Top 20 Best Content Marketing Examples of 2020

Best Content Marketing Examples

Every yr, numerous corporations create “best of” lists. There’s the very best songs of 2020 (a traditional). The finest pork sausages of 2020 (sure, an actual factor). The finest sipping tequilas of 2020 (my private favourite). The finest paint colours of 2020. And now, of course, the very best do business from home tech gear of 2020.

So after we determined to do our personal checklist of the very best content material advertising examples of 2020, we didn’t need to merely throw collectively a hodgepodge of the primary examples we may discover. We determined to seek out the very best examples from our personal work and types we admire that comply with the methods we advocate to our personal content material advertising consulting shoppers.

These examples embrace content material we created with and for our shoppers (sure, we try this soup-to-nuts, in partnership, or in a strategic function), content material we created for ourselves, and different content material we love (just like the Lunchables telephone hotline—WOW!).

If we can assist you create your newest report, launch your subsequent video sequence, or create your subsequent content material advertising plan (that you simply’ll truly execute), tell us by organising a fast name with a content material advertising strategist on our workforce. We’d like to see you on this checklist in 2021.

With that, let’s dive in now to the very best content material advertising examples of 2020.

Part 1: Content Series

Content Marketing Examples 1-5

The most profitable content material entrepreneurs assume like a TV community and don’t create random acts of content material.

What does this imply? They give their viewers an opportunity to seek out content material of their most popular channel and format, and ship it to them in a gradual stream over a interval of time. You can’t merely publish one video or article and anticipate to get clients. Marketers should cease random acts of content material and, as an alternative, have a wealthy, nuanced plan to create much less however higher content material and to ship that content material extra ceaselessly to your audience.

Think about it. The only advertising and ads are skilled over a interval of time. It takes about 7 impressions for a show advert to sink in and about 5 drip emails to heat up leads. It’s additionally why you see the identical commercials again and again.

The first 5 examples are fantastic examples of a profitable content material sequence.

1. Podium Press Send Webinar Series

Brand: Podium

Content Type: Webinar Series

Industry: Martech

9 new, associated webinars over 9 months, promoted as dwell and on-demand

In this 9-month webinar sequence, Podium tackled a brand new buyer expertise and enterprise communication problem every month. By deciding on a brand new, well timed subject every month, attendees constructed their data over the course of the sequence. Each month, Convince & Convert’s very personal Jay Baer joined one of the Podium workforce consultants, in addition to one other main writer or marketer within the area. With a conversational tone, every webinar flew by and gained further on-demand viewership after the dwell broadcast as properly.

Content Marketing Example: COVID-19 webinar

See It Live 👉Back to Basics: Reopening Business in a COVID-19 World

Content Marketing Example: Marketing Webinar with Podium

See It Live 👉 Turn Your Customers Into Marketers with Word of Mouth

Content Marketing Example From Podium

See It Live 👉 Own Your Market: How to Outshine Your Competitors with Speed

2. SharpSpring Agency Acceleration Series

Brand: SharpSpring

Content Type: Webinar Series

Industry: Martech

14-part sequence, from August 2020 to December 2020; promoted as dwell, digital sequence, with entry to on-demand classes

For this 14-part sequence, the Convince & Convert workforce recruited the world’s finest advertising and company consultants, together with Ann Handley, Seth Godin, Shama Hyder, Jason Swenk, Karl Sakas and lots of extra to create classes and take part in live-streamed Q&As with company house owners throughout the U.S. and globe. Each bi-weekly session is streamed on SharpSpring’s personal YouTube, LinkedIn, and Twitter channels and options tons of interplay and questions from the viewers.

For SharpSpring, supporting companies is a important half of their digital advertising method, and the digital occasion sequence has helped the corporate generate 1000’s of new leads and clients.

This is a content marketing example from SharpSpring

Every 2 weeks, there’s a new session with a dwell Q&A.

