The 20 best content marketing examples of 2022

November 18, 2022


John Thomas

From thought-provoking guides to engaging social media campaigns, these brands are killing it in the content marketing department.

If you’re looking for inspiration for your content marketing strategy, look no further. These 20 content marketing examples are sure to get your creative marketing juices flowing.

Here’s what stand-out content marketing looks like in 2022:

1. Canva's Design Contest

Source: Canva

Canva, the user-friendly online design platform, runs a weekly contest called the Canva Design Challenge. The challenge is simple: design an original piece of artwork using Canva’s tools and templates for a chance to win a free yearly subscription. Entries are judged on creativity, originality, and overall design.

Every Wednesday, Instagram, and Twitter posts with the hashtag #CanvaDesignChallenge flood timelines, giving Canva invaluable exposure online. 

2. SEMrush’s LinkedIn memes

Source: Semrush

SEMrush’s LinkedIn account contains informative, entertaining, and share-worthy content. But what really sets them apart is their use of memes. SEMrush has found a way to stand out in a sea of boring LinkedIn posts by giving its audience a chuckle.

And they don’t just post any old memes. Each one is relevant to their brand and industry. Take a look at the example below.

3. American Girl’s Podcast Network

Source: American Girl

After decades of creating beloved toys for young girls, American Girl introduced their podcast network, a series of shows aimed at children, parents, and American Girl fans.

Content includes everything from American Girl mysteries that children and their parents can team up to solve to behind-the-scenes news and stories about American Girl dolls and products.

The American Girl Podcast Network gives the brand fresh opportunities to engage with their audiences beyond the transaction, keeping them warm for future product launches, and creating buzz through word of mouth.

4. Bloomberg’s Infographics

Source: Bloomberg

As media and marketing blur their lines, news outlets are increasingly leveraging content marketing tactics in their social and content strategies. Bloomberg has an entire section of its website dedicated to infographics. And it’s no wonder why — they’re well-designed and always up-to-date with the latest news and data.

By packing a ton of information into an easily digestible format, Bloomberg makes complex topics more accessible to its audience. In turn, this might entice viewers to sign up for a paid plan. 

5. Chewy’s Youtube Channel

Source: Chewy

If you’ve ever had a pet, you know how important they become to your life. Chewy understands this bond and does a fantastic job of catering its content strategy toward its audience of pet owners. Chewy’s YouTube channel is chock full of how-tos, tutorials, product reviews, and heartwarming stories featuring real animals, and real Chewy customers.

6. Airbnb’s Email Marketing

Source: Airbnb

Airbnb’s email marketing always delivers creative ways to promote the brand and drive property bookings. From personalized recommendations to time-sensitive deals, they ensure each email adds value to the recipient.

The attention to detail, word choice, and stellar visualization in their copywriting help usher would-be vacationers into their next trip. They also use eye-catching photography to capture their audience’s attention.

7. DuoLingo’s TikTok

Source: Duolingo

With over 4.8 million followers on Tiktok, DuoLingo is one of the most popular brands creating short-form videos for social media. They use the lovable and recognizable mascot, a green owl named Duo, to produce engaging videos that feature funny antics and relatable content.

DuoLingo’s TikTok strategy is an excellent example of producing low-lift, on-brand creative content that aligns with your company’s mission.

8. Robinhood’s Snacks Newsletter

Source: Robinhood 

Robinhood Snacks is an email newsletter done right. It takes three minutes to read, includes a mix of interesting articles and videos, and always arrives in the morning just in time for your coffee break.

The newsletter covers business and finance news focusing on Robinhood’s mission of making the stock market accessible to everyone. By keeping its content concise and to the point, Robinhood Snacks has built a loyal following of busy professionals who appreciate the quick read.

9. Coinbase’s Learning Rewards

Source: Coinbase

Coinbase, a digital currency exchange, incentivizes users to learn about crypto by rewarding them with small amounts of varying cryptocurrency that can appreciate into cold hard cash. Part reward program, part e-learning platform, the initiative takes a gamification approach to drive engagement and education.

By offering rewards, Coinbase can incentivize the audience to engage with its product while also educating them about a new and complex topic. It’s a win-win for everyone involved.

10. HubSpot’s Academy

Source: HubSpot

HubSpot, a leader in inbound marketing, has an entire website devoted to teaching people about marketing, sales, and business growth. The HubSpot Academy offers free courses and certifications, which are all centered around its core marketing philosophy.

By giving away their knowledge for free, HubSpot is able to position itself as an expert in the field while also building trust with its audience. They also teach people how to use their product, which greatly increases conversion rates.

11. MailChimp’s Content Style Guide

Source: MailChimp

MailChimp teaches entrepreneurs about email marketing, list management, and–to a certain extent—content marketing. Usually an internal-only asset, they’ve made the strategic decision to publish their brand style guide publicly, giving their customers and leads an opportunity to see Mailchimp’s own content strategy in action. 

This guide covers different industries, best practices, and tips for using MailChimp’s products. By providing this valuable resource, MailChimp can attract new customers while providing existing ones with helpful information.

