Content marketing is nothing new. In fact, it predates the 20th century.
Long before we were scrolling through Instagram or tuning into viral TikTok trends, brands were finding creative ways to capture attention, tell stories, and connect with their audiences. What’s fascinating is how content marketing examples through history have evolved over the decades—from print ads in newspapers to today’s digital storytelling masterpieces. Along the way, there have been some well-known hits like Coca-Cola’s “Share a Coke” campaign, and some surprising gems that might just make you say, “Wait, they did what?”
In today’s world, where AI content is becoming more of a thing and trust is at an all time low, it’s the perfect time to take a journey through time to look at some of the most iconic—and unexpected—examples of content marketing from each era. Whether you’re a seasoned marketer looking for fresh inspiration or a curious reader ready for a trip down memory lane, this look back at the evolution and history of content marketing will show you how creativity and a good story never go out of style.
What is Content Marketing?
First, the serious definition:
Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a specific audience—and ultimately drive profitable customer action. Unlike traditional advertising, which pushes products or services directly, content marketing aims to provide information, insights, or entertainment that meets the audience’s needs or interests, building trust and establishing a brand’s authority over time.
But here’s the true definition of Content Marketing:
Content marketing is all about creating and sharing stuff that people actually want to read, watch, or listen to—no hard sell, no gimmicks, just valuable, engaging content that connects with the right people. It’s the art of grabbing attention by being genuinely helpful or entertaining, drawing folks in with useful insights, compelling stories, or even a bit of humor. At its core, content marketing is about building a relationship with your audience so that when it’s time for them to make a decision, they think of you first.
How Content Marketing Took Over the World (Well, Sort Of)
Believe it or not, content marketing isn’t some newfangled idea cooked up by digital marketers. Its roots go way back—like, really far. Think back to the late 1800s or 1900s, when brands like John Deere and Michelin were already ahead of the game, creating magazines and guides that offered helpful advice rather than just pushing products.
Fast forward a century or so, and content marketing has become a major player in the marketing world. As the internet changed everything, brands saw a golden opportunity: rather than fighting for attention, why not earn it with great content? From blog posts and eBooks to YouTube channels and podcasts, content marketing has evolved into a full-blown strategy that’s more essential than ever, proving that a good story—and a helpful tip or two—never goes out of style.
Content Marketing has always been about connection
Content marketing has come a long way from its humble beginnings. Over the decades, it’s evolved from simple print publications to sophisticated digital strategies that reach millions in seconds. But what’s most interesting isn’t just how content marketing has changed—it’s how the core idea of engaging audiences with valuable content has stayed the same. Whether it was a helpful farming guide handed out in the 1900s or a viral TikTok dance today, the heart of content marketing has always been about connecting with people in a way that feels authentic and meaningful.
At its core, content marketing builds trust by providing value.
Content Marketing Examples Through History
As we travel back through history, you’ll see how content marketing shifted with each decade—mirroring cultural changes, technology upgrades, and shifting consumer behaviors.
From the printed pages of yesteryear to the social feeds of today, these examples will show you how brands have consistently pushed the boundaries of creativity to tell their stories, engage their audiences, and stand out from the competition.
And while you read the examples below, remember the times. Back to our first example in 1732, most of these were in a very different, more vast, and unknown world. There was no internet. There were no cell phones (or phones, period…). Information was not easily accessible. At its core, content marketing educates and entertains. And in the early years of these examples, those two things were one and the same.
The Early, Early Days (1700s-1800s)
1732 – Benjamin Franklin offered information and insights with his Almanac
Type: printed magazine style guide
Ben Franklin is best known for many other inventions, but he was also a founding father in the realm of content marketing. To promote his printing business, Ben started Poor Richard’s Almanack, which first hit the presses on December 28, 1732. What started as a marketing tool quickly became a bestseller, with Franklin selling up to 10,000 copies annually.
Over its 25-year run, Poor Richard’s Almanack provided readers with much more than just weather forecasts and calendars; it featured Franklin’s witty insights, poems, puzzles, and practical advice, making it both entertaining and useful. Franklin’s creative content captured the public’s imagination, helping him grow his business and reap considerable profit while delivering value to his audience. It’s amazing to realize that humans have always understood how to connect to each other.
