Do you know that almost every other internet user uses an ad-blocker?
Gone are the days when you could just run paid advertising campaigns and display your advertisements all over the internet. Businesses now have started shifting their focus to content marketing which involves much more than just running paid commercials.
With the number of internet-connected devices increasing at a phenomenal pace, it has become imperative for every content creator and business to understand the subtle art of content marketing.
So, we decided to study over 100 content marketing examples from 2021 and pick the best ones for you. But first, let’s understand the difference between content and content marketing.
Difference Between Content and Content Marketing
Content is just a thoughtful and informative piece of text, image, audio, or video made with or without any particular intention of marketing. In the realm of digital marketing, listed below are four key elements of content:
Information - Any piece of content that explains the actual message of the content. The content format can be factual, descriptive, practical, informative, educational, entertaining, or a combination of some.
Context- The context of the message helps readers understand the purpose of that particular piece of information.
Medium- Medium is the channel you choose to publish the content on. The medium selection mainly depends on your target audience.
Content Form- Content form is the type of content that goes on the platform. It can be text, visual, video, graphics or a selective combination.
Content Marketing & Strategy
Content marketing is the process of formulating a proper content plan to achieve organisational goals and objectives. Content strategy starts with a clear understanding of business objectives. Once you have defined the purpose of your business, you will be able to drive consistent results with the help of the right content on your platforms. Therefore, as a content strategist, it is your responsibility to develop a roadmap for how content can contribute to achieving the defined marketing goals and business objectives.
What makes a great Content Marketing example?
Not every content is a huge success. However, before undermining the role of content in marketing, we really need to dig deeper into the underlying reasons behind the failure of any content marketing plan. This could be due to a lack of personalised, innovative (or simply less creative) or informative content than expected. Here's what truly makes content marketing great.
- Honest communication
- Quality over Quantity- or a blend of both
- Combinations of different types of content formats
A content marketing strategy is characterised by its approach. If the approach is innovative, then the marketing strategy is bound to become a great example. In the last section of the article, we have listed the key takeaways from the best content marketing plan examples. Make sure you check that out.
The Best Content Marketing Examples
Let us now take a look at the content marketing strategy examples that impressed us the most.
Hubspot is a business marketing and sales software. If you take a closer look at their blog posts, you’ll notice that their posts are crafted especially for educating their audience. In addition to the blog posts, they provide ebooks, guides, online certification courses and a lot more. The idea is to develop a learning platform and community around the marketing software.
Their content doesn’t try to sell you something, and that’s the reason why it appears to be more credible to the audience, who then end up buying a subscription. The Hubspot blog gets over seven million visitors monthly. Hubspot redefines the term ‘inbound marketing’.
Neil Patel is among the most noticeable digital marketing entrepreneurs today. The reason for his success is consistency. He publishes as many as eight long and detailed blogs every week. Each and every post of his adds value to the blog. Posts are filled with infographics, links to his YouTube videos, FAQs and a lot more. The way in which he optimises his posts for search engines is a cherry on the cake.
Almost every single one of his blog posts ranks on the first page for the target keyword on search engines, which is a great example of how far rich content and powerful optimisation can go.
Cisco is an American tech company known for its networking solutions. The credit for the success of their marketing strategy goes to demographic segmentation. The company divides its customers and potential customers into small sections based on a particular characteristic and then runs targeted marketing campaigns for each section.
The crux of this example is that the brand has put in a lot of effort to understand it’s audience. Their content is curated in a step by step process. The first step involves setting up clear goals. Once that is done, the target audience and marketing channels are decided. Finally, the content is created that provides an experience worth remembering.
Birchbox is a subscription of cosmetic products. Subscribers get a random beauty product packed in an attractive and cute box every month. The product can be anything related to makeup, skincare, hair care etc. Birchbox’s content marketing strategy reinstates the importance of a surprise element. Who doesn’t love surprises?
Coming to the Birchbox Magazine, it has a regularly updated online blog that features tons of articles all related to beauty and grooming. All the articles in the magazine are related to a very specific niche. Instead of trying to cater to a variety of audience, articles in the Birchbox Magazine are written specifically for women who are interested in beauty products, and it’s a job well done.
TED videos start off with a very catchy introduction. The creators understand what matters to their audience, and they make content that is close to their viewers. The primary reason why TED talk videos have high audience retention and engagement is that their videos try to provide solutions to the problems faced by their viewers. Every TED video ends with a call to action, which further increases user interaction.
Canva is an Australian startup and online graphic designing tool that has become a favourite tool for novice and experienced graphic designers in a short span of time. The tool is extremely easy to start with. Anyone who understands how to hold a mouse can get started with Canva in no time. Having said that, it requires a lot of dedication to master all the features available in Canva.
The one thing about Canva that stands out is the availability of thousands of ready-made templates that can be edited and used for different purposes. The reason behind the success of the startup is that they tried their best to make the lives of their users simple. Apart from providing an excellent one-stop solution to all graphic designing needs, Canva also provides a platform for budding designers to learn new things.
So that concludes our list of the best content marketing examples from 2021. To sum up, here are some of the key takeaways from the article that can help you market your content better:
- It’s not always quality over quantity. Quality and quantity are equally important.
- Understand the user base. Personalise the content for your audience.
- Make more visual content.
- Try to increase engagement. Must have a catching intro and a strong call to action.
- Sell an experience, idea and emotion, not a product.
We’re certain that after reading this, you will have a fresh perspective on content and video marketing. The type of content featured on all the above listed platforms is super engaging, appealing to the audiences and is quick to garner millions of followers. So, how do we create such content in an extremely competitive digital marketing landscape? The pandemic has acted as a catalyst for several new business opportunities but one platform that has really stood out is Scalenut. So if you wish to whip up some powerful, stunning and high quality content for your website, here’s your super stealthy secret.