The Best Content Marketing Examples

THE DIFFERENCE BETWEEN CONTENT AND CONTENT MARKETING IS A DESTINATION YOU OWN!

Content marketing is not a piece of content. it is not marketing with content like brochures. It is not a native ad. It is not a “viral video.”

Content marketing means acting like a publisher, consistently creating content that our customers actually like to read and share. Content marketing is how build an audience and attract subscribers who opt-in to allow you into their already over-crowded email inbox.

This is very different from advertising. Advertising means occasionally interrupting the content your audience actually wants, in order to sell them a product or introduce your brand. Many of us opt-out of unwanted advertising. Advertising is not something we typically want to read and share. Advertising is how publishers monetize their traffic.

So look to great content marketing examples like L’Oreal’s Makeup.com, Adobe’s CMO.com and our favorite industry-wide content marketing example like American Express OPEN Forum. That site is the largest source of leads for their small business card division.

Imagine you are the content marketing director for your company and you led the creation and management of a program that drove more leads and sales than any other marketing activity. With results you can rack and measure in business terms.

It starts with an understanding that marketing is not about selling, but about the conversation we have with our customers. It continues with investing in content marketing, because the difference between just content and content marketing is the destination.

HOW TO BECOME A GREAT CONTENT MARKETING EXAMPLE FOR OTHERS?

Let me break it down:

• Define your content marketing mission and put someone in charge
• Publish content your audiences want
• Publish on a regular basis
• Publish content from a combination of named authors
• Cover a unique variety of topics that you have the authority to be an expert in
• Consider whether your content marketing will be more or less branded and  “on domain” (the same as your company url) or off domain (a website you have to buy).
• Optimize your efforts on building subscribers
• Measure Content Marketing ROI based on your ability to reach, engage and convert new audiences for as little investment as possible

The best content marketing examples also combine utility with design. Headspace and Innocent in particular have created beautiful aesthetics which do not compromise on the information delivered.

It might seem like a lot of work to produce content hubs like these, but this is not necessarily the case. If you are a content marketer – if you are producing articles, videos, blog posts and other content on a regular basis – you are already most of the way there.

And check this out for more on what makes these content marketing examples great.

Now, take a look at the list, get inspired, and know that you can become one of the best content marketing examples.

THE BEST CONTENT MARKETING EXAMPLES

The entries on our list come from a range of different categories. We have major financial institutions brushing up against mindfulness and well-being apps, and globe-trotting airlines rubbing shoulders with search engine marketing blogs.

The message that this gives is clear. No matter what field you are in, no matter what sort of content your users are interested in, developing a content marketing program to tie it all together is the only way to go.

Think about what your users want to see, then think about how they want to see it. How are you going to deliver it to them? Which way is going to be the most effective?

I’m not picking winners here. For the purposes of this list, everyone is a winner. Instead, arranged in alphabetical order, are the best content marketing examples I have found. Get inspired and  join my list next year!

Are you interested in building your own amazing content marketing experience? Contact me here and let’s talk about how we can help.