1801 – Librairie Galignani promoted reading rooms through a printed newsletter
Type: printed newsletter with advertising
In 1801, Librairie Galignani, a French bookseller and publisher, took a clever approach to marketing through content by launching Galignani’s Messenger. This publication wasn’t just an ordinary newspaper—it promoted their reading rooms while featuring articles and works by famous authors of the time.
The Messenger became widely popular, blending literary content with news and culture and positioning Librairie Galignani as a hub for intellectuals and readers alike. By using this publication as both a service and a promotional tool, the company cleverly grew its reputation and customer base, demonstrating early content marketing principles in action.
1861 – The American Bee Journal built a community through valuable content
Type: printed publication
In 1861, The American Bee Journal buzzed onto the scene, becoming the first U.S. publication dedicated solely to the art of beekeeping. Founded by Samuel Wagner, the journal was a treasure trove of tips, scientific insights, and practical advice for beekeepers at every level. Whether you were just starting out or managing a full-fledged hive, this publication had something for everyone.
What made it special was how it built a community of beekeepers, sharing knowledge and stories that helped people better understand and appreciate the world of bees. It was more than just a magazine—it became a trusted resource that still stands today, continuing to support beekeepers across the country.
1867 – Hartford Steam Boiler Inspection Company tackled a widespread issue by launching The Locomotive publication
Type: printed publication
In 1867, Hartford Steam Boiler launched The Locomotive, a technical journal designed to tackle the widespread issue of boiler explosions. At a time when such disasters were common and deadly, the publication offered something rare and invaluable: expert advice and practical solutions to improve boiler safety. By addressing this critical knowledge gap, The Locomotive provided a life-saving resource for factory owners and engineers while positioning Hartford as a trusted authority in industrial safety.
What made The Locomotive truly groundbreaking was its focus on delivering value beyond promoting insurance services. Instead of selling, the journal educated, earning the trust of its audience by solving real problems. Over 150 years later, The Locomotive remains in publication, standing as one of the longest-running technical journals in the United States and a pioneering example of how effective content marketing can endure.
1891- August Oetker created demand for his product with recipes
Type: Printed recipe books
In 1891, August Oetker, a German pharmacist, began marketing his innovative baking powder, Backin, by attaching small recipe booklets to his products. Originally intended to promote his newly purchased pharmacy, these booklets quickly became a hit with home bakers, who used them to create collections of recipes featuring Oetker’s revolutionary product.
While baking powder is now available in every grocery store, before Backin, it was primarily sold in pharmacies. Oetker’s easy-to-use packaging and recipe suggestions made it accessible for everyday home use. By 1895, Oetker had expanded his efforts, producing larger recipe leaflets and cookbooks to promote sales.
His recipe marketing paid off—in just five years, production surged from 600,000 to over 2 million units, helping turn his pharmacy into a household name in kitchens across Germany.
1895 – John Deere focused on helping farmers thrive with a go-to resource
Type: printed magazine
In 1895, John Deere wasn’t just about plows and tractors—it was about planting seeds in farmers’ minds across America. Enter Charles Deere, the founder’s sharp-eyed second son, who saw a unique opportunity to grow the company’s influence and client base beyond the fields. He didn’t just want to sell to farmers; he wanted to help them thrive. So, Charles led the charge to launch the very first issue of The Furrow, a magazine that was less about John Deere products and more about delivering real value to its audience.
Back then, there was no go-to resource for practical farming advice, the latest agricultural news, or business tips tailored to farmers. The Furrow filled that gap, and farmers loved it. Handed out for free at John Deere dealerships, the magazine quickly became a staple in the farming community.
By 1912, it had over 4 million readers hooked on every issue, cementing its place as a must-read for anyone tilling the soil. And guess what? Over a century later, The Furrow is still going strong, with more than 550,000 readers in North America—most of them loyal John Deere customers.
In fact, surveys show that 40% of its readers devour every single word of every issue (ads included!), resulting in an impressive 25 million impressions annually.
The Early Days (1900s – 1950s)
1900 – the Michelin Guide became a definitive voice on quality
Type: Printed Publication
Have you ever been to a Michelin-star restaurant? I’ve been to a few and my brother and his husband are avid connoisseurs of finding the best Michelin star restaurants they can across their travels. Now did you ever connect this resource to… tires? The original purpose of Michelin stars might surprise you. (At least I never made the connection.)