12. Amazon’s User-Generated Instagram Posts

Source: Amazon

Amazon’s Instagram account is a great example of how a brand can use user-generated content (UGC) to its advantage. Amazon regularly reposts images and videos—everything from product reviews to unboxing videos—from real customers using their products in everyday life.

In some cases, these people are celebrities with many followers. This scaled approach to content curation shows off Amazon’s products in a relatable way and gives the company social proof that the products are popular and well-loved.

13. Spotify’s Wrapped

Source: Spotify

Still one of the best, most personalized, recurring marketing campaigns of the last decade, Spotify’s “Wrapped” campaigns deliver a bespoke set of interactive, shareable content for each user.

This page, which is generated based on real user data, details the listener’s habits and trends for the year and includes a list of their top songs and artists.

Not only is this a fun way for users to reflect on their year, but it’s also a great marketing tool for Spotify. When users receive their Wrapped page, they’re also given customizable ways to share their favorite music on social media, helping Spotify grow its audience over time. 

14. Bill Gates’ Reddit AMA

Source: Reddit

Bill Gates and his wife Melinda Gates run the Bill & Melinda Gates Foundation, which is among the world’s largest private charitable foundations. In 2022, Bill Gates did a Reddit AMA (Ask Me Anything) in which he answered questions about his book “How to Prevent the Next Pandemic.”

Having the opportunity to speak directly with Bill Gates understandably drew a lot of attention to the AMA, which resulted in a lot of people learning about and purchasing his book, and engaging with and donating to the foundation.

Questions in the AMA ranged from questions about Covid-19 to whether or not Bill Gates could still jump over a chair from a standing position.

15. Ringo’s NFT Collection and Metaverse Gallery is a relatively new virtual reality platform that allows users to create and explore 3D environments. Anybody can create an account and start building, but also partners with high-profile individuals and brands to create unique VR experiences.

One of these partners is none other than Ringo Starr, the legendary drummer of The Beatles. Since his chart-topping days, Ringo has been an avid painter, and his Metaverse Gallery is a collection of some of his best work. Viewers can explore the gallery at their own pace and even purchase NFTs of the paintings they like.

Ringo’s Metaverse Gallery is a great example of how virtual experiences and assets are being used to create unique and immersive engagement opportunities for brands and celebrities. It’s also an excellent way for Ringo to connect with his fans in a new and innovative way, albeit through an avatar.

16. The New York Times and Wordle

Source: NY Times

The New York Times is known for its challenging word games and iconic crosswords. They recently acquired Wordle, a game that allows users to create puzzles from a body of text.

The game is free to play, but users only get one game per day. This entices players and readers to return to the site regularly, which keeps them engaged with The New York Times content. NYT includes lead-ins to other games and featured stories, driving engagement with their news and vignettes too. 

In this example, NYT displayed an intimate knowledge of its target audience. They knew people who read the publication were likely the type of intellectuals who would enjoy a challenging word game. It ultimately led to an increase in organic website traffic, including returning users.

17. Apple’s Shot on iPhone Contest

Source: Apple Newsroom

Apple’s “Shot on iPhone” contest is a strategy adopted by the company to show off the capabilities of its products while also getting users to engage with the brand. The contest invites people to submit their best photos that were taken on an iPhone, typically using their branded hashtag on social media. A panel of judges selects the winners, who are featured on Apple’s website, stores, and even billboards.

This contest gives Apple some great user-generated content and gets people talking about the varying iPhone models and their incredible cameras.

18. Draft’s Behind the Keyboard Series

Draft is a content creation marketplace full of vetted professional writers and powered by cutting-edge technology and artificial intelligence. To help customers and leads build confidence with their writers, Draft launched their Behind the Keyboard series. 

The series consists of social media posts, especially on Instagram, where they interview Draft writers and showcase their expertise and breadth of knowledge. The campaign humanizes its software and brand, helping customers and leads build trust.

19. H&M’s Magazine

Source: H&M

As a powerhouse in the fashion industry, H&M stays ahead of the curve by constantly releasing new and innovative campaigns. The company runs an online magazine updated regularly with recent articles, videos, and photos. The magazine covers various topics, from fashion tips to celebrity interviews.

Their “what to wear” or “what’s trending” type marketing articles are especially popular, as they show H&M’s customers how to style the latest pieces from their collection. This is an excellent way for the company to sell more clothes and position itself as a thought leader in the fashion industry.

20. United Nations Refugee Agency’s “Forced to Flee” Podcast

Source: UNHCR

The UN Refugee Agency’s “Forced to Flee” podcast tells the stories of refugees who have been forced to leave their homes due to conflict or persecution. The podcast aims to humanize the refugee experience and give listeners a better understanding of what it’s like to be a refugee.

Ultimately, it puts a face (or voice) to the people behind donations, enticing people to give more. It’s a moving and effective way for the UN Refugee Agency to engage with its donors and raise awareness about the refugee crisis.

There are currently seven episodes available, with the possibility of more to come in the future.

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