The Best Content Marketing Examples
Are you skeptical that content marketing in 2025 is right for your unique business/industry/size/audience? Maybe you are trying to learn from others by emulating what works for them.
It’s hard to believe that anyone wouldn’t believe in the power of content marketing, but we’ve got the proof you need with lots of examples. Odds are your competitors are moving full steam ahead with content marketing.
Do you want to be left behind?
Of course not! Brands from different industries and backgrounds are now entering the world of modern marketing, and we welcome them into the fold with some great examples to follow.
Quick Takeaways:
- Content marketing drives results – 70% of marketers are actively investing in content strategies.
- Your competitors are already doing it – Don’t get left behind while others gain momentum.
- Different formats work for different industries – Blogs, videos, infographics, and interactive tools all have a place.
- Value-driven content builds trust – The best content informs, entertains, or solves a problem.
- Consistency is key – A one-off post won’t cut it. Strong brands show up regularly with great content.
Best Content Marketing Examples in 2025
Successful content marketing is more than just writing a few blog posts and hoping for the best. It takes strategy, consistency, and an understanding of what resonates with your audience. Here’s how some of the best brands are doing it.
1. HubSpot’s Free Tools & Resources
HubSpot’s content marketing strategy stands out because of its free tools, templates, and reports. The company understands that marketers, sales teams, and business owners are constantly looking for resources to improve their processes. By offering valuable tools upfront, HubSpot nurtures relationships that eventually turn into paying customers.
What You Can Learn: Offering useful resources builds long-term trust. If you can create free tools, templates, or educational content, you’ll stay top of mind.
2. Canva’s User-Generated Content
Canva has built an empire by making design accessible. One of its best marketing moves? Encouraging users to share their own Canva designs. This strategy not only boosts engagement but also showcases the platform’s versatility.
What You Can Learn: User-generated content is powerful. Encourage customers to showcase your product in action, whether through social media posts, testimonials, or case studies.
3. SEMrush’s Data-Driven Reports
SEMrush regularly publishes in-depth reports on search trends, industry benchmarks, and marketing insights. Their content is packed with statistics, charts, and expert analysis, making it a go-to resource for marketers.
What You Can Learn: Data-backed content performs well. Industry reports, case studies, and original research position you as an authority.
4. Duolingo’s Social Media Genius
Duolingo took a different approach by turning its mascot, Duo the Owl, into a viral sensation on TikTok. The brand’s witty, relatable, and sometimes chaotic content has helped it amass millions of followers.
What You Can Learn: Humor and personality matter. Find a unique way to engage your audience beyond traditional content.
5. Ahrefs’ YouTube Educational Series
Ahrefs has mastered YouTube by providing deep-dive tutorials and SEO strategies in an easy-to-understand format. These videos not only educate but also position Ahrefs as a leading authority in digital marketing.
What You Can Learn: Video is one of the best ways to connect with an audience. Tutorials, explainers, and behind-the-scenes content can work wonders.
6. Mailchimp’s Creative Email Campaigns
Mailchimp is known for quirky, engaging, and visually appealing email marketing. Instead of generic newsletters, Mailchimp users receive carefully crafted, well-designed content that makes an impact.
What You Can Learn: Well-designed, thoughtful email campaigns keep your audience engaged and excited to hear from you.
7. Nike’s Inspirational Storytelling
Nike isn’t just selling shoes; it’s selling a lifestyle. The brand’s content—whether in ads, blog posts, or social media—taps into powerful emotions and human experiences.
What You Can Learn: Storytelling is one of the most effective forms of marketing. Create content that resonates emotionally with your audience.
8. Airbnb’s City Guides
Airbnb has expanded beyond home rentals by offering detailed city guides, travel tips, and local recommendations. These guides add value beyond just booking a stay.
What You Can Learn: Providing extra value beyond your core product builds deeper customer relationships.
How to Apply These Strategies
If you’re looking to boost your content marketing, start with these steps:
- Identify what your audience needs. What problems do they face? What solutions can you provide?
- Choose the right format. Not every business needs a YouTube channel. Maybe your customers prefer in-depth reports or interactive tools.
- Be consistent. Sporadic content won’t cut it. Create a content calendar and stick to it.
- Track performance. Measure engagement, leads, and conversions. Adjust your strategy based on what works.
- Don’t be afraid to experiment. Try new formats, platforms, and messaging styles to see what resonates.
