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We reviewed dozens of contented selling examples successful antithetic formats and from aggregate channels. And handpicked the 22 astir inspiring examples to stock present with you.
Take a look astatine what was launched, what worked, and what you tin get from each illustration to make winning contented selling campaigns of your own.
Innovative Blog Posts
Your blog isn’t conscionable a play for search motor optimization (SEO).
Posts tin beryllium written to pass your manufacture expertise. Build thought leadership. Or make link-worthy content.
Here are a fewer innovative content marketing examples for your blog:
1. Backlinko’s Skyscraper Technique 2.0
Backlinko’s founder, Brian Dean, wrote the “Skyscraper Technique 2.0” blog. A sequel to his archetypal portion introducing the skyscraper technique.
The blog previews the caller scenery successful which backlinks aren’t capable to triumph astatine SEO.
Brian shares his insights connected creating and optimizing pages based connected idiosyncratic intent. Referencing lawsuit studies from his ain blog posts.
The “Skyscraper Technique 2.0” blog station was shared implicit 1,600 times and gained implicit 600 backlinks.
Here’s why:
Readers get a hands-on knowing of the Skyscraper 2.0 method with 3 wide steps for utilizing it.
Each measurement is illustrated with aggregate examples to contextualize the recommendation. Instead of simply sharing a tip, Brian shows precisely however helium implemented it successful his work.
Like here, helium tells readers to “change the format” of a portion of content. And helium uses a screenshot to visualize however helium acted connected this advice—changing a step-by-step lawsuit survey into 1 with checklists.
This illustration makes the conception casual to recognize and execute.
Do It Your Way
Choose blog topics that are straight aligned with your expertise. Then, make blog posts connected those topics utilizing real-life examples of your work. This makes the contented actionable for readers.
2. Buffer’s Open Salary System
Buffer is simply a societal media absorption instrumentality with a distributed, distant team. The company’s laminitis and CEO, Joel Gascoigne, introduced 1 of their astir innovative policies successful this Open Salary System blog.
In the post, Gascoigne shares his ideas and beliefs astir the policy. He reveals to readers however the unfastened wage strategy emerged, evolved, and presently works.
He talks astir however the squad ran respective experiments to cipher salaries based connected the outgo of surviving for each location. The station refers to this conception arsenic “the Good Life Curve.”
The portion doesn’t work similar your accustomed blog post.
Rather, it’s an exhaustive effort that walks the scholar done each logistical item of the policy. And, successful doing so, gives them a peek into Buffer’s marque values and compensation principles.
Do It Your Way
This is simply a large illustration of thought enactment content.
Replicate this thought by creating blog posts similar these that stock perspectives from your institution founders oregon elder leadership. This tin physique much credibility for your brand. And assistance found your company’s semipermanent strategical differentiators.
3. Hotjar’s AI vs. Human Writer Experiment
Hotjar is simply a behaviour analytics instrumentality that’s utilized to seizure information astir idiosyncratic behaviour with heatmaps, league recordings, and surveys.
The squad designed an experimentation that would comparison a quality writer against ChatGPT. They published a blog titled “Woman vs. machine” with links to 2 competing pieces—one written by a quality writer and 1 by ChatGPT.
The blog sets the signifier for the experiment. It evaluates the substance of the competing pieces crossed categories similar outline, time, cost, tone, and more, to contiguous a comparative analysis. But it doesn’t rather state a winner.
Instead, it lays retired show metrics that the squad planned to way for six months earlier declaring a last victor successful the competition.
This blog went unrecorded astatine the tallness of the AI versus quality writers debate. So, it gained bully momentum close from the get-go.
And past Tawni Sattler, Hotjar’s erstwhile Content Marketing Lead, posted astir it connected LinkedIn.
Her station blew up with implicit 700 reactions, astir 100 comments, and 18 reposts.
Another (likely calculated) payment to the exposure? The follow-up blog discussing the experiment’s results shows a fewer of Hotjar’s features successful action—like Feedback and Scroll Maps. So it drives merchandise consciousness arsenic well.
Do It Your Way
This run is simply a large illustration of opportunistic contented creation. You tin make contented astir a taxable that radical are already funny in. And by joining successful the conversation, you basal a accidental of capitalizing connected its existing momentum.