1. Acorn’s Grow
2. Adidas Group’s Blog offers “Personal insights into our business in sports.”
3. Adidas’ GamePlanA provides stories for “creators, tackling work life with an athlete’s heart”
4. Adobe
5. Air B’n’B: The revolutionary accommodation solution provider have been lighting the way when it comes to content.
6. Aloha
7. American Express OPEN Forum: “Insights, Inspirations and Connections To Grow Your Business” -1 of the earliest and most-cited example of content marketing
8. Anthropologie: As stylish as you’d expect from these guys
9. AstraZeneca
10. AT&T’s BusinessCircle 
11. Autodesk
12. Bank of America BetterMoneyHabits
13. Barney’s
14. Bayer
15. Ben & Jerry’s: The ice cream giant has been a master of brand identity for years now, and their web content shows the same commitment.
16. Betterment’s Resource Center “Information to help you lead a smarter financial life”
17. Birchbox Magazine and Men’s Guide
18. Blackboard Blog 
19. Bloomberg Enterprise Blog
20. Blue Apron
21. Blue Cross Blue Shield of Alabama has this amazing YouBar that customizes your content experience
22. Bobbi Brown’s Everything Bobbi
23. British Airways: Connecting cities around the world with their travel hub services; doing the same for web users with their content hub.
24. BufferApp Blog
25. CA
26. Canva: An unusual entry on our list, Canva is a digital design app. However, its website hosts a content hub with the sort of smart organization and stunning design we would all do well to emulate.
27. CapGemini’s Content Loop (one of the best examples of how to convert visitors to leads)
28. Casper’s Pillow Talk but they also created . . .
29. Casper’s VanWinkles: “Exploring sleep with our eyes wide open” (one of my favorite content marketing examples)
30. CDW
31. Chase.com/News – Great example of a company incorporating content marketing right into their homepage
32. Citi
33. Cleveland Clinic Health Essentials is one of the best examples on this list
34. Colgate Oral Care Center
35. ConAgra’s Forkful.com
36. Coke’s Coca-Cola Journey “Refreshing the world. One story at a time.”
37. Ciena Insights
38. Cisco Connected Futures Magazine I love the look and design of this site
39. Cleveland Clinic
40. Deluxe Small Business Revolution
41. Denny’s
42. Departures from American Express for their Platinum card members, run by Time Inc.
43. Disney Blogs – the power of storytelling
44. Domo’s BusinessIntelligence.com shows the power of owning the category domain
45. Dollar Shave Club’s MEL 
46. Electronic Art’s EA News Blog
47. Equinox: Equinox’s Furthermore balances subtle but sharp aesthetic touches with content variation across the whole lifestyle spectrum, showing others in this class how it is done.
48. Etsy
49. Farmer’s Insurance Inner Circle “The latest tips and insights on auto safety, home upkeep and planning for life’s special moments.”
50. Fidelity MyMoney “Get in better financial shape today.”
51. First Republic
52. First Round
53. Four Seasons
54. Fresh Direct: The branding here is exquisite; as fresh and clean as you’d hope for from these guys. But, beneath the surface is genuine insight.
55. GEICO
56. General Mills Tablespoon “Food that’s fun” – offers a great visual exploration of recipes and food
57. GE Reports
58. GE Txchnologist
59. Google’s Think With Google
60. Glossier
61. GoPro
62. Grant Thornton
63. Harry’s
64. The Hartford SmallBizAhead
65. Headspace: The team behind the fantastically popular meditation and well-being app deliver great content and insight via their CM hub, all with the same trademark branding we have come to expect.
66. Home Depot DIY Blog
67. Honestly
68. HPE Matter
69. HPE Community Blog
70. HPE TechBeacon Great examples of a company building on-domain and off
71. Hubspot Blog “Your Daily Dose of Inbound” segmented by Marketing, Sales and Agency personas
72. Huckberry
73. IBM: The computing giants are showing that they are not going to get left behind in the content marketplace.
74. Innocent: Innocent by name, wily in the content game by nature. Innocent have been a runaway branding success story for several years. Their top notch content hub shows us how.
75. Invision
76. Intel IQ: Another computing giant, leveraging their vast stock of expertise and authority. Intel’s content hub is exactly as it should be; a fascinating resource of insight.
77. Jack Daniel’s The Single Barrel Standard: Whiskey wisdom and Cocktail news? Sign me up!
78. J.Crew
79. Jet Blue
80. Johnson & Johnson
81. JP Morgan
82. Kimpton Hotels
83. Lego: With Lego, the emphasis has always been on fun, and this is very much evident within their content marketing strategies.
84. Lenovo’s ThinkProgress, with content by Intel
85. Lilly
86. Lincoln Now
87. LinkedIn’s Marketing Solutions Blog
88. Rosetta Stone’s LinguaVore: “A blog about learning language.”
89. Lululemon
90. L’Oreal’s Makeup.com great example of a consumer brand “owning” the category
91. LVMH
92. MAC: No one is going to accuse MAC cosmetics of selecting style over substance. The market leader’s content hub provides a wide range of different articles and content formats to its visitors.
93. Marketo Blog
94. Marketo CMO Nation
95. Marks & Spencers
96. Marriott‘ Traveler: Love what these folks are doing across their portfolio
97. Marriott’s Meetings Imagined
98. Marriott’s Travel Brilliantly
99. Mayo Clinic’s Sharing offers personal stories of real people overcoming disease
100. Memorial Sloan Kettering: The Memorial Sloan Kettering cancer treatment and research center website features a content hub with a tone appropriate to the gravity of its subject matter. Providing support and assistance to patients and family members, the New York non-profit gets it right.
101. Method’s Soap Dish
102. Michael Kors: The luxury fashion marque keeps it diverse with different pieces of content for every user. Dipping in to look at photos and losing yourself in more in-depth pieces is possible here, as all needs are catered for.
103. Microsoft’s Stories – another great example of a company bringing “Stories” to their homepage
104. Mint Life Blog
105. Momofuko
106. Morgan Stanley
107. Morning Star Farms
108. Moz: As SEO and web content specialists, you’d expect their content hub to be exemplary. Committed fans of the Moz team will know this to be true.
109. Nasty Gal’s Nasty Galaxy
110. National Association of Realtor’s House Logic
111. Net-A-Porter’s The Edit and Mr Porter
112. Nationwide
113. New Belgium Brewery Community Blog – because beer
114. One Medical Blog: “You have one life. Make it count.”
115. OpenView Venture Partners Blog “Insights for B2B software companies.”
116. OpenView Venture Partners’ Labs – another early example of content marketing for a small business
117. Oracle’s Modern Marketing Blog
118. P&G Everyday is another site that has been around almost from the beginning of modern content marketing
119. Patagonia: Durable outdoor wear needs a robust content strategy to go with it, and this is provided by the Patagonia team.
120. Petsmart’s Parent Resource Center
121. Prudential The Challenge Lab “Learn about the human behaviors that get in the way of planning your financial future.”
122. Pfizer
123. Progressive: Insurers Progressive have taken a few steps away from the somewhat irreverent branding, instead focusing on a range of incisive content topics aimed at giving customers the information they need.
124. Random House: Publishers Random House are no stranger to the power of the written word, and their hub utilizes this strength to the full with a diverse array of content.
125. Red Bull
     
