Four Creative Content Marketing Examples

The best form of content marketing varies from company to company and depending on the target audience. It wouldn’t make sense to be targeting adult females on Sports Center because the majority of viewers are men. Marketers have to pick the right media for their consumers with information or entertainment that they’ll want to see.

In recent years, several companies have really hit the nail on the head with their marketing. Here are a few examples of some creative and thoughtful content marketing initiatives from companies in recent years.

1. Birchbox’s Beauty Tips

Birchbox is a monthly subscription service that sends subscribers four to five makeup samples or beauty products to try every month. They have also created a series of how-to videos of beauty tricks related to their products. Videos like “How to: Color Pop Eye Makeup” or “How to: Victoria Secret Waves” are very relevant to customers who are receiving their products, and with tons of videos there’s a how-to for everyone. 

Birchbox customers have even joined in the fun by uploading “unboxing” videos where they record the excitement of opening their package and finding what’s inside. Then other Birchboxers comment and share their experiences with some of the product. Now that’s some serious earned media.

2. Disney Shares the Magic

Who isn’t interested in seeing a behind the scenes look at Disney’s magic? From adults to children, anyone that has some sort of connection to Disney and their lovable characters enjoys learning more about their magical operations. Disney’s blog does just that. Some of their recent top posts include:

• “Hallowishes light up Magic Kingdom Park”
• “Halloween How-To: Carve Pumpkins like a Disney Pro”
• “Halloween How-To: Make ‘Witch Minne’ Candy Apples”

Readers can comment and share their magical experiences during a recent family vacation or a memory of Disney in their life. Marketing like this is what makes Disney one of the most recognized brands in history.

3. Metro Trains Safety Videos

Now I know what you’re thinking. “Really? A transportation company’s safety video is good content marketing? Yeah right.” No really, it is. Metro Trains wanted to create a campaign promoting rail safety, but they didn’t want just another humdrum PSA-type campaign (wise choice). Instead, they made a creative, funny video that got people to watch and pay attention. The video is called "Dumb Ways to Die." With a catchy song, colorful characters, and funny storyline, Metro Trains was able to gain over 100 million views on YouTube and reduce accidents and deaths 21%. Check it out.


They have since made follow up videos including a “Deck the Halls” holiday safety version.

4. Google Animations

I’m going to assume a company description of Google is unnecessary. And if you do need one, just Google it.

If you’ve been on the Google home page on a holiday or during a national event you probably noticed that their logo was different. The Google Doodle has become a much loved trait of this tech giant’s effort to stay relevant to its users. On notable days throughout the year, Google changes its logo into an interactive and creative animation to match with the day’s celebration. Here is the animation they used on the first day of fall. Cute right?

All of these companies have the best way to reach their audience and get them engaged. What are some ways your company can engage your audience?