There’s no end-all-be-all formula for content marketing, but here are some examples that impressed us and can inspire your next campaign.
SEO, keyword research, and ranking on SERPs are just the beginning. Visibility is important, but impactful content should move readers to take action. After all, ranking at the top doesn’t mean much if your content doesn’t meaningfully engage the audience.
According to must-know content marketing statistics, over one-half of businesses (54.5%) plan to increase their content marketing budgets, highlighting content’s growing importance and influence in driving success.
Whether you’re reaching new audiences with written, video, or user-generated content, creating lasting brand awareness builds interest and reduces churn. Effective types of content marketing also boost authority through link building, quality content, and off-page SEO.
Think back to content marketing 20 years ago. Beyond early social media and memorable Super Bowl ads, it has evolved significantly.
Here are standout examples of brands pushing content marketing into the future.
- Content Marketing Blog Examples
- Personalized Content Marketing Examples
- Video Content Marketing Examples
- Social Media Content Marketing Examples
- User-generated Content Marketing Examples
- B2C Content Marketing Examples
- B2B Content Marketing Examples
Content Marketing Blog Examples
To create content marketing through a blog on your website, your first step is to make your creative content scannable and unique.
Whether you’re focusing on building your authority or looking to implement SEO writing best practices to optimize your content for SERPs, these marketing blog examples will inspire you to create reliable written content that ranks.
1. Siege Media Blog
First, let’s highlight an example close to home.
At Siege, we’ve optimized our blog to align with best practices, ensuring users can easily find relevant information. Our design emphasizes a streamlined, intuitive experience that enhances usability and accessibility.
As you can see, we’ve transitioned from a more traditional layout to one that prioritizes simplicity and user engagement.
By making our content searchable and easily scannable, we allow our users to find exactly what they need when they need it.
Before we move on, check out our list of blog design best practices for SEO to see how you can level up your own blog and create dynamic content that will engage your audience.
2. HubSpot
You can’t create a list of the best content marketing examples without including HubSpot’s various blogs on the list.
HubSpot is the gold standard for marketing your brand through sales, marketing, tech news, newsletters, and podcasts — all while promoting customer relationship management (CRM) software.
Their blog covers everything from the history of marketing to guides on how small businesses can manage going viral.
This variety ensures their content is highly shareable for professionals across all industries.
Throughout their blog, there are clever calls to action for a number of products.
Whether you’re new to content marketing and want to become “HubSpot Certified” or want to download marketing trend reports or their CRM software, HubSpot has set the benchmark for marketing blogs of all shapes and sizes.
3. Moz
Moz is a staple in SEO and digital marketing. It is known for providing insightful resources and tools to help brands improve their online presence.
The Moz blog covers everything from SEO best practices to data-driven insights on search trends, making it a go-to resource for anyone in digital marketing.
Moz’s team frequently publishes in-depth guides, industry updates, and case studies that are accessible to beginners and valuable for experts.
Their blog also includes strategic calls to action, encouraging readers to explore tools like Moz Pro and MozBar.
Moz also utilizes the topic cluster framework, an effective SEO strategy that organizes content around central “pillar” topics linked to clusters of related content.
This approach, seen in resources like Moz’s The SEO’s Guide to Content Marketing, helps signal to search engines that Moz’s content is both relevant and comprehensive.
Whether you’re looking to stay updated on algorithm changes or gain practical SEO advice, Moz’s content marketing consistently provides value, setting a high standard for educational content in the industry.
Personalized Content Marketing Examples
Let’s face it — everyone loves feeling like the main character, which makes personalized marketing so powerful.
But how can brands take personalization beyond ads on social media and apps?
Check out this list to see how personalized content marketing can ignite a shareable movement and create deeper connections with audiences.
4. Spotify Wrapped
If you were on Instagram at the end of last year, you probably came across screenshots of Spotify Wrapped on somebody’s Instagram Story. If you didn’t, you probably weren’t on Instagram.
Originally released in 2015 and called Spotify’s Year in Music, Spotify curated a year-end playlist for every user’s top 100 songs.
In 2016, it was renamed Spotify Wrapped, and in 2017, the format became more customized to the user and launched sharable, personalized stats into the social media stratosphere.
