These are 2014’s best brands in content marketing
These are 2014’s best brands in content marketing
1,472,422 monthly UVs
Farmers Insurance Group invests in a customer-centric content operation—and it pays off. Farmers Inner Circle features an extensive library of helpful tips around home maintenance and repairs, budgeting, auto care and insurance, and more. The content is easily navigable, succinct, engaging, and well designed. And just in case you can’t find what you’re looking for in the Inner Circle, their F.A.Q. answers every question ever asked about insurance.
Content by Farmers Insurance: Home Tool Kit
126,312 monthly UVs
Stanford Graduate School of Business publishes Insights, a treasure trove for prospective students and professionals alike. It features in-depth articles, stories, and research on a range of topics—including social innovation, finance, corporate governance, and energy—from industry experts. Insights matches the caliber of top business publications like Harvard Business Review, and has a modern look and feel that’s a pleasure to navigate.
Those hungry for ideas from the best and brightest, this is a top destination.
Content by Stanford Graduate School of Business: Insights by Stanford Business
2,761,442 monthly UVs
HubSpot’s content marketing operation is stellar. They understand their readers to the bone, and use data-driven strategies to create and deliver relevant content to their buyers in the most effective formats. When marketers discover HubSpot’s content library for the first time, they feel like they’ve hit the jackpot. Assets include in-depth guides on getting your marketing operation off the ground, succinct best practices, and practical templates for implementation.
HubSpot’s design is fun and engaging. Their website navigation is seamless. And their comprehensive assets are valuable to seasoned and newbie marketers alike.
Content by HubSpot: HubSpot Halloween Special: Marketing Agency Horror Stories!
1,572,014 monthly UVs
An exhaustive library of case studies, technical resources, analyst papers, brochures, executive briefs, and much more proves that IBM prioritizes valuable content. But the library is largely product-focused and very technical.
It’s IBM’s blog that sets them apart. A Smarter Planet tackles innovative ideas on how the latest advancements in technology are changing our world for the better. Recent topics cover everything from combating deforestation in the Amazon to transforming education to propelling environmental monitoring with big data analytics and sensors.
Content by IBM: A Smarter Planet blog
3,283,960 monthly UVs
Allstate’s content is designed to educate customers and prospects about planning and protecting their financial future.
Resources include articles, videos, and tools that cover all of the insurance basics, including how to buy auto insurance and how hitting a deer affects your insurance coverage.
Content by Allstate: How Gelato Can Make Babies
7422,913 monthly UVs
Birchbox sets itself apart from the crowded online retailer space by providing delightful content experiences. Their women’s magazine and men’s guide feature valuable tips on grooming, hair, and the latest trends. Particularly impressive, their archive of videos empower the consumer to ramp up their personal style.
When readers are ready to shop, they’ll find products organized in distinct categories like home and food, hair, fragrance, and beard and shave. And their images and clean design tie everything together beautifully.
Browsing through Birchbox online is as intimate and tactile as an in-store experience.
Content by Birchbox: "5 Tips and Tricks for Trimming Your Beard or Mustache"
1,945,945 monthly UVs
DocuSign has been a pioneer of content marketing for years. Their research-heavy resource center is easy to navigate, and includes valuable whitepapers, webinars, case studies, and videos.
And DocuSign assets extend beyond the e-signature vertical—they provide guidance, research, and direction for customers and prospects on the paperless future of business, including the best strategies for adaptation and adoption.
Content by DocuSign: Your Sales Ops eBook: I Dream of Easy
16,059,885 monthly UVs
Created to help small business owners succeed, American Express’ OPEN Forum demonstrates how companies can leverage user-generated content (UGC). It’s an advice-sharing platform, where entrepreneurs exchange ideas and advice on leadership, money, marketing, and more.
Powered by LinkedIn, OPEN Forum assets include engaging videos, articles, and blogs—all organized and featured by dedicated editors. Sections like “community highlights” drive up OPEN Forum membership while “recommended content” features information the reader might enjoy based on the article they’re reading. Finally, the imagery throughout lends a compelling visual component to the site.