In 1900, the Michelin brothers launched the Michelin Guide as an ingenious way to promote their tire business. Originally designed as a free resource for motorists, the guide provided practical travel information like maps, tire repair tips, and listings of hotels and restaurants to encourage more people to hit the road—and, in turn, wear out their tires faster.
Over time, the guide evolved into something much more prestigious, becoming the definitive source for fine dining recommendations. By 1926, Michelin began awarding stars to top restaurants, turning the Michelin Guide into a global authority in the culinary world.
This example goes to show that you never known what you’ll create when you think outside of the box. What started as a clever marketing tool to drive tire sales has now become a symbol of culinary excellence, proving that content marketing can go far beyond its original intent.
1904 – Jello solved their audience knowledge gap
Type: printed recipe booklets
Who has been to a family dinner with a jello mold on the table? Well, this product owes its very essence to a smart move in marketing. In 1904, Jell-O, created by the Genesee Food Company, was struggling as an unknown product in the market.
The company faced a common challenge—people didn’t understand how to use Jell-O in their everyday cooking. To solve this problem, Jell-O launched a marketing campaign that included recipe books, cooking demonstrations, and even promotional molds to show homemakers how simple and versatile the product could be.
Look at that tagline at the bottom of the ad below:
Even if you can’t cook, you can make a Jell-O dessert.
This content marketing campaign was targeted at a very specific audience. They told the women homemakers of the time, “Don’t worry– you’ve got this, and we’ve got you.” And I can attest — I can cook (sort of), but it’s rarely my first choice to do so. But Jello-O? Yup, pretty easy.
The recipe books helped make Jell-O a household name. Jell-O taught its audience how to use the product, and from 1904 to 1906, the company credited these efforts with generating over $1 million in sales. Much like modern content marketing strategies, Jell-O focused on educating the consumer and building a long-lasting relationship. This campaign not only saved the company but also established Jell-O as a staple in American kitchens for generations.
1930 – Proctor and Gamble created a captive audience with the soap opera
Type: Video and radio storytelling
While today’s younger generations may not be as familiar with the soap opera, a few decades ago, they were a household name. (Luke and Laura’s wedding on General Hospital garnered over 30 million views.) However, these long-standing programs were originally a form of content marketing, to market soap to their target homemaker audience.
It began with Chicago radio station WGN’s domestic serial drama Painted Dreams in 1930, written by Irna Phillips. Procter & Gamble saw the appeal of this format for their core audience—women who would be entertained while at home, doing housework. These radio dramas, often sponsored by Procter & Gamble, were specifically designed to air their commercials for soap products. This ingenious blend of storytelling and marketing worked so well that it gave birth to the term “soap opera.”
Over time, these stories became iconic, transitioning from radio to television and building long-term audience loyalty. Procter & Gamble’s creation of soap operas is one of the earliest examples of how a brand can use storytelling to market products indirectly and build lasting connections with audiences.
The legacy that soaps have is astounding. General Hospital celebrated 60 years on the air. I’ve watched soaps since I was a young teen in the early 80s. Why did they work? The shows build stories around core families that fans invest in, watching characters grow up, fall in love, and face dramatic challenges over the years. These long-running shows didn’t just sell soap—they sold escape and fantasy, and they’re still doing it today. Soap operas are all about building an immersive experience. They may have started as a way to sell products, but they became something much bigger—proving that storytelling is one of the most powerful forms to captivate your audience.
1931 – Coca Cola created hope and comfort (and a visual legend) with Santa Clause
Type: advertising campaign
Coca-Cola’s 1931 Santa Claus campaign wasn’t just creative—it was a smart response to a business challenge. At the time, Coca-Cola was seen primarily as a summer drink, refreshing on hot days but not exactly a winter staple. To stay relevant year-round, the company turned to Christmas, a season filled with warmth, joy, and nostalgia, as the perfect backdrop to reposition the brand.
To make their mark, Coca-Cola partnered with illustrator Haddon Sundblom, who created the now-iconic image of Santa Claus: a jolly, plump figure dressed in a bright red suit, trimmed with white, and radiating kindness. While Santa’s red attire had appeared in earlier illustrations—like those by Thomas Nast in the late 1800s—it wasn’t yet a universally consistent look. Sundblom’s creation tied the red suit to Santa as “the outfit” — and it happened to go really well with Coca-Cola’s branding, reinforcing a seamless connection between the product and the holiday spirit.