Now, Spotify Wrapped provides more than 640 million Spotify listeners with a personalized, year-end summary of their top songs and listening habits, creating an interactive experience that users love to share.
Below, we’ve included data from Siege Media employees’ recent Spotify Wrapped experiences:
By making data consumable and fun to share and interact with, Spotify learned the all-important lesson of letting your users do the marketing for you.
5. Share a Coke Campaign
The Share a Coke campaign remains a landmark example of personalized marketing done right.
Launched in Australia in 2011, Coca-Cola printed popular names from various nationalities on bottles, sparking a movement that increased U.S. sales by 3%. The campaign also connected with a brand-new audience of young adults, leading to a 7% rise in their Coca-Cola consumption that summer.
When the campaign went global in 2014, Coca-Cola saw its largest sales growth yet, reaching 19%.
This approach of placing consumers at the center of the brand made Coca-Cola’s product both personal and actionable.
People weren’t just buying bottles for themselves — they were sharing the experience by gifting bottles to friends and family.
6. Airbnb “Design Personality” Quiz
Airbnb’s “Design Personality” quiz is a clever example of using personalized content to engage users and spark curiosity.
This interactive quiz invites users to discover their unique design style, offering tailored recommendations for Airbnb stays that match their aesthetic preferences.
The quiz entertains and strengthens Airbnb’s brand by connecting users with stays that feel more personally suited to them. This customized experience goes beyond traditional booking platforms, making users feel understood and valued.
By blending fun, personalization, and practical recommendations, Airbnb’s quiz provides a memorable experience that encourages exploration within the platform.
Video Content Marketing Examples
Three in five businesses now use video marketing. Still, the best video marketing goes beyond typical commercial advertisements — it needs to reach beyond the screen to emotionally connect with the audience.
The examples listed below turn the audience into the storyteller and engage viewers to put themselves in the director’s chair.
7. Shot on iPhone by Apple
What originally started as a simple idea became an iconic video marketing campaign by Apple: Shot on iPhone.
From social media posts of user-generated content to more high-profile projects like Lady Gaga’s “Stupid Love” music video, short films, and official YouTube content, the Shot on iPhone campaign shows how versatile and powerful the device inside your pocket can be.
Apple’s #ShotOniPhone hashtag created a global community of users eager to share their creations, effectively transforming them into brand ambassadors and offering them the chance to be featured on Apple’s official blog or in social media, print, and video ads.
This sense of community strengthened brand loyalty and highlighted the campaign’s authenticity by showcasing what the iPhone camera could achieve in real-world settings. The campaign’s global reach showcased the iPhone’s universal appeal and adaptability, resonating with diverse audiences worldwide.
8. Adobe’s Sundance Series
Adobe partnered with the 2024 Sundance Film Festival to connect directly with the creative community and showcase the potential of its video editing software.
As part of this collaboration, Adobe released a series of short video interviews with filmmakers, actors, and other festival attendees, capturing unique insights into the creative process and the festival experience.
These videos, which they shared on Adobe’s YouTube channel, garnered significant engagement, attracting thousands of views and sparking interest among creatives who may benefit from tools like Adobe Premiere Pro and After Effects. The series positioned Adobe as both a supporter and a resource for creatives, solidifying its place in the industry.
Through its Sundance Series, Adobe demonstrated how partnering with relevant events can enhance brand visibility and foster meaningful connections with target audiences.
Social Media Content Marketing Examples
Social media content marketing powerfully influences our decisions, with ads targeting specific demographics and interests based on recent searches.
If you’ve Googled “affordable flights to [destination],” you may soon see related travel ads or videos about “Things to do in San Diego” on YouTube.
With mobile social media advertising projected to reach $255.8 billion by 2028, social media marketing’s reach is undeniable. Here are a few campaigns that push beyond targeted ads, showcasing the potential of social media content marketing.
9. Duolingo TikTok
Duolingo has leveraged TikTok to reach new audiences, blending humor with educational content to drive engagement.
Known for its playful, often viral videos featuring the brand’s iconic owl mascot, Duolingo’s TikTok strategy connects with users by using relatable, funny content that makes language learning feel accessible and enjoyable.
