In 2024, 73% of B2B marketers and 70% of B2C marketers are using content marketing as part of their overall marketing strategy. But how do you do content marketing well? We wrote an ultimate guide that houses our top tips and strategy insights; in this blog, we are diving into the best content marketing examples to help inspire you. Let’s go.
SaaS content marketing examples
Hootsuite
Hootsuite’s latest content marketing campaign harnesses LinkedIn influencers to promote its Social Media Trends 2025 report, using oversized newspapers as striking props. Targeting LinkedIn’s business-focused audience, Hootsuite partnered with prominent social media professionals to create bold, attention-grabbing posts that blend education and entertainment.
The campaign taps into the rising “edutainment” trend while allowing influencers the creative freedom to avoid overly scripted content. Within 24 hours, it generated over 5,000 engagements and significantly reduced the cost per lead. By enabling influencers to personalise their messaging, Hootsuite achieved record-breaking report downloads, with influencers driving 66% of social media-driven downloads, showcasing the effectiveness of authentic influencer marketing in the B2B space.
Semrush
Semrush’s State of Content Marketing report exemplifies how data-driven insights can enhance marketing strategies. This comprehensive report covers key areas such as industry trends, content performance, ROI, and job market shifts, offering content marketers actionable data to refine their efforts.
But for Semrush, the report is more than just a resource—it’s a powerful lead generation tool, requiring users to submit their details to access it. Additionally, it serves as a link magnet, attracting backlinks from various websites, which enhances Semrush’s online authority. By offering valuable insights while showcasing its suite of SEO and content tools, Semrush builds trust with potential clients, demonstrating how reports can simultaneously educate audiences and drive business growth.
Mailchimp
Mailchimp’s latest B2B marketing campaign uses AI to bring the concept of the “clustomer” to life—a diverse, ever-evolving audience that brands must engage with. By using AI tools for ideation, visualisation, and rapid ad testing, the campaign was created faster than usual, landing on a creative direction in just one meeting rather than the typical five. The result? A top 5% performing ad in Ipsos testing, which CMO Michelle Taite attributes to their openness to experiment with AI.
Despite AI’s role, human input remained vital. The “clustomer” idea was pitched by the team, and final execution relied on their expertise in customer needs and brand context. AI acted as a collaborative tool, streamlining processes while enabling the team to refine and enhance their creative vision. This ad experimented with innovative processes, promoting Mailchimp’s tools to help ease workflows for marketing departments, connecting with its users and ultimately, making this content marketing campaign example a success.
Adobe
Adobe’s Create Anything campaign, featuring music producer and author Benny Blanco, showcases how Adobe Express can empower small businesses through creative content. The campaign centres around a seven-minute video in which Blanco visits Mariscos 4 Vientos, a family-run Mexican restaurant, learning its history and helping to create a digital makeover using Adobe Express. The collaboration highlights how the software can bring a fresh marketing approach to small businesses, with the restaurant even naming a menu item, the “Benito Special,” in Blanco’s honour.
Netflix
Netflix’s new ad, Who’s Watching, takes inspiration from the platform’s Black Mirror series, blending existential questions with a quirky, unsettling twist. Directed by legendary adman Juan Cabral, the spot follows a woman named Norma as she navigates multiple personalities, each influenced by the shows she watches, like Emily in Paris and Stranger Things. The ad plays on the familiar Netflix profile question, “Who’s watching?” but explores it in a deeper, more surreal way, reflecting the complex identities we form through media consumption.
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Fashion content marketing examples
Burberry
Burberry’s spring campaign, Portraits from London, speaks to a trend-concerned Gen-Z audience. The brand is known for its British, authentic imagery, but following a significant rebrand last year, the luxury fashion brand has started to embrace a younger style, favouring casual compositions, natural poses and IRL backdrops. And their latest Spring campaign, Portraits from London, does just that.
Both the brand and campaign rely on images to tell their product story. On their social media and website, they post glossy campaign shots without captions. Burberry’s online presence is much of a visual diary, but it works really well – and their 20 million Instagram followers back this up. They’ve crafted a reputation for high-quality photographic content that is instantly recognisable, and that’s what makes this a great content marketing example.
Karen Millen
This example of content marketing focuses on the importance of brand values. Karen Millen, with this career-focused campaign, “Women Who Can”, launched a series of online interviews and resources to support and empower its female customers. The clothing brand, which is known for its stylish and contemporary women’s clothing, gained popularity for its focus on tailored pieces that appeal to the modern, sophisticated woman. Business savvy and confidence boosting, this campaign perfectly puts the brands mission into action. As the brand focuses on offering its customers the tools needed to help them with career development, they show that selling their products is just as important as being a meaningful brand.
