Need concrete ideas to build your content strategy?
Before diving into personas, SEO or editorial calendars… take a look at what the best are doing. Nike, HubSpot, Airbnb or Oreo aren’t successful by accident: their content tells stories, engages, reassures, and sells.
Here are 8 brilliant examples of content strategy, all applicable to your own brand.
What is a content strategy (and why should you get inspired by it)?
It’s a plan that guides the production and distribution of content with one goal: to grab attention, build relationships, and convert a prospect into a loyal customer.
👉 And the best way to understand… is to look at those who do it well.
Par exemple, sur Instagram, gagner en abonnés peut-être la conséquence d’une campagne de contenu bien menée.
🎥 Campaign “Dream Crazy”
Nike doesn’t just sell sneakers. It sells a message. In this campaign, it features Colin Kaepernick, an American football player excluded for kneeling against racial injustice.
- The message: “Believe in something. Even if it means sacrificing everything.”
- The format: Inspiring video ad aired during the NFL
- The impact: Bold stance… and a surge in engagement
✅ What you can take from it: your content can (and should) stand for values — as long as they align with your brand.
2. Red Bull – A Brand That Produces Its Own Shows
Red Bull doesn’t just say it gives you wings. It proves it.
- The concept: Extreme videos (stratosphere jump, impossible sports)
- The strategy: Build a full-fledged brand universe centered on adrenaline
- The result: Red Bull is more of a media company than a beverage brand
✅ What you can take from it: What if your brand became the media outlet in its niche?
3. HubSpot – The Lead Machine Through Educational Content
Before even explaining how to use their tool, HubSpot teaches you how to do marketing.
- Channel: A highly comprehensive blog with guides, tips, and free templates
- Goal: Generate qualified leads by providing real value
- Impact: HubSpot became THE reference for inbound marketing
✅ Key Takeaway: Educate, help, solve your audience’s problems — and they’ll reward you.
4. Moz – An SEO Guide That Became a Global Reference
Moz created THE piece of content everyone links to.
- Format: Free SEO guide, structured in chapters, regularly updated
- Purpose: Educate SEO professionals… so they end up using Moz
- Power Lever: Backlinks, authority, trust, conversions
✅ Key Takeaway: Your content can become a go-to reference — if you go further than your competitors.
5. Oreo – Fun and Real-Time Reactivity on Social Media
You don’t need to be serious to be strategic. Oreo proves it.
- Actions: Visual jokes, creative twists, real-time replies
- Key Moment: During a Super Bowl blackout, Oreo tweeted “You can still dunk in the dark”
- Result: Massive buzz, 15,000 retweets in minutes
✅ Key Takeaway: Agility on social media can make you highly visible — if your tone is right.
6. Wendy’s – A Distinctive Tone That Changes Everything
Wendy’s, the American fast-food chain, built its brand on Twitter with sharp humor.
- Tactic: Roasting competitors, sarcastic replies, sparking conversations
- Example: Viral banter with McDonald’s or witty replies to followers
- Result: A highly engaged community and a bold, youthful brand image
✅ Key Takeaway: A strong, consistent tone can turn you into a cult brand.
7. Dove – Content That Feels Good
With its “Real Beauty” campaign, Dove set a new standard.
- Angle: Showcasing real women, no retouching, no filters
- Goal: Take a stand against unrealistic beauty standards
- Impact: Built a strong, lasting emotional connection with its consumers
✅ Key Takeaway: Authentic content builds trust… and brand preference.
8. Airbnb – Human Stories That Build Trust
Airbnb doesn’t just sell a place to stay — it sells an experience.
- Format: Video and written testimonials from travelers and hosts
- Intention: Reassure, inspire, and showcase real life through others' eyes
- Result: More transparency, more bookings, stronger emotional connection
✅ Key Takeaway: Let the people who live your product speak. Nothing is more credible.
💡 Some brands, especially early on, choose to stimulate their initial visibility by opting to buy Instagram followers. This kind of boost can create an immediate social proof effect — provided it's paired with engaging, consistent, and authentic content. Without that, the growth remains superficial.
Others choose a more gradual approach by trying out platforms offering free Instagram followers. This can give a slight boost to a new account while allowing you to measure the impact of your posts before investing further. Once again, it’s not about the quantity — it’s about the quality of the connection built with your audience.
Key Takeaways
Want a content strategy? Start by watching the ones who are crushing it.
- Nike creates emotion
- Red Bull builds a universe
- HubSpot educates
- Oreo entertains
- Airbnb reassures
You can take inspiration from them even without their budget. What matters most is having a clear vision, a story to tell, and real value to bring to your audience.
FAQ – Content Strategy Examples
What’s the best content strategy?
The one that meets your audience’s expectations and serves your business goals. There’s no one-size-fits-all model.
Should I create short or long content?
Both! Use snackable content for social media, and longer guides or testimonials on your website. It depends on the channel and the context.
How do I know if my content is working?
Track your KPIs: traffic, click-through rate, leads, conversions, shares, backlinks, and time spent on page.
Can I get inspired without copying?
Yes. You can reuse a concept, format, or editorial angle—as long as you adapt it to your brand and voice.
Do I need to do everything in-house?
No. You can collaborate with creators, freelancers, or a content agency to scale your production efficiently.
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