Incorporating new and innovative ideas in your content marketing keeps your campaigns from growing stagnant or blending in with other similar brands. There are a few brands that nailed down content creation in 2022. Learn tips from ten of the best content programs and how to incorporate similar ideas into your healthcare content marketing.

Key Takeaways:

• Market a solution through your content rather than your products
• Align with a social cause and create resources and solutions
• Support your customers and their work through your content
• Use innovative content formats, like live video or virtual reality

1. BMW: “WE ARE M”

BMW has always had some of the best content examples filmed with high-end cameras and special effects that reflect the luxury and power of BMW automobiles.

This year it introduced a unique campaign entitled “WE ARE M.” It celebrated the 50th anniversary of its BMW M by bringing together several models from over the years in a stunning video that celebrates the brand’s journey and encourages a feeling of community.

Image from BMW Group

What You Can Learn from the Brand

You can use your anniversaries and business successes to market your brand. Allowing your customers and new clients to celebrate with you builds a sense of community around your brand and makes them eager to see what you will do next. In addition, it’s a testament to your success, which will attract new customers to your business.

2. Ritz-Carlton: Journey Into the Ritz-Carlton

The Ritz-Carlton is a luxury hotel company that offers lodging around the world in some of the most desirable locations. Its content marketing campaign, Journey into the Ritz-Carlton, shifts the focus away from the hotel to the destination.

Visitors receive an immersive travel experience through their browser or app as they dive into the world’s more beautiful locations. They can also access resources like travel itineraries, suggestions for places to eat, and city guides.

What You Can Learn from the Brand

Ritz-Carlton shows the power of selling benefits rather than products. They understand that travelers primarily book their hotels for the destination. They focus on the consumer’s intent by promoting destinations where they have hotels while simultaneously positioning themselves as an authority in travel.

3. GE: Social Media Content

GE uses social media to promote its brand in a visually appealing way. Its images and videos take the company’s followers behind the scenes to explore some of its most breathtaking innovations. The images draw the followers in, while its comments tell stories about who the brand is and how it helps others.

Image from Instagram

What You Can Learn from the Brand

Social media isn’t just for B2C brands. B2B brands can also use social media to tell stories and reach new customers. GE’s posts also show the power of storytelling. While their company is huge, they make it more personal by telling stories of individual products that help specific companies.

4. Colgate: Oral Health Education

Colgate does very well using its content to educate its customers. The company strategically organizes and shares content that helps consumers use its products to improve their oral hygiene. In addition, it divides its resources page by oral health topics to make browsing content more convenient.

However, one of the brand’s most notable content campaigns is its oral health education. It designed resources to teach underserved children globally about oral hygiene. Its content includes:

• Coloring pages
• Audio
• Games
• Quizzes
• Books and stories
• Songs
• Videos

The resources are free and accessible to teachers and families around the world.

What You Can Learn from the Brand

Colgate shows how a company can align with a cause and use its resources and knowledge to help others. It uses its knowledge to help those in need while also improving its relationship with its clients by showing it cares about ESG issues.

Customers are growing more aware of the causes that companies support. As a result, about 63% of consumers are likelier to buy from brands that align with their values or support similar causes.

5. Coca-Cola: Coke Studio

Coca-Cola has always had a close relationship with music, often using it as the cornerstone of its branding and ads. In 2022, Coca-Cola expanded Coke Studio to an always-on global music platform where it can introduce and promote emerging artists worldwide. 

The brand wanted to take a step beyond just endorsing artists by giving a platform for them to reach new audiences. Through the platform, emerging artists can introduce their fanbase to other emerging artists to help each other grow.

What You Can Learn from the Brand

Coca-Cola uses its content to invest in its customers. Many of its customers enjoy listening to music. To encourage loyalty and build a community, it’s pouring back into their customers by supporting them in their musical pursuits.

In addition, the brand is moving beyond traditional advertising by launching Coke Studio as an innovative live video. Live video is growing in popularity on social media and receives more watch time than on-demand content.

6. Honda: Vertical Bike

Honda continues to show its commitment to supporting sustainability by partnering with Ogilvy, Peru, to create a vertical bike. This device helps the local communities harvest the aguaje fruit without felling trees.

What You Can Learn from the Brand

Honda simultaneously shows the reliability and power of its products while supporting its mission to build an eco-friendlier future. The video shares the importance of preserving the environment and inspires others to find better ways to perform tasks.

7. Gucci: Gucci Town

The internet has been talking about the metaverse and what that will look like for a few years now. It’s a virtual reality world where consumers and businesses can interact entirely online through avatars. As a result, several brands have started launching marketing content on current virtual worlds.

One brand that received significant exposure is Gucci and its launch of Gucci Town. It’s a virtual world on Roblox where consumers can connect, explore, and learn about the brand. In addition, consumers can purchase NFT items all in virtual reality.

What You Can Learn from the Brand

Innovators are always looking toward the future. Gucci is already preparing for a world where marketing and networking occur in virtual reality. They positioned themselves as innovators and leaders by creating marketing content for virtual reality.

Learn from the Best Content Programs

These content program examples combine innovation, creativity, and consumers to bring a new experience that builds brand awareness. By staying on top of the latest trends in healthcare marketing and consumer behavior, you can create content that positions you as a leader in your industry.

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