Net-a-Porter
Net-a-Porter uses online advertisements and cohesive landing pages to draw consumers to the luxury eCommerce site. Optimised for mobile, the ads are dynamic and engaging, and when clicked, direct users to a carefully curated category page. The category pages alternate between brand spotlights and occasion wear; they sell a feeling, a trend or a hot style. Promoting collections, colour-coordinated selections or seasonal offerings, Net-a-Porter place their ads within relevant pages, including magazine articles. This clever execution may require a versatile budget but is a good content marketing example of mixing different content formats.
Patagonia
Patagonia are another brand that leads with their brand values. “Don’t buy this jacket” is one of the brands most notable content marketing campaigns. The ad appeared in New York Times on Black Friday, challenging consumerism, persuading people against impulse spending and encouraging conscious consumption.
The copy that accompanied a simple product image shared the brand’s initiative to reduce and recycle as it promoted the opportunity for existing customers to send in their worn Patagonia items to be repaired or restored. The brand also grasped the opportunity to share the features of their jackets, reinforcing how their products last and why a consumer should choose them over a competitor.
Joules
Joules really nailed it with their “A Woodland Tale” campaign. Partnering up with the Woodland Trust, with every purchase of their Christmas collection, the clothing brand pledged to plant a tree. The Woodland Edit, the title of their specially curated collection to accompany the campaign, was also committed to positive environmental strides. The product descriptions that shared the products across the site told various woodland themed stories and an animated video featuring endangered woodland species raised awareness for The Woodland Trust’s mission.
B2B Content Marketing Examples
Squarespace
Squarespace’s “Make Your Next Move” campaign highlighted its role in empowering entrepreneurs through a compelling narrative centred on actor-turned-fashion designer John Malkovich. By showcasing his journey to launch JohnMalkovich.com, the campaign inspired others to turn their passions into businesses using Squarespace’s platform. It gained massive visibility through two Super Bowl ads that reached 130 million viewers and generated 3.15 billion media impressions, urging people to secure their domains. The campaign resulted in over 100,000 new businesses launched, Squarespace’s biggest revenue month, and the most website traffic in 12 years, solidifying its position as a go-to tool for digital entrepreneurship across industries.
Pinterest’s “The P is for Performance” campaign showcases its transformation into a full-funnel advertising platform, driving not just brand awareness but measurable results for advertisers. Set against the backdrop of action-packed mini-movies inspired by iconic action films, the campaign highlights performance-driven ad products that boost conversion rates by up to 28% and increase traffic by as much as 96%. Directed by Tim Godsall and narrated by Hollywood voice actor Corey Burton, the campaign adopts a cinematic approach to engage performance marketers in a unique and memorable way.
GfK
GfK’s “Human vs AI” campaign centred on a unique debate between a human and an AI robot to explore AI’s role in marketing, significantly boosting brand awareness and establishing GfK as an AI thought leader. The campaign achieved 6.87 million impressions, surpassing its projected 5 million target, with 90% of impressions driven by Google Search and social media ads, which only accounted for 34% of the budget. The campaign’s innovative approach earned Silver at the 2023 B2B Marketing Awards for “Best Use of AI” and a shortlist at the UK Agency Awards. This success demonstrated GfK’s strategic use of AI to engage its audience and reinforce its position as a leader in AI-driven marketing solutions.
Womply
Womply, a provider of small business tools, launched a comprehensive report based on an in-depth analysis of over 210,000 small businesses. It explores the financial impact of online reviews, providing actionable insights for business owners. This report has generated significant interest, with over 100 articles written about it and numerous backlinks supporting its authority.
The Sage Group
Sage launched its first global brand campaign in partnership with VCCP London, showcasing real customer stories that highlight how Sage supports small and medium-sized businesses (SMBs). The campaign features animated visuals combined with customer voices, emphasising Sage’s ability to simplify business processes and provide insights with a human touch. Two initial 30-second TV spots spotlight Laura Rose, CEO of Equestrian Rose, and Joanne Halsall, Head of Finance at Crow Wood Leisure. The distinctive Sage green flow connects customer journeys, symbolising growth and progress.
