What Is Content Marketing? Examples of Good Content to Copy

June 14, 2022

If you’re like most people, you probably think of content marketing as something that only big companies do. But the truth is that even small businesses can benefit from creating and sharing high-quality content. Content marketing is a strategic approach to marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. However, not all content is created equal. There’s a lot of bad content out there masquerading as good content. To help you create better content for your business (and avoid making some common mistakes), we’ve put together a list of 8 content marketing examples and how to do it better.

What Is Content Marketing?

Content marketing is a type of marketing that involves creating and sharing online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. Content marketing is often used in conjunction with other marketing strategies, such as inbound marketing and search engine optimization (SEO), to attract and engage potential customers. Let’s look at a few what is content marketing examples that can help your campaign.

Content Marketing Examples

Content marketing is the creation and curating of content that both attracts and converts leads into customers.

Any form of communication you use to educate, inspire, and convince someone to become a paying client is content marketing.

The goal of content marketing is to generate leads and create strong brand recognition. It is not focused on immediate sales.

Creating quality content is a great way to attract customers and turn them into loyal fans. You can deliver this content through a variety of different mediums, such as blog posts, videos, social media, e-books, webinars, and email newsletters.

In a nutshell, the goal of your content strategy should be to create content that will attract potential customers and turn them into loyal, long-term customers who will spread the word about your products and services.

There are several advantages to content marketing, including:

  • Driving Traffic: Your marketing efforts will drive traffic to your website from search engine queries, social media sites, and links that are shared in emails or on other websites.
  • Increase Sales: Content marketing is a great way to not just generate new visitors, but to generate the right kind of visitor (a potential customer).
  • Add More Subscribers: If you are trying to grow your email subscriber list, you can encourage people to opt-in to your emails by including links to your sign-up forms in your article.

Do you ever run out of ideas for your content marketing?

You are not alone.

Content marketing is all about attracting and retaining visitors to your site with content that will eventually convert them into paying customers. Most marketers who use it know it works.

But, as anyone who’s ever tried it knows, creating great content can be a serious pain.

Content marketing is hard work. Sometimes, it can be a struggle to come up with new ideas, especially if you’re doing it day in and day out.

We’ve put together a collection of great examples of both B2C and B2B marketing strategies. From social media to visual marketing and from blogs to videos, we hope these examples will inspire you to create engaging and persuasive content that wins you more sales.

Before we dive into our list, let’s make sure we’re all on the same page about what “content” is.

How to Recognize Good Content

All good content has a purpose, whether it’s a blog post or a graphic detail. It tells a compelling story and is consistent with your company’s brand.

When looking for great examples of content marketing, keep an eye out for pieces that are authentic and professional. The best content will have a strong message with a clear call-to-action (CTA) or desired result. This type of content will help you connect with your audience.

8 Content Marketing Examples

While each of these examples is unique, they all have one common trait: a clear purpose. Keep that goal in mind as you’re reading these and you’ll be able to create effective content for your own business.

Now, let’s take a look at some examples of awesome, effective, and impactful marketing.

1. MoonPie: Brand Voice Matters

One surefire way to differentiate yourself from the competition is to develop a unique and unforgettable brand identity.

Why is voice important?

33% of customers say a distinct personality helps brands stand out on social media, and 46% of customers are appreciative when brands are engaging with them. Developing a brand’s voice might be worth a try.

The Twitter account for snack brand Moon Pie does a great job of engaging customers. Each tweet has a specific purpose and is consistent in tone and voice. This makes it easy to connect with them on a personable level.

what is content marketing examples (Source)

Instead of just posting a boring product link to your followers, try appealing to them with a funny or interesting post.

what is content marketing examples (Source)

Make sure your brand voice is on point!

Here’s how to create an effective business tone. Start by revisiting your mission and making sure it matches up with your business’s core values. Next, do market research and figure out who your target audience is. Then, use this information to refine your tone and language. Lastly, take a close look at your most popular posts and emulate them.

2. Gymshark: Video Ad Campaign

Using video to market your business is a fantastic way to stand out from your competition. Let’s take a look at an example from gym apparel Gymshark.

The “United We Sweat” campaign is all about celebrating diversity and coming together through exercise. This inspiring message is for everyone, no matter their race, gender, or sexual orientation.

They created some promotional materials to go along with their campaign:

what is content marketing examples (Source)

The success of Gymshark’s content is due to its ability to effectively communicate its brand message. The simple yet powerful phrase “United We Sweat” is a memorable way to unite people around fitness and is the core of their advertising.

How can you apply this lesson to your own business?

Revisit your mission statement and target market if you need a refresher.

Then, think about your goals. Gymshark wanted to show that it’s a universal brand so it moved away from focusing on super-fit athletes.

When creating a tagline or motto, keeping things short and sweet is the best way to go.

3. Nadaré Co: Viral Content

Viral content is a sure-fire way to boost your brand visibility and spread your message.

