6 Companies that are Getting Content Marketing Right

The web is home to over 60 trillion individual pages. For a typical query, there are thousands (if not millions) of webpages with helpful information. As such, marketing today is about relationships. The way to do this is creating content that stands out.


By definition, content marketing is the science and art of producing content that builds trust and authority in your industry.

Standout Examples of Good Content Marketing

1. Lush Digital Media’s LTV video series

The LTV- Leadership-Thought-Vision video series by Lush Digital Media is content marketing that stands out. Every fortnight, interviews with some of the biggest “Thought Leaders” today from a wide variety of industries including government, technology and healthcare, are published on the agency’s YouTube channel. There is no pitch there! It’s just great information to inspire motivation. The fortnightly dose becomes addictive!

LTV- Leadership-Thought-Vision-video-series

The take-away: Provide value content. It’s not all about selling.

2. ‘The Epic Split’ by Volvo Trucks

A live test aimed at demonstrating the stability and precision of Volvo Dynamic Steering, the Jean-Claude Van Damme stunt video from Volvo Trucks is majestic, powerful and visually spectacular to watch. It was the season finale of a series of 6 stunt videos by Volvo Trucks last year to test the quality of its trucks. Compared to its previous video ads (which have been documentary-style), last year Volvo Trucks invited several guest stars including World Champion slackliner Faith Dickey and Hollywood legacy Jean-Claude Van Damme to realize the ultimate ad for Volvo Trucks.

The take-away: Think outside the box.

3. Google Doodles

Doodles are fun and spontaneous variations of the Google logo to mark holidays and other special events such as anniversaries and the lives of famous people including scientists, artists and pioneers.


The first Google doodle was produced for Bastille Day in 2000. It was so well received by users of the search engine that over years, Google has created over 2000 doodles. And while for the most part, a team of illustrators and Google engineers are behind every doodle we see, users can email their ideas to [email protected].

Google Doodles has turned into a much-loved tradition and makes an outstanding example of engaging content marketing.

The take-away: Ask and you shall receive. Your audience wants to feel like they belong.

4. Dollar Shave Club’s “Our Blades Are F***ing Great”

Ten years ago, Dollar Shave Club wouldn’t have stood a chance against not one, not two, but THREE industry titans of the men’s shaving products $12.8 billion market: Gillette, Wilkinson Sword and BIC.

But CEO of Dollar Shave Club, Michael Dublin understands that, in digital marketing, to make an impression, a brand needs to stand out. Armed with little more than an intro video published on YouTube, starring Mr. Dublin himself, in a direct-to-consumer approach with an authentic message that stands in stark contrast to the selling propositions of the industry leaders, the company amassed 14 million times on YouTube! This goes on to prove that when it comes to marketing today, it’s all about creating content that resonates with your audience. Humor is key and being authentic is a must.

The take-away: Humor and authenticity always works.

5. Red Bull’s Approach to Content Marketing

Red Bull’s universe is all about extreme sports and adrenaline-junky stunts. And the company’s approach to content marketing embodies that. There is no mention of the actual drink. Sure, in lots of places you see the unmistakable Red Bull logo including skate ramps and the occasional wingsuit jumper but Red Bull is the shining example of a brand-turned-publisher. The drink is not the point. The creation of storytelling material, that’s the key to how Red Bull attracts millions of readers, viewers and listeners all over the world.

The core concept behind Red Bull’s approach to content marketing is that a brand must give something valuable to receive something valuable in return. And clearly the company’s got it right because Red Bull’s brand awareness accomplishment is through the roof.

The take-away: Create content to resonate with your audience.

6. GE’s Approach to Content Marketing

At the Digiday Content Marketing Awards held in May earlier this year, GE took home the “Best In Show” award for its outstanding content marketing campaigns across many of the social media networks including Twitter, Vine, Instagram and Pinterest. This comes as no surprise for GE truly mastered social storytelling through visual channels. Since 2011, GE has been focused on content marketing with the aim of building up social communities. GE humanized a behemoth company with campaigns like:

  • #6SecondScience Fair and #GravityDay on Vine
  • Hey Girl and Badass Machines on Pinterest
  • #PiDay and #3DPrintMyGift on Twitter

The take-way: Humanize your brand.

If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.


Leave a Reply