I am a content marketer. I’ve been working as a content marketer in one capacity or another for eight years. When colleagues, friends or family ask me, âWhat are you doing? As, in fact do? âI say I create content – I’m a content writer – and then I use that content in marketing campaigns.
Okay, sure, that makes sense.
But content marketing is constantly evolving. This makes our tasks difficult to describe, exciting to perform and satisfying to see in action.
Content marketers have to be ninjas in their field, fighting outdated types of content, being vigilant about their audience, and sneaking around to reuse content. And whether you’re starting from scratch or looking to refresh your existing strategy, one of the best ways to learn is by example.
So we’ve rounded up seven of our favorite content marketing examples that you can use as inspiration to engage your audience. We will cover:
- Examples of written and audio content marketing
- Why they work
- How to apply them to your strategy
Outstanding Examples of Written Content Marketing
While I just talked a bit about writing and blogging about content marketing, this is * my * favorite part of the job. And I have some favorite creative ways of consuming written content. So let’s talk about awesome content marketing that goes beyond just blog posts.
1. Walt Hickey and Numlock News
If you haven’t heard of Walt Hickey’s Numlock News, I highly recommend you subscribe to this email newsletter. Like many email newsletters, it focuses on the news of the day, but through the lens of numbers.
I am a huge fan of the writing of Walt Hickey (or his editor). The team makes some pretty mundane or confusing statistics intriguing and explains them in plain English for those of us who aren’t mathematicians.
That’s the kind of news I can get: by the numbers, short and sweet, and charming to boot.
Why it works
Numlock News offers a simple daily newsletter and little else. It’s punctual, brand-specific and personalized. But the best part: it’s high quality.
To recreate this type of content marketing, watch out for stories that most people find too complicated or boring to understand. As marketers, our job is to make the mundane magical. Walt Hickey certainly achieves this on a daily basis.
2. Grammarly’s weekly emails
I recommend Grammarly to everyone I work with. Not only do they offer a great product, but Grammarly does an impressive job of gamifying the writing process. Every week, Grammarly sends emails to users recapping their week of writing. From performance to improvements, they show you how you stack up against other users.
This keeps me on track, using Grammarly, and determined to improve my productivity.
Why it works
Again, data is powerful. Grammarly collects a lot of proprietary data about your writing habits that you would otherwise have no way of knowing. Take advantage of the unique insights you collect through your offering and tell your audience something they might not know!
CDC Zombie Apocalypse Plan
If you haven’t checked out the CDC’s plan for the zombie apocalypse, now is the time. Just go to their Zombie Prep blog to understand what you’ll need when the big event happens. The CDC is here to save lives. Do I have to say more?
Why it works
It started as a parody marketing campaign that went viral. While the CDC has been a priority for us recently, we generally think of the organization as humorless scientists telling us to wash our hands.
The zombie campaign made the CDC more understandable by showing a different side to the center. And they even followed the best practices for content writing in their blog posts! Don’t be afraid to enter the strange zone. You may well generate renewed interest from your audience.
Awesome Audio Content Marketing Examples
If you’re a content marketer who hasn’t written a script for a podcast or conference yetâ¦ you’re in luck. It’s not my favorite activity, but when it’s done right, audio content marketing can make an impact.
4. BetterHelp podcast advertising
I’ll be honest, I don’t listen to a lot of podcasts these days. But my friends keep talking about BetterHelp. Why? They advertise all over podcasts. And they should be, the company spent over $ 4 million on podcast advertising in January alone.
While this might be a nod to podcasters who can add their sponsors, it is also a hat to BetterHelp for choosing the right podcasts. Finding a perfect match between the personality and the offer is tricky! But we love to hear genuine recommendations from advertisers we trust.
If you want to hear an open conversation about BetterHelp (and other online therapy offerings), Funny Angles has it covered in January.
If you’d rather just read their standard tone, well here it is – but be warned: it’s automatically transcribed and therefore a bit confusing.
Why it works
BetterHelp takes a look at mid-roll ads for podcasts, which gives speakers a moment to pause and talk about the different types of therapy. Podcasters are already revealing their soul to their audience (or at least make it look like they are), so this transition can be humorous, deep, emotional, or whatever.
By letting your fans and sponsors take the reins and represent your product, it can lead to the best and most honest reviews you will get. And I think BetterHelp’s advertising gamble on podcasts paid off during this pandemic when we’re all looking for little COVID-free breakouts.
Awesome Examples of Visual Content Marketing
I won’t lie. Any kind of visual content marketing is the hardest thing for me. I’m not a visual learner (I watch TV with subtitles so I can read it) so I’m having a hard time describing how I would like the content to be designed. Fortunately, I work with some pretty awesome graphic designers who somehow manage to turn my vomiting brain into something visually stunning.
Here are some of my favorite examples of great visual content marketing!
Nate Silver’s Fivethirtyeight.com might not be your traditional content marketing job as it relies more on journalism, but I have to call their coverage political. As a numbers-based publication – Walt Hickey is an elder – they found interesting and interactive ways to present the data.
During and before the election years, Nate Silver analyzes a multitude of polls and compiles the data in the form of consumable charts and written commentaries.
Why it works
FiveThirtyEight’s charts and data visualization are completely interactive. You can hover the mouse over each one to understand the numbers from all angles, but don’t be overwhelmed. Every content marketer strives for this level of simplifying abstract ideas.
Recreate the magic by looking at the information you present from different angles. For example, consider people watching your competition. What is their point of view? How can you understand and get your point across?
6. Tasty videos
Very recently I realized that not all people in the world know about Tasty. Shocked doesn’t begin to describe it.
I am Tasty’s biggest fan. A storytelling kitchen chain and step by step, I voraciously consume their content. To be clear, I’m also a huge fan of the Food Network and Tasty has given me a more millennial-centric way of watching people cook.
Why it works
Let’s start by mentioning that Tasty has over 20 million subscribers on YouTube. That’s 20 million people addicted to watching dumplings wrap, spaghetti twirl, and puffy cinnamon buns. Who wouldn’t like that?
The best part about Tasty videos is that they are meant to educate your own kitchen. Think of it as an aesthetic tutorial. Teach your audience something new, that only you can do, about your own product, and you’ll have powerful users in no time.
7. Spotify wrapped
The most wonderful time of the year is when Spotfiy publishes your annual hits, stats and playlist. Spotify creates a website every year to summarize the artists, songs, playlists, and podcasts you’ve listened to throughout the year. And every year it goes viral on social media.
Why it works
Everyone thinks they have good musical taste. This allows you to show your friends how much you’ve listened to, who you listen to, and how you are a taste maker. The entire website is personalized for each Spotify user, with links to download and share.
Like Grammarly, show your users what they’ve accomplished over time with exclusive insights. By emphasizing their uniqueness, you also address the uniqueness of your product.
Do you have shining examples of great content marketing? We want to see them! We are always looking for inspiration and creativity.