This wasn’t just about aesthetics—it was about creating emotional resonance. During the Great Depression, people craved comfort and hope, and Coca-Cola’s cheerful Santa delivered just that. By embracing a cultural icon like Santa Claus and aligning him with their product, Coca-Cola didn’t just sell soda. They embedded themselves into the fabric of holiday traditions, turning a seasonal challenge into a year-round marketing success and helping make the red-suited Santa the timeless figure we know today.
1951 – Hallmark used a new medium to build an emotional connection to its brand
Type: made-for-television movies
In 1951, Hallmark launched the Hallmark Hall of Fame, and honestly, it feels like they were planting the seeds for what would one day become my annual Christmas movie tradition. It all started with something unexpected—the world premiere of the opera Amahl and the Night Visitors on Christmas Eve. Back then, it was called the Hallmark Television Playhouse, and it was the first time a major company created a television series to support its brand. Pretty bold for the early days of TV.
Over time, Hallmark Hall of Fame became a staple of feel-good storytelling, known for movies you can trust to turn out a certain way, that don’t require therapy after watching them and that leave you with all the warm fuzzies. It’s still the longest-running prime-time movie series, which says a lot about how much people crave those comforting, heartwarming moments. Hallmark wasn’t just selling cards—they were building a connection that felt personal, creating stories that people wanted to return to year after year.
Then came the big leap: in 2001, Hallmark launched the Hallmark Channel, and it’s been a Christmas movie lover’s paradise ever since. For me, these movies are the perfect escape from the chaos of life. They lean unapologetically into joy, hope, and love—reminding us that sometimes, it’s okay to just feel good. Hallmark knew exactly what they were doing, focusing on sweet, simple stories that resonate, especially during the holidays. And honestly? They’ve mastered the art of creating a little magic when we need it most.
1950s – 1960s Encyclopedia Britannica made information accessible
Type: printed books
While encyclopedia Britannica was first sold and published in 1768 in Scotland, their popularity meant distribution soared globally. By the 1950s and 1960s, door to door salespeople in the US would leave one book behind as a sample, allowing potential buyers to experience the product’s value firsthand.
I remember reading those letter books (front to back) and diving into everything that started with the letter M. There was something magical about the set of encyclopedias once we had the full set and the wonder and joy of information at our fingertips.
While this seems like nothing in today’s world of instant information, back then, information still had a premium. To learn about anything, you had to go to the library or read a newspaper or magazine. In some ways, the encyclopedias were a similar experience to today’s AI. Having even a single encyclopedia gave you immediate access to new worlds, deeper knowledge, and a better understanding of the world around us.
The strategy of giving consumers useful content in advance was a classic beginning to modern content marketing. It built trust by providing something of value up front, much like today’s free trials or content offers designed to foster long-term customer relationships.
The Golden Age of Advertising (1960s-1980s) – Clever Campaigns and storytelling
1971 – Coca-Cola built the idea of unity with “I’d Like to buy the World a Coke”
Type: video and music
In 1971, Coca-Cola launched one of the most iconic ads of all time, “I’d Like to Buy the World a Coke.” Featuring a group of young people from around the world standing on a hilltop and singing in harmony, the ad promoted a message of unity and togetherness, with Coca-Cola symbolizing that connection.
At a time when the world was facing social and political turmoil, the simple but powerful idea of bringing people together resonated deeply. The song became so popular that it was even adapted into a full-length single. More than just an ad for soda, it became a cultural moment, showing that Coca-Cola was more than just a beverage—it was about sharing moments, hope, and peace with the world.
When it was produced, it was the most expensive commercial at the time, costing $250,000.
Read more about the story here.
1971 – Quaker Oats built a viewing experience around its product with the Golden Ticket and Willy Wonka
Type: video (movie)
The first movie based on a brand product is widely considered to be “Willy Wonka & the Chocolate Factory” (1971). It was produced by Quaker Oats to promote their new line of candy bars. The movie was based on Roald Dahl’s book Charlie and the Chocolate Factory, but the decision to create the film was heavily tied to Quaker Oats’ marketing strategy. They financed the film as part of a broader campaign to introduce the Wonka candy line to the market, making it an early example of using a feature film to promote a product directly.
This unique collaboration between the film industry and a brand laid the groundwork for more entertainment-focused marketing strategies that have been employed by companies like Lego, Hasbro, and Mattel in later years.