Content by American Express: Branding 101: The Small Business Guide to Building a Killer Brand Strategy
4,470,563 monthly UVs
Salesforce content is prized by the marketing community. Their impressive library of eBooks, whitepapers, webinars, blog posts, and videos examine the latest developments and best practices in social media, CRM, marketing automation, email marketing, and analytics.
Salesforce engages and connects their customers through the Salesforce Success Community, where users can browse how-to guides and toolkits, ask questions, and collaborate in real time.
Content by Salesforce: Community Cloud 101
694,619 monthly UVs
Marketo is one of the most compelling thought leaders in both B2B and B2C marketing circles. Their blog showcases an abundance of engaging, image-heavy articles and research on email marketing, content marketing, lead management, marketing automation, and social media.
Marketo’s guides and toolkits allow customers, prospects, and marketing professionals to take a deep dive into the latest developments in the rapidly evolving digital marketing space. Their library addresses the needs of marketers who are just starting out, as well as those who are concerned with more advanced topics like targeting and personalization, marketing ROI, and more.
162,917 monthly UVs
Forrester Research, an independent technology and market research company, is an indispensable resource for business professionals. Thorough research and reports cover the latest developments in the marketing landscape, revealing best practices and strategies for staying ahead of the game. Forrester’s playbooks help users develop brand-building strategies that fuel sustainable growth. If users are looking for something more snackable, their blogs cover a wide range of topics, including technology management, marketing leadership, and sales enablement.
Content by Forrester: Brand Experience Playbook
52,940 monthly UVs
You can’t talk about insurance without talking about retirement, savings, budgeting, and a host of extremely complicated topics. Sun Life Financial addresses these challenges head on with useful, usable content.
Their blog, Brighter Life, offers excellent advice in plain English. Their animated videos, infographics, webinars, tools, calculators, and interactive guides equip users with the tools they need to plan a secure financial future—without pulling their hair out.
Content by Sun Life Financial: Your Interactive Guide to Money for Life
2.72 million followers
301,390 monthly UVs
Coca-Cola’s marketing history is steeped in great storytelling. But their latest content initiative goes beyond crafting engaging advertising experiences about their product. In 2012 Coca-Cola turned their website into a digital magazine, Coca-Cola Journey.
The magazine focuses primarily on publishing captivating stories around subjects like sustainability, innovation, history, music, and more. Inspired by an audience-focused strategy, Journey’s 1.1 million visitors a month help direct the content of the publication. In the last year, Journey has expanded their content efforts around the world, launching sites in Australia, Germany, Japan, Ukraine, Morocco, New Zealand, and Russia, with more expected in 2015.
Content by Coca-Cola: Love and Collision: Coke’s Approach To Venture Partnerships
1,626,633 monthly UVs
ExactTarget Marketing Cloud’s collection of original research is an indispensable resource for marketers. These reports highlight both the most effective digital marketing strategies and provide insight into consumer behavior for a variety of industries.
Their well-designed blog features interactive infographics, guidebooks, and more. ExactTarget also has a robust YouTube channel. Programming includes: “Spark”, a digest of best practices, trends, and strategies, and “Baer Facts”, a weekly video segment with marketing experts, Jay Baer and Kyle Lacy.
Content by ExactTarget: The Audience Growth Survey
207,349 monthly UVs
Targeted content is at the heart of Xerox’s marketing strategy. They serve a wide range of professional personas through multiple social media accounts, a syndication partnership with Forbes, and their digital magazine, Real Business, which covers important topics for a variety of industries. Real Business is easy to navigate, boasts a clean and professional design, and sets a high bar for B2B content.
Content by Xerox: The Future Smart City Will Be Built Around You and the Internet of You
6,944,428 monthly UVs
Dell sets the content bar high for global enterprise companies. Despite this company’s size and complexity, they manage to create seamless content experiences for their prospects and customers.
