Most content doesn’t get any traction – regardless of the platform (your blog, YouTube, social media, etc.).
In this post, we’ll share a handful of successful content marketing examples you can use as frameworks. I’ll also discuss why they work and provide actionable tips to help you implement these frameworks in your content marketing strategy.
To make this guide actionable for any business, we’ll show you various content examples from different platforms for different business models (e.g., SaaS, ecommerce, and even brick-and-mortar businesses).
Example #1: UGC From Manus
You’ve probably seen examples of UGC content and ads for ecommerce companies, but very few B2B or SaaS businesses have effectively leveraged UGC content.
Manus is an exception.
They have a handful of brand ambassadors posting on LinkedIn about why the product is a better alternative to other options and even screenshots and videos of how the tool works.
Here’s a great example where an influencer explains how to solve a specific pain point with the product:
Here’s a great example where an influencer explains why it’s better than other alternatives:
If you want to duplicate their success, look at your current list of customers and highlight those who happen to be influencers.
If you’re primarily using Instagram, you can use a tool like IGFollow to download the list of followers from the platform. Unfortunately, it doesn’t show you the follower count, so you’ll have to hire a VA to notate the follower count for each of your followers.
If your business is B2B, use your CRM data to find the LinkedIn profiles of all your customers and then reach out to those with the most followers on LinkedIn.
Next, reach out and ask those customers to create content for you.
For DTC products, you can ask the customer to publish a post discussing how they use the product to solve a particular problem and how it’s different from competing products.
For B2B products, ask the customer to share how they use the product to solve a specific pain point (e.g., why are they paying for it?). You can also ask them to explain why they chose your product over other options.
Example #2: Video Content From Ahrefs
Most software companies struggle with video marketing for one of two reasons:
- Poor views/engagement: Often the content doesn’t earn views because the selected topic isn’t well suited for video, or the topic was poorly framed for YouTube.
- Plenty of views but no conversions: If you post an entertaining challenge video, it might earn views, but those views may not convert. This problem often occurs because the viewers the video attracts aren’t the right audience (e.g., they’re kids). Or it may be that the video simply doesn’t show the product’s value.
Ahrefs is an exception. They have mastered video content as their videos check all of the following boxes:
- Well framed for YouTube: They fit an entertaining format that’s proven to generate clicks on platforms like YouTube (like a challenge or game video)
- Attracts the ideal audience: The video topics still attract their ideal audience (SEO professionals)
- Shows the product as a solution: Whether it’s a tutorial or challenge video, they always show how to solve a specific problem using Ahrefs.
For example, check out the video “I Tried to Rank #1 on Google in 24 Hours.”
You’ll see that it fits all three of the criteria mentioned above.
If you fast forward to about 9:20, you’ll see that the presenter even mentions:
“So I wasted a bunch of time trying to do this manually and completely forgot that there’s this report in Ahrefs called “Also Talk About” which is showing us topics that the top 10 pages for blogging tips are talking about.”
Simply attracting the right customers to your video content isn’t enough – show them how your product solves the pain points that arise in the video.
I should also mention that not every video needs to fit a challenge or “clickable” format.
If you sort by Ahrefs’ most popular videos, they dominate with tutorials.
Ahrefs’ tutorial videos work because:
- They pick popular topics: Some topics require more visual demonstration and are therefore better suited for video than others. Before making a tutorial video, see if any other videos have high view counts for that topic.
- They deliver the content in simple language, with clear visual examples, and easy step by step actionable instructions. It may seem silly, but many tutorial videos fail because the concepts aren’t verbally explained clearly and/or lack clear visual demonstration. Use examples, simple language, and make it easy to understand.
Here’s a great example of one of their videos:
Example #3: Video Content From BPN
BPN is a supplement company founded by YouTuber Nick Bare, and they created a separate YouTube channel for the BPN brand. They film “day in the life” videos on this channel featuring different athletes.
The videos have been massively successful, with the most successful yet generating over 800,000 views in the first 8 months.
BPN is an excellent of video content marketing example because:
- The videos follow a proven entertaining format (the “day in the life” format does well on YouTube).
- The videos attract BPN’s target audience (hybrid athletes).
- The videos show the value of the product. The athlete’s diet is a major segment that someone watching a “day in the life” video wants to know, so it’s natural to pitch the BPN supplement and have the athlete explain why they use it. People watching this video probably want to be like the athlete, so buying the supplement is a no-brainer.
So even if you have a DTC product, this is a great formula to create entertaining videos while also showing how your product solves a pain point.
Example #4: Personal Branding From Carry
Ankur Nagpal grew his personal brand on social media and then used his network to build his startup – Carry.
In fact, he validated his startup idea with a single Tweet.
If you want to build a personal brand to generate leads for your company, first select your niche.
Ankur’s company is in the personal finance industry, so he regularly writes about personal finance. He wasn’t a personal finance expert when he first started writing about it, so he just shared what he was learning.
Here’s an example of a personal finance related post you might find in his feed:
However, to help more people find his content, he also wrote about broader entrepreneurship topics.