Content marketing example from SharpSPring

The classes are streamed on YouTube, LinkedIn, and Twitter, and can be found on-demand. You can see this one has over 1200 views on YouTube alone.

See It Live 👉 SharpSpring Agency Acceleration Series

three. Oracle’s “On The Fly”

Brand: Oracle

Content Type: Video Series

Industry: Martech

30-part video sequence, with new movies launched all through 2019 and 2020; promoted by way of social, YouTube and the Oracle weblog

“On the Fly” is Oracle’s video sequence with small bites (two minutes or much less) of advertising and buyer expertise recommendation from consultants.

2020 marks the second season of this video sequence. Each week, a brand new 2-minute video is launched with a advertising chief sharing a fast tip for different professionals. The authentic concept for “On the Fly” was advertising suggestions whereas touring. In April 2020, that shifted to “marketing during disruption.” The movies are informal and genuine, however there may be nonetheless some post-production polish to verify the branding is constant and robust.

Oracle shares the “On the Fly” movies on YouTube, by way of social, electronic mail and on their web site.

Each brief video stars an influencer, sharing their finest advertising suggestions.

See It Live 👉 Oracle’s On The Fly

four. New School Rules and 1-877-BTS-RULZ Hotline

Brand: Lunchables

Content Type: Video Series and Kids Hotline

Industry: Food Processing

Educational video sequence and choose-your-own-adventure hotline

To assist youngsters modify to a brand new variety of faculty yr, Kraft Heinz’s Oscar Mayer model, Lunchables, launched a choose-your-own-adventure, audio expertise hotline and a video sequence about security known as “New School Rules”.

By calling the 1-877-BTS-RULZ hotline, youngsters (with mum or dad approval, of course) can determine how one can begin their day and which characters to play, whereas additionally studying about new security guidelines for COVID-19 faculty reopenings.

The cartoon video sequence, “New School Rules,” has tips about handwashing, masks sporting, and social distancing.

Content marketing example: new school rules

This video from Lunchables teaches youngsters how one can follow good hand hygiene.

See It Live 👉 Lunchables’ YouTube Channel

5. “See You Soon” video sequence

Brand: Visit California

Content Type: Video Series

Industry: Travel & Tourism

Video sequence continues connections and builds the anticipation of journey throughout shutdowns

Without a doubt, one of the industries that has been hardest hit from the pandemic is journey and tourism. Visit California’s mission has at all times been to brazenly welcome guests to the state, however with the shutdowns, they needed to shortly pivot to a brand new method of constructing the anticipation of journey when the time was acceptable and protected. They did this by repurposing inventory aerial footage of 12 iconic California places and including a “see you soon” textual content message thread from Visit California. The easy marketing campaign was highly effective, giving individuals hope and one thing to sit up for through the preliminary COVID-19 peak.

See It Live 👉 See You Soon from Visit California

Part 2: Research, Reports and Data

Examples 6-9

Of the three,000+ weblog posts we’ve printed at Convince & Convert, the best-performing are virtually at all times articles about analysis and statistics.


Because individuals need solutions and details.

Now greater than ever, with the world all topsy-turvy, yesterday’s “best practices” will not be “best” any extra. Which is why new analysis, research, and statistics are maybe the easiest means so that you can create new leads, nurture current leads, and strengthen relationships with present clients.

The subsequent content material advertising examples are the methods sensible organizations are utilizing analysis and information to generate leads, consideration, and connection.

6. The 2020 State of Email

Brand: Litmus

Content Type: Research Report

Industry: Martech

Annual report, up to date for 2020

Convince & Convert and Litmus teamed as much as create the sixth model of one of the biggest reviews about electronic mail advertising.

For this model of the report, Convince & Convert labored with the Litmus workforce to herald an government viewpoint, inviting VPs and C-level advertising executives to take part within the analysis.

Over 2,000 advertising professionals weighed in on what’s driving their electronic mail methods and what they assume the long run of electronic mail seems to be like. The annual survey had 100 questions on day-to-day operations, tactical execution, and the technique and instruments driving main electronic mail initiatives, and was launched in September 2020.

