invitations and a privileged status as the expert. In “Motivate Like a CEO,” executive coach and former TV news anchor Suzanne Bates extends her reach and builds her brand, positioning her as the authority on Csuite leadership skills. Example: Check out the Books 91 RSM McGladrey Advantage Print Newsletter Company: RSM McGladrey Originally featured in: The 2011 Content Marketing Playbook Description: Whether it’s merely a doublesided sheet or a 16page document, print newsletters offer attentiongrabbing content meant for rapid consumption. As a tactic, consider it for customer retention, and remember that the average length runs between four and twelve pages. As part of an integrated content marketing program, RSM McGladrey’s newsletter helped the consulting firm increase topof mind awareness among target CEOs and CFOs by nearly 60 percent. 52100 Content Marketing e xa Mples 92 The Cisco Next Generation Virtual Summit Company: Cisco Originally featured in: The 2011 Content Marketing Playbook Description: The Cisco Next Generation Virtual Summit demonstrates how companies can create educational, nonpromotional live events online. With its Summit, Cisco brings together thought leaders from both its own organizations and others, such as ATT and XO Communications, to present live and ondemand presentations that tackle some of the toughest issues in network communications. Example: Visit the virtual event 3 Key Play Points 1. Comic books aren’t 93 Patagonia – The Footprint Chronicles cheap – good artwork Company: Patagonia can be expensive. Originally featured in: 6 Amazing Retail Content Marketing Examples 2. Quality comic books can Description: certainly generate buzz. Patagonia, the highend retailer dedicated to doing no harm to the environment, developed The Footprint Chronicles to show an 3. As an alternative to a environmental friendliness report of every textile factory and supplier comic book, consider an they work with. What is great about the blogs and reports is that they online comic strip that detail both the good and bad with each of the suppliers, and what they appears every week for need to improve upon. social media buzz. Example: View the supplier’s map 53100 Content Marketing e xa Mples 94 Chow, Baby Company: Originally featured in: The 2011 Content Marketing Playbook Description: CMI partner Outbrain offers A widget can typically execute a number of functions to support your a service that can expose your content marketing strategy. Take the widget as an example, content in places online that which keeps content flowing to customers in bitesized, userfriendly your customers are hanging portions. Through the widget, people can receive the latest recipes, out. Think of it like Adwords tweets and videos: the content they want, when they want it. for content. Through Outbrain, Example: Chow Down on’s Widget Content Marketing Institute content can now be found on sites such as CNN Money and 95 Traveler IQ Challenges Company: TravelPod Originally featured in: The 2011 Content Marketing Playbook Description: Traveler IQ Challenges reinforces the blog’s position as the smart web destination for savvy globetrotters. As an online game, this branded content piece works great without burdensome software downloads, allowing you to show your prospects a good time, easily, while exposing them to valuable, relevant and compelling content. Example: Play the Travel IQ Challenges 54100 Content Marketing e xa Mples 96 The Eloqua Blog Tree Company: Eloqua and JESS3 Originally featured in: The 2011 Content Marketing Playbook Description: The Eloqua Blog Tree depicts the infographic concept at its finest. The Blog Tree, created in collaboration with JESS3, reveals the technological roots of successful marketing blogs, the main branches of the blogs’ subject areas and the relative popularity of the individual blogs themselves. As a result of publishing The Blog Tree, Eloqua boosted its average blog views by a factor of 40, collected 175 inbound links, inspired more than 700 tweets and 2,500 Facebook page impressions and turned at least 49 viewers into sales opportunities or closed deals. Example: See the Tree 97 Bottlehead Forum Company: Bottlehead Originally featured in: The 2011 Content Marketing Playbook Description: Long before “content marketing” and “social media” became business buzzwords, the good people at Bottlehead created a forum for tube audio enthusiasts that remains one of the best audio sites on the web – and a brilliant way to encourage prospects to take the leap and buy its products. Example: Visit the Forum 55100 Content Marketing e xa Mples 98 The Unica Annual Research Report Company: Unica Originally featured in: The 2011 Content Marketing Playbook Description: Surveys are often used to boost engagement with a target audience and can be easily done through free online survey tools like Zoomerang and Survey Monkey. Plus, once you have your data from your survey, you then also have the materials to build a robust and educational research report that’s meaningful to your audience – because it ree fl cts their