This approach has contributed to impressive growth, with Duolingo reaching 100 million monthly active users and reporting a 59% increase in daily active users, alongside 41% revenue growth in the second quarter of 2024.
10. Dove #DextoxYourFeed
In 2022, Dove launched the #DetoxYourFeed campaign to address the impact of toxic beauty standards on social media, especially among young audiences.
The campaign encouraged users to cleanse their social feeds of harmful beauty content and influencers promoting unrealistic ideals, advocating for a more positive, self-affirming online environment.
The #DetoxYourFeed campaign featured videos, testimonials, and educational content to raise awareness of how curated, filtered images can negatively affect self-esteem.
Dove also collaborated with influencers and mental health advocates to amplify the message, promoting self-acceptance and body positivity. Influencer outreach, regarded as the most effective promotion channel among bloggers, allowed Dove to expand the reach of its campaign.
By positioning itself as a champion for real beauty, Dove reinforced its commitment to social responsibility, inspiring users to curate feeds that reflect healthy, realistic standards.
11. Dollar Shave Club’s Instagram Page
But you don’t always need a viral superstar to create influential content marketing on social media. Sometimes, all it takes is creativity and brand consistency.
Dollar Shave Club does just that—its marketing department must be working overtime to provide the staggering amount of content they create for their audience.
When their video ad campaign went viral over a decade ago (and has reached 28 million plus views since), Dollar Shave Club nailed down its branding across all social media markets.
Take a look at their Instagram page, and you’ll see a diverse range of content that seamlessly fits together, from Q&As to blog post snippets, skincare tips, memes, and beyond.
By changing the kind of content on a daily basis and keeping consistent with its brand image, Dollar Shave Club maintains an audience by keeping content fresh while providing helpful, funny, and engaging posts.
User-generated Content Marketing Examples
One of the most important aspects of marketing evergreen content is enabling your users to see themselves in your brand through their own creations.
Curating content from your audience increases engagement and places users at the heart of your brand, highlighting their creativity and showcasing your product in a genuine way.
12. Barbie Selfie AI Generator
The Barbie Selfie AI Generator became a viral sensation, captivating over 13 million users who eagerly created and shared Barbie-themed selfies on social media.
This interactive experience allowed fans to transform themselves into “Barbie” characters, blending personalization with the nostalgia and fun associated with the iconic brand.
As part of the “Barbie” movie’s promotional strategy, the AI tool generated substantial pre-release buzz, encouraging user-generated content and social sharing. This excitement helped drive the film’s impressive $155 million opening weekend at the box office.
The success of the Barbie Selfie AI generator shows how interactive, shareable content can boost brand engagement, positioning Barbie as a cultural icon that resonates with both longtime fans and new audiences.
13. Pantone Connect
Pantone is more than just a color of the year. They’re also a company that strives to connect everybody — personally, creatively, and professionally — through color and collaboration.
Pantone’s Instagram account is stuffed to the brim with user-generated content through their Pantone Connect software.
Offered as an app on iOS, Android, or as an extension in Adobe Creative Cloud, Pantone Connect urges users to create custom, bold color palettes to share on their social media pages.
Even better, Pantone encourages their audience to create palettes from their own pictures. This creates an emotional tie to the interactive content they create while also flaunting Pantone’s wide selection of colors.
14. GoPro’s Video Hashtag Campaign
GoPro changed the game with user-generated content by offering up a simple solution: Hashtags for all of their users.
By leveraging a social media strategy that dared their users to create high-octane content with their action cameras, GoPro let the users do the marketing for them.
Creating various hashtag campaigns through the years based on camera type and niche (#GoProAthlete, #GoProTravel, #GoProPets) allows the company to keep its content authentic while reaching new audiences. To find the hashtag that best represents their content, users just need to look at the captions on GoPro’s pictures.
GoPro’s hashtag campaigns boost brand visibility across social media, expanding reach through user-generated content without direct advertising.
The recent #GoProMillionDollarChallenge invited users to capture their best shots with the latest GoPro model for a chance to win part of a million-dollar prize, receiving millions of submissions worldwide and driving strong engagement for the brand.