See It Live 👉 The 2020 State of Email, Fall Edition

7. 2020 State of Account-Based Marketing by Terminus

Brand: Terminus

Content Type: Research

Industry: Martech

New analysis for a brand new world

With the world altering within the blink of an eye fixed, all entrepreneurs have to alter their method virtually as quickly.

While account-based advertising has been on the minds of entrepreneurs for years, we lately labored with Terminus and Salesforce to launch a brief survey to B2B entrepreneurs to see simply how shut they’re to launching an ABM effort.

We supported the analysis by weighing in on query depth and in addition invited our viewers to take part. We are unveiling the outcomes throughout a webinar this month — keep tuned in your invite to that! To enhance participation within the survey, we supplied enjoyable and related prizes, together with a Flowbee and a guest-starring function on Social Pros or the FlipMyfunnel podcast.

Content example from terminus

The State of ABM will probably be dwell quickly!

eight. Linode’s GPU Price-Performance Benchmarking report

Brand: Linode

Content Type: Research

Industry: Software/

For the GPU Price-Performance Benchmarking report, the workforce at Linode commissioned an impartial, enterprise cloud consulting firm to grasp how varied GPU-based workloads carry out on Linode, in comparison with hyperscale CSPs that additionally provide GPU-based VMs.

This report accompanied Linode’s launch into the GPU market as one of the primary Alternative Cloud suppliers to supply this functionality to the plenty. By displaying its functionality in an attention-grabbing, digestible format, Linode makes use of a various set of examples and clearly shows how its efficiency stacks up towards the competitor set. Note that Linode isn’t at all times the clear winner, additional demonstrating its transparency and authenticity within the method.

The key takeaway: your analysis and content material doesn’t have to indicate you’re at all times the very best. The belief you construct by being clear will assist your viewers determine that on their very own.

Linode Price Performance Report

See It Live 👉 GPU Price-Performance Benchmarking report

9. COVID Watch Arizona App

Brand: University of Arizona

Content Type: Research

Industry: Higher Education

Leveraging analysis, information and cell expertise to securely open campus in a COVID-19 world

The University of Arizona informed the world it deliberate to return to campus this Fall with enhanced well being and security measures outlined in its Test, Trace, Treat program.

Part of that program consists of the brand-new Covid Watch Arizona COVID-19 publicity notification app. The extra those who use the app, the higher it really works. To achieve most program participation and get as many app downloads as doable, The University of Arizona wanted to undertake a content material advertising method and messaging that was well timed, correct and constant, and rooted in pupil/workers views, self-interests, language, and tone.

To do that, Convince & Convert strategists leveraged a wealth of data, together with The University of Arizona’s personal analysis, surveys and on-campus polls about returning to campus, together with trusted third-party analysis. We additionally carried out our personal analysis and surveys as properly.

The end result was a set of clear-cut personas and examined messages that have been deployed to assist the launch of the app. Within the primary 48 hours of launch, and earlier than lessons have been even again on campus, the University noticed virtually 5,000 downloads. Within simply three weeks, the University hit its obtain objective.

The Covid Watch App

The Covid Watch marketing campaign consists of social content material on Facebook and Twitter.


The Covid Watch web site

The key takeaway: probably the most profitable content material is backed by analysis and a complete content material technique.

Part three: Customer-Centered Content

Examples 10-12

People consider different individuals greater than they consider corporations, so let your clients inform your story.

These content material advertising examples exhibit how organizations are participating their viewers by customer-centered content material.

10. Webbula’s 5 Unbreakable Commandments for Email Marketing and Data Enrichment

Brand: Webbula

Content Type: eBook

Industry: Martech

Customer-focused eBook generates leads and clients for main electronic mail information agency

Our shopper, Webbula, has been in enterprise for greater than 10 years. They do vital work by serving to their shoppers with electronic mail checklist hygiene, information appends and electronic mail verification. We are literally a shopper of theirs as properly. Keeping our electronic mail database wholesome and rising is mission important.