Read more:
1977 – Princess Cruises took you inside the experience with The Love Boat
Type: video (television)
The Love Boat, which premiered in 1977, wasn’t just a hit TV show—it was a game-changer for the cruise industry, thanks to a smart partnership with Princess Cruises.
The show, set aboard the Pacific Princess, one of the cruise line’s ships, featured romantic and lighthearted stories while showcasing beautiful destinations. Before the show, cruises were seen as exclusive to the wealthy or retirees, but The Love Boat changed that, making cruising seem glamorous, fun, and accessible to everyone.
The exposure led to a massive boom in cruise vacations, and Princess Cruises saw a surge in bookings as the show popularized the idea of adventure and relaxation at sea. This collaboration between television and business helped transform cruise vacations into the mainstream travel option they are today.
1981 – Music Videos built the story of your favorite songs
Type: video
Music videos emerged in the early 1980s as a groundbreaking marketing tool designed to sell music albums and CDs, with MTV leading the charge when it launched on August 1, 1981. Artists quickly realized the power of visually enhancing their songs to reach wider audiences and build deeper connections.
Michael Jackson’s Billie Jean (1983) revolutionized music videos, turning MTV into a platform that catapulted artists to global fame. Music videos were no longer just promotional tools—they became essential to an artist’s brand, blending storytelling with music. Directors like Martin Scorsese even got involved, with his $2.2 million production of Michael Jackson’s Bad (1987), a budget larger than Taxi Driver.
Iconic videos like Thriller, played hourly by MTV in 1983, helped sell millions of albums, showing the true power of music videos as a marketing machine for the music industry.
The Digital Boom (1990s-2000s) – The Internet Changes Everything
1994 – Hasbro brought GI Joe to life through a storytelling partnership
type: printed books (comic books)
Hasbro took a creative leap with the launch of the G.I. Joe comic book series, partnering with Marvel Comics to expand the world of their action figures through storytelling.
These comics introduced detailed characters, adventurous plotlines, and an entire universe beyond the toy itself. By engaging kids and comic book enthusiasts alike, Hasbro used content marketing to transform G.I. Joe from simple action figures into beloved heroes with rich backstories.
This strategy did more than just boost toy sales—it built a lasting emotional connection with their audience, showing how content can bring products to life in a meaningful way.
1999 – The Blair Witch Project went viral before viral was a thing
Type: grassroots content campaign
Long before social media became a powerhouse for content marketing, The Blair Witch Project had a brilliant approach that was a mix of content and viral marketing to create a buzz.
The low-budget horror film’s marketing campaign was primarily based on a website that shared fake news articles, missing person reports, and “found footage” to make audiences believe the film was based on real events. Today, that concept might seem like nothing new. But back then, reality TV was just starting to rise, and the internet was still trying to shed the sounds of dial-up modems.
This grassroots approach stirred up curiosity and fear, generating massive word-of-mouth and turning the film into a box office phenomenon. It created a pivot in the movie industry about what “good” could look like. While the movie was made for only $60,000, it made over $200 million at the global box office as an indie film.
It is often looked at as one of the best marketing campaigns ever. And in fact, if you search for Blair Witch Project today – you’ll still see frequently asked questions including if it was based on a true story.
2003- Nascar, Toyota, Adidas, IBM, and more took you into a digital world in Second Life
Type: virtual world online
During the Digital Boom, Second Life emerged as an unexpected yet innovative platform for content marketing, where brands could create virtual stores, host events, and build interactive communities. Second Life was one of the first
Companies like Adidas, IBM, and American Apparel leveraged Second Life to offer immersive experiences, from virtual shopping and hotel previews to digital conferences and concerts. Even Wells Fargo got into the game (literally) by creating their own island called Stagecoach Island.
This approach allowed brands to engage directly with tech-savvy users, foster deeper community connections, and gather real-time feedback in a way that traditional marketing couldn’t achieve. By turning passive consumers into active participants, Second Life demonstrated the power of digital worlds in shaping the future of interactive content and community-driven marketing.
It also became a unique way to engage with fans. Back then, I had my own business creating brands and marketing for a list of publishers and authors. That year, we created an in-app “Virtual Book Launch Party” for one of my author clients. We had a wonderful party with her fans, a mix of tech-savvy and not — but we guided them through the experience and it was a huge success.
