Author: Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI community. To submit your Weekly Wrap suggestions, fill out this form or email us at [email protected]. As a brand, CMI is a global marketing education and training organization. It hosts the largest content marketing-focused event -- Content Marketing World -- every October. Follow us on Facebook, LinkedIn, and Twitter @CMIContent, and use the hashtag #CMWorld.

By contentmarketinginstitute published March 12, 2021

3 Playful Content Marketing Examples Show Brands Getting Their Game On

This week’s examples show how fun it can be to get others involved in your content creation and delivery. Whether it’s your at-home co-workers, your viewers, or your gameplaying customers, look outside your content team for inspiration, cooperation, and fan-friendly competition.Continue Reading

By contentmarketinginstitute published March 5, 2021

The Right Way to Teach, Tease, and Soothe Your Audience With Content [Examples]

This week, we’re talking about audiences – helping them, gaming with them (until the law gets in the way), and putting them to sleep.

Set your audience up for smooth sailing

Second-generation family-owned company Sailrite is a one-stop retailer with an audience-first website. Designed for DIY-inclined home and boat owners, Sailrite’s website content prioritizes education (what the audience wants to know) over promotion (what the company wants to say or sell).Continue Reading

By contentmarketinginstitute published February 26, 2021

Great Content Experiences Start With Giving Up Control [Content Marketing Examples]

This week, it’s all about experiences. Old Spice goes brick-and-mortar. Lexus goes digital. NASA goes to Mars. And all three do more than take their audiences along for the ride ­– they put them in power positions.

Your next haircut could be content for Old Spice

Men’s grooming brand Old Spice is opening its first barbershop next month. But for content marketers, that’s not the big news. This is: The barbershop also will be a content studio (and retail outlet and test lab) for the Procter & Gamble-owned brand.Continue Reading

By contentmarketinginstitute published February 19, 2021

3 Content Marketing Examples That Say: Enough About Me, Let’s Talk About You

OK, the Super Bowl took place a couple of weeks ago. Sorry, Tom Brady haters, it’s over. But conversations about the ads brands invested in (or chose not to invest in) continue. One lesson brands seem to have learned – it’s not all about them. Here are three examples we noted this week.Continue Reading

By contentmarketinginstitute published February 12, 2021

Forget the Super Bowl Ads – Brands Took Their “A” Game to Twitter [Content Marketing Examples]

This week, we’re going down the rabbit hole of brand tweets during the Super Bowl. We’re measuring out our pasta cooking time with hot tunes. And we’re racing along with a brand underwriting a NASCAR fan’s dream job.

No ad budget, no problem

Brands figured out how to capitalize on the biggest collective audience of the year –without having to spend millions to air a 30-second ad during the Super Bowl.Continue Reading

By contentmarketinginstitute published February 5, 2021

3 Brands Crank Up the Volume [Content Marketing Examples]

This week, we’re chanting along to the latest viral TikTok trend, tuning in to sonic brand identity, and turning up the volume on a video book review.

TikTok celebrates sea shanty singers

TikTok user Nathan Evans’ rendition of a 19th-century sea shanty created unexpected waves on TikTok, sparking what the social media company says is the first viral trend of 2021 – #SeaShanty.Continue Reading

By contentmarketinginstitute published January 29, 2021

Brands Give COVID-19 Vaccine a Shot in the Arm

This week in content marketing, we’re talking about powerful campaigns to promote COVID-19 vaccines, canceled Super Bowl ads, and how the inauguration went to the dogs.

The power of why – and authenticity

WHO: Pfizer, BioNTech, and a consortium of medical organizations (through creative agency Mischief @ No Fixed Address)Continue Reading

By contentmarketinginstitute published January 22, 2021

Disguises Are for Superheroes – Not Great Content [The Weekly Wrap]

This week in content marketing, we’re talking about the opposite of clickbait, the solid growth in search volume for marketing terms, and a sweet (overlooked) content opportunity. 


Helpful launch code hides in plain sight


WHAT: The dry, label headline Automated Email Sequence Examples hides a useful article. Marisa Sanfilippo’s piece distills comprehensive information into what could be mistaken for a simple examples post. Despite the less-than-inviting headline, it’s a great read with detailed advice for anyone interested in learning about or improving their automated email nurturing programs.Continue Reading

By contentmarketinginstitute published January 15, 2021

That’s How You Make a Splash: Slime Cannons, Sewer (Public) Servants, and More [The Weekly Wrap]

This week, we noticed the NFL and Nickelodeon repackaging content, a sewer district naming names, and a $75 million content property that’s only now considering a website.

NFL recruits a new audience on Nickelodeon

WHO: National Football League and kids’ cable channel Nickelodeon

WHAT: Nickelodeon (owned by ViacomCBS Domestic Media) recently aired a kids’ version of the NFL wild-card playoff game between the Chicago Bears and New Orleans Saints on Nickelodeon. (The mainstream version aired on CBS.)Continue Reading

By contentmarketinginstitute published January 8, 2021

How to Get Customer-Centric Content Right (and Wrong) [The Weekly Wrap]

Content marketing should put the audience first, right?

This week, two brands showed that they understand that approach better than most. One sends personalized content surprises to customers; the other lets people put themselves at the heart of an interactive, relevant augmented reality. Unfortunately, one brand reminded us how often marketers get this wrong ­– by forgetting who it’s writing to (and even what it claimed to be writing about).Continue Reading