For this eBook, we teamed with Webbula to interview 5 of their shoppers to grasp how they have been approaching electronic mail checklist well being, how and why they grew to become a Webbula shopper, and the way enhancing checklist hygiene has helped their advertising.

We love to inform shopper tales in numerous methods, and extra occasions than not, asking shoppers to take part in a 30-minute interview is a welcome invitation.

Webbula content example

See It Live 👉 5 Unbreakable Commandments for Email Marketing and Data Enrichment

The key takeaway: interview your clients and make them the hero of your tales.

11. What Top Teams Do Differently to Optimize Digital Customer Experiences from Decibel

Brand: Decibel

Content Type: eBook

Industry: Martech

Interviews reply the important thing questions companies face at this time

We approached the Decibel undertaking like an writer with a scorching manuscript at a prime publishing home, on a smaller scale. First, we established a story across the unparalleled transformation in on-line encounters, and the way it has created a disruption in means clients make purchases and work together with manufacturers.

To examine what prime groups are doing in a different way to optimize UX, we interviewed eight main manufacturers, representing classes from banking and bracelets to burritos. Together, we labored to deal with the important thing questions companies face at this time, utilizing their examples to deliver the narrative to life and showcase Decibel’s experience in digital expertise analytics, a becoming protagonist for this story.

Content example from Decibel

See It Live 👉 What Top Teams Do Differently to Optimize Digital Customer Experiences

The key takeaway: assume like a journalist and interview the neatest minds in your trade.

12. Protect Purdue

Brand: Purdue University

Content Type: Video

Industry: Higher Education

Staying linked whereas staying aside

This Protect Purdue video creates a reference to the establishment and the nostalgia and pleasure that comes from attending Purdue. As they give the impression of being to reopen campuses with COVID-19 restrictions, they inform their story in a touching and emotional means.

See It Live 👉 Protect Purdue on Instagram

Section four: Content with a Twist

These content material advertising examples take an current sort of content material or piece of content material and blend it up.

13. F*ck It Won’t Cut It

Brand: Boston University

Content Type: Video and Social Media

Industry: Higher Education

Student group beneficial properties the eye of college students through the use of clear and apparent language

In this completely out-of-the-norm promotion, a student-led initiative at Boston University gained the assist of faculty management by taking a web page – or a phrase – from the scholar inhabitants immediately. The “F*ck It Won’t Cut It” marketing campaign will get proper to the center of returning to campus throughout COVID-19, and college students are listening.

The key takeaway: Use the phrases that your viewers makes use of.

See It Live 👉 F*ck It Won’t Cut It

14. Rollworks’ Short Webinine

Brand: Rollworks

Content Type: Webinine (brief webinar, often round 9 minutes)

Industry: Martech

What we love about this webinine is two-fold:

1. It maximizes our brief kind webinar format by taking an current eBook and reworking it right into a multimedia presentation

2. It’s a webinine about how one can make your webinars UNSUCK. How’s that for meta? One of our favourite suggestions from this webinine is to let your registrants determine in the event that they need to present up dwell or simply get the recording. #genius and your viewers will thanks.

See It Live 👉 four Steps to Resurrect Your Failing Webinar Strategy

15. Marketing & Margaritas from Terminus

Brand: Terminus

Content Type: Webinar

Industry: Martech

Who says a webinar needs to be throughout “normal” work hours and free of grownup drinks? Not us! We shook up the format with our advertising and margaritas (truly a sequence now too!) by doing a webinar at 5:30pm and mixing in some of the very best tequila and margarita trivia from our personal tequila aficionado, Jay Baer. With prizes for probably the most right solutions and a full dialog about ABM, we made probably the most of this hour and heard rave evaluations from our attendees as properly. Our new hashtag #margeting says all of it.

