springboard Top 50 Content Marketing Brands of 2023

Presenting the second annual springboard Top 50 list: a celebration of the best content marketing brands across the landscape. Selected based upon their standout dedication to orchestrating content programs that engage, assist, and entertain their audience above all else — these brands showed up and showed out in 2023.

To quote another content virtuoso, ‘everybody’s so creative,’ and we’re thrilled to be witness to it all. So, who came out on top? Across a variety of verticals, explore the crème de la crème of content marketing. 

Curious as to who made the list last year? Check out the Top 50 of 2022.

Electronics

Canon is a renowned provider of imaging products like cameras, printers, and photocopiers. More than just a camera company, Canon has a legacy of innovation and creativity in providing cutting-edge imaging solutions for individuals and businesses alike. 

Why Their Content Stands Out

Canon’s exceptional content gives photographers at all levels ideas and tools to “explore the limitless potential of the image.” Between training articles, inspiring stories, and even kitten-led ‘Meow-ditation’ sessions, there’s no shortage of content to be motivated, educated, and entertained by. 

Canon’s storytelling is unmatched, evidenced by campaigns like Canon Co-Lab, which offers fresh perspectives on using Canon’s cameras from a group of influential visionaries. Oh, and then there’s, of course, their visual feast of an Instagram presence. Canon knows their position in the market and smartly goes all in on the photo-forward platform to keep their 3.5M followers entertained with artsy portraits, wild encounters, and high-octane action shots — many of which are entirely user-generated.   

Content Spotlight: Canon Explorers of Light — Photographer Series

The Explorers of Light program initially kicked off in 1995 to celebrate and bring focus to the incredible work of professional imaging creators. In 2023, Canon continued the influential program, spotlighting dozens of the most influential photographers worldwide. Click into any profile, and you’ll get to know the creator intimately through bios, photo galleries, the Canon gear they use (brilliant!), video content, and articles. 

Each creator’s story is as inspiring as the next. In a wise repurposing play, explorer photographs are further platformed on Canon’s Instagram, neatly nested under #Canonexploreroflight. No wonder this program has continued for two decades and counting. It’s a wellspring of inspiration, education, and community for photography enthusiasts the world over.

Epson is a multinational electronics company and manufacturer of imaging-related equipment. Epson develops a diverse range of products, including printers and projectors, aimed at enhancing efficiency and creativity for businesses and individuals alike. 

Why Their Content Stands Out

Epson’s content is a shining example of smart audience segmentation and targeting in motion.  Between Epson’s breadth of niche-specific white papers, articles, YouTube playlists, and eBooks, the technology giant expertly caters to their core audience segments of small-business owners, educators, and enterprise companies. Segment-based navigation means users can quickly self-identify and get their hands on the resources and insights they need to enhance efficiency and creativity at their organizations. 

Beyond the B2B side, for the 2023 holiday season, Epson published a clever holiday gift guide featuring none other than NBA Hall of Famer, Shaquille O’Neal. Once again showing off their segmenting chops, the gift guide serves up recommendations based on personas like ‘The Student’ and ‘The Movie Lover.’ Shaq joined Epson as a brand technology ambassador in 2019 and has been a lovable spokesperson for the company ever since, making appearances across branded content from YouTube to LinkedIn.

Content Spotlight: Microdevices “Timing is Everywhere” — Interactive Feature 

Epson’s interactive feature “Timing is Everywhere” is a sophisticated yet fun way to visually present a concept that’s otherwise tough to succinctly explain. Epson employs both dynamic graphics that animate as you scroll and videos you can watch along the journey to show how Epson’s timing devices are pushing us toward a smarter future. 

Another clever move? This feature was clearly designed to cast a wide audience net on its own, but the videos it consists of provide perfect fodder for re-use elsewhere to do more niche targeting. Epson simply understands their unique audiences and the premise of content efficiency — a potent strategic combo that’s evidenced in this feature, and all of the content across their program.

GoPro, Inc. is an American technology company that manufactures action cameras and develops their own mobile apps and video-editing software. Best known for their game-changing hands-free action camera, GoPro has revolutionized the art of documenting the world from a user’s POV. 

Why Their Content Stands Out

Head on over to the camera mogul’s dedicated content hub, and you’ll be instantly transported to the hi-def thrill ride that is the world of GoPro. Between sport-specific how-tos, holiday gift guides, SoCal surf sagas, and sustainability reports, GoPro flexes their content range — and does it all with beautifully shot photographs and videos. They even have a dedicated ‘Heroes’ section that spotlights important causes championed by the brand — from rescuing seals in Namibia to one man’s 1,000-mile journey to better mental health. Taken as a collective, the blog conveys the brand’s dedication to having fun on this planet while being a steward in making it a better place. 