2004 – Dove changed the reality of a word with the Real Beauty Campaign
Type: Video and print advertising
Dove launched its Real Beauty campaign in 2004, shifting the focus from traditional beauty standards to embracing real, diverse women. The campaign featured women of all shapes, sizes, and ages, aiming to challenge the narrow definitions of beauty often seen in the media. Dove created videos, ads, and social content that promoted body positivity and self-confidence, resonating deeply with women around the world.
This content wasn’t about selling soap; it was about sparking a conversation around beauty and empowering women to feel comfortable in their own skin. By focusing on real stories and authentic beauty, Dove built lasting trust and loyalty with its audience, making it one of the most successful long-term campaigns in modern marketing.
2006 (through now) – HubSpot brought the concept of a library online
Type: online library of resources
HubSpot is one of the pioneers of inbound marketing—a content-driven approach to attract and engage potential customers. Since its inception, HubSpot has built a massive library of blogs, eBooks, webinars, and courses that educate marketers and business owners on topics like SEO, lead generation, and social media.
Their content strategy not only helped define inbound marketing but also turned HubSpot into a leading authority in the digital marketing space, fueling their growth and customer acquisition. Read more in this case study on their strategy.
2007 – American Express focused on helping small businesses with resources
Type: online library of resources
American Express launched Open Forum in 2007 as a content platform to provide valuable business advice, insights, and resources to small business owners.
By creating a hub filled with expert articles, how-to guides, and networking opportunities, Amex positioned itself as a valuable partner for entrepreneurs and small business owners, driving brand loyalty and engagement without overtly selling its financial products.
It’s still considered the Gold Standard for content marketing.
2009 – Gatorade connected nostalgia and emotion with the Replay campaign
Type: event and video
Gatorade’s “Replay” campaign in 2009 was a great example of using storytelling to connect with their audience emotionally.
Instead of focusing on promoting their drinks, Gatorade brought former high school athletes together to “replay” the biggest games of their past. The brand followed their journey through documentaries, social media, and live events, telling a powerful story of nostalgia, athleticism, and camaraderie.
By tapping into the emotional aspects of reliving past achievements, Gatorade positioned itself as more than just a sports drink—it became a part of the athletes’ stories and memories, building a deeper connection with its audience.
The Social Media Era (2010s to present) – Going Viral and Building Community
2010(ish) – Sesame Street establishes characters on Twitter
Type: social media
It’s hard to ignore that in 2024, Elmo went viral for posting on Twitter/X. He posted “Just checking in. How is everyone doing?” in a post that created almost 20,000 replies and over 200M views.
But the strategy of bringing Sesame Street’s characters to Twitter/X started a long time ago. Back in 2009-10, the social strategists at Sesame Street wanted to bring the characters into more modern culture and stay connected with multiple age groups.
These accounts build strong connection not just with parents of children watching anymore. They play deeply into nostalgia, capture trends and activate around them and build playful interactions not just with fans, but also with each other. This approach is 100% about depending emotional bonds with their audience and staying culturally relevant in a market where YouTube videos are a key focus for parents with young kids today.
2010 – Old Spice leveraged humor to redefine a product and sparked brand loyalty for new generations
Type: video
Old Spice flipped the script on digital content marketing with its hilarious and unforgettable “The Man Your Man Could Smell Like” campaign. Starring the effortlessly charming Isaiah Mustafa, the campaign’s quirky videos didn’t just sell body wash—they sold a fantasy of suave confidence wrapped in humor. By leaning into absurdity and relatability, the campaign caught people’s attention and became an internet sensation, especially on YouTube.
What made this campaign so effective? It went beyond traditional advertising for the times. This hadn’t really been done before in this way. The humor resonated with both men and women and repositioned what had been seen as an “old person’s brand” to a brand that “gets it.” Women were drawn in by the aspirational (and laugh-out-loud funny) tone (okay and the hunky guy), while men saw a product that aligned with their idea of confidence. The brand didn’t just create content; it started conversations, bridging the gap between a mass-market product and a personalized experience.
And then, Old Spice doubled down by responding to fans and celebrities with personalized video messages, keeping the momentum alive long after the initial launch. This approach increased engagement and turned casual viewers into loyal advocates. This campaign worked so well because it wasn’t just an ad—it was entertainment people wanted to watch — and share.