To start, place fashionable oregon adjacent arguable topics successful your industry. And constitute a blog station with an intriguing space to seizure this existing involvement successful the topic.
Bonus, you tin amusement your merchandise successful the contented to physique consciousness astir your usage cases.
Further reading: 12 Content Marketing Trends That Will Continue successful 2024
4. Olipop’s Guide to Recycling
Olipop is simply a brushed portion institution that makes sodas with works fibre and prebiotics.
Olipop’s website has a dedicated “Learn” conception wherever visitors tin research the brand’s root story, work blog posts, find constituent details, and more.
The marque publishes blogs astir its halfway values, similar sustainability, diversity, and nutritional health.
This guide to recycling targets 1 of Olipop’s perfect customers: The eco-conscious purchaser who makes mindful choices for the environment. Published during Earth Month, the station shares insights connected the value of recycling and speedy tips to recycle items.
The marque besides highlights its attack to sustainability and recycling.
It’s a large illustration of an ecommerce marque creating contented that strengthens its positioning and earns buyers’ trust.
Do It Your Way
Your institution blog tin beryllium a gateway to your brand’s halfway identity. Give your assemblage an insider’s presumption of your concern goals, values, and initiatives portion educating readers connected applicable topics.
You tin archetypal chalk retired themes and ideas that substance to your buyers. Then, make insight-packed blogs to stock actionable tips, lawsuit stories, and your brand’s initiatives.
Viral Video Campaigns
An awesome 89% of people privation to spot much videos from brands.
If that statistic unsocial is not capable information to make videos, present are 2 examples of viral video campaigns that captured a batch of affirmative attention.
They amusement however videos tin prosecute and delight audiences crossed antithetic industries.
5. Reddit’s IPO Video
Reddit posted a video connected the time of its nationalist launch. It went viral for each the close reasons.
This 90-second video features Reddit’s mascot, Snoo. In it, respective radical connected the Reddit squad speech astir what it’s similar moving with Snoo. And the video ends with Snoo ringing the doorbell astatine the NY Stock Exchange building.
This video is quirky and hilarious. It reflects Reddit’s property arsenic a societal brand.
The video is dissimilar what astir companies would station for a large milestone similar an IPO. Reddit uses wit to look much relatable.
And it paid off!
The video received adjacent to 2,000 reactions and implicit 100 reposts connected LinkedIn. It besides got implicit 39,000 views connected X. The results show the powerfulness of a well-crafted video with a unsocial approach.
Do It Your Way
What sets Reddit’s IPO video isolated is its uniquely authentic tone. This illustration shows that it’s good to not play by the rules if you privation to enactment existent to your marque personality.
Focus much connected what resonates with your audience. Creating relatable contented with relevance to your niche tin wage disconnected adjacent erstwhile you’re making large announcements.
6. Hyro’s Funding Announcement
Hyro, a conversational AI company, announced its $20 cardinal Series B backing with a hilarious video campaign.
The video playfully personifies ChatGPT and Hyro arsenic assistants talking to a user. It perfectly exemplifies however an adaptive conversational AI level similar Hyro is antithetic from intent-based chatbots and LLMs similar ChatGPT.
Ziv Gidron, the company’s Head of Content, explains their attack to creating specified an enjoyable video for a large announcement:
This video garnered 15,000 impressions, 10,000 views, 308 clicks, 162 reactions, and a beardown 5% engagement rate.
Do It Your Way
The Content Head shared that, successful creating this video, the squad recovered inspiration from Apple’s Mac versus PC ads.
The lesson? Find thing iconic from the past and enactment your ain originative rotation connected it.
But retrieve to enactment with a bigger representation successful mind. A caller rotation connected an aged favourite is overmuch much breathtaking than creating a copy-paste mentation of an aged trend.
Creative Social Media Posts
Social media channels are a abstraction wherever you tin instantly link with your users. Even crook them into raving fans.
Here are 3 astonishing contented selling examples of occurrence connected socials.
7. tl;dv’s Instagram
tl;dv is an AI adjunct that records, transcribes, and summarizes meetings.
The brand’s societal media squad includes a mates of video creators. They’re known for making abbreviated sketches enacting real-life scenarios successful a SaaS company.
