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<\/p>\nWhile advertising is still an essential part of a brand\u2019s strategy and budget, content marketing campaigns and investments may be more vital today.<\/p>\n
To help form your strategies and help your brand or clients succeed, we asked executives to share what they believe to be the most compelling content marketing campaigns. From B2C to B2B, here\u2019s what they can\u2019t stop raving about.<\/p>\n
<\/p>\n
When businesses sell directly to their customers, they\u2019re considered B2C. To keep users engaged and excited about your brand, you need to create relevant, captivating, and useful content wherever they are in life.<\/p>\n
As\u00a0Joy Altimare<\/strong>, chief marketing officer for EHE Health<\/a>, explains, strategic tactics help companies cut through the clutter to provide relevancy. \u201cHow can you reach users, or more importantly, have them actively seek out your product or company?\u201d Altimare asks. \u201cIt\u2019s simple: content marketing.\u201d<\/p>\n Here, a few shining B2C examples<\/a> of hitting the nail on the head, according to executives.<\/p>\n Founder and president of\u00a0Digital4Startups<\/a>\u00a0Reva Minkoff<\/strong>\u00a0says personal finance company\u00a0SoFi<\/a>\u00a0had a clever content marketing campaign that\u2019s all too relatable to most people. How so? It was all loan payments \u2014 something the majority of Americans experience monthly.<\/p>\n They decided to encourage current and prospective customers to share a photo of the moment they paid off their final loan on social media to celebrate the pivotal accomplishment. Then, they would select many of these users to receive some free swag from the brand.<\/p>\n \u201cI love that it’s relying on UGC, yet allowing the brand to amplify the messages. In doing so, it builds brand equity and trust, and it feels authentic,\u201d she shares. \u201cThe people participating will be SoFi ambassadors for life. I think every financial services company should be doing programs like this.\u201d<\/p>\n Jamie Haley<\/strong>, founder of\u00a0Haley Creative<\/a>, says\u00a0Match.com\u2019s \u2018Match Made In Hell\u2019<\/a>\u00a0was the B2C content campaign heard \u2014 and seen! \u2014 \u2018round the world. Through a TV advertisement and supporting branded content, they profiled the moment when Satan and the year 2020 had their first date. As Haley describes, it was shot in an entertaining talk-show interview style, helping to bring to life a narrative that every single person felt as 2020 came to a close.<\/p>\n \u201cIt was a bold move for the brand, but I think it paid off for them in a big way because even people who had been married for decades were talking about this content,\u201d she continues. \u201cAnd while I don\u2019t know if they saw an increase in subscriptions to the site, they most certainly differentiated themselves from the dozen other dating apps out there and made the brand extremely relevant.\u201d<\/p>\n Though businesses sometimes use\u00a0Canva\u2019s<\/a> digital design platform, it\u2019s also an essential tool for side hustlers who aren\u2019t quite LLCs, Incs, or Scorps (yet). It could fall in both B2C or B2B, but for this particular campaign, B2C makes more sense, according\u00a0to Altimare.<\/p>\n Since many\u00a0one-person-shows are looking for ways to save money and be self-sufficient, you can use Canva to create beautiful, professional infographics<\/a>, charts, blog images, and so on, all for free.<\/p>\n To illustrate this opportunity, Canva partnered with key influencers in the space to connect with customers and help them navigate their tools. Altimare says, through this content marketing campaign that was both informational and inspirational, they were able to grow and reach millions. To date, they have a $2.5 billion valuation, with a whopping 15 million users \u2014 and counting.<\/p>\n Businesses need to reach one another so they can team up to improve one another\u2019s bottom line. But how you create content for a brand-to-brand opportunity isn\u2019t the same tactic used to reach customers.<\/p>\n Here,\u00a0executives share three B2B campaigns<\/a>\u00a0that got it right:<\/p>\n Since customer retention is such a valuable part of marketing to invest in, smart brands know the importance of keeping a new user engaged from the start. And part of that can be accomplished through content campaigns. Minkoff raves about\u00a0ShareASale\u2019s<\/a>\u00a0onboarding series for new customers.<\/p>\n \u201cThey are thorough while being well-spaced out, keeping the brand top of mind, while also providing important information to their new customers,\u201d she continues. \u201cI expect it’s been successful for those reasons, helping onboard and retain newly-registered users.