The design is clean, modern, and features large, beautiful images, audio, and videos. A story about Patagonia, for example, includes stunning visuals of the Perito Moreno glacier, Torres del Paine National Park, and penguin and sea lion colonies – complete with sound effects! Calls to action, to book travel on KLM.com, are subtly embedded in images at the bottom of each story.
Want to get inspired, or get a better understanding of what killer content marketing looks like? We’ve compiled 75 of our favorite content efforts into our latest e-book, Get Inspired: 75 (More) Content Marketing Examples. Updating one of our most popular e-books of all time, this year’s collection illustrates best practices for a wider range of tactics and formats – from fresh takes on content marketing mainstays like blogs and microsites to next-gen innovations that capitalize on the latest digital media technologies and trends.
The ‘Citizens of the airport series’ is a little 10 part series focussed on KLM's customers. The brand intermittently interviews travellers in Amsterdam airport to share their story. Sure, these tidbits aren’t especially useful, and they won’t attract millions of views, but to a few select people, the content proves that KLM cares. This determination to truly understand and care for their customers is the reasons why people will start to pay more to fly with the Royal Dutch airline.
Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity -- after all, it's 40X more likely to get shared on social media than other types of content -- it's a medium worth experimenting with.
Michele Linn is the co-founder and chief strategy officer of Mantis Research, a consultancy focused on helping brands create and amplify original research they can use in their marketing. Before starting Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's strategic editorial direction, co-developed its annual research studies, wrote hundreds of articles, spoke at industry events and was instrumental in building the platform to 200,000 subscribers. In 2015, she was named one of Folio's Top Women in Media (Corporate Visionary). You can follow her on Twitter at @michelelinn.
21. Airbnb: The Local List. Airbnb goes a step above just offering great content on top places to eat, hang out, and amuse oneself in faroff destinations. Airbnb offers these lists as PDF downloads — perfect for downloading pre-traveling, as you don’t know what the wifi situation will be. These PDFs are a great reminder to think beyond the blog post or web page.
It’s sparked a serious video strategy as well, with Grindr’s first web series “What the Flip?” debuting last fall and following two users’ experiences of switching accounts for a day, and "CAMPerVAN," a docu-series following a group of queer artists road tripping around Europe. In its first three months alone, Into fueled 24 million video views onsite and across social media.
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
Use keywords (naturally): Identify your main keyword for the content, a few synonyms, and a few related keywords. Then make sure you’re actually using them in your content, headers, and page content. Don’t over-do it, though. Search engines have been cracking down on content that is “stuffed” with one or two keywords. Write for the reader, but do make sure those important words are present.

Use keywords (naturally): Identify your main keyword for the content, a few synonyms, and a few related keywords. Then make sure you’re actually using them in your content, headers, and page content. Don’t over-do it, though. Search engines have been cracking down on content that is “stuffed” with one or two keywords. Write for the reader, but do make sure those important words are present.

To get the word out, the startup has invested in content and taken its message all over social. Beyond the standard Facebook, Twitter, and Instagram (where ClassPass cultivates a hip, color-forward feed that boasts 106,000 followers), Tumblr and Pinterest serve as fun and engaging visual platforms. The former gives “a peek at what energizes and motivates us to be active,” while the latter showcases a collection of self-improvement and lifestyle inspiration boards – one of which links entirely back to The Warm Up, the company’s consumer-facing publication centering on strong, fitness-fueled content.

19. American Express: Departures. Departures is a content brand that encompasses travel, fashion, shopping, arts, and culture advice for American Express cardholders. It’s available in both print and digital formats. I personally enjoy receiving the print version every season; it’s a photogenic taste of what’s of the moment around the world, and it gives me aspirational ideas of where I’d like to visit.


EXAMPLE: River Pools and Spas changed its mission from being a pool installer to being “the best teachers in the world about fiberglass pools” — and then started to answer specific customer questions in blog posts. As Marcus Sheridan explained, that decision was “one of the most prosperous days of our lives,” as that was when customers started coming to them. View the case study:

This audience segmentation is most often done using buyer personas. There are also other models, for instance in storytelling some like to work with archetypes. We made an overview of several persona models. Note that some people also work with specific content marketing persona attributes. However, if you want an overview to start with, you might want to read it.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.
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