The Tech Page One is a great example of this dexterity. Launched in 2012, the site provides both original and curated content in a slick, magazine format. Articles cover the intersection of technology and business, with engaging content like, “Are you ready to manage your money with a roboadvisor?”, and are organized into technology, business, and lifestyle categories that target buyer interest. The front page highlights “3 Stories You Need to Read This Week,” making it easy for Dell’s business audience to find the most important information at a glance.
Content by Dell: The Next Billion
1,406,720 monthly UVs
MailChimp content empowers prospects and customers.
They offer reports on benchmark data, subject line comparison, and segmentation. Their expertly designed how-to guides cover helpful topics like “How to Avoid Spam Filters” and “Common Rookie Mistakes.”
For inspiration, there’s MailChimp at Work, an entertaining video series that showcases some creative ways customers around the world use MailChimp.
This is a company that organizes around their buyer. And content is their power center.
Content by MailChimp: Get your email ready for the holidays.
3.75 million followers
1,491,033 monthly UVs
In 2010, Intel made a revolutionary decision that secured their place among the most innovative B2B content marketers: they partnered with VICE to launch The Creator’s Project.
The Creator’s Project celebrates visionary artists across multiple disciplines who use technology to push the boundaries of creative expression. The content hub showcases the work of over 600 musicians, designers, artists, and innovators—from Daft Punk and Michel Gondry to Ai Weiwei and Pharrell—and its channel has more than 380 million video views to date. The Creator’s Project has become the foundation of Intel's overall content strategy and philosophy.
Intel’s IQ zine, which includes original and curated assets on technology’s impact on our lives, also continues to be a valuable source of information and knowledge for customers and technology professionals.
Content by Intel: Dr. Hawking’s Connected Wheelchair Project
6.3 million followers
2,434,337 monthly UVs
Dedicated to creating a better social media experience for businesses, Hootsuite’s content seeks to provide the resources organizations need to better understand the rapidly changing world of social media.
The company’s resource page is searchable by industry and business challenge, making it easy for website visitors to find the information they need to improve their social media efforts. Highlights include:
Content by Hootsuite: Social Media Education Toolkit
125,375 monthly UVs
CSC’s content journey begins in their Digital Briefing Center, an interactive website that makes you feel as if you are stepping inside CSC headquarters.
Assets are easy to navigate throughout the site by industry and topic. The collection’s articles, whitepapers, and videos offer key insights and best practices on cloud computing, mobility, big data, and other topics of interest to CSC’s audience.
Content by CSC: CSC World Magazine
7,767,685 monthly UVs
Intuit creates targeted content to help build lasting relationships with their customers. For the consumer audience, Intuit’s Mint Life Blog offers a wealth of personal finance news and advice in the form of articles, infographics, and other sleek content pieces.
For B2B readers, Intuit also hosts a QuickBooks blog, aimed at small business owners and startups, featuring step-by-step guides, tips, and advice from influential experts like Danny Sullivan and Wendy Lea.
Content by Intuit: The Mint Life Blog
102,202 monthly UVs
NetApp’s content educates and connects its community of IT professionals.
The new NetApp Community features technology and industry blogs, a developer network, and NetApp University, a collection of articles, resources, and trainings designed to help customers fully leverage NetApp solutions.
Their YouTube channel features the “IT Survival Guide”, a humorous series designed to help NetApp customers face their IT challenges.
Content by NetApp: IT Survival Guide: How to Survive Evil Alien Super Spies
1.75 million followers
419,438 monthly UVs
Red Bull content runs full throttle. Long associated with extreme sports, this brand continues to pump up its audience with death-defying videos, inspiring films, breathtaking photos, TV shows, and more.
Last year, Red Bull took its content to the next realm when 8 million people watched the Stratos Jump, featuring parachute jumper Felix Baumgartner, make history—and break the sound barrier in the process. Red Bull captured Baumgartner’s storied jump with no fewer than 9 HD cameras, plus 3 additional digital cinematography cameras. The resulting content included full-length POV videos and fascinating mini-documentaries.
