99 Amazing Content Marketing Hub Examples

 In Content Marketing

One of the best way to show a business the importance of content marketing is to show them all the great examples of companies who are already doing it right.

I like to lead my own content marketing proposals with a few statements. Like these:

  • Imagine you own the website for the generic category searches your customers use like L’Oreal’s Makeup.com
  • Imagine you own the digital destination for your target persona like Adobe CMO.com
  • Imagine your content marketing hub is the largest source of leads for your business like American Express OPEN Forum

I think it often helps businesses, who might need that little push into content marketing, to see what others are doing.

It starts with an understanding that marketing is not about selling, but about the conversation we have with our customers. It continues with investing in a brand-owned content marketing hub, because the difference between just content and content marketing is the destination.

Using this intent-based marketing and the proof that emotion beats promotion by more than two to one, any brand can become an amazing example of content marketing. But first . . .

What Is A Content Marketing Hub?

A content marketing hub is a brand-owned, digital destination, where brands act like publishers. This means:

  • They publish content their audience wants
  • They publish on a regular basis
  • The content typically comes from a combination of authors
  • There is often a variety of topics covered
  • The content is typically more or less (and sometimes completely) non-promotional, but that is not always the case as you will see on Target’s A Bull’s Eye View or Coke’s Journey
  • Content hubs can be more or less branded
  • They can be “on domain” (the same as your company url) or branded separately

What Is Your Favorite Content Marketing Hub?

This list came from my constant desire to learn from others, to recognize those who are creating great content, to inspire those who are looking to build their own best-practice content marketing program, and to help you see what approaches other companies are taking,

Where they are stated publicly, I have also included each site’s content marketing mission statement to help you guide the creation of your own.

You will see a mix of B2B and Consumer brands. You will see a mix of on-domain and off-domain content hubs. You will see examples from companies large and small. You will see examples of brands that include some direct conversions and some that are only looking to build awareness.

99 Amazing Content Marketing Examples

Here is a list of 99 amazing examples of content marketing destinations. OK, I lied. There’s actually 105 examples here. But 99 sounded much better. Consider the extra 6 a bonus. From me to you!

What is your favorite content marketing hub example from the list below? Which ones did I miss?

And if you are interested in building your own content marketing hub, contact me here and let’s talk about how we can help.

Business / Technology Content Hubs

Retail and Fashion Content Hubs

Consumer Brand Content Hubs

Financial Services Content Hubs

  • Betterment’s Resource Center “Information to help you lead a smarter financial life”
  • The Hartford SmallBizAhead
  • TD Ameritrade Tickertape “Pearls and insights for investors.”
  • Prudential The Challenge Lab “Learn about the human behaviors that get in the way of planning your financial future.”
  • Fidelity MyMoney “Get in better financial shape today.”
  • Bank of America BetterMoneyHabits
  • Bloomberg For Enterprise DataCap
  • First Round Capital Review
  • OpenView Venture Partners Blog “Insights for B2B software companies.”
  • Mint Life Blog
  • Farmer’s Insurance Inner Circle “The latest tips and insights on auto safety, home upkeep and planning for life’s special moments.”
  • Acorn’s new site Grow is looking awesome and one of my newest favorites in design

Healthcare Content Hubs

  • Cleveland Clinic Health Essentials is one of the best examples on this list
  • One Medical Blog: “You have one life. Make it count.”
  • Blue Cross Blue Shield of Alabama has this amazing YouBar that customizes your content experience
  • Excedrin.com
  • Mayo Clinic’s Sharing offers personal stories of real people overcoming disease

Travel Content Hubs

Other Industry Content Hubs

What is your favorite? If you are interested in building your own content marketing hub, contact me here and let’s talk about how we can help.

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Michael Brenner
Michael Brenner is the CEO of Marketing Insider Group, former Head of Strategy at NewsCred, and the former VP of Global Content Marketing at SAP. Michael is also the co-author of The Content Formula, a contributor to leading publications like The Economist, Inc Magazine, The Guardian, and Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to the Marketing Insider.
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Showing 13 comments
  • Patrick Armitage

    I’d be remiss not to throw BlogMutt (www.blogmutt.com) in this group as well. I reached out to Michael (the author) and he encouraged me to share here.

    We keep it super simple by providing wholly original blog content to companies and agencies that need blogs for their site or their clients’ sites. Our small team is extremely hands on, and as a result, we’re the largest blogging service company out there,

    That’s it. I didn’t want to turn this into some hackey ad. But honestly, for companies that just keep negliecting their blog or need a service to fill in the cracks here and there, give us a look.

  • Jennifer Alvarado

    Thanks a lot Michael for sharing superb information.
    For any content marketing beginner like me, this article is very much beneficial
    I am reading so many articles from the past few days through which I can grow my content marketing business and today I have found one amazing article which will definitely help me for earning handsome amount of money…
    Thank you once again

    • Michael Brenner

      My pleasure Jennifer. Happy to help. I find examples are just a great way to teach and learn.

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