126. Reebok: Reebok understands what is meant by a solid content strategy and have been providing great pieces of content to an avid base of users for years. This year, they showed no sign of letting up.
127. REI
128. Ricoh Work Intelligently
129. Rue La La
130. Samsung’s Insights
131. Samsung’s Tech Life
132. Salesforce Blog
133. Santander: As one of the biggest banks in the world, Santander has a great deal of authority. They use this authority with aplomb within their content hub.
134. SAP Digitalist Magazine: This was the site I started while at SAP and so proud to see how the team there has evolved it.
135. SAP Hybris‘ The Future of Commerce
136. SAS Blog
137. Sharethrough’s NativeAdvertising.com “All things Native”
138. Shutterstock Blog
139. Society of Grownups
140. Soul Cycle
141. Sprint’s Future of Business 
142. Starbucks: The ethos of Starbucks has always been a creative, hip, collaborative one, and this is exemplified with their 1912Pike blog. This is where the firm’s creative endeavors come together, spearheading the brand into 2017.
143. Sun Life
144. Sweet Green
145. Target’s “Bull’s Eye View” merged in 2015 with Target’s Corporate News site
146. Taco Bell: Taco Bell’s The Feed is a consistent great source of inspiration for a successful, playful content strategy.
147. TD Ameritrade Tickertape “Pearls and insights for investors.”
148. Tory Burch’s Tory Daily I like how this site humanizes the Tory brand
149. Tracksmith
150. Uber’s Newsroom
151. US Government White House Blog 
152. United Airlines
153. Urban Outfitters: The ‘style blog’ genre has gained huge popularity in recent years, and has helped to propel numerous small businesses to the big time. Urban Outfitters is not one of them – their content game has been strong for some time – but they continue to serve as an inspiration.
154. USAA
155. Virgin America’s Flyer Feed
156. Visual Matters – Sponsored by SAP
157. Warby Parker
158. West Elm’s Front + Main
159. Wistia Video Library “Succeed With Video Marketing”
160. WestElm
161. WestJet Magazine
162. Whole Foods
163. Williams-Sonoma Taste: (still) a beautifully designed site
164. WorldVision Blog  “Building a better world for children.”
165. Your Primer
166. Zillow Porchlight: “Always on. Guiding you home.” This site is so popular, they are selling ads
167. Zuora: Zuora’s great-looking Academy focuses on delivering genuine insight, support and development to the software producer’s customers.