Content by Red Bull: Miles Above Series (Red Bull Air Force)
1,377,945 monthly UVs
Moz’s content is friendly, fun, and valuable. The “Learn” section of their website features in-depth guides on SEO, social media, link building, local search, and more.
The Moz Academy contains practical, frequently updated lessons on inbound marketing, and the well-designed, easy-to-navigate blogs contain articles on every marketing category imaginable.
Moz has also made a name for themselves on YouTube as well. Their channel features the low-budget yet highly informative “Whiteboard Fridays” and other popular videos that manage to be both educational and entertaining.
Content by Moz: The Beginner’s Guide to SEO
18,667 monthly UVs
Navigating First Round Capital’s website is a completely surprising experience. The look, feel, and voice echo an innovative tech startup, not a (stereotypically stodgy) venture capital firm.
Launched last year, their blog, First Round Review, grants a behind-the-scenes glimpse into the companies they invest in and why. This publishing platform doesn’t just talk about what startups are doing - they explain how they’re doing it, which is more valuable to entrepreneurs.
First Round Capital’s transparency, thought leadership, and compelling storytelling builds trust and engagement among readers and prospects. This VC firm wants its companies to win. And they do everything they can to ensure they do.
Content by First Round Capital: “Here’s Why Founders Should Care About Happiness”
29,480 monthly UVs
The content published by Gensler, an integrated architecture, design, planning, and consulting firm, explores the power of design to shape experiences, emotions, and our world. Their content, which features beautiful images, case studies, publications, and research, challenges readers to consider new ideas about design’s impact on business and society. These assets come together to create a seamless and delightful research experience for prospects, customers, and anyone intrigued by design’s influence on the everyday.
Content by Gensler: Design Thinking
28,883,179 monthly UVs
AT&T’s content addresses the needs, questions, and challenges of their customers not only by providing great content, but by connecting them with each other.
AT&T’s Business Circle microsite is particularly absorbing. It’s a community designed to provide answers, tips, and inspiration for small business owners.
The site features webinars from leading business experts, lengthy articles, and video case studies that showcase how other business owners are tackling their challenges.
Content by AT&T: Using Mobile Tools for Heavy Lifting
1,373,662 monthly UVs
Nationwide’s content answers any questions consumer and business insurance buyers might have, like planning for retirement or searching for business coverage.
Resources for consumers include tools, calculators, and educational articles that cover all the investment basics, such as how marriage affects your insurance needs.
For business owners, resources are easily located by industry, such as the Agriculture Insurance resource page, which features an EZAgsm mobile app, “Farm Safety Quiz,” and Farm & Ranch Operations news and events.
Content by Nationwide Insurance: Nationwide Retirement Options and Investment Resources.
840,943 monthly UVs
Autodesk has remained committed to content this year. Area, Autodesk’s digital entertainment and visualization community of engineers, designers, and artists, offers a comprehensive catalogue of events, videos, user-generated submissions, tutorials, and presentations.
Their multiple blogs tackle subjects that align to their product offering, and are targeted to a technically-oriented, creative audience.
Content by Autodesk: Autodesk Tutorials
59,260 monthly UVs
ThoughtWorks’ bold, action-oriented website immediately draws readers in. Their content is what keeps them there.
The “Insights” section is especially impressive, with useful information such as the “Pairing for Business Analysts-Our Story” feature. And the company’s YouTube channel features surprisingly creative content in the form of video series like “Between Two Devs”, “Hardware Hack Lab”, and “Technology Radar”.
Content by ThoughtWorks: Insights
419,699 monthly UVs
Amway’s content empowers its customers and the entrepreneurs who sell Amway products, and is a great resource for any health and beauty professional.
The company’s blog features articles on makeup, skincare, haircare, and healthy living. On the B2B side, Amway’s site features “We Are Amway” profiles on suppliers and sellers.
Amway also hosts a separate "Latina Voices" blog targeting the company’s Spanish speaking audience.
