Review of some content marketing campaigns in order to learn from their success or mistakes

1. WORST AND BEST CONTENT
MARKETING CAMPAIGNS
What can we learn from them?

2. What can we learn from Content Marketing
Campaigns??
Content marketing is one of the most powerful tactics that there is right now to drive growth for
your business online. There are plenty of examples of people and companies who have built
multi-million-dollar brands off the back of a solid content strategy.
But it is easy to get stuck in a rut and feel like your efforts aren't getting you anywhere. For those
who put together a solid growth engine that is hinged around content marketing, they become an
unstoppable force.
But it takes focus, determination, and continued refinement to get to that stage. Most of the
content-powered giants who you see online will have had periods of slow growth, and maybe
even felt like giving up in the early days, but their perseverance paid off.
In this guide, we are going to share some of the most inspiring, and also the least ones, content
marketing examples out there to help you to focus your own strategy, see what is working and
elevate your brand to the next level.

3. 3. Shopify
If you want to feel inspired by another successful business that truly knows how to create content
that helps their audience, take a look at Shopify. Shopify is another example of a marketing team that
successfully delivers, as they receive 3.4 million organic hits from the U.S. alone each month.
And the majority of this impressive level of traffic comes from the brand's 'learn' hub:
Shopify's goal is to be so much more than *just* an eCommerce platform to their customers, and that
is why they have invested heavily in producing content that helps to educate, inform or make their
lives easier.
From guides that cover everything you could want to know about starting a business to free tools,
podcasts, and even a business encyclopedia, it is clear that there is a solid strategy in place to leave
no stone of the small business market unturned.
Take time to study the different formats that this popular platform is using; we are sure you'll feel
inspired to work some of their ideas into your own approach.
But to us, what stands out is the investment that Shopify has made into free tools that are actually
useful.
It might sound strange, but so many tools are created solely for the purpose of building links. But
when you put the customer and their needs first and design a solution, the rest will follow.

4. 2. Canva
Canva is another outstanding example of content marketing success and a business that has truly
managed to use content to dominate the SERPs across the funnel and get in front of their target
audience as a trusted and authoritative platform.
They do so by helping out those who are looking for a solution. And it sounds so easy.
Canva identified what their users were looking for and went ahead and created the best content out
there on the web to meet this demand. If you want to drive true success with content, good is no
longer enough. Your content has to be great, and that starts by understanding what the benchmark
is and figuring out how to go one better.
Much of Canva's success comes off the back of its ability to place itself right in front of those who
would find their design tool useful. This approach has helped them to drive over 6.7 million organic
hits every month and earn more than 9.2 million backlinks.
For this brand, content marketing means owning the SERPs for templates.
By understanding their audience, Canva has been able to use great content to target their potential
customers at a time when they are looking for the exact solution they offer.

5. 1. NerdWallet
NerdWallet helps you to 'Make all the right money moves," and one thing that is for sure is that they
have made the right moves when it comes to content marketing.
This is the perfect example of a business that has almost completely relied upon content to drive
phenomenal growth, and we can see that their efforts have paid off. NerdWallet earns 13.6 million
organic hits from the U.S. alone every month and has received 5 million backlinks.
But what is so great about NerdWallet's content strategy is how they have managed to layer
different formats to dominate the SERPs for money topics.
For starters, these guys produce "best [X]" content that outranks everyone else on the SERPs. For
example, NerdWallet takes the top ranking spot for the term 'best travel credit cards' that receives
over 90,000 searches every month. NerdWallet's effective and informative reviews offer quick
comparisons and a whole load of educational content to answer common questions.
It is easy to see why these pages rank at the top of the SERPs when you look at them.
But NerdWallet's content growth engine doesn't stop there. The search term "retirement calculator"
is searched for 201,000 times every month. And guess what? These guys rank no.1 on Google for
it.
By combining different content formats (comparisons, reviews, tools, and more), they have been
able to earn top rankings for some of the most competitive keywords out there.
But one thing runs through everything that they do: a focus on quality and user experience.

6. …Now let’s go to the Worst Campaigns
You are surfing online and then suddenly you notice a weird advertisement. You are like—Does
that even make any sense? This is something which many of us must have observed at some
point of our life.
There is an extremely thin line between genius and insanity. Such bizarre ads are the result when
one fails to notice that line and produce something that is either offending or insensible.
In this part we will discuss 5 worst content marketing stories, where everything went out of hands
and the brand’s reputation was jeopardized.
The countdown begins!

7. 5. Malaysia Airlines
People haven’t forgotten the 2 major aero planes missing incidence, that the Malaysia Airlines
launched an online competition of “My Ultimate Bucket List”. In this game, people were asked the
question “What and where would you like to tick off on your bucket list, and explain why ?”
Winners were ensured with iPad or an economy class ticket.
The airline just failed to notice the inappropriate use of the word “Bucket List” and its connection
with the death.They amended the mistake by canceling all links to that page and asking just the
places passengers would love to visit.
4. Bud Light’ Provoking Label
In this list of content marketing stories this example shows how content went haywire to promote
illicit activities. This is a beer brand whose label read “Up for whatever”. This encouraged the
notion of how beer could be used to turn a ‘no’ into ‘yes’ during nights. Unwittingly it promoted the
sexual abuses.
It was dealt with severe backlash resulting in the removal of the label and an apology. Brands
must stay very conscious of their content and refrain from producing anything that could be taken
in the wrong way.

8. 3.McDonalds Story Didn’t Reach
People
It is so famous that asking about McDonald’s is just like asking your name. It is one of the leading
fast food brands. No matter how giant figure you are in the business world, things can mess up
with anyone.
Same happened with them!! A program “#McDstories” totally intended at receiving customer’s
experience with McDonald’s was launched online. Customers were asked to share their stories
and experience with this burger producer on twitter. This is what happened:

9. 2. Huggies Dads’ Ad
In an attempt for showing their brand’s product as unbeatable, they ended up displaying how
insensitive dads could be. Which is obviously not true!!
In the row of failed content marketing stories, Huggies also ended up stating something illogical.
In their ad tagline “Have dads put Huggies to the test” they followed the stereotype for showing
how inattentive dads could be if their babies have Huggies on.
1. Walmart’s Body Shaming
Another worst content marketing story! During the occasion of Halloween, Walmart launched a
new section of clothing writing it as “ Fat girl costumes”. People were quick to point it out.
Just like other multinational brands, they also ended up with an apology but the image was
already tarnished.
Finally, we come to an end of our list of misadventures faced by some top-notch brands. Every
instance had one thing in common. All these happened due to the carelessly written content.
Thus, one should think twice before making any content go online.