But the real jaw-droppers can be found over on GoPro’s YouTube channel. Here, you’ll find everything from breathtaking mountain bike POVs, to ‘why-the-hell-nots?’ like sending a guitar to space, to emotional redemption stories. For the action-sport junkie, the collection presents an opportunity to get lost for hours — and the next-best-thing to being out in the wild yourself.  

Content Spotlight: GoPro’s User-Generated Videos — TikTok Series

GoPro’s 3 million TikTok followers can count on the brand to serve up the stoke with their constant delivery of insanely cool quick-hit videos. The camera slinger excels in balancing both brand-generated and user-generated content on their TikTok channel, but the brilliance lies in the latter.

A dream for any content marketer, GoPro has created an environment where electrifying user-generated content perfect for their channel just rolls in on the daily. By platforming UGC videos on their TikTok, they’ve cultivated a culture in which it’s a top prize to be featured on the channel. With each video more extreme than the next — like a run-in with a whale or human slingshot into a mountainside — users are constantly upping the ante (and slapping GoPro hashtags all over their content) just for a chance to get their own GoPro shot reposted to the brand’s account. If GoPro’s social media manager is reading this, just know we — and social media folks everywhere — envy you. 

Tech

Adobe Inc. is a software company that specializes in digital experiences. Through Adobe platforms, customers can create, manage, and optimize a myriad of different content. Adobe spans countless industries, sectors, and fields, serving millions of customers across the world.

Why Their Content Stands Out

Adobe is no stranger to fantastic content, but recently, they’ve been stepping up their game with an abundance of new and noteworthy resources. Between a webinar series that offers hyper-specific insights, like how to create Emmy-winning title sequences (led by an Emmy-winning designer), and how-to articles that are actually easy to follow, Adobe’s content makes it simpler for users to make the most of their software. Even on Instagram, you’ll find engaging Reels that explain tasks like getting passport photos or scheduling content in seconds, whereas their YouTube channel hosts longer, in-depth content on everything from creating GIFs to sprucing up your postcards. 

Content Spotlight: Adobe Express Masterclass — Livestream Series

The Adobe Express Masterclass series offers high-level instructional videos that make creating digital art in Adobe Express easy and breezy for viewers. Each approachable episode features an Adobe Express Evangelist that guides creators in maximizing the program’s tools, from creating animated social posts to brand logos to LoFi animation loops. 

But the real brilliance of this series lies in its format. Viewers are presented with a true livestream picture-in-a-picture walkthrough of a given task being completed in the software — mistakes, missteps, and all. This critical element makes the series hyper-relatable, engaging, and allows viewers to feel like they’re sitting down with a friendly colleague, not a harsh instructor. The result is a realistic look at learning and the creative process  — complete with failures and setbacks — that serves to encourage viewers and allow creativity to flourish. 

Atlassian Corporation is a software company offering a slate of project management tools for departments and teams across companies. Atlassian’s tools include workplace essentials like Confluence, Trello, and Jira.

Why Their Content Stands Out

It’s pretty clear through their content that Atlassian values collaboration, work-life balance, and professional development. Across multiple brands, blogs, and podcasts, Atlassian embodies these core principles with enjoyable and engaging content while also addressing serious workplace issues in a meaningful way. Their Work Life blog is full of  articles, quizzes,  and podcasts that cover a wide array of topics ranging from authenticity in leadership to the use of emojis in the workplace. And if you dig into each product within the Atlassian Product Family, you’ll find content devoted to the variety of industries and use cases they support — including ones you may not even have thought of, such as using Trello for employee onboarding. 

Content Spotlight: Ways of Working — Article Collection

At their core, Atlassian is a project management company, which means their content frequently focuses on the challenges and benefits of cross-functional collaboration. In the Ways of Working article collection, Atlassian offers actionable advice on topics that you don’t come across every day in the workplace. Between tapping into the power of divergent thinking, revealing the magic behind high-performing teams, and diving into different thinking models you can use to reach a tough decision, Atlassian encourages readers to explore novel approaches to improve their own work performance, as well as their team’s.

Duolingo is an educational technology company that offers interactive language learning tools. With a gamified approach to education, Duolingo provides courses in a wide variety of languages, making learning engaging and accessible to a global audience. 

