6 great content marketing examples to inspire creativity

Last updated on May 27th, 2025 at 08:54 am

Content marketing isn’t just a crucial part of a marketing or PR strategy; it’s an essential component of your overall business plan. But content marketing is evolving, and brands need to get creative to cut through.

Great content is more than just a pretty picture or video. It must build trust, create engagement, foster great relationships, and drive profitable consumer action.

If you aren’t creating content, be assured your competitors are. To help inspire your content marketing efforts, here are six standout examples of great content in action.

6 brilliant content marketing campaigns

1. Salesforce: Leading Through Change

By providing timely, relevant content from trusted voices, Salesforce positioned itself as an authoritative adviser for businesses navigating uncertainty.

Featuring a diverse range of experts from CEOs, medical professionals and industry leaders, these experts shared their practical advice and strategies for overcoming crises. On top of this, Salesforce extended its internal B-Well Together series to customers, addressing mental health and wellness during the pandemic.

Instead of pushing sales messages, Salesforce prioritised supporting the customer experience. An approach which strengthened relationships with existing customers while attracting new prospects.

Why this worked:

Timely content: launched during the pandemic and with a regular cadence of content. Salesforce’s outputs were both extremely relevant and timely.

Multi-format: podcasts, video content and weekly virtual events made this content extremely accessible

Practical applications: this was more than just content. It was content that acted as a gateway to practical support and applications for Salesforce users.

Value-aligned content: this entire content thread further reinforced and reaffirmed Salesforce’s CSR commitments.

2. Airbnb’s authentic travel experiences

By showcasing unique, local experiences, Airbnb set itself apart from traditional accommodation providers.

User-generated content added authenticity to Airbnb’s marketing, and compelling storytelling inspired wanderlust in potential travellers. This strategy not only increased engagement but also positioned Airbnb as a gateway to immersive travel experiences rather than just a lodging platform.

The campaign encouraged travellers to “live there” rather than simply visit, promoting stays in homes outside tourist zones to experience authentic local life. This differentiated Airbnb from hotels and appealed to those seeking unique adventures.

Why this worked:

Emotional storytelling: this created a deep connection between hosts and guests by sharing real stories of cultural exchange and friendship, building trust and loyalty.

User-generated content. 75% of Airbnb’s Instagram feed featured user-submitted images and videos, which drove 80% of engagement.

Community involvement: encouraged hosts and guests to share stories, leading to a 15% increase in engagement on Airbnb’s community forums.

3. Deloitte’s industry outlook reports

By providing in-depth, data-backed insights, Deloitte strengthened its reputation as a thought leader across various industries.

These reports showcased Deloitte’s expertise and foresight, making them an indispensable resource for decision-makers. The content was comprehensive and data-driven, offering real-world strategies and actionable recommendations rather than presenting data for the sake of it.

Deloitte also leveraged email marketing to distribute its insights, ensuring the reports reached a broad audience of business leaders and decision-makers.

Why this worked:

Forward-looking perspective: The focus on future trends and predictions helped equip businesses for upcoming challenges and opportunities.

Brand reinforcement: strengthened Deloitte’s position as a leading professional services firm by showcasing industry expertise.

Global reach and adaptability: covered multiple countries and regions, offering tailored insights while maintaining a consistent brand message.

Multi-channel distribution: Shared across Deloitte’s website, mobile app, and email newsletters to maximise audience reach.

4. Monday.com’s customer success stories

Monday.com’s customer success stories showcase the platform’s real-world impact, providing compelling proof of its value.

By featuring specific metrics and diverse companies, Monday.com appeals to a broad range of potential clients. The mix of written and video content caters to different consumption preferences, increasing engagement.

Success stories highlight how Monday.com has transformed businesses, such as Entrepreneur, which implemented the platform in just one week, resulting in over 11 hours saved per month and a 23% increase in digital sales.

Why this worked:

Clear value proposition: demonstrated how Monday.com delivers measurable benefits to users.

Trust indicators: inclusion of customer quotes, logos, and testimonials enhanced credibility through third-party endorsement

Content pop: use of bold headlines and striking visuals gave this a great visual pop. Ensure the critical information stood out!

Data led: showcases powerful statistics, such as “1,850 hours of staff time saved” and “$50,000 saved per month.”

5. HubSpot’s LinkedIn meme strategy

Rather than a single campaign, this is an ongoing approach to social media content.

HubSpot’s meme-led strategy on LinkedIn demonstrates that B2B content doesn’t have to be dry or overly formal. By incorporating humour and relatability, HubSpot has increased engagement, shareability, and brand memorability.

Memes also provide cultural relevance, often extending beyond the HubSpot ecosystem. For example, overlaying witty marketing-related captions on popular film scenes transforms them into highly engaging content.

Why this worked

Algorithm alignment: optimised for early interactions, comments from relevant professionals, and sustained engagement.

Consistency and testing: regularly experiments with different approaches, refining content based on performance data.

Casual and conversational tone: appeals to younger professionals by adopting a Gen Z and millennial-friendly voice.

Diverse content mix: combines short-form videos, memes, and in-depth blog posts to engage users at different stages of the buyer journey.

6. Headspace’s wellness social media strategy

Headspace’s Instagram strategy successfully translated its in-app experience into highly engaging social content.

Bright visuals and short-form content made mindfulness tips instantly accessible, delivering immediate value to the audience while encouraging ongoing engagement.

Headspace also took a subtle approach to product promotion, focusing on delivering value first. Instead of aggressively selling, the brand engaged users with interactive posts, fostering a sense of community and trust.

Why this worked:

Consistent messaging: maintains a clear focus on mindfulness and mental well-being across all platforms.

Educational value: provides expert insights on meditation and mental health, positioning itself as a thought leader.

Interactive content: engages users with challenges, discussions, and gamified elements.

Community building: encourages user-generated content and real-life success stories to strengthen brand loyalty.

Final thoughts

These six content marketing examples demonstrate the power of strategic, well-executed campaigns. Whether through storytelling, data-driven insights, or community-driven content, each brand has successfully engaged its audience in meaningful ways.

Which of these strategies resonates with you most? Let us know how you’re using content marketing to connect with your audience.