\u201d<\/p>\n Ellen Yin<\/strong>, podcast host and\u00a0Cubicle to CEO<\/a> founder, was invited to participate as a contestant for a digital marketing agency\u2019s virtual game show. This Iowa-based brand created a \u2018Let\u2019s Get Digital\u2019 content marketing campaign that allows industry peers to flex their marketing chops in a fun, competitive environment. Yin thought it was innovative and creative how they were using gamification to present educational content.<\/p>\n \u201cThey reinvented familiar games like Taboo into challenges like \u2018Jargon Hunting,\u2019 \u2018Survey Says,\u2019 ‘Fact Check,’ and so on, to engage their audience and peers,\u201d she continues. \u201cI love how the format of a game show featuring their fellow marketers fosters a spirit\u00a0of\u00a0collaboration over competition\u00a0and creates a\u00a0platform for fostering deeper relationships. The game show content is innately shareable, which also draws huge brand awareness to their agency.\u201d<\/p>\n Though technically it\u2019s not a \u2018campaign,\u2019\u00a0American Express\u2019s Trends and Insights<\/a>\u00a0resource center is content marketing at its finest, according to Haley. As she explains, Amex has always positioned itself as a\u00a0brand for business owners, and its impressive blog database proves it.<\/p>\n \u201cFrom the \u2018Office Hours\u2019 video content, which features Q&As-with top industry entrepreneurs to articles on timely topics like taxes or cash flow management from thought leaders, this is content marketing where you\u2019ll find relevancy regardless of what kind of business owner you are,\u201d she shares. \u201cAnd this is the reason it will continue to rank high on the best examples of brands doing content marketing correctly.\u201d<\/p>\n While B2C and direct-to-consumer (DTC)<\/a> are very similar and sometimes overlap,\u00a0DTC allows businesses to get in front of their userbase quickly. That\u2019s why many influencers and brands created by influencers fall into this bucket.<\/p>\n They are known for producing oodles of content, and here are some campaign examples that executives recommend following:<\/p>\n Altimare says if you haven\u2019t heard of\u00a0Jay Shetty, you should. He\u2019s an influencer who promotes positivity<\/a>, the power of intention, and the purpose of setting goals and aspirations. He was able to create his personal growth lessons \u2014 including being a monk in India \u2014 to develop new, entertaining, unique, and uplifting content for others.<\/p>\n By consistently sharing via YouTube, Instagram, and other channels, he was picked up by Ariana Huffington and went viral. Today, he sells coaching programs to more than 2 million followers. Altimare says the secret of his content campaign was in his storytelling delivery.<\/p>\n \u201cHis videos leverage\u00a0relatable scenarios that speak to a universal truth.\u00a0That\u2019s the hook,\u201d she shares. \u201cThen, he looks at the story and speaks to the moral of the story to give the viewer actionable advice. Next, he leverages an omnichannel strategy. Now, he\u2019s everywhere.\u201d<\/p>\n Coca-Cola and Delta Airlines teamed together to create the Instagram account @holidayhorizons<\/a>\u00a0to celebrate different traditions around the globe. As Haley describes, the idea was a contest to highlight nine traditions in nine destinations and promote nine chances to win a trip around the world.<\/p>\n Generally speaking, Haley says content marketing campaigns that bring greater awareness to the customs and traditions around the world do more than just elevate a brand but also play a positive role in highlighting the diversity \u2014 and similarities \u2014 of cultures.<\/p>\n \u201cThis was a simple idea for a contest, but it played to consumers\u2019 desire to travel. And it also acknowledges that it is okay if you\u2019re not ready to travel yet. Plus, it gave both brands the added bonus of user-generated content that could cross over into their owned social channels.\u201d<\/p>\n\n
1. SoFi sharing stories of how people paid off loans<\/h3>\n
2. Match.com\u2019s campaign around dating during a pandemic<\/h3>\n
3. Canva\u2019s influencer campaigns<\/h3>\n
![\"\"](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/B2C-Marketing-Campaigns.png\")
<\/p>\n3 effective B2B content marketing campaign examples<\/h2>\n
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1. ShareASale\u2019s onboarding email series<\/h3>\n
2. An Iowan digital marketing agency\u2019s virtual game show<\/h3>\n
3. American Express\u2019s resources center<\/h3>\n
![\"\"](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/DTC.png\")
<\/p>\n3 effective DTC content marketing campaign examples<\/h2>\n
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1. Jay Shetty storytelling-style videos<\/h3>\n
2. Delta Airlines and Coca-Cola\u2019s Holiday Horizon partnership<\/h3>\n
3. Glossier\u2019s Beauty X Community campaign<\/h3>\n