The “fact or fiction” angle helps pique potential readers’ interest, whether they see the post in Atlassian’s blog, newsletter, social media feeds, or elsewhere.
But the topic has a lot of search demand, too.
According to Semrush’s Organic Rankings tool, the post generates 10.4K monthly U.S. visits from unpaid Google results.
Atalassian has likely used a variety of blog search engine optimization (SEO) techniques to help the post appear prominently for relevant search terms.
Come up with blog topics that are relevant to your target audience and popular in search. Then, create search-optimized content.
This gives you the potential to attract lots of high-quality, unpaid traffic from search engines. And other sources.
Tip
Use the Topic Research tool to find SEO-friendly content ideas. It gives each idea a Topic Efficiency rating based on how many searches it gets and how hard it’ll be to appear prominently in the results.
According to our backlink tool, 390 sites have linked to the blog post.
Backlinks help drive brand awareness and referral traffic. But they can also benefit the linked site’s SEO performance. As our link building guide explains.
Key Takeaway
Create the kind of content that people want to link to and share—i.e., link bait.
This tends to be unique content that elicits an emotional response in the reader. Such as delight, anger, or surprise.
Social Content Marketing Examples
Great social media content helps you reach target audiences on platforms like Instagram, TikTok, and Facebook. And improve your brand image.
Let’s explore some successful content marketing examples in this category:
3. Duolingo on TikTok
Duolingo is a language-learning app that’s well-known for humorous social content.
On TikTok, the company capitalizes on trending topics and memes. And makes regular use of its iconic green owl mascot. Ensuring that its content is instantly recognizable.
Rather than explicitly promoting its product, Duolingo tries to publish funny content. Something that the TikTok community values.
Key Takeaway
Consider why your target audiences spend time on the social platform you’re using. And try to give them the type of content they’re looking for.
No one wants to follow brands that only post self-promotional content. Like Duolingo, try to showcase brand assets and values in a more authentic way.
4. Corona’s #ThisIsLiving Campaign
Corona’s #ThisIsLiving campaign captures the essence of living in the moment and enjoying the outdoors. Themes that closely align with the company’s brand ethos.
On Instagram, Corona engages target audiences by posting eye-catching photos of beaches, nature, and sunsets.
Products are only featured occasionally, ensuring that the feed doesn’t come across too self-promotional.
Corona has also worked with influencers who embody the #ThisIsLiving lifestyle. Like surfer Nacho Sebastia.
This helps them expand their reach and gives the campaign more authenticity.
Key Takeaway
Influencer marketing can be an effective way to expand your reach on social media.
Seek out influencers who embody your brand or campaign messaging. And have existing relationships with your target audience.
Tip
Use the Influencer Analytics app to find relevant influencers and manage your partnerships effectively.
5. Shopify on X
Shopify is an ecommerce platform that allows users to create online stores.
On X (formerly Twitter), the company posts text, videos, images, polls, links, and many other content types to keep its audience engaged.
Company stakeholders like Shopify President Harley Finkelstein are also active on the platform. This helps to humanize the brand and foster community engagement.
Especially when the company hosts audio conversions on X Spaces:
Key Takeaway
Keep your social media feed varied by taking advantage of the different post types available.
And encourage stakeholders to engage with the company account—and post branded content of their own. Because people generally prefer to engage with humans rather than brands on social media.
Tip
Streamline social media management with Semrush Social. The toolkit allows you to schedule posts across multiple platforms, monitor your competitors, track your metrics, and more.
Conducting original research or using company data can be a great way to tell a unique story.
Plus, publishers may cite your findings in their own content. Generating backlinks and exposure for your brand in the process.
Here are some data-led content marketing examples to inspire you:
6. Semrush’s State of Content Marketing Report
Semrush’s annual State of Content Marketing report contains findings from a survey of marketers and business owners. And insights from relevant experts.
It helps businesses understand the latest trends in the content marketing industry. And how their strategies measure up against others.
Users can download the PDF by filling out a form on the landing page.
This page displays key information and findings to help readers understand what they’ll get from the report.
Key Takeaway
PDFs are great for lead generation. Because you can require users to fill out a form to get access.
To increase the chance that users do submit the form, make sure your landing page clearly explains the benefits of downloading the resource.
7. Spotify Wrapped
Spotify Wrapped is widely considered to be one of the best content marketing campaigns in recent years.
The idea is that users get fun facts about their last year of listening on the platform.
In the app, personalized graphics are presented in a way that works similarly to Instagram Stories. Users can tap through various screens to discover their most-streamed songs, artists, and more.
People love to learn about their habits and share that information with friends. So, the campaign generates a lot of conversation in real life and on social media.
This is enhanced by how shareable the data and graphics are. And the fact that all users get their Wrapped results at once.
Key Takeaway
If you collect user data, turn it into something marketable and positive that users can enjoy.
To create something totally unique. And personalize the content to each of your users.
That said, think carefully before jumping onto the “year in review” bandwagon. Lots of brands have mimicked the Spotify concept since it launched in 2016. And it’s causing some fatigue among consumers.
Users can rotate the wheels to see the optimal stages for fungicide application.
The interactivity in this post makes it stand out from similar resources out there. And helps ensure that it captures visitors’ attention.
Key Takeaway
Your content idea doesn’t have to be one of a kind. But if you want people to engage with, share, and link to your resource—rather than a competitor’s—you need to give them good reason.
So, make sure to look at the content you’re up against and consider how you can stand out.