Content by Amway: Sustainable Farming: The Assurance of Nutricert Certification
692,500 monthly UVs
Rosetta Stone recognizes the challenges that international business travelers face, and aims to solve those challenges through content. The company’s blog features articles on international travel and culture, challenges in education and business, and of course, tips for making language learning easier.
Rosetta Stone also offers stunning visuals through the RosettaStone TV channel. And business customers will find a wealth of information in the WhitePapers for Business library, which covers topics ranging from reducing the impact of language barriers to building customer retention and loyalty.
Content by Rosetta Stone: WhitePapers for Business
12,097,806 monthly UVs
AdRoll’s blog, video tutorials, and in-depth whitepapers on retargeting prove that content is a big priority for this brand.
AdRoll content has something for everyone - from readers who know a lot about ad retargeting to newbies who are just getting started.
Content by AdRoll: Retargeting on Facebook by the Numbers 2014
6,928,634 monthly UVs
If you’re looking to adopt a healthier lifestyle or help a loved one cope with illness, Everyday Health is a good site to visit.
Content includes articles and insights on a wide range of health topics from recognized experts like Dr. Sanjay Gupta.
Additional on-site resources include useful tools like Drug Finder, Symptom Checker, Meal Planner, Recipes, and Calorie Counter.
Everyday Health’s video content includes: the Recipe Rehab video series, Jillian Michaels’ Smart Tips, and Food For Thought episodes.
Content by Everyday Health: Learning to be a Partner in a Loved One’s Care
373,055 monthly UVs
As soon as you land on MasterCard’s website, it’s easy to see why this credit card company is a celebrated leader in content creation. Their assets are well designed, customer-focused, and useful.
The “Priceless Pointers” section includes video tips, ATM locators, savings calculators, and debt FAQs. If you’re looking for help improving your financial future, MasterCard is a good resource to tap.
Content by MasterCard: Money Management Tools & Tips
595,394 monthly UVs
Philips gets users excited about its products by helping them visualize using them.
A great example is Philips “Lighting Makeovers” page, which allows users to explore Philips lighting option by personal style or by room, and watch videos that demonstrate how lighting can transform their living space.
And navigating all of this content is a smooth, coherent experience thanks to the site’s categorical organization.
Content by Philips: Simply Innovate
8,330,648 monthly UVs
ADP does an excellent job of answering common questions and offering new insights around HR, benefits administration, payroll, and compliance on their blog.
The ADP Research Institute highlights the company’s workplace expertise by providing useful statistics and valuable insights into the labor force.
Content by ADP: ADP Research Institute
40,946,151 monthly UVs
Adobe’s CMO.com, a seamlessly designed digital magazine, is their content trump card. It features digital marketing news and insights for senior marketing executives around the globe.
The site features articles, interviews, slideshows, and exclusives on a variety of categories related to marketing including branding, technology, research, analysis, strategy, and management. Especially useful are their interviews with CMOs that reveal the best practices, challenges, and advice from industry leaders.
Content by Adobe: Quick Chat: Ann Glover, CMO, Voya
136,698 monthly UVs
BlackRock’s content is tailored for the savvy investor. The website’s “Investing Library” hosts an impressive collection of guides and resources for those looking to chart their own course to wealth.
The company’s “Insights” page features the analysis of BlackRock experts on current market events.
Last, but not least, “The Blog” features high-caliber, image-heavy content and covers a wide range of investment topics, from retirement planning to emerging markets.
Content by BlackRock: BlackRock Investing Library
486,778 monthly UVs
Tableau Software’s content library helps customers stay up to date on the latest trends in interactive data visualization software. They publish a nice mix of product-centric and buyer-centric content. Tableau’s training section offers product tutorials, while their webinars, whitepapers, and events inform readers about the industry.
Tableau also hosts third-party content from respected thought leaders like Gartner and The Economist.