Content Marketing Works—If You Work It
Content marketing isn’t a one-size-fits-all approach, but the brands above prove that with the right strategy, it delivers results.
Building a strong content presence takes time, but businesses that invest in blogs, videos, reports, and user-generated content build lasting customer relationships.
If your competitors are already in the game, the best time to start is now. Use these examples as inspiration, find what works for your industry, and start creating. Your audience is waiting.
If you need assistance with creating content that actually converts, Marketing Insider Group is thrilled to help you. Choose from three content marketing packages we made specifically for businesses like yours. To chat with us, book a FREE demo via Zoom call here.
12 thoughts on “The Best Content Marketing Examples”
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I’ve been super impressed by GoDaddy’s recent content marketing campaign up here in Canada with Toronto Raptor’s player Jonas Valanciunas. They’ve been running great and funny TV ads pointing consumers to https://ittybittyballers.ca where they’ve set up a fictitious business and GoDaddy-powered eComm site with all proceeds going to charity. Brilliant!
Thanks Jeff, very cool campaign. But I’m not sure this would qualify as content marketing. I think it could if they continue publishing regularly. There are many “cool campaigns” that fail to continue the momentum to be classified as content marketing.
By definition, content marketing is NOT a campaign but a commitment to consistent publishing. Publishers publish consistently on the topics they commit to. Content marketing means brands creating publisher-like experiences. I think with this example, time will tell.
Great post Michael. A couple of insurance brands down here in Australia are doing a wonderful job in content marketing – Bupa with https://theblueroom.bupa.com.au/ and HBF with https://www.directadvicefordads.com.au/
Thanks Aidan. Your continent has a ton of great examples we don’t hear much about here in the states. I’ll check these out for sure.
This is a powerful, evergreen post. Bookmark-worthy for every content marketer.
The examples, themselves, are inspiring. Each has lessons to teach. Each example leads to others.
Through the links in the examples, I’ve discovered dozens of additional blogs that I’d never, otherwise, encounter. For example, http://www.brightbazaar.com. (I love the “How to Decorate a NYC Brownstone Apartment, even though I live in New Hampshire.)
But, as compelling as the examples are, I think your 8-point “How to Become a Great Content Marketing Example for Others?” is even better.
I’ve rarely seen the essence of content marketing distilled so concisely.
Roger
Thanks Roger, I appreciate the comments and yes, this post is meant to be a resource for marketers struggling to show executives that content marketing is now fully mainstream. There is an example for every type of business, every industry, every size, all over the world.
We’ll work on distilling the lessons from these examples in the coming months!
Great article, thsnks for all the examples! At Kempen & Co we launched http://www.shiftto.org a long-term investment newsroom. Independent from our own brand, this initiative is doing very well. We aim for conversation leadership.
Thanks Anja, I love the site. Great job. You and your team should be proud!
A great list. In presentations I always like to point to an Australian example – thenakedceo.com
Backed by Certified Public Accountants (CPA), the website is a help center for students, offering everything from becoming an accountant to motivation to career advice. The frontman is Alex Malley, an actual CEO. What I love is the ‘Ask Alex’ section where students can ask the CEO any question. Alex then posts video responses (really unique) each month.
I’m not sure of its numbers but the content has resulted in a best selling book and Alex becoming a major speaker to students at many universities and CPA has made huge gains against their rivals, CPA, with new students.
Glad to see MOZ on this list too. In my opinion nobody has been better at building an audience through content marketing. I particularly like their Moz Points system for subscribers. It’s something that really could be a golden goose for content marketers in education verticals. The first university to copy Moz points will have the most loyal alumni.
Thanks so much Daniel, I love that example and how the CEO is putting a human face on it and the focus of helping students of the accounting world. Will certainly add it to next year’s compilation.
It’s exciting to see this list grow! There’s been a groundswell over the last year of companies finally starting to make smart investments in building out a publishing infrastructure. It used to feel like a stretch to find good examples, and now it’s hard to choose the best!
I’ve been incredibly impressed with the strides Marriott has made, especially when it comes to its attribution/ROI model. That’s still something so many brands struggle with.
I was surprised to see Colgate left off the list. Their Oral Care Center is pretty robust and has received a number of accolades. Also, one of my more recent favorites is HP’s http://www.tektonikamag.com. It’s still in its infancy, but I expect great things in the future.
Thanks Caleb, I totally meant to include Colgate. It’s tough keeping them all straight.