Here I've rounded up some brands that are successful with content marketing.

I hope you won't have seen all of my examples. Some of them have heritage in content, and some don't.

For more case studies, subscribers can check out the Econsultancy archive.

Brands with content heritage that have adapted to online


You can read about AMEX's history of content in this excellent post from Contently.

In 1915 the brand opened a travel agent and there followed a range of publications, including titles such as:

  • The American Express Cruise Around the World: A Handbook of Information for Cruise Members (1922)
  • Tours in France by Rail and Automobile (1924)

AMEX has excelled in digital, too. It's Open Forum was started in 2007 and is a site for customers to exchange knowledge with others and read advice from AMEX.

amex open forum


Since 1966 The Arup Journal has presented the best of Arup's work and thinking.

Now it's online, is free and easy to access, and pushes the reputation of the engineering firm. 

Thoughts, videos and publications


Download the magazines for free


The Arup journal

arup journals  

British Library

The British Library has nearly 600k followers on Twitter.

The content that goes well on social is often from the library's collection blogs.

collection blogs - british library


From the late 19th century Burberry has been at the forefront, equipping Roald Amundsen, creating gabardines used in WWI and producing adverts come content such as the two-pager below.

burberry ad 

Burberry today is very active with content marketing, live streaming events and catwalks, using social media heavily and developing Burberry Acoustic. Burberry Acoustic is the partnership of unsigned artists with the brand, showing videos on the website and performing at events.

burberry acoustic 


IBM has had research labs churning out new findings and new products since the 1940s.

The company today publishes on a range of topics, with its Midsize Insider the bes example of content marketing and community. The range and volume of contributors can be seen below. It's not a small undertaking but a big resource for medium sized businesses and their professionals. 

Midsize Insider

ibm midsize insider

Contributors to Midsize Insiders

midsize insider journos

Brands new to content that have picked up the baton 


L'Oreal's site is probably one of the clearer examples of content marketing. Tips and tutorials, how-to videos, looks and news, all through the lens of L'Oreal.

With cosmetics a market where content has taken off online with the success of vloggers, brands have had to catch up. Indeed, some brands have hired the vloggers themselves.  


OK, it's a new brand, but it's doing some good content marketing, along similar lines to the L'Oreal example above.

The #bestnightever campaign used music videos, games, style advice and celebrity content to push ASOS gear.

The campaign aimed at young women resulted in 5.6m positive acts of engagement across social media platforms. The content was credible, authentic and desirable in order for ASOS’s customers to love it enough that they interact and share with their friends – delivering on the campaign objectives of deeper brand engagement and advocacy.

asos #bestnightever


End of the line for the Kombi was an emotional event.

Volkswagen commemorated it with a website and a whole bunch of content. Fans could share their memories and a book was produced which could be subsequently bought.

This was all about raising awareness of the brands heritage and history of great products.

Buy the Kombi book of stories

kombi history

For more, see our new guide, 100+ Practical Content Marketing Tips: A how-to guide for editors, writers and content creators.

Ben Davis

Published 12 June, 2014 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at, follow at @herrhuld or connect via LinkedIn.

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Comments (3)



What makes this content great marketing? This just seems to be content the author likes without marketing stats to back it up on increased engagement, traffic or sales.

This seems to be a growing trend with Econsultancy, less of the awesome fact based case studies and more curated lists of stuff you think is cool (which can be fun but don't spin it as a business article)

about 4 years ago



Jeremy, I think this is due to the brands realising that content marketing isn't really content marketing, but a continuous brand exercise.

Literally every example listed isn't selling anything directly, but saying: remember our brand, and when you think about nail polish/family van/new CRM database, etc., we've got a product to sell to you.

Clearly, brands have wised up that top of mind brand awareness and product associations are better in the long term than weekly sales ads like furniture stores put out.

about 4 years ago

Ben Davis

Ben Davis, Editor at EconsultancyStaff

@Jeremy @Steve

It feels like social engagement (very much measurable) is rapidly rising in the estimations of more senior figures. It so directly correlates to other metrics and is conspicuously absent when campaigns don't hit the spot.

On figures, there are some out there and in our case study database for these campaigns (mostly engagement or search improvement), but I was just nodding to the content really.

Hope you continue to read. Thanks

about 4 years ago

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