Last Week in Content Marketing: P&G, CMI & HubSpot

 Top 3 Content Marketing Success Stories

Content marketing offers a world of possibilities for reaching new markets and forging more meaningful connections with your current audience. We’ve gathered 3 of our favorite content marketing examples from recent weeks to help inspire your inner content creator.

1. “#LikeAGirl – Keep Playing” from Always: 22,750,231 YouTube views and 16,900 shares, primarily from Facebook

The hugely popular “Like a Girl” campaign from P&G’s Always returned this summer with an Olympic-themed short film encouraging girls to “keep playing.” According to Always’ research, about 50% of girls quit sports by the end of puberty – a trend Always is addressing in their latest spot launched during the timely Olympic season. As Michele Baeten, Always associate directors states, “The Olympic Games are a time when, all around the world, female sports participation is elevated in the public eye. And for that reason, we could not think of a better moment to drive awareness of the critical role sports play in building girls’ confidence.”

To launch the spot, Always partnered with soccer star Alex Morgan, who tweeted it out and shared her own experiences as a young athlete overcoming setbacks.

Why it worked:

  • Leverages success of previous campaign and international current event
  • Celebrity endorsement
  • Purpose-driven marketing

2. The Biggest Content Marketing Trends in 2017 from The Content Marketing Institute: 2,900 shares, primarily from Twitter

If you’re a member of the content marketing community, you have undoubtedly heard of Joe Pulizzi and the Content Marketing Institute. His latest article looks at some of the most pervasive issues facing marketers today, and how these will impact content marketing trends in 2017. The article sets the stage for what will be discussed at Content Marketing World in September, but the focus is steadfastly on providing readers with relevant, thought-provoking information. Pullizi’s use of subheads transforms the 2,062 word article into a scannable, easy-to-read piece of content.

Why it worked:

  • Easy-to-read format:  Short paragraphs, lists, headings, bold, italics and other text formats
  • Original and actionable content that doesn’t over self-promote
  • Authored by thought leader

3. How to Use Instagram Stories: A Simple Guide for Marketers from HubSpot: 1,900 shares, primarily from Twitter

The launch of Instagram Stories had many users (and brands) scratching their heads about how to best utilize this new feature. Is it Snapchat? Is it YouTube? No one knew for sure. HubSpot capitalized on this confusion and produced a detailed explanation of how each feature works from the users’ perspective, with a follow-up section dedicated to integrating Instagram Stories into your marketing strategy. The post is thorough and laden with screenshot examples.

Why it worked:

  • Heavy use of visual content
  • Step-by-step, how-to format
  • Timely content

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