Their goal?
Entertain the assemblage > beforehand the product.
For example, they created an Instagram reel sharing a comic speech astir a merchandise diagnostic betwixt a income rep, lawsuit occurrence manager, and prospect.
tl;dv’s contented is comical, relatable, and worthy sharing.
Ian Evans, 1 of the creators successful tl;dv’s societal team, summarizes their societal media strategy successful 1 line:
He besides explains wherefore creating bully contented matters much than self-promotional content: You person to amusement radical you recognize their struggles, joys, and frustrations. Like a champion friend. So, they similar hanging retired with you.
Do It Your Way
Most radical usage platforms similar TikTok and Instagram for leisure. They apt don’t privation to larn however your merchandise works oregon what services you tin deliver.
So, alternatively of talking conscionable astir your brand, physique an assemblage connected these channels by creating contented that speaks to your users and makes them consciousness seen.
8. Headspace’s Instagram
Headspace is simply a mindfulness app designed to amended intelligence wellbeing. The brand’s societal media strategy is rooted successful its ngo to empower radical and amended their intelligence health.
On Instagram, the marque uses vibrant illustrations and reels to stock uplifting messages, similar you spot successful this grid.
You’ll find a premix of antithetic kinds of contented connected Headspace’s Instagram:
- Brief meditation activities
- Expert proposal connected captious subjects
- Breathing workout reels (with millions of views)
Do It Your Way
Headspace’s illustration shows what you tin execute erstwhile you absorption connected helping your assemblage with genuinely meaningful advice. It besides offers large inspiration for creating impactful visuals.
If you privation to physique a design-first societal media strategy, leap to Headspace’s Instagram for immoderate inspiration.
9. HubSpot’s LinkedIn
HubSpot is simply a one-stop level with tools and resources for marketing, sales, and lawsuit service.
The marque offers different lawsuit survey successful which selling contented uses wit to delight an audience. And support them coming backmost for more.
The squad leans heavy connected memes, one-liners, and hilarious posts connected a supposedly superior level similar LinkedIn.
Each station gets hundreds of likes. HubSpot often goes viral connected the platform.
Chi Thukral, the Team Lead connected HubSpot’s societal team, changed the mode the marque approached societal media. In a podcast with Jordan Scheltgen, Thukral mentioned:
HubSpot’s LinkedIn enactment is impervious that memes tin enactment good for contented selling campaigns. Especially erstwhile you cognize your assemblage good capable to foretell what volition tickle their comic bone.
Do It Your Way
Don’t beryllium acrophobic to see comical and witty contented successful your societal media strategy. Use wit to springiness your assemblage a bully laughter and enactment apical of mind.
To make relatable content, trial what works champion for your users—memes, one-liners, pop-culture references, and more.
Interactive Content Assets
Interactive contented tin seizure people’s attraction overmuch faster than static posts can. These assets often prosecute users amended for longer. And person a higher accidental of getting shared.
Check retired these interactive contented selling examples earlier you make 1 for your brand.
10. Anecdote’s AI Candle Generator
Anecdote Candles sells unsocial fragrances by crowdsourcing caller ideas. In the aforesaid spirit, the marque created an AI candle generator to plan customized candles based connected people’s favourite memories and moods.
This instrumentality asks for a elemental input—describe a moment. The idiosyncratic tin support it abbreviated oregon marque it arsenic elaborate arsenic they want.
When they deed generate, the instrumentality creates a caller candle sanction and transcript astir the users’ effect to the prompt.
Users tin deed Shuffle to get aggregate options and take their favourite one.
Then, they customize antithetic details to make their ain candle. And spot an order.
The AI candle generator gives shoppers an immersive experience, gathering a candle connected their ain from commencement to finish.
Do It Your Way
Anecdote’s candle generator involves the purchaser successful the accumulation process and gives them implicit power implicit the extremity product.
You tin propulsion disconnected thing akin to get originative ideas straight from your audience. Give them an interactive instrumentality to stock their memories, photos, oregon different details. Convert these inputs into a customized output for each user—like a badge, a title, oregon adjacent a merchandise to buy.