He also shares about his own personal life, which is fun, and makes him seem more personable, which can deepen your relationships with followers.
If you’re just getting started, keep the majority of your content relevant to your niche. However, still include some broader interest topics to generate awareness and a few personal posts so that people can get to know you.
Even if you’re an employee at a company, you can still build your own personal brand, or ask your executives to build their brands to drive more leads for the company.
Personal branding may seem like an unorthodox form of content marketing, but it will help you build deep relationships with your audience, which can be more impactful than blog content from a faceless brand.
Ankur’s company, Carry, is proof of the power of personal branding.
As mentioned in our marketing trends guide, there are plenty of AI tools to give “how-to” advice. Today, people care more about who the content is coming from.
Example #5: Podcast Content From Hampton
Plenty of companies have podcasts, but very few succeed.
Hampton is an exception. It’s a community of high net-worth entrepreneurs, and the community members are the main value of the membership.
So rather than simply talking about “how-to” or trend related content, they feature the stories of their members.
If listeners want to connect with the other members, it’s a no-brainer to join Hampton.
The podcast is also uniquely interesting for a few reasons:
- The people are unique: Many of the Hampton members are previously-unknown entrepreneurs that are worth eight, nine, and even ten figures.
- The angle is unique: Plenty of business podcasts discuss how to get rich, but no other podcast discusses what to do after making a lot of money (a pain point Hampton helps members solve). This podcast discusses what these entrepreneurs do with their wealth.
- The personal/transparency element: Instead of discussing how-to topics you could search on ChatGPT, each episode shares a person’s unique story (which has usually never been told before). They get very personal and talk about how money has impacted their lives, relationships, and mental wellbeing.
For example, this episode discusses an anonymous member who shared the story of how she navigated amassing incredible wealth through her business and navigated a divorce.
Or this episode where they discussed the depression following a massive sale:
So if you’re thinking about starting a podcast for your brand, ask yourself these questions:
- Who? If you’re doing a guest podcast, don’t just interview the most popular industry experts. Interview under-the-radar people with interesting stories that have never been told. You can find these people at industry events and through your network.
- What’s the angle? People want to be entertained or inspired, even if it’s a B2B podcast. Sam makes it entertaining through compelling storytelling by asking guests personal/deep questions and even sensitive money stats.
- How can we make it entertaining? Even if it’s a B2B podcast, people want to be entertained or inspired. Sam does this by asking guests personal/rarely discussed questions. You could do this by asking people to be vulnerable and share real numbers and stats.
- Will it convert? Your podcast should solve a fraction of the pain point that your real product solves. For example, listening to one Hampton member’s story might be great, but if you want to connect with them one-on-one and meet hundreds of other similar people, you have to join. But if you liked the podcast and want more, it’s a no-brainer to convert.
Example #6: Short Form From Alexandra Lourdes
Short form content usually generates a lot of engagement, but doesn’t necessarily convert viewers into customers.
However, founder Alex Lourdes has grown seven restaurants through TikTok.
She posts daily about her personal life, and many videos show behind the scenes activities at her restaurants.
Alex also uses TikTok to address common customer complaints, introduce new flavors, and make other announcements.
In fact, you’ll rarely see a video where her restaurants aren’t somehow integrated into the content.
Short form content is often shrugged off as a gimmicky marketing hack that drives vanity metrics, but not conversions. However, during the TikTok ban, Alex revealed that it has been responsible for the majority of her growth.
The key to making short form content drive conversions is making your products or services the main focus of your content. Here are a few ways you can do this:
- Share behind the scenes content
- Adapt popular/trending formats to your products/services
- Answer customer questions
Example #7: Blog Content From Shopify
SEO traffic is still valuable in 2025 because, unlike social media platforms, you can target a keyword for a specific pain point your product/service solves.
Therefore, SEO usually drives much more qualified traffic as searchers are usually in-market and actively looking for your solution.
While SEO has changed with the evolution of AI, Shopify is an excellent example of a brand that continues to dominate SEO with its blog content.
Here are a few things Shopify does very well that allows them to continue to stay relevant in the search results:
- Topical authority: Instead of just writing a blog post for one main topic, Shopify has blog posts on all subtopics related to that subject. By thoroughly covering the entire topic, search engines believe that you are the ultimate authority on the topic, helping all related content rank higher.
Shopify also internally links to all of the other related posts at the bottom of the page so that it’s easy for search engines and users to find them.
- Simple language: Shopify uses simple language to explain each concept. Ideally, write on a fifth grade reading level.
- Unique examples: Shopify uses plenty of examples to support and explain each concept. You’ll also notice that the examples they use are all unique. Content writers often copy the same examples from other similar blog posts. Using unique examples keeps your blog content refreshing and gives readers unique value.
- Include FAQs: To maximize search volume, they include a list of FAQs at the bottom of the page. This helps Shopify also rank for “People Also Asked” questions.
So if you’re writing a blog post, search the keyword on Google, look at the “People Also Asked” questions, and then include an FAQ section at the bottom of the blog post. There are also tools like Ahrefs that will show you a list of these FAQs.