Let’s use the example of Nadare Co., a jewelry store, to see how a content strategy can pay off.

With 91,000+ fans on TikTok, the founder of Nadaré Co was able to grow her brand to unprecedented heights. Her original, fun, and quirky video content attracted thousands of viewers, and her products became more popular than ever.

Posting helpful, informative, and entertaining video content is a great way to promote your store.

  • Keep your videos short and engaging.
  • Highlight what makes your brand special.
  • Add relevant hashtags to improve your content’s visibility and reach.

4. Ridester: Long-Form Content

To truly engage and educate your readers, you need to write longer-form blog posts.

Longer blog posts are the way to go if you want people to read and share your work. The average first page on Google is over 1,400 words and in-depth articles are ranked higher.

Long-form blog posts are valuable, and Ridester has some stellar examples of that.

After suffering a significant drop in organic search, Ridester focused on creating longer-form content that answered the questions our readers cared about.

Ridester’s recent long-form content revamp has seen incredible results, with a 487% increase in organic traffic and improved search rankings for 16 key phrases. Not bad, huh?

Here’s what you can do to emulate this successful strategy.

  • Search Quora and Reddit for common questions that your audience is asking.
  • Go to Ubersuggest to find keywords to target in your content.
  • Find out what questions your competitors have failed to answer and fill in the gaps.

5. Cricut: Influencer Marketing

Influencer marketing can be extremely effective if done correctly. For example, the crafting company Cricut teamed up with actress and real-life crafter Zooey Deschanel to create fun, authentic, and relatable content for the brand.

Now, here are some tips to use influencer marketing in your content marketing efforts.

  • Define what you need to promote and find the right influencer to help you do it.
  • Make sure your influencer aligns with your brand. For example, Deschanel works great for Cricut because she is an actual craft enthusiast.
  • Add campaign-specific hashtags for the influencer to promote your products.

You can find influencers through social media keywords and through marketplaces that connect brands with bloggers.

6. Storiarts: User-Generated Content

UGC is proof that your product works. You don’t have to pay a marketing company to promote it.

Instead of self-promoting, let your customers do all the talking. Consumers are 2.4 times as likely to say that user-generated content is more authentic than brand-created material.

Storiarts found that UGC was the best way to drive sales of its literary-themed products and highlight the brand’s commitment to ending illiteracy.

The brand started by asking its followers to share photos of themselves with their favorite Storiarts products. It also encouraged them to use the hashtag #storiarts in their posts.

The results were impressive. Not only did sales increase, but Storiarts also gained valuable insights into what its customers wanted. It also built a community of engaged fans who were passionate about the brand’s mission.

How did this tactic work for Storiarts?

They’ve been growing their following on Etsy, and now have over 82,000 fans.

To get the most out of user-generated content, here are three tips.

  • Create a dedicated and memorable hashtag on social media.
  • Engage with customers who post on the hashtag.
  • Choose a campaign that promotes your brand’s mission.

7. Fire & Ice: Product Videos

Videos are a great way to show off what’s so great about your products.

Video marketing is becoming more and more popular, with 69% of businesses increasing their budgets for 2022.

Creating informative, educational, and entertaining video content is a great way to build trust and authority with your audience.

HVAC company Fire & Ice made a video showing how their air conditioning repair process works.

In only a few minutes, this video outlines what customers can expect from their service and how much they will have to pay. Most importantly, it includes a clear call to action by telling customers how to book an appointment.

Here are some key points to keep in mind from this example.

  • Find out what your customers want.
  • Repurpose written content into video form.
  • Break your videos into sections so viewers can easily jump to the parts most relevant to them.
  • Always end with a clear CTA.

8. Vienna Beef: Web Content

First impressions are extremely important.

When a prospect lands on your site, you want to ensure that you’re making a good impression. After all, 94% of customers decide to stay or leave based on your site’s design.

Chicago-style hotdog maker Vienna Beef partnered with a digital marketing agency to redesign its website. The optimized site sells without being overly aggressive. It’s engaging, with links that go directly to the product pages.

The result? It tripled its web traffic, reduced cart abandonment, and increased sales.

Website design and copywriting are some of the most important parts of your content marketing strategy.

My suggestion? Set clear goals.

The vision of redesigning their website was clear to the team at Vienna Beef. They knew exactly what they were looking for and how to get it. This helped them achieve a successful website.

If you’re really committed to improving your conversion rates, then hiring a professional web designer might be a good idea. A professionally designed website is much more likely to convert than a website designed by an amateur.

Run some AB tests to see which design works best.

How to Recognize Poor Content Marketing

It’s fairly easy to spot bad marketing. Look for unclear or confusing messages, keyword stuffing, and content that is lacking a clear call to action or goal.

An example of poor content marketing would be a campaign that is insensitive to current events. This type of campaign would fall short because it would not be timely or relevant.


Looking for what is content marketing examples? These eight companies should serve as an inspiration on how to create top-notch content marketing that produces results.

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