2010 – Snickers reminds you who you are when you’re hungry
Type: video advertising, packaging
Speaking of relatable humor, Snickers nailed it with their “You’re Not You When You’re Hungry” campaign.
They even took it a step further with their full packaging and wrapper redesign. They swapped the iconic Snickers logo on the candy bar wrappers for words like “Cranky” or “Sleepy.” (And if you didn’t dig through the Snickers boxes at the grocery story checkout to find the perfect one for your loved one, we can’t be friends.) This was more than a candy bar package. It was storytelling at its finest and perfectly tied to the company’s brand core message.
What really worked, though, was their interactive approach to this campaign. The wrappers weren’t just funny, they begged to be shared in selfies, in pictures, with each other, in social media and tagged friends who needed a particular bar that day. Snickers wasn’t just a candy bar anymore — it was a meme, a conversation starter. It built connection between people (friends, family, loved ones, maybe even enemies…) with Snickers at the center. (And got a ton of press for doing it.) That’s powerful content marketing.
2013 – Oreo dunked in the dark and went viral
Type: social media post
And for another content marketing legend, we’ve got Oreo during the 2013 Super Bowl blackout. When the lights went out unexpectedly, Oreo’s team jumped on the moment with a quick, clever tweet: “You can still dunk in the dark.” Paired with a simple image, it was timely, playful, and perfectly on-brand. In no time, the tweet went viral, proving that sometimes the simplest ideas make the biggest splash.
What made this moment so memorable? Timing and relevance. Oreo didn’t overthink it; they recognized a cultural moment as it was unfolding and responded in a way that fit their brand’s personality. Millions of viewers were glued to the Super Bowl, waiting for something to happen—and likely doom scrolling through Twitter to see what other people were saying.
Then Oreo gave them something worth talking about. It was a masterclass in real-time marketing: staying tuned in, reacting fast, and keeping it fun.
The real win here was how Oreo positioned themselves. They weren’t pushing a product or running a campaign—they were joining the conversation in a way that felt natural and entertaining. It’s a reminder that great content marketing doesn’t have to be complicated—it just has to show up at the right moment and make people smile.
2015 Spotify got really (really) personal with its users
Type: Personalization
Spotify’s Wrapped campaign first launched in 2015 — and it wasn’t just about music. It was about you.
By showing users their most-played songs, favorite artists, and even quirky listening habits, Spotify created something deeply personal and almost addictive. It tapped into that universal love of reflection (and seeing something about ourselves). But they did this in a way that was infinitely sharable. Suddenly, everyone was sharing their Wrapped results, proudly showing off their unique musical identities on social media.
What made this campaign so powerful was how it connected on a deeper level. It wasn’t about Spotify showing off its features; it was about showing off you. Your moods, your late-night playlists, your guilty pleasures—it all felt like a snapshot of who you are. And that emotional resonance turned Spotify into more than just a music app. It became part of your story.
The best part? Spotify didn’t have to shout from the rooftops to get attention. The shareable format did all the heavy lifting. People wanted to post their Wrapped results, not because Spotify asked them to, but because it felt meaningful. Just like with the Snickers bars, Spotify became the bridge between connections.
This campaign has spawned a thousand copycats. Many companies create their version of this (some do it well, others… well, back to the drawing board they should go.) Because at its core, it’s not about the humor or the lists. It’s about being fun, personal, and a little vulnerable—in the best way. And every year, it reminds us that the strongest connections are the ones that feel the most human.
10 Lessons to Learn from Content Marketing Examples
1. Solve a Problem, Don’t Just Sell a Product
- Jell-O wasn’t gaining traction until it used recipe booklets to show homemakers how to incorporate Jell-O into their meals. Similarly, The Furrow by John Deere provided farmers with practical advice, positioning the brand as a trusted resource.
- Try this: Create content that educates your audience on how to use your product or service to solve a real problem. How-to guides, tutorials, or recipes that connect directly with your product’s purpose can make all the difference.
2. Make Your Audience the Hero
- Spotify Wrapped is a brilliant example of making the audience the focus of the content. By highlighting listeners’ personal data in a fun, shareable way, Spotify lets its users feel special and seen.
- Try this: Personalize your content to showcase your audience’s story. Whether it’s user-generated content, personalized reports, or success stories, make the customer feel like the star of the show.
