99 Amazing Content Marketing Hub Examples

Michael Brenner on Jan 11, 2016 in Content Marketing

Editor’s NOTE: We have updated this list with more than 150 best content marketing examples.

One of the best way to show a business the importance of content marketing is to show them all the great examples of companies who are already doing it right.

I like to lead my own content marketing proposals with a few statements. Like these:

  • Imagine you own the website for the generic category searches your customers use like L’Oreal’s Makeup.com
  • Imagine you own the digital destination for your target persona like Adobe CMO.com
  • Imagine your content marketing hub is the largest source of leads for your business like American Express OPEN Forum

I think it often helps businesses, who might need that little push into content marketing, to see what others are doing.

It starts with an understanding that marketing is not about selling, but about the conversation we have with our customers. It continues with investing in a brand-owned content marketing hub, because the difference between just content and content marketing is the destination.

Using this intent-based marketing and the proof that emotion beats promotion by more than two to one, any brand can become an amazing example of content marketing. But first . . .

What Is A Content Marketing Hub?

A content marketing hub is a brand-owned, digital destination, where brands act like publishers. This means:

  • They publish content their audience wants
  • They publish on a regular basis
  • The content typically comes from a combination of authors
  • There is often a variety of topics covered
  • The content is typically more or less (and sometimes completely) non-promotional, but that is not always the case as you will see on Target’s A Bull’s Eye View or Coke’s Journey
  • Content hubs can be more or less branded
  • They can be “on domain” (the same as your company url) or branded separately

What Is Your Favorite Content Marketing Hub?

This list came from my constant desire to learn from others, to recognize those who are creating great content, to inspire those who are looking to build their own best-practice content marketing program, and to help you see what approaches other companies are taking,

Where they are stated publicly, I have also included each site’s content marketing mission statement to help you guide the creation of your own.

You will see a mix of B2B and Consumer brands. You will see a mix of on-domain and off-domain content hubs. You will see examples from companies large and small. You will see examples of brands that include some direct conversions and some that are only looking to build awareness.

99 Amazing Content Marketing Examples

Here is a list of 99 amazing examples of content marketing destinations. OK, I lied. There’s actually 105 examples here. But 99 sounded much better. Consider the extra 6 a bonus. From me to you!

What is your favorite content marketing hub example from the list below? Which ones did I miss?

And if you are interested in building your own content marketing hub, contact me here and let’s talk about how we can help.

Business / Technology Content Hubs

Retail and Fashion Content Hubs

Consumer Brand Content Hubs

  • Red Bull’s Red Bulletin a brand fully committed to acting like a publisher
  • GoPro Video Channel great example of user-generated content
  • Disney Blogs – the power of storytelling
  • P&G Everyday is another site that has been around almost from the beginning of modern content marketing
  • General Mills Tablespoon “Food that’s fun” – offers a great visual exploration of recipes and food
  • Mattress company Casper’s has their own blog called Pillow Talk but they also created . . .
  • VanWinkles: “Exploring sleep with our eyes wide open” (one of my favorite content marketing examples)
  • Zillow Porchlight: “Always on. Guiding you home.” This site is so popular, they are selling ads
  • ConAgra’s Forkful.com
  • Whole Food’s Whole Story
  • Coke’s Coca-Cola Journey “Refreshing the world. One story at a time.”
  • Land Rover’s The Vanishing Game
  • Electronic Art’s EA News Blog
  • Microsoft’s Stories
  • The Adidas Group Blog “Personal insights into our business in sports.”
  • Jack Daniel’s The Single Barrel Standard: Whiskey wisdom and Cocktail news
  • New Belgium Brewery Community Blog
  • Equinox Q Blog
  • Samsung’s Tech Life
  • Uber’s Newsroom
  • Rosetta Stone LinguaVore “A blog about learning language.”
  • National Association of Realtor’s House Logic
  • Honest.com’s Honestly Blog
  • Petsmart’s Parent Resource Center
  • Method’s Soap Dish
  • Lincoln Now

Financial Services Content Hubs

  • Betterment’s Resource Center “Information to help you lead a smarter financial life”
  • The Hartford SmallBizAhead
  • TD Ameritrade Tickertape “Pearls and insights for investors.”
  • Prudential The Challenge Lab “Learn about the human behaviors that get in the way of planning your financial future.”
  • Fidelity MyMoney “Get in better financial shape today.”
  • Bank of America BetterMoneyHabits
  • Bloomberg For Enterprise DataCap
  • First Round Capital Review
  • OpenView Venture Partners Blog “Insights for B2B software companies.”
  • Mint Life Blog
  • Farmer’s Insurance Inner Circle “The latest tips and insights on auto safety, home upkeep and planning for life’s special moments.”
  • Acorn’s new site Grow is looking awesome and one of my newest favorites in design

Healthcare Content Hubs

  • Cleveland Clinic Health Essentials is one of the best examples on this list
  • One Medical Blog: “You have one life. Make it count.”
  • Blue Cross Blue Shield of Alabama has this amazing YouBar that customizes your content experience
  • Excedrin.com
  • Mayo Clinic’s Sharing offers personal stories of real people overcoming disease

Travel Content Hubs

Other Industry Content Hubs

What is your favorite? If you are interested in building your own content marketing hub, contact me here and let’s talk about how we can help.

99 Amazing Content Marketing Hub Examples from Michael Brenner

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
Showing 3 comments
  • Patrick Armitage

    I’d be remiss not to throw BlogMutt (www.blogmutt.com) in this group as well. I reached out to Michael (the author) and he encouraged me to share here.

    We keep it super simple by providing wholly original blog content to companies and agencies that need blogs for their site or their clients’ sites. Our small team is extremely hands on, and as a result, we’re the largest blogging service company out there,

    That’s it. I didn’t want to turn this into some hackey ad. But honestly, for companies that just keep negliecting their blog or need a service to fill in the cracks here and there, give us a look.

  • Jennifer Alvarado

    Thanks a lot Michael for sharing superb information.
    For any content marketing beginner like me, this article is very much beneficial
    I am reading so many articles from the past few days through which I can grow my content marketing business and today I have found one amazing article which will definitely help me for earning handsome amount of money…
    Thank you once again

    • Michael Brenner

      My pleasure Jennifer. Happy to help. I find examples are just a great way to teach and learn.