When done right, content marketing isn't just lucrative, it's like having a golden ticket to faster results compared to other marketing methods.
In this article, I'll show you non-standard, successful content marketing examples that you can use as inspiration to get results and attract attention.
Knowing what a successful content marketing strategy looks like can help you understand what works and what doesn't. Ordinary social media posts, video content, or other forms of marketing will go to waste if they can't catch the audience's attention.
Here are some of the best content marketing examples across fields, which you can use to learn the ropes.
Blog content marketing examples
Here are some successful blog post examples you can use as inspiration for written content.
1. How to guides
How to guides are actionable walkthroughs that readers can use to perform specific actions. Users searching for them are looking to navigate a product or accomplish a task.
Our guide on scaling content marketing in 8 steps is a good example of a how-to blog post.
It delves into how frequent SEO and content related tasks can be automated and sets the stage by discussing why scaling content is important.
The guide is broken down into 8 actionable steps a reader can take.
Make your how-to-guides simple to understand with the help of gifs, images and videos.
Think of it as an over the shoulder lesson that you're giving your readers.
2. Listicles
Blog posts that offer a list of products or recommendations fall into the listicle category. The articles could be about products, services, or other topics, as long as they contain a list.
Kinsta's "Best webinar platforms" is an example of a listicle that picks the best webinar platforms for marketers.
Listicles are fairly easy to write and their main value is in the catalogue of items they cover. This blog is an example of a listicle showcasing examples of content marketing.
Often, listicle readers are likely to be skimming your content and looking for a quick summary. Break your walls of text with easy-to-read headers and images.
To comply with Google's latest guidelines, explain why you're recommending certain tools or services. Demonstrate personal knowledge and insights if your listicle is a review article.
It helps to have an index at the top with jump links to each item, like the example above.
You may also include pros, cons and pricing to help readers with their choices, especially if your article targets a commercial keyword.
3. Round up posts
Round up posts are a collection of opinions, quotes or advice.
They're also a kind of listicle because they list recommendations and advice.
Databox' article on sales manager reports is an example of a round up article.
It talks about the best sales reports for managers, gathered from various people in similar positions. You'll find that every report includes a quote from an industry insider.
The article acts as a guide for new managers and includes direct experience from experts.
You can create round-up posts by reaching out to industry folks.
Because of its potential for thought leadership status, the people you mention will often share these articles with their followers and link to them.
These can help drive traffic to your article from sources other than content marketing.
4. Interviews
Cloudtalk's post is an interview of Shep Hyken, a customer service and experience expert.
The interview delves into Hyken's expertise and insights.
It begins with the interviewer asking him what made him choose a career in customer service. The article then delves into more complex topics relating to recent changes in the field and Shep's opinions on them.
This helps the talk stay interesting and the information, useful.
You can build trust and earn credibility with your audience by choosing to interview a recognizable face.
Presenting actionable insights and being well prepared with your questions can encourage your readers to share the content too.
Often, podcasts leverage interviews very well using these strategies.
5. Templates
Ready to use templates are a good example of building downloadable assets that can bring in organic traffic.
Unrubble has a templates directory that offers employment contracts.
Take the example of their zero hours contract template.
It enables employers to establish specific terms where employees are compensated solely for the hours they work, without payment when no work is performed.
The page has a short, easy-to-understand description of the contract and the downloadable versions are conveniently located beneath.
Building template hubs is an easily scalable approach to attract eyeballs to your website.
6. Checklists
Checklists are another content marketing example that have been widely used.
Social Media Examiner's article is a thorough guide on how to optimize your profiles on social media platforms and provides a checklist to do so.
You can create checklists for your industry, especially if you're short on resources or time. They're fairly quick to put together and don't need a ton of information.
7. Linkable assets
Mailchimp's article is a compilation of email marketing stats across various industries. Other websites will often link to these articles to back up a claim they make with a stat from this page.