8 Clever Examples of Empathetic Content Marketing in Action

8 Clever Examples of Empathetic Content Marketing in Action

Successful content marketing is about creating a connection between your audience and your brand.

This doesn’t mean just throwing content at your audience. It means truly valued creating content -- content that serves needs and addresses the biggest pain points. And this type of content is much easier to create when it's informed and driven by empathy.

As Dr. Brené Brown notes, “Empathy is feeling with people.”

When you put yourself in your audience’s shoes, it becomes easier to acknowledge struggles and think critically about the best solutions. That's why empathetic content marketing is such a powerful strategy for businesses -- both B2B and B2C.

Click here to sharpen your skills with the help of our content marketing workbook.

Not sure what that looks like? Let's walk through nine brands that nail empathetic content marketing across various media.

8 Clever Examples of Empathetic Content Marketing in Action

1) LUSH

Content Type: Video

With the tagline, “Fresh, handmade cosmetics,” LUSH is a beauty brand that is all about natural products. As such, we see its radical transparency showcased in the "How It’s Made" video series, where LUSH goes behind-the-scenes of some of their most popular products.

Each episode features actual LUSH employees in the “kitchen,” narrating the step-by-step process of how the products are made. Lush visuals (pun intended) showcase just how natural the ingredients are. You see mounds of fresh lemons, tea infusions, and salt swirled together to become the product you know and love. It’s equal parts interesting and educational.

How it shows empathy:

LUSH customers want to buy beauty products that are truly natural. They care about using fresh, organic, and ethically sourced ingredients -- hence why the videos feature colorful, close-up shots of those organic lemons and sea salt to drive that point home. Taking customers inside the factory and showing them every part of the process -- with a human face -- assures them that they can consume these products with peace of mind.

2) LinkedIn

Content Type: Ebook

LinkedIn Marketing Solutions is all about mobilizing marketers to grow their audience, create more effective content, and, ultimately, achieve their goals. Naturally, LinkedIn wants its audience to leverage this service to achieve those goals. While it produces plenty of content related to the benefits of LinkedIn, the team has made a significant push into content that educates all levels of marketer on a variety of topics (as you can see on its blog).

This ebook, The Secret Sauce: Learn how LinkedIn uses LinkedIn for marketing, provides a ton of insider information about how LinkedIn itself uses the platform to achieve its marketing goals.

How it shows empathy:

One immensely effective empathy marketing tactic is education. LinkedIn wants to empower its audience to do work better (and use its product to do so), and this ebook is the single tool they need to understand and confidently use LinkedIn like the pros -- even the pros at LinkedIn headquarters.

Through offerings like this, customers learn that they can rely on LinkedIn as a trusted source to guide them in the right direction, and LinkedIn can continue to provide solutions through its product offerings. It’s a win-win all around.

3) The Home Depot

Content Type: Infographic

The Home Depot is a home and garden supply store that caters to all types of builders and DIY-ers -- whether you're a construction worker building a gazebo or a homemaker experimenting with gardening. In other words, their content must cater to various demographics.

As Home Depot is all about the DIY, its marketing focuses on what its supplies can help you do -- not just what the supplies are. This "Grow a Living Salad Bowl" infographic teaches consumers to grow their own salads, offering information on how to do it, which vegetables grow best, and what supplies they need -- all with minimal branding.

Source: The Home Depot

How it shows empathy:

The Home Depot's customers dream of being skilled DIY-ers, but need a bit of help working through the unknown, as well as some encouragement. This infographic delivers on these, and inspires customers to take action. 

4) Extra

Content Type: Interactive Site

We’ve seen just about every twist on gum marketing possible: sexy encounters, romantic trysts, and more. Extra is pushing past that narrative. The brand realizes that gum is an everyday part of life, a seemingly mundane product, but its omnipresence means it’s there for many of life’s little moments. Hence, the #givextragetextra campaign is all about celebrating those moments -- the awesome fishing trip, the road trip with friends, the engagement -- by turning them into art.

The interactive site and social campaign encourage you to submit photos of those everyday moments to be turned into sketches, some of which appear on the inside flap of Extra packaging. At the site, you can see the images, watch a video of the artist’s sketches, peruse the gallery, and search to see if your submission has been turned into art.