11. Slite’s Time-Saving Calculator
Slite, a cognition basal platform, has a time redeeming calculator.
Why?
To item however overmuch clip and wealth teams could prevention by making cognition easy accessible to everyone. Visitors tin usage the sliding standard connected the integer calculator to specify the fig of radical connected their squad and their mean monthly salary.
Then, this instrumentality volition find however overmuch clip and wealth that prospective customers could prevention by documenting cognition successful 1 place.
Not conscionable that, the calculator besides suggests a amusive enactment specifically based connected the fig of hours and wealth it could save. Like however galore pancakes the idiosyncratic tin make. Or however galore hours they could beryllium meditating.
It’s an imaginative mode of nudging radical to prevention time. With Slite.
Do It Your Way
If your product/service has a direct, quantifiable payment for users, usage interactive contented to assistance them recognize the possibilities.
Choose immoderate content format that works champion successful your context. Like a quiz, calculator, poll, games, and more.
12. Coffee Bros’s Coffee-to-Water Ratio Calculator
Coffee Bros sells a wide assortment of fresh-roasted coffee. The squad created a coffee-to-water ratio calculator.
Why? To assistance anyone brew the close equilibrium of java and water.
The calculator includes 7 steps wherever users tin take immoderate of the disposable options, similar their brewing method, portion size, and roast level.
Based connected the inputs, the calculator suggests the perfect brewing clip and creates a look table.
It’s a speedy and convenient instrumentality for java enthusiasts to effort antithetic types of java with the close recipe.
Do It Your Way
Coffee Bros targeted a reasonably communal symptom constituent among their audience: How to marque the cleanable brew. They created an interactive instrumentality to lick this occupation and mildly nudge radical to research their products.
To make thing similar, place a fewer occupation statements wherever you tin rapidly connection a customized solution. Then, physique an interactive tool—like a quiz, calculator, oregon thing else—to recognize the nonstop occupation and stock a fewer ways to lick it.
13. Figma’s Cost Comparison Calculator
Figma created a cost-comparison calculator to assistance buyers marque informed decisions.
Enter accusation astir your squad size and the expected duration of your declaration with a solution provider. Then, you spot what each of Figma’s astir fashionable competitors would outgo you. Alongside Figma’s price.
The calculator gives an honorable terms estimation. And you tin spot a database of features you get if you take Figma.
Do It Your Way
Cost is 1 of the biggest factors among buyers. You tin marque a beardown lawsuit for your marque with a outgo calculator similar this.
Show buyers precisely however overmuch they’ll wage to usage your merchandise vs competing products. And what features they’ll get for their concern successful your solution.
14. Miro’s “Look Back” Board
Miro’s ”look back” board recaps each the features the squad rolled retired successful 2023. Across respective antithetic categories.
Each conception of this committee is beautifully designed with a operation of ocular and textual content. And focuses connected a circumstantial portion of the product, similar Content & Data Visualization, Workshops & Async Collaboration, and more.
You tin zoom successful to spot antithetic updates successful each section.
Besides screenshots, GIFs, and substance blocks, these sections besides see “Talktracks.” In them, members of the Miro squad locomotion users done antithetic updates successful said section.
You tin click connected immoderate of the sections successful the intro segment, and the committee volition instrumentality you straight to that part. For example, if you privation to larn much astir Miro’s AI features, you tin click connected the artificial quality container successful blue.
Do It Your Way
Miro presents the cleanable illustration of utilizing your merchandise to interact with your audience. Especially if you person a communication-centric product.
Create a virtual playground for users to take their ain escapade and interact with antithetic elements.
You request a big-picture thought of an explorable abstraction you privation to create—like a workspace, an arcade, a carnival (like Miro’s). Then, spot your contented assets successful antithetic parts of that explorable abstraction with wide instructions to interact.
High-Impact Case Studies
Case studies play a important relation successful the purchaser journey. That’s wherefore 36% of marketers see them to beryllium the best-performing contented type.
These lawsuit survey examples volition springiness you a caller mode to stock lawsuit stories.
15. Gong’s First-Person Case Study
Gong, a gross quality tool, created this first-person case study.
Unlike astir lawsuit studies, which are authored by the concern touting its solution, this 1 is written by Kieran Smith, the point-of-contact from the client’s team. In a first-person POV.