Travel content marketing examples
British Airways
British Airways launched a multi-channel content marketing campaign, called ‘A British Original”, which uniquely celebrated the multifaceted reasons people choose to fly with the airline. The campaign revolved around the ubiquitous question posed to travellers upon arrival: ‘What is the purpose of your visit?’ Instead of commonplace responses, the brand crafted over 500 distinct lines of copy. Some were playful, others were honest, but all captured the attention of users by being relatable. In a post-Covid world, the ability to travel again feels a lot more luxurious, and British Airways make the most of this outlook. This campaign is a great example of content marketing and one which shows that the importance of pinpointing audience intentions in order to effectively communicate with your customers.
Lonely Planet
Lonely Planet’s Best in Travel campaign is a stellar example of content marketing from its productive user of cross-platform strategies. Originally a book, Lonely Planet have recycled written content into a customer experience that offers travel insights and is guided by impactful partnerships.
This content marketing example shines light on the brands emphasis on being a ‘content-first’ business. Whether travellers are seeking travel inspiration or a detailed itinerary, Lonely Planet wants to be top of mind.
On top of this, this campaign shows the importance of staying true to your brand story – and Lonely Planet has a great one. The platform’s co-founders, Tony and Maureen Wheeler, set out on the road more than 40 years ago and documented their travels as they went. Today, the brand continues to share tips and advice on responsible travel, bucket-list destinations and how to embrace traveller attitudes in everything their readers do.
Virgin Holidays
After a rather ambitious brand refresh, Virgin Holidays have implemented a new consumer experience focused content strategy that is reeling in great results. The brand’s #RedIsTheNewBlack campaign skyrocketed the holiday provider’s bookings by 260% and their #SeizeTheHoliday campaign won Marketing Week ‘campaign of the year’ by doing one thing – making the most of UGC. For the campaign, Virgin Holidays showcased social media snaps taken by its customers, broadcasting them across digital billboards around the UK.
Virgin Holidays Vice President of Customer and Marketing at the time, Claire Cronin, said: “We really wanted to take it away from the celebrity ether and root it in real people doing authentic things on holiday”. This example shows brands just how effective UGC can be in connecting with your audience.
National Trust
After Covid-induced lockdowns turned the world upside down, many of us vowed to never take time spent outside for granted again. In this content marketing example, that’s exactly the message the National Trust wanted to convey. ‘Everyone Needs Nature’ was the heritage brand’s UK-wide appeal to raise awareness of the importance of maintaining a connection with nature in order to enrich our lives.
A series of short videos or breathtaking stills, accompanied by the tagline ‘For more calm go to our website’, were published on social media, on TV, in national newspapers and in magazines. Simple, yet effective, the campaign encouraged users to clickthrough to their website and experience more serene moments by visiting or becoming members of one of their many locations across the country.
VisitBritain
This month, VisitBritain launched an international campaign designed to invigorate tourism to Britain. With a massive budget of £9.8 million, the ‘See Things Differently’ initiative publishes content in its key markets, USA, Canada, France, Germany, and Spain. This campaign uses humour to craft engaging headlines like ‘Spilling the tea on Great Britain’ and ‘America, the fake (br)it til you make it’. Both campaigns celebrated regional diversity, used local phrases and emphasised the focus on showcasing dynamic destinations and a warm British Welcome.
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Insurance content marketing examples
Direct Line
Direct Line’s ‘About Us’ page illustrates the brand’s clear, customer-focused story. Starting from its inception in 1985 as a car insurance provider. The narrative skilfully progresses to highlight the company’s evolution into a comprehensive insurance hub, offering a wide range of products accessible through convenient channels. Direct Line excels in articulating its core values here. It places the customer first, and champions simplicity and speed.
The content also strategically incorporates key milestones, showcasing the brand’s adaptability to industry changes, such as the introduction of online services and innovative offerings like the online claims register. And at the heart of this campaign is the brand’s clear values. They are transparent, proud of what they do, and – most importantly – excited to share their successful process with prospective insurance buyers.
Legal & General
Legal & General’s support for its customers goes beyond the products they offer. The personal insurance provider seeks to ensure both its existing and potential customers are well informed when it comes to planning their retirement. On their website, the brand offers a wealth information and resources. From income calculators to pages designated to answering the most searched for questions on the topic, the brand has developed a strong content strategy.
For products or services that aren’t part of a simple, straightforward decision making process, follow in the footsteps of this content marketing example and create a content plan that answers every audience question while providing support.