- Clean layout: Search engines want to give users a great experience. Shopify delivers an excellent experience as you have a table of contents in the sidebar, making it easy to jump to specific sections. The sentences are also short and the subheaders make it easy to skim.
To dominate SEO in 2025, you also need links, as search engines judge your website’s authority primarily based on the number of other quality websites linking to you.
As a large brand, Shopify has many links from other high quality websites.
If you have a new website or low authority, you can earn links organically by providing unique data, aggregating interesting statistics, and collaborating with other industry experts.
Example #8: Case Studies From Kit
Many case studies don’t work because they prove a service or tool works but don’t provide actionable information to solve their problem (other than buying the tool or service).
If there aren’t any action items (other than buying the tool), readers aren’t going to take the time to read the case study.
Instead, reframe your case studies to address how to solve a specific pain point and then weave in how your product helped them accomplish that goal.
Kit is a great example of a brand that has mastered the case study.
It’s an email marketing platform for creators, and here’s just one example of a case study they wrote about how a YouTuber used lead magnets to build his email list.
You can see that this topic (building an email list) is a pain point that many of Kit’s users face and it’s a problem that Kit solves.
Also, the beauty of case studies is that featuring your own customers ensures you attract the attention of your ideal customers.
Even if readers don’t immediately sign up for Kit, it still provides useful, actionable information, leaving a great first impression of Kit, making them more likely to come back (and eventually convert).
Instead of trying to simply sell your product or service in the case studies, interview a customer and ask them for their step by step action items of exactly how they solved a specific pain point using your product or service.
Include screenshots, templates, and helpful graphics to make it easy for readers to duplicate the result (even if they don’t buy your product).
Instead of just writing case studies to prove the effectiveness of your product or service, provide actionable content so that users can execute the process manually or automate it with your product.
Example #9: Webinars From Neil Patel
Webinars are often considered dated, but Neil Patel recently revealed on a podcast that webinars still drive the majority of leads for his nine figure marketing agency.
He’s run plenty of A/B tests and shared that the key to webinar success is picking the right topic.
Specifically, pick a topic that’s most relevant to your ideal audience – not necessarily the topic that will generate the most views.
For example, a webinar titled “How to do SEO for a new website” would generate a lot of signups, but most people with new websites don’t have the budget to hire a marketing agency.
Instead, they target much more niche topics like:
- “How to become an AI-Ready CMO”
- “How to Maximize GA4”
These topics generated fewer signups but drove more qualified leads from Fortune 500 companies.
During the webinar, lay out the step-by-step playbook you use to solve the problem for your customers.
Some people will implement it themselves, but many will simply hire your team to do it or purchase your product to automate the process.
You can watch a replay of one of his webinars to see how he positions the content.
Neil also uses Apollo to enrich the lead data gathered from the webinar signups, reach out to qualified leads with the webinar slides, and remind them that the team is there if they want help.
If you’ve tried webinars in the past and haven’t had much success, try it again.
If you’re struggling to get signups, consider partnering with another more established industry expert or a parallel company.
These partnerships can help you generate more signups and reach a new audience.
Example #10: Free Resources From HubSpot
Templates, tools, and data might not seem like a content marketing example, but they accomplish the same goal as content – they bring your ideal customer to you.
Free resources are often even more effective than content because they’re even more helpful to the user.
Content tells you what to do, but tools and templates do the work for you.
Free resources also allow you to collect the prospect’s emails in exchange for the resource.
HubSpot has mastered the art of offering free tools for a few reasons.
First, they always link to relevant free resources in their blog posts. So instead of just publishing the free tool on your website’s “resources” page, identify all relevant blog posts and add a CTA inside the blog post to download the lead magnet.
For example, on their beginner’s content marketing guide, they have a CTA in the corner pitching their free content marketing workbook:
They also embed free resources throughout their blog posts:
HubSpot also offers a variety of lead magnets, including:
- Tools
- Templates
- Checklists
- Ebooks
- Quizzes
- Surveys/Data studies
If you’re unsure what kind of free resource to offer, a checklist or template is the easiest way to get started.
Look at your current blog posts and make a checklist or template that turns the information in the blog post into action items.
For example, if you have a blog post titled “how to start an influencer marketing program,” include a checklist that gives them step by step action items.
Start with a goal to create one additional free resource per month.
Over time, you’ll build a bank of free resources to connect each blog post to a relevant lead magnet. These resources will help you convert a higher percentage of your traffic into leads, which increase the overall ROI of your content marketing efforts without increasing the work required.
Want More Help With Your Content Marketing?
These are just a few content marketing examples to help you get started, but it’s nice to have other people to brainstorm with or run your ideas by.
Whether you’re working in a company or as a solopreneur, that isn’t always an option.
That’s why we created Copyblogger Academy. It’s a course and community of marketers leveling up their skills.
With nine courses on content marketing, SEO, email marketing, personal branding, and other important skills, it gives you the tools you need to succeed. The community is also there to support you, with accountability sessions with eight figure founders Tim Stoddart and Charles Miller, along with opportunities to post your work and ask for feedback in the chat.
If you take this first action step today, you’re future self will thank you!
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