Why Their Content Stands Out

Duolingo’s content marketing is the ideal blend of education, execution, and entertainment. To make the overwhelming task of learning a new language less daunting, Duolingo’s playful brand voice is threaded throughout their content at every turn. Reminiscent of the best teachers, Duolingo serves up a strong cadence of content that is timely, inventive, and fun — all neatly categorized by language. In addition to the highly popular app, users can learn through Duolingo’s podcasts, YouTube, and social accounts. While Duolingo is a learning platform, their content is anything but boring, blending storytelling and comedy to create a positive association with the brand and keep users coming back for more.

Content Spotlight: ‘Duo the Owl’-Led Videos — TikTok

To gain and maintain relevance on everyone’s favorite short-form video platform is a feat in and of itself, but Duolingo has managed to cement themselves as one of the most recognizable brands on all of TikTok. Every TikTok user knows the Duolingo owl, Duo, from the lovable bird’s consistent appearances on their ‘For You Page.’ By putting Duo in situations that expertly utilize viral sounds or hop onto trending pop culture moments, Duolingo creates chuckle-worthy content that’s a major hit with the platform’s core demo of Gen Zers and Millennials. 

Garnering millions of views on single videos is a regular occurrence for the brand, serving as a testament to the power of brand mascots. With content that speaks the language of their target audience and doesn’t take themselves too seriously, Duolingo has managed to crack the code on marketing to younger generations.

Gartner is a provider of research and consulting services for businesses in the IT sector, working with organizations to develop technology strategies, plans, and budgets, as well as select the right technologies for their operations.

Why Their Content Stands Out

With a steady flow of thorough research, independent studies, and best-in-class business reporting, Gartner has long established themself as an invaluable market authority. Online, their vast range of cross-industry content touches on topics like strategic planning, generative AI, future of work, DEI, and others covering various functions from audit and risk services, customer support, and cybersecurity to data, finance, marketing, HR, and far beyond. 

But Gartner offers more than that. Additionally, helpful content is seamlessly blended with Gartner’s consulting services and proprietary tech tools, with free templates and frameworks along with the chance to connect with peers.

Content Spotlight: Gartner Magic Quadrant 2023 — Analysis Tool

With their famous Magic Quadrant research methodology, Gartner positions tech players within a specific market (across countless markets), making it possible to better understand business performance for would-be investments. The handy analysis tool provides “a culmination of research in a specific market, giving you a wide-angle view of the relative positions of the market’s competitors.” And with interactive features that allow folks to view their own business goals, needs, and priorities within the same customized graphic, clients can gain a new understanding of internal analyses and subsequent decision-making.

The real brilliance behind the effort is how popular and reliable it’s become. Each year’s Magic Quadrant release is highly anticipated, and tech folks excitedly tune in to launch to see if they’ve made the list. And if they do, they’re sure to publicize it, creating dedicated blog posts, press releases, and social graphics to celebrate. How’s that for a masterclass in free distribution? 

Hexagon is a global technology leader in digital reality solutions, combining sensor, software, and autonomous technologies to put data to work. Hexagon’s solutions boost efficiency, productivity, quality, and safety across industrial, manufacturing, infrastructure, public sector, and mobility applications.

Why Their Content Stands Out

Hexagon’s content simplifies the complex world of digital reality innovations and makes tricky topics digestible for experts and novices alike. Their newsletter series provides tailored news and updates for niche industries, while their podcast series invites esteemed thought leaders from a wide array of industries to share stories of innovation and success. Add in the tech leader’s library of webinars and packed event lineup, Hexagon provides a breadth of high-quality resources to engage with no matter your preferred format. Marketers take note: this is multi-format content marketing done right. 

Content Spotlight: HxGN LIVE Global Conference – On-Demand Video Library

Hexagon’s annual HxGN LIVE Global conference brings industries and professionals together to discuss digital reality technology. This year’s four-day affair had over 3,000 attendees from 77 countries in tow. And guess what? Rather than gatekeeping the event’s content, Hexagon publishes select sessions and interviews to their on-demand library so even those unable to attend can gain the same future-forward insights to up-level their expertise and transform their business. 

Take a peek and you’ll find dozens of videos on a wide range of topics, including optimizing public safety with innovations to 911 dispatching, enabling autonomy in the automotive and agriculture sectors, and increasing optimism in the manufacturing industry. 