insights . Plus, you can poll anyone, like your Facebook fans, prospects, customers, eNewsletter subscribers and event attendees, for a host of different voices. Unica makes an annual survey the keystone of its eBook, The State of Marketing: Unica’s Annual Survey of Marketers, 2011, that hits its target marketers with the insights they need most in a credible, researched report that’s representative of the entire industry. Example: Read the Survey 99 thinkMoney Magazine Company: thinkorswim (TD Ameritrade) Originally featured in: Are Financial Services Companies Wise Investors in Content Marketing by Manya Chylinksi Description: thinkMoney magazine, a custom print publication produced by TD Ameritrade, is a quarterly magazine created exclusively for those in the financial industry (specifically traders). The magazine is offered as a feature of, an online community developed by TD Ameritrade to “support traders” with the right tools, tips, research and capabilities to help them do their jobs. Articles are wellresearched, current and relevant, and the magazine is laid out in an interactive and visuallyappealing way. According to readership surveys, thinkorswim’s thinkMoney magazine has inspired 90 of its readership to take actions that have driven revenue to the company. Example: Read a Recent Issue of thinkMoney 56100 Content Marketing e xa Mples 100 Fire Protection Engineering Magazine Company: Society of Fire Protection Engineers Originally featured in: Creating a Content Marketing Advisory Board for Your Organization by Joe Pulizzi Description: Fire Protection Engineering magazine is the official publication of the Society of Fire Protection Engineers (a 60+ year old society with over 4,000 members dedicated to the practice of fire protection engineering). The key to success for the mag Using content that’s been vetted by an editorial advisory board, which is a surer fi e way to align messages across multiple online, print and inperson initiatives. Take a tip from the SFP and have people on your board who are either readers of the magazine or members of your association to make sure you’re hitting the mark. Readers of FPE magazine can find all the latest articles online in an easytoread list, or get the print version depending on their reading preferences. Example: Read the Latest Issue Closing Whew You made it Now, it’s your turn to share your own favorite content marketing examples. Visit us online to submit your contributions or comment on any of the examples we’ve listed in this guide. Ths fk o rr eing 57 ad an100 Content Marketing e xa Mples For further information on these examples, please contact: Joe Pulizzi Content Marketing Institute 2169415842 About Content Marketing Institute The Content Marketing Institute (CMI) teaches marketers how to own their media channels instead of having to rent them through advertising. We do this through events like Content Marketing World, media properties like Chief Content Ofc fi er magazine, and strategic consulting and research for some of the best known brands in the world. CMI content marketing experts Joe Pulizzi and Robert Rose have teamed up to help marketing pros and business owners develop a content marketing plan that goes beyond theories, and explains it in a way that can actually be implemented in their new book, Managing Content Marketing: The RealWorld Guide for Creating Passionate Subscribers to Your Brand. To get more content marketing howto resources, sign up for CMI blog alerts. Authors Joe Pulizzi, Executive Director and Founder, Content Marketing Institute Anna Ritchie, Content Marketing Specialist Special Thanks Michele Linn, Content Development Director, Content Marketing Institute Joseph Kalinowski, Creative Director, Content Marketing Institute Jodi Harris, Content Manager, Content Marketing Institute Laura Kozak, Lead Administrator, Content Marketing Institute 58100 Content Marketing e xa Mples Essential Content Marketing Resources Chief Content Officer magazine 2012 B2B Content Marketing Research Report CCO is the first globallydistributed magazine Understand current budgets, benchmarks devoted to the fastgrowing, evolving field of and trends for B2B, B2C, Australia, the content marketing. It is written by, for, and about UK and more. View all CMI research. the most innovative, influential global content marketers. Sign up here. CMI Content Marketing Framework CMI Consulting Learn the common building blocks of any Content marketing is changing your marketing content marketing strategy. process. Connect with CMI’s consulting Read the Framework. team to get personalized help. Managing Content Marketing The followup book to Get Content Get Customers, but focuses on how to manage and structure content marketing inside the Content Marketing World organization. A must read for anyone who “gets” THE premier annual event for content marketing, where thousands of content marketing and needs to execute content content marketers come together in one location from around the world. programs. Available now at Find out more about CM World today 59
Website URL