Clever Content Marketing Campaigns to Inspire You
                     Clever Content 
Marketing Campaigns 
to Inspire You
https://goodmanlantern.com/
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Content marketing is an effective lead generation tool, but coming up with ideas 
for content marketing campaigns can sometimes be a pain in the rear. If you’re 
finding that your idea bucket is running dry, you’re not alone. According to  
Zazzle Media, 65% of companies find it challenging to produce engaging content, 
while 60% struggle to produce content consistently. 
Unfortunately, content marketing is all about consistently producing engaging 
content to keep your visitors coming back, and hopefully turn them into customers. 
Producing lacklustre content on an irregular schedule means you’re losing out.
To help you keep your momentum going, we’ve compiled a list of some brilliant 
content marketing campaigns. We hope they inspire you!
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Blogging Examples
When people think of content marketing campaigns, there’s a good chance 
they’re going to think about blogging first. Understandable, because blogging is 
a great content marketing tool. It allows you to provide helpful information, grab 
your visitors attention, it fuels your SEO efforts and it can be used to flesh out 
your social media presence. 
Here are just a few examples of companies getting blogging right. 
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Buffer
Thanks to their three-
pronged content 
marketing strategy, 
Buffer is definitely a 
prime example of 
someone getting content 
marketing right. A huge 
proponent of growth 
hacking, they used 
guest blogging to fuel 
their initial growth, 
publishing content 
multiple times per day on 
high-visibility sites. This 4
strategy netted them 
their first 100,000 users.
On their own blog, they first wrote about people who influenced their customers. 
This allowed them to create highly shareable, high-quality content.
They now have four blogs, including the Open Blog, and the Transparency blogs. 
Here they share the ups and downs they’ve faced over the years. They also make 
use of email marketing with their content marketing campaigns to share their 
best content. 
A highly trusted and recognised brand, their results speak for themselves. They 
now have around a million social media followers, and close to 400k users. 
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Hubspot
When you think of 
content marketing 
campaigns done right, 
you’re probably 
thinking about 
Hubspot. At least, 
they’re who I think 
about. In addition to 
creating free tools, 
Hubspot also uses 
content marketing 
campaigns through:
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• Writing in-depth blog posts regarding the problems their users are facing
•    Adding content upgrades like ebooks to their posts
•    Creating an educational content sharing hub, Inbound.org which receives 
321,000 guests          every month. This also provides an excellent chance for them 
to market their certification and partnership programs
•   Creating videos for Facebook and exploiting LinkedIn to send traffic to those 
videos
And their content marketing campaigns are definitely working, because they’re a 
multi-million dollar company.
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GE
GE, or General Electric, 
is an inspiring source of 
B2B content marketing 
campaign examples. 
While some might 
consider them a dull 
business, specialising in 
wind turbines, jet 
engines, locomotives 
and so on, they have 
really brought it to life. 
Their 
Instagram content mark
eting campaign 8
 is a perfect example of 
this. 
Combining this campaign with influencer marketing, they roped six influencers and 
a few superfans into doing the #GEInstaWalk. They toured the GE manufacturing 
facilities, uploading selfies with the aforementioned hashtag. The only way to 
describe the results is ‘spectacular’. Through this campaign, they achieved:
•8 million account views for the GE Instagram account
•3 million reaches per tour
•3,000 new followers
And all of  it was done without any paid advertising.
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Glossier
Glossier has received 
some attention for their 
abandoned cart emails, 
but they’re also a front-
runner in content 
marketing campaigns. 
For one, they are 
excellent at making use 
of user-generated 
content to boost their 
own brand on 
Instagram.
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Not only does this cut down on a lot of the content creation work, it also allows 
their audience to feel good about themselves when they get featured. This also 
results in even higher reach and engagement. Here’s an example from when they 
reposted a tweet from a fan on their Instagram account.
They also showcase some of their latest Instagram content on their homepage, 
which further attracts customers to the page. They must definitely be doing 
something right, because they currently have over a million followers. 
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Tried-and-True Content Marketing 
Examples
Next, we have a few examples of content marketing campaigns which don’t rely 
on any social media promotion. 
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John Deere
Glossier has received 
some attention for their 
abandoned cart emails, 
but they’re also a front-
runner in content 
marketing campaigns. 
For one, they are 
excellent at making use 
of user-generated 
content to boost their 
own brand on 
Instagram.
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First published in 1895, the publication was designed to help customers of John 
Deere with any issues they faced. This served to demonstrate the company’s 
expertise, and show customers that they cared. 
Doesn’t this sound like exactly the point of modern content marketing? 
Even more amazing than the fact that John Deere basically started the content 
marketing craze, their publication is still going strong over 120 years later. It’s also 
now available online. Talk about moving with the times. 
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AARP
Knowing your audience 
and understanding what 
they want is vital if you 
want to succeed with 
content marketing, an 
AARP is an excellent 
example of that.
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Their magazine has won multiple awards for it’s design and photography, as well 
as the quality of it’s content. The secret to their success is actually no secret at all. 
They listen to their audience, taking emails, letters and social media mentions, 
using the information they collect to determine exactly which topics will resonate 
most with their user base.
America’s largest consumer magazine, AARP The Magazine goes to 22 million 
households, and more than half of their 37 million readers have read three of the 
last four issues.
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Visual Content Marketing Examples
According to Stone Temple Consulting tweets with images are 65% more 
likely to be retweeted. This serves to illustrate that images are the lifeblood 
of social media. Jeff Bullas also found that blog posts with images receive up 
to 94% more views. 
Our next batch of inspiring content marketing campaigns shows companies 
making good use of visual content to increase their brand’s visibility. 
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Shutterstock
Shutterstock is basically 
a household name when 
it comes to images, and 
they’ve used their 
expertise to create a 
resource which is helpful 
for everyone: a report 
on creative trends.
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People love reliable data, and reports are the kind of thing that get widely shared. 
One of their infographics attracted thousands of shares on social media, and 
attracted more than 6 billion visits to the site. This is according to the 
Content Marketing Institute.
They have since added interactivity to the resource, including music and video as 
well as images. This attracted over 100k shares. 
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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