See It Live 👉 Marketing & Margaritas

16. Getty Museum Challenge

Brand: Paul Getty Museum

Content Type: User-generated content material

Industry: Museums

In this out-of-the-box marketing campaign, the Paul Getty Museum in Los Angeles turned a seemingly simplistic concept right into a user-generated content material entrepreneurs dream. By issuing a easy problem— to recreate artwork masterpieces with frequent objects discovered in your house—the response has been noteworthy and enjoyable.

See It Live 👉 The Getty Museum Challenge

17. Met Opera Nightly Streams

Brand: The Met Opera

Content Type: Video

Industry: Entertainment/Culture

A barely totally different tackle “shorten & spice up the format” theme, the Met Opera is repurposing their current content material and making particular on-line streams out there for a restricted 23-hours at a time.

According to their web site, “During this extraordinary and difficult time, the Met hopes to brighten the lives of our audience members even while our stage is dark. Each day, a different encore presentation from the company’s Live in HD series is being made available for free streaming on the Met website. The schedule will include outstanding complete performances from the past 14 years of cinema transmissions, starring all of opera’s greatest singers.”

The key takeaway: repurpose and remix your current content material to increase the life of it and have interaction new audiences.

See It Live 👉 Met Opera Nightly Streams

18. Chipotle’s Tony Hawk Burrito

Brand: Chipotle

Content Type: Twitch built-in marketing campaign

Industry: Fast meals and fast service eating places

Chipotle spiced issues up this summer season with an modern content material marketing campaign melding scrumptious meals, X-treme skateboarding, video gaming, and the movie star star energy of Tony Hawk. (Yeah, he’s a factor to this extremely sought-after demographic.)

Introducing the Tony Hawk Burrito. The person expertise combines meals buy by way of the Twitch (introduced with push notifications), and particular entry to Tony Hawk’s Pro Skater 1 And 2 Warehouse Demo sport.

“This first of its kind menu integration gives our fans a chance to eat like the greatest skater of all time and get access to the demo for one of the summer’s most anticipated video game releases,” mentioned Chris Brandt, Chief Marketing Officer.

Double-powered model enchantment, unique entry, bragging rights, gamification, time-scarcity, word-of-mouth (couldn’t resist), and actually, actually good meals; that’s a wise content material mash-up!

See It Live 👉 Tony Hawk Burrito

19. How to Unsuck Your B2B Webinars and Virtual Events

Brand: Convince & Convert with Brian Fanzo

Content Type: Webinar

Industry: Marketing & Advertising

An unconventional message generates engagement and attendance dwell and on-demand

It’s straightforward for manufacturers to stay to the established order. It’s more durable to take dangers. But for our webinar with our good friend Brian Fanzo, we determined to take a threat with the title and content material, and it completely paid off, with over 1,000 attendees for the dwell occasion and a steady stream of on-demand viewers, too.

See It Live 👉 How to Unsuck Your B2B Webinars and Virtual Events

20. 5 Hours of Webinar Series

Brand: SEMrush

Content Type: Webinar

Industry: Martech

5 hour deep dives into particular subjects educate and inform entrepreneurs on search and content material finest practices

While brief webinars may be extremely efficient methods to tell and have interaction, extra-long webinars may be efficient, too. We are huge followers of SEMRush’s “5 Hours of Webinars” sequence.

SEMrush recurrently hosts these “5 hours of” webinars, and the extra-lengthy content material is a wonderful method to construct a library of on-demand content material.

The key takeaway: Don’t assume that your viewers is just too busy to tune in to hours price of content material. If you’re educating and offering worth, your viewers will make the time.

See It Live 👉 5 Hours of Content Marketing

Need assist together with your content material technique or content material creation? Let’s join. From ebooks to webinines to year-long webinar sequence, we’d love that will help you create wonderful content material in 2021. Check out our 2021 media package and arrange a time to talk now.

Source hyperlink Content Marketing

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