How it shows empathy:

In many ways, gum is a product meant to enhance intimacy, making your breath fresh for more closeness. In our techno-connected world, those everyday moments of intimacy are often overlooked. This campaign helps customers become more aware and celebratory of those moments. By encouraging them to capture and share those memories -- and honoring them through the gum-wrapper art -- Extra is helping customers live a more full and present life.

5) Microsoft

Content Type: Interactive Infographic

Microsoft’s security solutions are all about keeping consumers’ data safe. The brand's goal, then, is to educate and explain why its products are important. That said, data security is not the sexiest topic -- not to mention plenty has been said about it.

To give it a new twist, Microsoft created the Anatomy of a Data Breachinteractive site, which explains the issue of data security through a relevant lens: the data heist.

The site puts consumers in a hacker’s shoes, guiding them through the stages of a data breach and showing, in detail, exactly how the data is stolen. Coupled with statistics about data security, the messaging is clear.

How it shows empathy:

Consumers know data breaches are a problem, but they don’t know exactly how they happen (seriously, how do these keep on happening? Asking for a friend.) By making an engaging story and using real consumer survey data, Microsoft brings the problem to life in a genuine and accessible way. Through the interactive, customers truly see their vulnerabilities and better understand how to protect themselves.

6) Michael’s

Content Type: Blog

In a world where Pinterest dominates, Michael’s chain of craft stores is making a play to capture its own audience on its own properties. The brand has long provided the standard craft tutorials and product features on its site, but with The Glue String blog, Michael's is inserting itself into its readers’ lifestyles with a variety of content.

Posts like “Marker 101: How to Choose a Tip” may sound a little silly, but for avid crafters, these are the exact types of posts that are relevant to their lives. The beautiful layout and high-impact visuals only help to bring these stories to life.

How it shows empathy:

Crafting is an exciting hobby, but not without its own frustrations. Providing useful tips and hacks on how to do things better via a free publication helps readers do more of what they love with fewer headaches. Additionally, fans get to share their enthusiasm through social, helping Michael’s extend its reach while helping their audience show their interests off.

7) JetBlue

Content Type: Video

JetBlue is a brand known for superb customer service and humor. At this point, we know where it flies and we know its hook, so its marketing needs to extend beyond the services provided. As such, JetBlue's content is focusing more on the world of flying and the experiences we all have.

The Flight Etiquette videos are funny PSAs that spotlight some of the most pervasive problems we encounter while traveling: overzealous flight boarding, chatty seatmates, etc. By giving it the sarcastic “How NOT to” twist, JetBlue showcases its humor and brand voice.

How it shows empathy:

There are specific instances that make the flying experience suck for all of us. These videos attempt to remedy these troubles by commiserating with and educating the public.

8) J.Crew

Content Type: Visual How-Tos

J.Crew is a sophisticated clothing brand that has always marketed toward lifestyle, framing its clothes within that context. While it has a devoted following, it's always searching for ways to more deeply connect with its audience.

The company's blog is a fantastic outlet for that. Naturally, as design is a core part of its business, it is a major component of publishing. Its clean design superbly showcases J.Crew products, tips, and tricks. And, it consistently uses on-brand visuals to enhance the content. For example, "How to Get (and Dress For) the Job You Want" includes interviews, expert advice, and vibrant visuals to tie together the discussion with some ideas of exact outfits to buy.

How it shows empathy:

Many J.Crew customers go shopping to find a great interview outfit to make the perfect first impression. Giving customers more options to express themselves -- and be successful --- through clothing helps them achieve that.

What Is Content Marketing?

What Is Content Marketing?

What is content?

Content is anything an individual or brand creates for consumption. Blog posts, photographs, videos, infographics, tweets, and SlideShares are all examples of content. Content marketing is what makes all those consumable pieces of information work for you or your brand in a cohesive way.

We took a look through mountains of content from top marketers to find definitions that struck us as, well, definitive. Read on for our top 25 (in random order) content marketing definitions.

What is content marketing?