Linkable assets can also include white papers and case studies. The industry-specific data that is included is crucial to their popularity.
In the case of Mailchimp, they have access to a huge amount of email marketing data and were able to use this information.
But you can curate data into a single blog post if you don't have access to such information.
B2B content marketing examples
Here are a few B2B content marketing examples that showcase effective strategies used by companies to engage and attract their target audience.
8. White papers
Gartner's whitepaper on buyer intent provides a comprehensive guide on how a sales or marketing team can utilize buyer intent data to increase conversions further.
It goes into detail about what exactly buyer intent is, how it can help even after the customer has made a purchase, and how you can use it to keep your business afloat during rough periods.
The example makes understanding a complex issue easy, even for those who might not be familiar with marketing terms. It includes bullet points and other graphics to present the information in a concise manner.
9. Case studies
LiveSession conducted a case study of how their tool helped Databox, a business analytics platform, achieve better results.
The article assesses the changes LiveSeission has allowed their client to make and what worked to improve conversion rates and customer satisfaction.
The key details and stats are prominently displayed right at the beginning of the article; which is a great content marketing strategy to immediately hook the reader and make them interested in learning more.
10. Comparisons
This comparison put Neverbouncs and Zerobounce head-to-head, two leading email verification tools.
The article compares various aspects of both tools, including their prices, ease of use, features, and accuracy.
The comparison has been neatly divided into different sections, each focusing on a particular use case.
A good comparison article is more nuanced than a simple this-or-that answer—the example showcases this perfectly.
11. Buyer guides
The guide lists the best VoIP providers and reviews each.
Readers can make a quick decision by having a look at the initial list which includes all the important nit bits of each or decide to read on for a more comprehensive review.
Buying guide readers will likely just skim through your article, so it's important to make your blog as easy to read as possible.
The example is a good illustration of how this can be done. Each review follows the same format, the overview, pricing, pros, and cons.
12. Industry reports
The AI Index Report 2024 from Stanford University is an excellent example of industry content marketing as it provides valuable, data-driven insights into AI trends and impacts across sectors like healthcare, education, and the economy.
By appealing to a broad audience—policymakers, researchers, and businesses—it positions Stanford as a thought leader. The report effectively demonstrates real-world applications of AI, linking research to practical outcomes.
Additionally, its use of visuals and detailed analysis makes complex topics accessible, reinforcing the institution’s authority in the AI space while fostering trust and engagement with industry stakeholders
13. Ebooks
This ebook from Hubspot is a go-to guide for HR managers or talent finders on the best practices for hiring, retaining, and firing employees while saving as much money as possible.
It discusses the problems you might encounter when hiring and training the right candidate and possible solutions to common problems.
The ebook contains several strategies and links to their tools as solutions to the problem.
Video content marketing examples
Video content marketing is another popular method of promoting your brand. Here are some of our favorite content marketing examples.
14. Webinars
The "Getting Started with Mouseflow" webinar is designed to help new users maximize the platform's analytics features for website optimization.
It covers essential functions like setting up your Mouseflow account, using filters to identify user pain points, and interacting with the recording list and live heatmaps to visualize user behavior.
Additionally, it introduces features to track user journeys and launch feedback surveys.
The webinar also provides five practical tips to help users gain insights quickly, making it ideal for optimizing user experience and conversions.
15. Product demonstration
This video is a product demonstration of Duolingo, a language-learning app.
It explains the app and how it helps you learn or improve your existing knowledge of a language.
The video is a strong example of content marketing through a product demo because it effectively showcases the product's features in a real-world context, engaging viewers visually while explaining the benefits.
It uses clear, step-by-step instructions and highlights practical use cases that resonate with the target audience.
Focusing on solving a specific problem or optimizing a process ensures that viewers see immediate value, making the product more attractive.
Providing a well-paced and easy-to-understand demonstration encourages potential customers to explore the product further.