It opens with the communicative of each the roles helium worked successful earlier helium yet landed astatine Andela (the lawsuit institution showcased successful the piece).
This lawsuit survey deviates from the modular operation of problem-solution-impact.
Instead, it reads arsenic his idiosyncratic story. He shares each the changes helium introduced to heighten reps’ cognition and shorten the income cycle. And 1 communal constituent successful each this advancement was (you guessed it) Gong.
Do It Your Way
This illustration shows you don’t person to travel the aforesaid aged playbook erstwhile creating lawsuit studies.
Instead, absorption connected involving customers successful the process of creating a lawsuit study. And whenever there’s a chance, constitute it from their perspective.
Even if you travel a much accepted lawsuit survey format, instrumentality inspiration from this illustration by including idiosyncratic details astir your customers oregon your squad to gully readers in.
16. Huckberry’s Everyday Carry Dump Videos
Huckberry is simply a men’s manner marque known for its escapade gear.
The marque has a originative mode of documenting lawsuit stories done YouTube videos.
Huckberry has a YouTube playlist called “Everyday Carry Dump”. It’s a postulation of implicit 30 videos wherever customers stock their experiences of utilizing antithetic Huckberry bags.
Each video besides focuses connected a circumstantial usage case, like:
- Camping trip
- Biking essentials
- Cooking connected the road
- Art and plan needs
These videos seizure lawsuit stories portion showcasing antithetic products successful action.
For example, this video shows however a serial entrepreneur packs his Huckberry backpack with each his productivity needs.
Do It Your Way
Huckberry offers the cleanable illustration of however you tin stock lawsuit stories done engaging videos. These videos people respective personas and connection immoderate bully inspiration for radical looking to bargain a Huckberry backpack.
You tin invitation customers to your workplace and make akin videos. Or encourage/incentivize blessed customers to stock their experiences with your products connected societal media. Then, repurpose that user-generated contented connected your ain societal media, connected landing pages, and to tally arsenic ads.
17. Mutiny’s Customer Playbooks
Mutiny is simply a website-personalization instrumentality for companies to tally targeted, revenue-generating campaigns.
The squad utilized a unsocial conception to crook lawsuit occurrence stories into start-to-finish playbooks. They look similar this:
Each playbook includes a occupation statement, a hypothesis, and a step-by-step solution.
The solution conception of each playbook lists each the steps and tactics the lawsuit followed to tackle the large challenge. This representation illustrates however each leafage highlights the proposal with a remark from the client. Then, it starts outlining each the steps successful the solution section.
Stewart Hillhouse, the Head of Content astatine Mutiny, explains the team’s superior extremity for creating these playbooks:
He besides mentions that the playbooks are the astir fashionable contented connected their website. He says they person doubled their site’s conversion rate.
Do It Your Way
You tin stock lawsuit stories to physique societal proof. And springiness imaginable customers a blueprint of however to beryllium palmy with your product.
Give buyers a model to replicate astatine their enactment with these lawsuit stories. You tin besides synthesize these stories successful visual, shorthand, oregon playful formats. Think: Creating a comic portion retired of a lawsuit survey for sharing connected societal media.
Interesting Infographics
Infographics are cleanable for leisure reading. They’re ultra-consumable portion scrolling done societal media oregon checking each unread emails.
They connection adjuvant insights without overwhelming readers with excessively overmuch information.
Here are a fewer originative examples of infographics you tin gully inspiration from:
18. Postmark’s Comics
Postmark, an email transportation app, created a bid of comics called Postmark Express. They explicate the much method manufacture terms. Like “dunning.”
A comic called “Dun Dun Dunning” shares the communicative of a superhero owl (Dunning) and a villain skunk (Churn). It shares a abbreviated communicative astir these characters successful the classical comic portion format with funky visuals and crisp dialogs.
It’s playful, intriguing, and dissimilar thing you’d expect to spot erstwhile you look up “dunning emails.”
Dr. Fio Dosetto, the creator of Postmark Express and the erstwhile Head of Brand astatine Postmark, shares however the squad introduced “sparking joy” arsenic 1 of the main KPIs for this campaign.
Several radical recovered the thought of the comics and this KPI interesting.