B2C Content Marketing Examples
Connecting with consumers should be central to your B2C strategy. So, how do you reach potential customers as they move through your sales funnel? By creating high-quality content that converts.
B2C content marketing speaks directly to consumers through brand identity, prioritizing engagement to build loyalty. Above all, consumers respond to companies that reach out first, leading to stronger, more actionable engagement.
15. Procreate’s Beginners Series
At first glance, you’d think that Procreate has a very niche market of artists, graphic designers, and content creators, but a lot of its staying power comes from one-time app purchases from people who just want to get a little creative from time to time.
But if their business model only costs $13 for a lifetime of use, how can they retain their customer base? Well, through clever marketing and outreach campaigns.
Procreate launched its four-part Beginners Series on its YouTube channel in July 2022 to help teach new and experienced artists alike how to navigate the app and unleash their hidden talents.
Showing users the ropes on painting tools, editing tools, and hand actions is everything a new content creator or budding artist needs to get started.
Over the two years since it was posted, Procreate’s Beginners Series has garnered over 5 million views across all four parts on YouTube.
The Beginners Series naturally leads consumers to the more in-depth Procreate Courses website that will take any novice to pro by paying for curated classes that match their skill set.
This initiative keeps the one-time app purchasers within the Procreate sales funnel at all stages of their artistic development.
16. Calm App Ad Breaks
In today’s high-stress landscape, it’s no surprise that we need reminders to loosen our jaws and relax our shoulders. (In fact, just do that real quick before you keep reading — you’ll thank us later.)
During the 2024 election season, Calm used this exact strategy to bring a moment of peace to viewers. The company bought ad blocks on CNN and ABC, airing 30 seconds of silence during the intense, days-long election coverage.
By offering a playful, calming ad with soothing rain sounds, Calm gave audiences 30 seconds of peace and quiet when they needed it most, creating a memorable brand experience that resonated long after the ads ended.
B2B Content Marketing Examples
Consumers aren’t the only ones targeted by content marketing — there’s a robust market for businesses selling products and services to other businesses.
From effectively brainstorming content to converting key decision-makers, business-to-business (B2B) content marketing is an essential strategy for companies of any size.
Check out how the following two companies shifted their content marketing approach to strengthen their brand presence and become household names.
17. Slack
Slack has established itself as a leader in B2B content marketing by creating a vast library of resources tailored to the needs of diverse teams, from startups to enterprise-level businesses.
Its strategy focuses on delivering valuable content through blog articles, reports, guides, and ebooks, covering essential topics like collaboration, productivity, and digital transformation.
Slack also emphasizes research-driven content, producing reports like The State of Work, which provides survey data addressing workplace challenges and opportunities. This research positions Slack as a trusted resource for businesses aiming to improve productivity and drive growth.
Beyond written content, Slack leverages social media platforms, such as Instagram, to humanize its brand and engage audiences on a personal level.
By sharing educational and inspirational content, Slack builds a strong community, creating a brand that feels fun, cool, and productivity-focused.
18. Zoom
Zoom’s content marketing strategy focuses on delivering resources that support remote communication and collaboration for users across various industries.
Through blog posts, webinars, guides, and product tutorials, Zoom offers valuable content that helps users maximize the platform’s features and improve virtual communication.
Zoom’s resources cover a wide range of topics, including remote work best practices, virtual event planning, and effective video conferencing tips.
By addressing the needs of both individual users and businesses, Zoom has positioned itself as a go-to platform for reliable and accessible virtual meetings.
The company also leverages social media and its own blog to engage users, share product updates, and provide ongoing education, reinforcing Zoom’s brand as a leader in video communication technology.
Kick Off Your Content Marketing Strategy Today
There’s no question that a good content marketing strategy positively impacts both the business and its client. The strategy varies depending on the size of the company and its needs.
Whether you’re invested in measuring your content marketing ROI or simply want to start ranking organically on SERPs, content marketing is constantly evolving with time, and it’s important to stay caught up with the trends.
Not only do you need to see results through SEO strategies, but you also may need to invest in a content marketing agency to help you strategize. If you’re just getting started and feel a bit overwhelmed, it’s natural.
Take a look at some of our content marketing services— we’re here to help.