Tip
If you don’t have the resources to create interactive content in-house, consider outsourcing. You can find a reliable freelancer or agency through Semrush Agency Partners.
9. Marriott’s ‘Family Fun in Scottsdale’ Quiz
The Marriott hotel chain launched the Family Fun in Scottsdale quiz to help visitors plan a trip to Scottsdale, Arizona. (Where the company has a location.)
Users answer questions about the type of adventure they’re looking for. And at the end, the quiz suggests local activities or restaurants based on their answers.
The interactive flowchart format coupled with a fun design theme makes the quiz engaging and shareable.
Key Takeaway
Creative formats can make relatively simple topics more unique and interesting.
If you haven’t created interactive or design-rich content before, there are plenty of content creation tools that can help you streamline the process and achieve better results.
Get inspired with these content marketing examples from top brands like Adobe, Patagonia, and Apple.
10. Adobe’s Sundance Video Series
Adobe was a sponsor of the 2024 Sundance Film Festival.
As part of its marketing campaign, the company published a series of short video interviews with filmmakers, actors, and other festival attendees on its YouTube channel.
Many of them got thousands of views:
This content helps Adobe engage creatives who may be interested in their video editing software.
Key Takeaway
Your company might not have the budget to sponsor a prestigious film festival, but look out for relevant events you can get involved in. Even if it’s just as an attendee.
Events tend to be great sources of video content. You can livestream the action, interview people you meet, capture behind-the-scenes footage, and more.
Tip
For advice on making your videos rank higher in search results, check out our YouTube SEO guide.
11. Patagonia’s Marine Life Film Series
Patagonia is an outdoor clothing and equipment company that engages in many forms of environmental activism.
In its Marine Life documentary series, the company puts a spotlight on issues affecting oceans across the globe. And encourages viewers to take action by signing petitions.
This type of content helps Patagonia connect with consumers who are similarly passionate about environmental projects.
Key Takeaway
Focusing on your brand’s principles—rather than your products and services—can be a great way to build trust with target audiences.
Just make sure to be authentic. Telling stories that you’re truly passionate about will help you tap into people’s emotions and motivate them to take action.
12. Apple’s ‘Dear Apple’ Video
In the “Dear Apple” video, real people explain how their Apple Watch helped save their lives.
For example, one man’s smartwatch draws his attention to an erratic pulse that needs medical attention. Another falls into a trash compactor and uses his watch to call 911.
The video is designed to elicit an emotional reaction from the viewer. And prompt them into getting an Apple Watch for their safety.
Key Takeaway
Rather than stating your product or service’s benefits, try to demonstrate them through storytelling.
This can be especially effective if you have real customers share their experiences with your brand. Because people find it easier to relate to other people. And tend to put more trust in their claims.
This PDF gives parents tips to help them inspire body confidence in themselves and their children.
It includes checklists, activities, interesting statistics, and lots of friendly advice.
Key Takeaway
Create resources that tap into your target audience’s pain points.
By positioning your brand as a problem-solver, you can build trust and credibility. And possibly present your product or service as an effective solution.
Plus, people may be more likely to share content that they relate to. And think others will benefit from.
14. Notion’s Webinars
Notion is a platform for brainstorming and task management. And it offers lots of resources to help users get the most out of their accounts, including:
Webinars
Help guides
Templates
Events
Courses
Online communities
Notion’s webinars are clearly targeted to different segments of its target audience. Such as enterprise companies and small teams.
This gives users confidence that the content—and the platform itself—is suited to their needs.
Key Takeaway
Educate users about your products or services to maximize customer satisfaction and loyalty.
And make sure to personalize the content for each segment of your target audience. This will help you expand your reach and ensure everyone feels valued.
To do this, you’ll probably find it helpful to create buyer personas—fictional profiles that represent each type of target customer.
With the right strategy, you can use it to supplement your own content creation efforts. And build a community around your brand.
So, think about ways to incentivize and celebrate your audience’s participation.
17. Headspace’s Mindful Ringtones
Headspace is a meditation app with a mission to improve its users’ mental health.
On its website, users can download a variety of “mindful ringtones” for free. These are gentle sound effects designed to replace the often harsh notification and alarm sounds your phone uses by default.
This concept ties in with the brand’s core mission and a popular talking point (the effects of our phones on well-being).
Plus, the content cleverly inserts itself into users’ everyday lives. Because each time the user hears the sound, they might well think of Headspace and the benefits it could provide.
Key Takeaway
Out-of-the-box content marketing ideas can be more memorable and impactful.
With Semrush’s Organic Rankings tool, you can discover top-performing pages on competitors’ sites.
Just enter a domain or subfolder, choose your country, and click “Search.”
Then, navigate to the “Pages” report.
You can see which URLs generate the most organic traffic (unpaid visits from search engines), keyword rankings (positions in search results for certain search terms), and backlinks.
The best content marketing examples are centered around topics that are relevant to the brand and its target audience.
With Semrush’s Topic Research tool, you can quickly identify popular subtopics in your niche.
Just enter a broad topic to base your research around, choose your target country, and wait for the tool to collect content ideas.
When you find an idea you like, click “Show more.”
The “Headlines” section shows you relevant articles, prioritized according to the number of backlinks they have. And you can click through to the articles for inspiration.
Then, you’re ready to create something even better than what’s already out there.
James is Managing Director of award-winning digital PR and SEO agency, Digitaloft, and has been involved in search marketing since the mid-2000s. He‘s a regular writer on topics including link building, content marketing and ecommerce, having previously contributed to the likes of Search Engine Journal.
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