16. Educational series and courses
Surfer's Academy hosts detailed guides on how to use Surfer for SEO content and make your overall writing process way more streamlined.
It is a series of videos you can watch chronologically or jump straight to what you want to learn.
The academy content is divided into a series of short videos, each tackling a different topic. For example, this live video covers topical authority from our product manager.
This is a great way to prevent your viewers from feeling intimidated by an hour-long time stamp.
It also means each of your videos targets a different audience, depending on what they want to learn, attracting more views.
17. Customer testimonials
Monday. com's videos shows a range of established, reputable clients talking about their experience with the platform and how it has helped their business.
The customer testimonials include Nissan, Universal Music Group representatives, and more.
The customers provide plenty of statistics to give an idea of how beneficial the tool has been for them.
Top brands who relate their experiences and present real numbers to back up their claims can help sell your products alone.
Interactive content marketing examples
Most content marketers will agree that keeping your audience engaged is key to convincing them to take the next step and purchase your product.
Here are some of the best interactive content marketing examples you can use as inspiration.
18. Quizzes
Buzzfeed quizzes have been popular for quite some time, and it's no wonder why.
They're fun, engaging, and provide you with bragging rights if you outscore your friends. As a form of content marketing, they perform well even without paid advertising and generate loads of shares—there's much to learn from them.
Each quiz has a comment section and a graph detailing the percentage of readers doing well.
This is a brilliant strategy to coerce the competitive edge out of people and potentially make them share the quiz with others to show off their score.
19. Surveys and forms
Compare the Market is an online service that allows you to put different services head to head and see how they vary in terms of prices and more.
Once you choose a service to compare, the website will display a form that you can fill out to further elaborate what you're looking for.
The form is comprehensive and covers most of the major points when choosing a service. Plus, it doesn't take too much of the user's time to fill.
This allows Compare the Market to understand better what the user needs and allows them to recommend the right service, increasing the possibility of landing a conversion.
20. Interactive interface and infographics
A series of interactive infographics allow the user to get a walkthrough of Slack without downloading the app or even creating an account.
The various infographics cover what the app is capable of and how it can help your business.
The interactive infographics invoke users' sense of curiosity and make them want to spend more time on the website.
Slack does this perfectly, and each click shows a different function of the tool.
21. Calculators
Sofi's affordability calculator prompts you to enter your annual income, monthly spending, and savings to determine the average price of a house you can afford.
Once you have your results, Sofi offers to get you a mortgage loan.
The calculator allows Sofi to attract more visitors to its website and inform them of its services.
Since the calculator's audience is people looking to buy homes, there is a CTA right at the bottom of the tool to book a free consultancy, tempting users to go down the rabbit hole. This is marketing done brilliantly.
22. Infographics
An infographic is a great content marketing example because it simplifies complex information into an easily understandable visual format, making it engaging and memorable.
For example, Statista's infographic on public interest in football transfer news and rumors breaks down survey data into clear visual segments, showing which countries and age groups are most interested in transfer news.
Infographics are highly shareable, can be referenced easily, and appeal to both visual and informational learners, increasing the likelihood of engagement and distribution across platforms.
Social media content marketing examples
Boosting sales by spreading the word about your product through user-generated content and social media marketing is an effective strategy.
Here are a few successful examples.
23. Instagram stories and reels
@natgeotravel is a strong example of content marketing on Instagram using breathtaking visuals and informative captions to inspire and educate its audience.
The stunning photography draws users in, while the captions provide cultural, historical, and geographical context, making the content both engaging and educational.
By encouraging user interaction through branded hashtags and subtle promotion of National Geographic’s broader offerings, the account builds brand loyalty without direct advertising.
This approach demonstrates how to create value for followers while promoting a brand through storytelling and engagement
24. Twitter [X.com] threads
This tweet is a great example of content marketing through concise, actionable insights.
Each sentence offers practical advice on topics like sales, psychology, and copywriting, catering to aspiring entrepreneurs or business professionals.