Aviva
This campaign by Core, in collaboration with Zenith, stands out as an effective example of content marketing due to its strategic approach to the brand’s fresh positioning, ‘It takes Aviva,’ in the Irish market. The campaign’s effectiveness lies in the insights derived from Core’s research, which highlighted consumers’ desire for emotional confidence in their insurance provider.
By addressing this need, the campaign narrates the story of how Aviva offers practical assistance when a car breaks down, aiming to position the brand as an industry leader with a strong customer-centric focus. However, what sets this ad apart is the humanisation of the brand through the portrayal of the ‘man from Aviva.’ By presenting the story from a child’s perspective, the campaign adds emotional resonance, humour, and memorability to the narrative.
LV=
LV=’s website homepage is another effective content marketing example. From an approachable tone of voice to a user-friendly internal linking structure, the insurance brand has created content with the customer in mind.
On the site’s homepage you will find an overview of their key service offerings alongside their mission, brand values and the resources designed to support customers throughout their purchasing journey. The brand positions themselves as approachable, thoughtful and reassures readers that they know what they’re talking about by flexing their expertise. LV= have been in the game since 1843, and it’s clear that they know what they’re doing.
Churchill
Churchill Insurance’s “Bring the chill to the nation” campaign, in collaboration with Saatchi & Saatchi, is another a content marketing campaign we can learn a lot from. Departing from traditional narratives centred on potential mishaps, the campaign focuses on insurance’s stress-relieving aspect.
The 40-second ad, directed by Rollo Jackson, introduces Churchie, the furry companion, who transports the protagonist to a serene “Chillscape” amid concerns about a new car. Balloons, vibrant plants, and calming music create a tranquil atmosphere, reinforcing the message that uncertainties can be enjoyed rather than feared. This is effective because the brand is clear on the user’s pain points and to offer viewers a solution, they give them a moment of escapism.
Lifestyle content marketing examples
Glossier
In 2024, UGC is paramount and Glossier have been showing all of us how it’s done for a while. And it works. The brand reports that a gigantic 70% of its sales comes from peer-to-peer referrals. Glossier have created a community that trusts each other, and on top of that, trust the products the brand offers. Turning fans into micro-influencers is an excellent content marketing tactic to build brand awareness. When social proof is pivotal in the decision making process, more brands need to follow in Glossier’s footsteps.
Colgate
We all use toothpaste, but – besides from what our dentists tell us – how many of us actually know the ins and outs of how it works? Colgate’s research page serves as a notable example of effective content marketing by skilfully organising and presenting information. The page categorises details on gum diseases and oral hygiene in a manner that is both practical and informative, establishing itself as a valuable resource for those seeking comprehensive knowledge. This strategic content marketing approach positions Colgate as an authoritative figure in oral hygiene, extending beyond toothpaste sales. They are proving to their readers that they can both walk the walk and talk the talk. By providing easily accessible information, the brand has earned the trust and loyalty of its customers, solidifying its credibility in the field.
Always
The #LikeaGirl campaign by Always sets out to amplify brand voice and values. With the campaign, the feminine hygiene brand sought to connect with a younger audience by taking a unique approach to their ads. Looking to resonate emotionally with young girls, the ad recognises that confidence tends to decline as they enter puberty.
However, to empower their customers, the brand turned the phrase ‘like a girl’ – one which is often used negatively – into a celebration of the amazing things girls can do, especially during their periods. By transforming a derogatory phrase into a rallying cry, Always empowered girls worldwide to embrace acting #likeagirl, and the campaign received millions of views nation-wide.
Poosh
Who knows your brand inside out? Your employees. And what better way to assert yourself as an authoritative information source than to share articles written by your team. Poosh is Kourtney Kardashian’s lifestyle brand. The platform shares articles, endorses products and interviews some of the hottest celebs and influencers. It’s a one-stop shop for wellness, fashion and beauty content. And what the platform does well is its candid, authentic approach to storytelling. Poosh are great are saying “this is what they think” and the quick following they have built is testament that there are lots of people willing to listen.
Dove
Dove have been fighting for natural beauty and positive body image since the early 2000s and this ‘No Digital Distortion’ campaign is another content marketing example of their encouraging women to embrace the skin that they’re in. The visual ads are accompanied by inspiring stories and articles on their website, all promoting the idea that women are enough as they are. The brand is consistent in shouting this message from the rooftops; it’s woven into everything they do, and we can follow in their footsteps by defining sold values and sticking to them wholeheartedly.
Want to make a splash with your content marketing?
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