20 Examples of Epic Content Marketing (and not one campaign)

Here’s a great presentation from Joe Pulizzi, author of Epic Content Marketing and founder of the CMI (Content Marketing Institute) on 20 epic examples of content marketing (listed below) that cut through the noise, commotion, and bad information that is right now cluttering up your customers’s digital space.

All offer compelling original or curated content, consistently delivered (they are not one off ‘campaigns’) and targeted at a specific audience.

More importantly, all are useful. They help people do the stuff they do (some more than others).  In other words, good content marketing is a type of branded utility.  In fact, we believe that the content marketing sweet spot lies in the overlap with branded utility marketing.

The first and most important question in content marketing is ‘How Can I Help You?’

Does your content marketing help people? If it doesn’t, it’s just noise…



  1. The Furrow Magazine by John Deere agricultural machinery (began 1895!)
  2. Benchmark Magazine by Burns & McDonnell engineering
  3. ZMOT Research Project by Google
  4. CMO.com by Adobe software
  5. Lego Club Magazine by Lego
  6. Coca-Cola Journey Magazine by Coca-Cola
  7. Red Bulletin Magazine by Red Bull
  8. Jyske Bank TV by Jyske Bank
  9. Openview Labs Magazine by Openview Venture Partners
  10. River Pools and Spas Blog by River Pools and Spas
  11. Copyblogger Magazine by Brian Clark (Speaker, Consultant, Publisher)
  12. Food & Family Magazine by Kraft Food
  13. Smosh YoutTube channel by comedians Ian Hecox and Anthony Padilla
  14. Home Made Simple Magazine by P&G
  15. Open Forum by American Express
  16. Think Money Magazine by TD Ameritrade
  17. From One Engineer to Another blog by Indium Corp electronics
  18. Lauren Luke makeup videos by Lauren Luke (eBay seller)
  19. Experience Life Magazine by Lifetime Fitness health clubs
  20. Health Hub Magazine by Cleveland Clinic

Whilst brands are rediscovering content marketing (and relabelling ad campaigns as content marketing (yes, we’re looking at you man on a horse), and its simple 3C business model (Content -> Contact -> Cash), content marketing has a noble and long heritage from The Furrow Magazine (1895), to Michelin’s Guides (1900) to Jell-O cookbooks (1904)

Written by
Paul Marsden

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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Written by Paul Marsden