By packaging valuable tips in a quick-to-consume format, it encourages engagement and builds authority. The post drives readers to follow the account or sign up for a newsletter, converting them into a loyal audience.
25. LinkedIn articles
All members of LinkedIn can submit their articles for publication.
You can use the platform to market your services through search engines. In the example below, the author delves into personal well-being and ends the article with a CTA to work with her to build a more rewarding career.
This LinkedIn article delves into toxic behaviors that harm relationships and personal well-being. It covers issues like taking things personally, dwelling on negativity, playing the victim, cruelty, excessive reactivity, and seeking constant validation.
26. Pinterest boards
This is a popular food image board where users can upload pictures of their dishes.
Using the right keywords, descriptive pins, and quality visuals can help you attract organic traffic to your website and improve SEO performance.
Pinterest allows you to engage users through images related to your niche to target a clearly defined audience. The 'Delicious' job board follows this approach and has thousands of images pinned to it.
27. Social media contests
A great example of a social media contest is the "Tag a Friend" contest on Instagram. Here's an example from Saint Savoy, a popular women's shoe brand.
In this type of contest, participants are asked to tag friends in the comments section of a post for a chance to win a prize.
This increases engagement and extends the post's reach as more people are tagged and become aware of the contest.
Email content marketing examples
Email marketing campaigns have a long history of being marketers' favorites.
But the improvement in mail filtering and people's increasing wariness of them has made it difficult.
Here are some examples that have seen success and can help you in your marketing journey.
28. Newsletters
Newsletters are a great method for marketing your product to an already-established audience. The Harvest newsletter example shows the template of one such newsletter on better budget management.
The email targets various areas and links to different blogs that describe each in detail. If the reader shows interest, they can choose which area they're most interested in and read more about it.
29. Product recommendations
This email from Epic for Kids recommends various products to enhance kids' learning. When targeted right, this format can generate significant sales for your products.
The email format is visually appealing and doesn't use large amounts of text to tell the readers what it is about.
The images and short descriptions are done well and get the point across.
30. Onboarding emails
An onboarding email can be used to greet new users of your product and educate them on how it functions.
This email from Clickup was sent on signing up for a plan, and immediately encourages adoption by prompting for team invites.
The rest of the email summarizes different features that can be performed with the software, so users can be made aware.
31. Nurturing emails
The journey doesn't end once the user has signed up to the platform.
You have to keep your content marketing efforts going and keep customers coming back. This email from TurboTax is an example of incentivising users to engage with the platform.
The email is even designed like a landing page and emphasizes why the user should return to using the platform.
Miscellaneous content marketing examples
Here are some other great content marketing examples you might find helpful.
32. Virtual reality experiences
Volvo used VR technology to give potential customers a first-hand experience of what driving in their XC90 feels like before its launch.
Although this is an expensive strategy, it is still unique and can get you media coverage.
The VR test drive was from the driver's perspective and showed exactly how the car has introduced new features to detect obstructions on the road.
33. QR codes
Burger King ran an ad in 2020 featuring a QR code displayed as an abstract painting in the background. If scanned this prompts the user to download their app.
This marketing strategy piques the viewer's curiosity, leading them to scan the code and find out what lies ahead.
34. Podcasts
Omar Khan's podcast features interviews with successful SaaS founders, offering insights to launch, grow, and scale SaaS businesses.
You can learn from the conversions with other industry experts and how they do things.
Since the featured guests are already established in the SaaS space, they have likely gone through the same troubles as someone starting out. Hearing from them how they tackled problems and how they've marketed themselves can serve as educational content.
Conclusion
You don't need to implement every content marketing example I've discussed here. Choose a format and medium that you are popular on, or have a ready audience on.
How competitors do things is a solid method to familiarize yourself with successful marketing campaigns.
Whether it is blog posts, B2B videos, or influencer marketing, use these examples of well-done campaigns as a source of inspiration for your marketing efforts.
