In today’s fast-moving and engagement-driven times, creating engaging content that resonates with your target audience of prospects is almost a must.
Not only does consistently delivering valuable and engaging content help your business connect with its prospects at a deeper level, but when done consistently over time, it also helps you build a loyal and almost rabid customer base, who are then ever eager to buy everything you would like to sell.
However, designing high-performance content marketing campaigns that actually work is easier said than done.
You not only need to understand your target audience and their needs to the ‘T’, but you also need to produce quality content consistently, measure your content marketing efforts and ROI, and keep up with the trends. And don’t forget that you must be doing this with limited resources alongside a constantly changing landscape.
We’ve compiled a list of five creative content marketing examples that we happened to lay eyes on. Each one of them is different in its own way, and when combined, they are all something you can learn from and apply to your own marketing strategies.
Let’s jump into defining and understanding a few foundational elements relating to content marketing before stepping into some wildly successful content marketing examples.
Content marketing involves promoting a business through sharing information to educate or to entertain in the form of blog posts, case studies, social media posts, infographics, videos, and podcasts.
The best part is that a successful content marketing strategy could generate three times as many leads as traditional outbound marketing while costing up to 62% less.
By providing useful information, the company can build trust, establish itself as an authority, improve customer satisfaction, retain existing users, and attract new customers looking for similar solutions.
Content marketing, when done right, helps with:
Your content marketing strategy can be helped by the best content marketing tools, but it should always be inspired by great examples of content marketing done right.
Looking for inspiration for your next content marketing campaign?
Each content marketing example listed below showcases the power of informative, entertaining, and engaging content.
Needless to say that a little creativity can go a long way in capturing your audience’s attention and driving results.
The first example is from over a decade ago, but nonetheless a powerful example of content marketing done purposefully.
In 2012, Airbnb introduced “Neighborhoods”, a series of hyper-focused online travel guides that offer recommendations on what to do, see and eat for travelers.
Each guide is curated by a local Airbnb host and includes detailed information about local culture, food, and landmarks to ensure that the information is always authentic and updated. The guides were easily available on the Airbnb website and could be downloaded in just a few clicks.
Image Source: https://techcrunch.com/2012/11/13/airbnb-launches-neighborhoods-providing-the-definitive-travel-guide-for-its-guests/
The neighborhood guides campaign helped:
Overall, by prioritizing travelers and their experiences and encouraging them to explore better and more, Airbnb increased engagement, brand recognition, and revenue from bookings and other related services.
Burgers are often stereotyped as part of an unhealthy lifestyle, and Burger King wanted to change that thinking by promoting the lack of artificial preservatives in their burgers.
This campaign included TV commercials as well as print ads featuring time-lapse footage of their popular Whopper burger slowly decomposing over a time period of 34 days.
You can take a quick look here:
Source: https://www.youtube.com/watch?v=f9B9HGQsx0k
The “Moldy Whopper” campaign:
Needless to say, we’re not surprised at how this brilliant helped Burger King look like a hero while significantly multiplying customer engagement on the one hand and driving sales on the other.
Nike’s 2020 “You Can’t Stop Us” campaign was a masterclass in creative marketing for brands worldwide. More than just a video commercial, it aligned with Nike’s overall broader messaging of unifying the world through sport while inspiring and empowering people worldwide to pursue their goals and dreams, regardless of the obstacles they may face.
Source: https://www.youtube.com/watch?v=GbQomqb28os
Nike’s “You Can’t Stop Us” campaign showcases split-screen footage of athletes from diverse backgrounds participating in various sports, intending to demonstrate how sports can unite people and inspire resilience, even during challenging times.
Nike’s “You Can’t Stop Us” campaign was successful in:
Long story short, Nike’s “You Can’t Stop Us” campaign successfully connected with customers emotionally, drove engagement and sales and demonstrated the power of values-based marketing in building a loyal customer base.
Apple’s “Behind the Mac” campaign is an incredibly captivating video series featuring a vibrant mix of individuals, such as musicians, photographers, scientists, and entrepreneurs, who all utilize Mac computers to power their work and creativity.
The campaign, featuring personal stories and insights from real people, highlights Mac’s unparalleled versatility and power, positioning it as an essential tool for any professional looking to unlock their full creative potential.
Source: https://www.youtube.com/watch?v=RUEtUaDcH2U
Apple’s “Behind the Mac” campaign:
Overall, this campaign further solidified Apple’s position as an innovation leader in the tech space, clearly repeating that they’re their own competition, and no one else comes close.
Originally launched in 2015 and now one of its biggest annual marketing campaigns, the “Wrapped” campaign is an annual event by Spotify that offers users personalized insights into their listening habits over the past year.
Presented in an interactive, engaging format, users are provided with a summary of their top songs, artists, genres, and other unique data points that reflect their unique music taste.
What’s more, users can share all of this data, including the number of hours spent on Spotify this year and even the number of times you’ve played your favorite track, over social media easily with just a single click.
What was awesome about this campaign?
Spotify’s “Wrapped” campaign:
If connecting with your users at an emotional level isn’t a growth hack, we don’t know what is; and Spotify did it with aplomb.
Wondering if there’s a way to get even more sales, revenue, and ROI from blockbuster campaigns like these?
Welcome to the “backend” world of email marketing, where you can make it rain sales without spending an extra dollar on advertising or customer acquisition.
Let’s walk you through how each of these brands might have used email marketing campaigns to their advantage:
We could go on and on, but you get the point about email marketing and its high ROI impact, even on already successful campaigns.
Email marketing can be a powerful add-on to your existing marketing strategy, and it doesn’t have to be difficult or expensive. By choosing an affordable and user-friendly email marketing tool, businesses can streamline their email campaigns, save time and resources, and drive even greater engagement and revenue.
As evidenced by the content marketing examples above, to leverage the power of creative marketing campaigns fully, businesses need to adopt an open-minded and creative approach to their marketing strategies and campaigns.
By embracing creativity and innovation in their content marketing strategy, businesses can:
Industry and niche no bar, with the right tools and creative strategies, businesses can leverage the power of creative marketing campaigns and email marketing to drive success even in competitive markets.
Skirmantas Venckus is a writer by day and reader by night. He hates talking about himself in the third person. He is also the growth hacker at Sender.net – the email marketing provider that is focused on user-friendliness, affordability, and utility. Linkedin: https://www.linkedin.com/in/skirmantas-venckus-8ba16983/
