3. This goes against everything business people have
been taught, but some of the best advertisements
have little to nothing to do with the product or service.
4. In fact, some of the best ads never try to sell you on
anything. Instead they tell a good story that
embodies the brand's spirit, connects with the target
audience, and turns people into brand evangelists.
5. If you’re like me
then you learn
best through
example. So I
rounded up 12
epic examples of
content marketing
at work.
7. What says Red Bull more
than a guy risking his life to
jump from space? This
death defying stunt might
be the riskiest and best
pieces of content marketing
ever. Baumgartner’s jump
set the record for longest
parachute jump and helped
skyrocket Red Bull sales.
9. Content marketing
doesn’t have to be
serious or informational.
It can be fun, creative,
and even play into pop
culture. Just take this
ingenious video from
Hootsuite spoofing the
Game of Thrones opening
animation. What Game of
Thrones fan wouldn’t
want to share this video?
11. Rex Ryan coaching a game of
Madden. Gronk firing footballs
from a bazuka. Julio Jones
karate chopping people. What
more would an NFL fan want
to see? This hilarious trailer
showed Madden’s light side
and helped stir up
anticipation for the launch of
a new edition of their game.
13. What’s more fun then
watching a POV video of
a biker fly down a
bumpy mountain-side
with no regard for his
safety? GoPro’s product
is virtually non-existent
in most of their content.
But everyone knows the
POV videos are taken
with GoPros, making
their fan-generated
videos highly effective
marketing materials.
15. NYTVR uses Google
Cardboard to let readers
turn their phone into a
Virtual Reality display.
Now readers can put
themselves at the center of
their favorite NYT stories.
Using VR helps
differentiate the Times and
keeps them relevant in the
face of the new tech that’s
replacing print media.
17. Most mattress companies stick to traditional paid advertising to sell their
‘boring’ product. Not Casper. With their Woolly print and web presence
they created a whole magazine dedicated to helping you get a better night
sleep. With their mattresses and marketing, Casper helps you sleep better.
19. In terms of pure information,
Hubspot may have the best
content in the game.
Because you name it, they do
it. They have guides,
templates, ebooks, reports,
blog posts, infographics - all
100% free of charge. If you’re
a content marketer Hubspot
is one of the best free
resources you can find.
21. A 20-minute action-comedy
movie starring two bell boys
as they attempt to stave off an
evil doer? Yes please. Here’s
what David Beebe, VP of
creative, said when he got the
first cut, “We don’t want to
see any ‘Welcome to the JW
Marriott, here’s your keycard,’
and then a closeup of the
logo,” he told the production
team. “None of that.”
23. Who says marketing
can’t be fun and creative?
Just ask GE, who saw
their science-fiction
podcast, The Message hit
No. 1 on the iTunes chart,
beating out shows like
Serial and This American
Life. With a full in-house
media agency, GE clearly
understands the
increasing importance of
creative content.
25. Every bottle of 19 Crimes
Wine has a story. Just open
their app, point your phone
at the bottle and watch it
come to life. 19 crimes
turned criminals into
colonists. Upon conviction
British rogues guilty of a
least one of the 19 crimes
were sentenced to live in
Australia, rather than death.
This wine celebrates the
rules they broke and the
culture they built.
27. Dominos has turned
America’s bumpy roads
into an opportunity.
They realized potholes
were ruining far too
many of their delivery
pizzas, so they did
something about it.
They believe bad roads
shouldn’t ruin good
pizza. So they’re
partnering with cities
around the US to repair
roads and keep their
pizza safe.
29. With a full election website and
commercial that aired during a
presidential debate, it’s easy to
forget that Frank Underwood is
just a character. With this
campaign, Netflix shows us how
a few pieces of epic content in
the right places can generate a
ton of buzz for a big launch.
30. I hope you enjoyed this
course and that it gave
you some insights,
takeaways, and some
inspiration for your
content marketing
efforts. Thanks for
hanging with me and
for taking this course.
31. I appreciate and
am honored by
your attention.
Now it’s time to
get personal.
Make sure
you’ve filled out
my survey to get
your custom
blueprint.
32. If you have any
questions or
need help with
anything
specific, don’t
hold back - make
sure you ask me
in our strategy
session.