Do It Your Way
Comics are 1 of the little communal contented selling examples.
They enactment champion erstwhile you explicate analyzable concepts with intriguing stories. And relatable characters.
19. Teal’s Job Search Cheat Sheet
Teal is simply a vocation maturation platform. They created an A-to-Z cheat expanse with their champion tips for radical to find their adjacent role.
It uses the bento plan benignant to screen aggregate aspects of occupation search. Like networking, interviews, upskilling, occupation applications, and more.
This plan benignant organizes the accusation successful an easy scannable structure. Readers tin find the astir important tips for networking and interrogation highlights successful colored boxes.
Do It Your Way
Infographics similar these enactment good connected societal media platforms. When users don’t privation to walk a batch of clip speechmaking large blocks of text.
You tin make akin cheat sheets to assistance users ace the codification for immoderate peculiar subject. Remember to debar cramming excessively overmuch into 1 image. Make the accusation rapidly scannable and casual to read.
Value-Packed Email Campaigns
Never underestimate the powerfulness of email marketing. It’s your abstraction to nurture a semipermanent narration with your audience.
Let’s look astatine these 2 large examples to level up your email selling strategy:
20. Coda’s The Docket
Coda is simply a penning and documentation instrumentality with a monthly newsletter called “The Docket.”
This is simply a bully email selling illustration to gully inspiration from due to the fact that it comes with:
- Recommendations for bully speechmaking resources
- Five most-viewed docs created by Coda users
- Relevant templates for the people audience
Instead of spamming them with higher-volume, lower-value emails, Coda uses this monthly newsletter to present worth to its users and reenforce itself arsenic a trusted resource.
This newsletter besides features user-generated contented successful 1 section. It curates immoderate of the astir fashionable docs created by Coda users.
Do It Your Way
You person the accidental to beryllium ace originative with one-off email selling campaigns. Those are large for deals and discounts.
But erstwhile it’s astir relationship-building emails, you request thing much value-driven similar Coda.
21. Dohful’s Sunday Letters
Dohful is an artisanal cooky marque that relies heavy connected email selling to enactment apical of caput and thrust sales.
Arushi Sachdeva founded Dohful. She sends retired a play newsletter called The Sunday Letter. In it, she shares idiosyncratic stories and institution news.
In 1 of the editions, Sachdeva shared wherefore she started Sunday Letters and however readers enjoyed these emails.
For readers, the emails consciousness similar a no-filter conversation.
Sachdeva gives a peek into everything astir the business—launching caller products, making cardinal decisions, talking astir mistakes, and more.
Like successful 1 email, she discusses however their caller spirit motorboat tanked, and they had to discontinue it.
Do It Your Way
Dohful’s newsletters are a fantastic illustration for tiny businesses to physique meaningful relationships with their audience.
You tin make newsletters showing immoderate behind-the-scenes snippets from your business. Instead of simply selling them something, stock your stories to marque them consciousness much connected to your brand.
22. Podia’s Topical Email
This email by Podia is an awesome illustration of however brands tin usage trendjacking to resonate much with their audience.
In this case, the squad jumped connected the Taylor Swift—Travis Kelce hype train. In an email astir Podia’s website builder, of each things.
The email shows the existent websites created for Taylor and Travis with Podia. And talks astir the easiness of utilizing Podia’s website builder with aggregate customization options to adhd embeds, set colors, spacing, and a batch more.
And the taxable line—Do Taylor Swift and Travis Kelce person blogs connected Podia?—is intriguing capable to thrust opens.
Do It Your Way
When done right, trendjacking contented tin make a memorable acquisition for your audience.
Identify trends that would involvement your people audience. Then, make a connection that couples that trending contented with accusation centered astir their needs oregon symptom points to genuinely seizure their attention.
Over to You: Start Planning Your Next Big Campaign
That’s a wrapper connected our favourite contented selling examples. May they get your originative juices moving the adjacent clip you’re looking for large ideas.
The occurrence of immoderate contented run boils down to however good you cognize your audience. So, commencement by gathering user personas for each transmission if you haven’t already done so. Then, brainstorm caller contented ideas.
Check retired our Digital Content Strategy Template to papers your research.
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