With a 40% YoY growth in content marketing spend, it seems that marketers are understanding the value that lies with branded content and are elevating its importance in their marketing strategy. In the continuous fight for online attention, content marketing allows brands to capture audience attention with either paid content campaigns or owned content hubs. While many brands are taking advantage of branded content, not all are winning the game. We’ve compiled those leading the charge in this arena and are highlighting 5 content hub examples of brands demonstrating what successful content marketing can look like.
Casper takes on sleep, comfort, and the modern lifestyle with its Woolly Magazine, allowing readers to leave with more than just insight into where to find the best pillow. With quirky, attention-grabbing content, this content hub covers a wide variety of topics aligning the brand with the broader wellness space. Woolly explores the increase of men sleeping on couches, a manifesto to sporting bathrobes in public, and gives an impassioned defense of fidget spinners.
Why it works: Casper is a billion-dollar company disrupting an industry whose previous model was selling mattresses out of warehouses. And by employing a content marketing strategy, the direct-to-consumer mattress provider is also a wellness resource driving people to its site by answering related questions. Woolly delivers articles that shows they understand its consumers’ lifestyles, all while elevating brand awareness.
When it comes to hair, Unilever’s got your every strand covered. Its content hub titled, “All Things Hair” delivers relevant beauty tips and tricks for every hair need, including a ranking of the best dry shampoos and hair care solutions for baldness. Its video series partners with hair care influencers to produce engaging content, guided by data to cover trending search terms for problems that consumers actually care about.
Why it works: “All Things Hair” snagged a Shorty Award and established Unilever as an authority on, well, all things hair. It’s a perfect example of how a brand can generate traffic by covering a wide range of search queries in its industry, and shows that strategic, shareable content can have overwhelming success. As a result, Unilever’s channel was the most subscribed hair brand channel globally in 2015, positioning the brand as owning haircare on YouTube.
Golman Sachs’ “Our Thinking” owned content hub bundles together a variety of content formats to reach its vast audience. “Our Thinking” demonstrates how a brand can compile the best of the best and spotlight industry voices across more than just the financial space with its series of articles, videos and podcast segments.
Why it works: This blog shows that Goldman Sachs understands how to showcase insights from a wide variety of industry leaders using the power of a diverse media mix. You can begin browsing the “Our Thinking” hub to hear from leaders in the financial space and leave with actionable advice from powerful influencers in the art world, all in one destination. Its in-house content studio is a huge success and the industry is taking notice, with one of its series receiving one million views after Reddit resurfaced it a year later.
If you’re prepping for an anticipated vacation or curious about a foreign city, head over to Airbnb’s Neighborhoods Guide. The home rental marketplace provides travel guides for cities across the globe like Seoul, Berlin, Melbourne, and Mexico City, and details traveling on public transit, places to stay, and what locals love about where they call home. The blog then showcases featured neighborhoods and their food scene, nearby landmarks, and how the area is most-well known.
Why it works: Airbnb tacks on city navigation to its offerings and gives travelers more than a place to stay. This Neighborhoods blog flows seamlessly from its brand offering and can show other companies an easy way to provide added value to their consumers. The $35 billion dollar company turned the business of hospitality on its head, and through its content it successfully connected consumers with every step involved in the process of traveling.
This list of content hub examples wouldn’t be complete without Blendtec. This blender company began its “Will It Blend?” video series on YouTube back in 2006, but Blentec effectively created evergreen content that lasts, reaching today’s generation that appreciates a viral video. Blendtec has been chucking glow sticks and even Hillary Clinton’s emails into blenders for a while, but stay relevant by recently celebrating Amazon Prime Day and grinding up an Amazon Echo.
Why it works: These content hub examples show that the brand successfully churned out video content on a specific platform. Blendtec’s videos have garnered national attention, and shines a light on how if executed properly, content marketing can gain viral buzz. Even typical household products can benefit from a content marketing strategy, and Blentec’s videos help it stand out among other blender brands. Brand visibility and awareness is a hard-earned accomplishment, but a successful strategy can put you in the spotlight.