Content marketing is more than a buzzword; it is a critical component of modern marketing for all types businesses. If you’re one of the few remaining content marketing skeptics, consider that 78% of CMOs think custom content is the future of marketing. In addition, you should note that marketers aren’t just proclaiming their belief in content marketing; they’re betting their budgets on the power of content. According to CMO.com, the most effective B2B marketers spend 39% of their marketing budgets on content, and 55% of marketers plan to increase budgets for content marketing over the next 12 months.
Content marketing is a valuable tool for all professionals, even non-marketers, due to the increasing importance of personal branding. That is why content marketing should be on your to-do list even if you’re not a marketer, writer, or business owner; it is a powerful way to stand out among the many qualified applicants vying for coveted speaking opportunities, seeking funding, or interviewing for jobs.
In the article, Me Inc., The paradoxical, pressure-filled quest to build a “personal brand,” writer Ann Friedman quotes personal branding expert William Arruda to explain why personal branding should be embraced by professionals, even those that currently work in corporate companies: People do business with other people, the adage goes, so having well-known employees will be good for the bottom line. Companies want to be seen as employing the best people, Arruda said, and the best people have strong personal brands that run parallel to the corporate one but don’t compete with it.
So, how can you succeed at content marketing?
Content marketing experts have (of course) created a sea of content about content marketing, so if you’re just getting started with content marketing, I suggest checking out some of those resources, like these:
The Advanced Guide To Content Marketing
4 Indispensable Content-Marketing Resources
Contently: Content Marketing Resources
However, if you’re like me, tips alone don’t won’t do the trick of taking you from idea to execution; tips might put fuel in the tank but they don’t turn the key in the ignition. For me to feel inspired to leap into action, I need examples. I like to see ideas brought to life in the real world before I chart my own course. Examples help me know what areas have been covered, what paths go nowhere, and what areas have yet to covered.
To inspire you for your content marketing campaigns, here are a few of exceptional content marketing examples:
The Red Bulletin
Check it out: redbulletin.com
Brand: Red Bull
What is it?
The Red Bulletin features breathtaking stories out of the World of Red Bull and its Playgrounds. Delivering the unexpected, the magazine honors those who don’t play by the rules, who push the limits, have a lust for life, swim against the current, who have a passion for adventure and are not afraid to walk courageous new paths. The Red Bulletin is globally available as print magazine, e-Paper, App and online.
My note: Red Bull creates high-quality content that appeals to their target audience of rule-defying, limit-pushing males. Their content takes many forms, including videos like the one below.
Dumb Ways To Die
Check it out: Dumb Ways to Die
Brand: Metro Trains Melbourne
What is it?
Dumb Ways to Die is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, to promote rail safety. The campaign video went viral through sharing and social media starting in November 2012.
My note: Dumb Ways to Die is a catchy video that makes light of a tough topic: railway safety. The campaign was so successful that it reduced accidents and deaths by 21% and 1 million young people actually pledged to be safer around trains.
As you can see below, the Metro Trains marketing team was smart enough to stretch this successful concept beyond just the single video. They created GIFs for Tumblr and even a gift shop with stuffed animals so their fans could snuggle up with their content concept at night.
If your content marketing is a success, get the most bang for your buck by marketing your marketing like the Metro Teams did with their shop shown below.
“Our Food, Your Questions”
Check it out: McDonald’s Canada “Our Food, Your Questions”
Brand: McDonald’s
What is it?
Like smart content marketers, the McDonald’s team created a piece of content to answer this question. See the video below.
My note: Since May 29, 2012, they have answered 9008 questions. According to the FAQ available on the website, here’s how it works: Ask McDonald’s about their food using their website. (You’ll need to sign in through Facebook or Twitter so they can contact you on the status of your question.) Once your question is approved, the McDonald’s team will start working on the answer to your question. This could take anywhere from a few hours to a few days. McDonald’s will send you a message the moment they post the answer on their site.
Here is one of their answers:
One Kings Lane
Check it out: OneKingsLane.com
Brand: One Kings Lane
What is it?
According to the Contently article, How One Kings Lane Grew Its Blog by 800 Percent in One Year, One Kings Lane is killing it in the content marketing arena with their blog by following a simple formula for success: “When we create content, it begins with a question,” said Alison Hall, the company’s editorial director. “What does she need from us at this time, and what are the stories we can tell to help and inspire her around her home?”
My note: While this blog might look like many others, the success of the One Kings Lane blog is exceptional because of the mission to serve the audience content they actually need.
Want more inspiration?
Check out:
The Best Branded Content of 2014 So Far
The Best Branded Content of May 2015
7 Tips We Learned Analyzing 75 Content Marketing Examples
The 30 Most Genius Content Marketing Examples of 2014
75 Examples To Spark Your Content Marketing Creativity
The Top 32 Most Influential Content Marketing Brands
Also…
The Complete Guide to Content Marketing With Presentations
Why Visual Content Matters For Your Marketing
The Mega-Might of Presentations for Content Marketing
Conclusion
These examples are just the tip of the iceberg of great content marketing examples. If you want to discuss other creative content ideas, tweet us at @ethos3. We’d love to hear your thoughts, and also share more inspiration with you.