1. “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Joe Pulizzi, Founder, Content Marketing Institute

2. “Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.”
Robert Rose, Chief Strategy Officer, Content Marketing Institute

3. “Content marketing is the process of developing, publishing, and distributing useful information that engages prospective customers and propels them toward purchase.”
Anne Murphy, Director of Marketing Content, Kapost

4. “Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content.”
Michael Brenner, CEO, Marketing Insider Group

5. “Content Marketing is creating or curating non-product content — be it informational, educational, entertaining, etc — and publishing it to contact points with customers to get their attention, to focus on the topic around your solution, and pull them closer to learning more about you.”
Sam Decker, Co-Founder & Executive Chairman, Clearhead

6. “Content marketing is the process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.”
Amanda Maksymiw, Senior Content Marketing Manager, Lattice Engines

7. “Content marketing is anything an individual or an organization creates and/or shares to tell their story. What it isn’t: A warmed-over press release served as a blog post.”
Ann Handley, Chief Content Officer, MarketingProfs

8. “Content marketing is all the marketing that’s left.”
Seth Godin, Best-selling Author, Entrepreneur, Marketer, and Public Speaker

9. “Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.”
Brian Clark, Founder & CEO, Rainmaker Digital

10. “Content is the emotional and informational bridge between commerce and consumer. Building that bridge requires more than a budget, editorial calendar, and vision. It requires people who care, who love content, and what it can do for people. Not just what it can do for revenue, but rather how it helps people live their lives.”
Jay Baer, President & Social Media and Content Marketing Strategist, Convince & Convert

11. “Content marketing is advertising that delivers value to its recipient, not just an impression.”
 Chris Bolman, Director of Integrated Marketing, Percolate, Inc

12. “Content marketing can be defined as the creation and distribution of meaningful insights, perspectives, and best practices that are valuable to a specific audience. The aim is to retain existing clients including doing more business with them and to attract new high-quality clients.”
Bruce Rogers, Chief Insight Officer, Forbes

13. “It isn’t advertising. It isn’t push marketing, in which messages are sprayed out at groups of consumers. Rather, it’s a pull strategy—it’s the marketing of attraction. It’s being there when consumers need you and seek you out with relevant, educational, helpful, compelling, engaging, and sometimes entertaining information.”
Rebecca Lieb, Principal, Conglomotron LLC

14. “Content marketing is the alignment of customer needs with business goals through purposeful content.”
Lee Odden, CEO, TopRank Marketing

15. “A plan to grow and engage your customer base that is built around discovering what you can do for someone else, developing and delivering related content, and then measuring the results.”
Robert McGuire, Owner, McGuire Editorial & Consulting

16. “Content marketing is just solving the same customer problems as your product but through media you create and distribute.”
Jay Acunzo, Vice President, NextView

17. “Content marketing means educating your consumers about your product and your industry in a comprehensive and compelling way.”
Elizabeth Pop Nikolov, Content Strategist, Venveo

18. “Content marketing is an inbound methodology. Rather than interrupting prospects with sales pitches they don't care about, you instead demonstrate value to qualified traffic with content tailor made to solve their problems.”
Zachary Chastain, Head of Community Engagement, Thought Labs

19. “Content Marketing provides consumers with useful information to aid purchase decisions, improve product usage and entertain them while achieving organizational goals without being overtly promotional.”
Heidi Cohen, Chief Content Officer, Actionable Marketing Guide

20. “Instead of one-way interruption, [content marketing] is about delivering useful content at just the precise moment that a buyer needs it.”
David Meerman Scott, Keynote Speaker & Bestselling Author, Freshspot Marketing

21. “Producing, curating and sharing content that is based upon customers’ needs and delivers visible value.”
Ryan Skinner, Senior Analyst on Brand Storytelling, Forrester Research

22. "Successful content marketing means communicating effectively, making connections, engaging your audience, inspiring customer action, and providing something of value to your fans or followers."
John Rampton, Founder & CEO, Due.com

23. “It is a strategy of producing and publishing information that builds trust and authority among your ideal customers.”
Neil Patel, Co-Founder, Crazy Egg & Hello Bar

24. "Content marketing is engaging with your community around an idea instead of a product. What it is is to try to serve the community first, and sharing information, ideas and experiences that benefit others without directly asking for anything in return. What it isn’t is just a veil in front of a sales pitch."
Dan Blank, Founder, WeGrowMedia

25. “Content marketing is what web searchers are looking for.”
Dan Blumenthal, Media & Branding Designer, The University of Arizona College of Medicine