Content by Tableau Software: Tableau Software Whitepapers
1,592,103 monthly UVs
Cisco has made waves with My Networked Life, a documentary-style video series that reveals how young professionals around the world use technology to achieve goals and realize dreams. These stories, featuring entrepreneurs and artists, are personal, memorable, and powerful. Video is an increasingly popular medium for marketers, and Cisco is one of the few brands leveraging its power in a creative, gripping, and innovative way.
Content by Cisco: My Networked Life
304,821 monthly UVs
Blackbaud’s site features an impressive collection of resources, including articles, research, and videos, offering best practices, and advice to nonprofit organizations of all sizes.
As a co-founder of the #GivingTuesday event on December 2, Blackbaud created resources to help nonprofits across the country join the movement that celebrates the generosity of others. Assets included a webinar series, tip sheets, email templates, and guides to help nonprofits participate in the event, while boosting their end-of-year fundraising efforts.
Content by Blackbaud: Giving Tuesday
56,809 monthly UVs
Deutsche Bank’s content marketing efforts center around helping customers understand the economy and financial markets.
The “Thought Leadership” section of their website engages visitors with artfully arranged content centers including the “Chief Investment Office” publication, the “Global Financial Institute” think tank, and the “Economist Intelligence Unit” research and analysis. The site’s “Document Center” allows visitors to search for articles, whitepapers, and videos by title, topic, and author.
Content by Deutsche Bank: Deutsche Asset & Wealth Management Document Center
1,122,390 monthly UVs
Eloqua’s site offers a vast library of content for the marketing professional. The company’s Modern Marketing Blog features info-packed articles offering insights and advice for the corporate marketer.
In exchange for contact information, prospects can download longer form content including whitepapers and eBooks, such as the “Modern Marketing Essentials Guide to Content Marketing”.
As a training site, Eloqua University is hard to beat, offering a wide range of courses to help users navigate the Eloqua product, including email deliverability, marketing processes, and segmentation fundamentals.
Content by Eloqua: The 7 ¹/₂ Deadly Sins of Content Marketing (and How to Avoid Them)
2.81 million followers
2,181,574 monthly UVs
With legions of fans awaiting the release of their favorite games, Electronic Arts (EA) has mastered the art of community building.
Through their blog and social media channels, EA carefully builds anticipation for new game releases with a host of special events and video sneak previews.
Their “Answer HQ” provides the gaming community with a platform to share knowledge, ask questions, and connect with one another.
Content by Electronic Arts: The Beat
2,439,529 monthly UVs
Square’s content is well designed, informative, and a cinch to navigate.
Users don’t have to spend too much time searching for what content will be most relevant for them because Square organizes their content by buyer persona.
The site’s Town Square one-stop resource center, offering tips, advice, and news to help customers start, run, and grow their businesses. And Square’s YouTube channel celebrates its small business customers with inspiring business profiles and how-to videos.
Content by Square: Town Square: Business Resource Center
748,983 monthly UVs
Although Qlik’s content centers around its products, the company receives high marks for its community building efforts and its clean, intuitive design.
By logging in to Qlik Community, members are able to create and rate content, and to follow, bookmark, and share content with other members.
The Resource Library offers a wide range of articles, video tutorials, and a toolkit for developers.
Content by Qlik: Qlik Community
328,270 monthly UVs
SAS’ blog acts as an in-depth resource center. Their thought-provoking articles cover business leadership, technology, analytics, industry insights, and international perspectives.
SAS has something for everyone—its content ranges from the extremely technical to the high level. The quality and depth of the content makes this company shine.
Content by SAS: The SAS Dummy
151,083 monthly UVs
The SolidWorks Resource Center connects its engineering audience through a vast collection of content assets including whitepapers, webinars, data sheets, and video.
Of note are the company’s 22-minute webinars covering a host of technical topics important to its audience.
Solidworks manages to present its highly technical information in a creative, engaging format, such as the SOLIDWORKS Simulation Zombie Apocalypse Survival Kit.
Content by DS Solidworks: Innovation on a Budget in 22 minutes