3. Tell a Story That Resonates Emotionally
- Procter & Gamble’s soap operas didn’t just sell soap; they told long, emotional stories that hooked audiences for years. In the 1930s, they were the ultimate form of storytelling-driven content marketing.
- Actionable Idea: Think beyond product features and dive into the emotions behind your brand. Build narratives around characters, situations, or themes that your audience will connect with emotionally.
4. Leverage Cultural Moments and React in Real-Time
- Oreo’s Dunk in the Dark tweet during the 2013 Super Bowl blackout is an example of seizing an unexpected moment and turning it into marketing gold. Quick, creative reactions can resonate deeply.
- Actionable Idea: Stay nimble and responsive to real-world events. Monitor trends, current events, and cultural moments where your brand can naturally join the conversation. Be prepared to act fast.
5. Create Timeless Content That Becomes Part of Culture
- The Michelin Guide started as a way to promote tires but became a globally respected culinary authority. Likewise, Coca-Cola’s Santa Claus campaign became part of Christmas tradition, associating the brand with joy and warmth.
- Actionable Idea: Develop content that goes beyond immediate marketing and aims to become part of your audience’s culture or traditions. Think about how your brand can create experiences that are passed down or looked forward to.
6. Use Multiple Channels to Reinforce Your Message
- Encyclopaedia Britannica’s door-to-door strategy gave people a tangible sample, much like a modern free trial. Then, platforms like television and radio solidified their message.
- Actionable Idea: Don’t stick to just one channel. Use a mix of digital, social, print, and interactive experiences to keep your content top of mind. Reinforce your message through repetition across different formats.
7. Turn Ordinary into Extraordinary
- Snickers’ “You’re Not You When You’re Hungry” campaign used humor and custom wrappers to turn a simple candy bar into a shareable, personality-driven experience. Each wrapper told a mini-story that connected with how customers feel when hungry.
- Actionable Idea: Take a seemingly ordinary aspect of your product or brand and elevate it by adding personality or humor. Think creatively about packaging, slogans, or interactive elements that will surprise and engage your audience.
8. Build a Sense of Community and Engagement
- Gatorade’s Replay campaign tapped into former athletes’ nostalgia and created a community around reliving high school sports games. The brand connected with its audience emotionally and physically through live events.
- Actionable Idea: Foster a sense of belonging and participation in your community. Whether through UGC campaigns, live events, or creating spaces where your audience can interact, make them feel like they’re part of something bigger.
9. Capitalize on User-Generated Content
- The ALS Ice Bucket Challenge is one of the most iconic examples of user-generated content, where millions of people contributed videos for a cause. The organic participation amplified the campaign’s message far beyond any traditional marketing push.
- Actionable Idea: Encourage your audience to create content that aligns with your brand or cause. Contests, challenges, or social media hashtags can boost engagement and spread your message organically.
10. Don’t Be Afraid to Create Entire Experiences
- The Love Boat, created in partnership with Princess Cruises, used a TV show to turn a vacation idea into an aspirational lifestyle. The show made cruising seem glamorous and accessible to everyone.
- Actionable Idea: Think big—can you create a content experience around your brand? This could be in the form of a podcast, web series, or virtual experience that immerses your audience in your world without directly selling anything.
By blending creativity, storytelling, and audience engagement, these actionable insights provide fresh approaches to inspire your next content marketing move.
So What’s Next for Content Marketing?
Content marketing has come a long way—from straightforward ads to storytelling that connects on a deeply human level. And as we look ahead, one thing won’t change: content marketing will always be about connection. It’s about telling stories that resonate emotionally, making people feel seen, understood, and part of something bigger.
Sure, technology keeps evolving—AI, AR, voice search, you name it. Brands will experiment with immersive experiences and new ways to engage. But at the heart of it all, the magic will always come back to creativity and authenticity. The kind of storytelling that sparks a smile, makes someone stop and think, or inspires them to take action.
And trust? That’s going to be everything. It’s about being real—embracing the humans behind your brand, imperfections and all. Vulnerability isn’t a weakness; it’s how you build meaningful relationships. Lean into tools like AI to simplify processes, but keep your content unmistakably you. A unique voice is what keeps your brand human in an increasingly automated world.
The future of content marketing isn’t just about what’s possible with new technology—it’s about how we use it to connect. It’s about stories that build trust, create belonging, and leave people with something they won’t forget. So, here’s to keeping it creative, keeping it human, and crafting stories that matter.