LinkedIn is a professional networking platform that provides a digital space for individuals to connect and build professional relationships. LinkedIn serves as a virtual hub for career development, job seeking, and business networking across a diverse range of industries.  

Why Their Content Stands Out

As the premier professional networking platform, the core of LinkedIn’s content strategy revolves around fostering professional development and knowledge-sharing. Whether you’re using LinkedIn to hire, market your brand, develop new skills, increase sales, or all of the above, LinkedIn has content tailored to your goals. There’s a robust content hub for every audience, teeming with educational resources including blogs, certifications, guides, webinars, and more. Unsurprisingly, LinkedIn excels in the social media realm, blanketing their own feed with short-form videos dispelling LinkedIn myths, as well as long-form conversations with creators.

Content Spotlight: LinkedIn Role Models — YouTube Series

When you think of a typical LinkedIn user, you probably picture a buttoned-up professional with years of experience under their belt. In an attempt to buck this stereotype and captivate up-and-coming professionals, LinkedIn launched their YouTube series, ‘LinkedIn Role Models.’ The quick-hit videos chronicle the success stories of a range of young professionals and entrepreneurs — from beauty moguls to go-getters in gaming, video production, and beyond. 

Via an intimate, 1-on-1 style interview — where guests are notably dressed down on a sleekly designed set — professionals share their career journey, best advice, and funny anecdotes from the field. The interviewee’s story takes center stage, yet plugs for using LinkedIn are woven throughout. By showcasing relatable success stories that naturally demonstrate how LinkedIn can further a young person’s career goals, this series is a winning play in LinkedIn’s strategy to attract a younger generation.

Salesforce, Inc. is a cloud-based software company that provides customer relationship management software and applications. The widely used software provides sales, marketing automation, analytics, customer service, and application development to users.

Why Their Content Stands Out

As the leading CRM tool, Salesforce has earned a place in the professional lexicon of marketers and sales teams everywhere. But their emphasis on learning has thrust them into the spotlight for content as well. Between the Salesforce 360 blog, the company’s media hub — Salesforce+, and their education platform, Trailhead, Salesforce offers a complex catalog bursting with online courses and certifications, approach-strengthening articles, podcasts, and special events.

Always one to stay on-trend, this year, Salesforce went all in on AI. In the original series Ask More of AI, Salesforce AI’s CEO, Clara Shih, and her guests discuss AI’s influence on various aspects of business. But it’s not the company’s only AI-focused content.

Content Spotlight: Trailhead Artificial Intelligence — Online Learning Course

Trailhead is Salesforce’s hub for learning and development, and their credentials are recognized by companies around the world. To help keep their audience on the cusp of the fast-developing world of generative AI, Salesforce offers their Artificial Intelligence skills course.

Leaving no stone unturned, the course features modules that cover AI fundamentals, generative AI, natural language processing, data analytics, and even the ethics of AI. The course is just under 4 hours and earns you three coveted Superbadges in data fundamentals, data analytics, and the concepts of correlation and regression to highlight your ability to apply your newfound AI skills.

Slack is a cloud-based platform that streamlines communication within organizations. Providing tools like messaging interfaces, file-sharing capabilities, and various productivity tools, Slack is a user-friendly platform that has become the go-to messaging solution for companies around the globe. 

Why Their Content Stands Out

For years, Slack’s mission — and that of their content — has been to “make work life simpler, more pleasant, and more productive.” That’s also the job of their long-standing design-forward blog, Several People Are Typing. With the look and feel of a top editorial publication, the content hub succeeds at balancing product and company updates with compelling industry news and customer stories, and boasts a robust resources library as well as partner webinars and other curated events. 

Beyond the blog, you’ll find Slack’s YouTube channel brimming with Slack hacks and inspiring human-interest sagas (narrated by John Legend) alike. And over on their LinkedIn, you’ll find the messaging brand serving up ‘personality’ games and productivity secrets in an off-the-cuff, bite-sized style.

Content Spotlight: Strengthen Sales and Marketing Alignment — Webinar

In a recent webinar, Slack set out to illustrate how star client, Salesforce, uses their tools to help keep sales and marketing teams working as one while also “sharing best practices for automating processes and streamlining leads.” And there’s that beautiful, key balance at play: truly valuable content with actionable takeaways for their target audience of marketing and sales professionals, along with a spotlight on how the CRM giant makes the most of what Slack has to offer. 

Lead-generation bonus: the webinar is gated. Visitors have to input their work email and employment details before accessing the goods — a fair trade for stellar content, and a smart nurture move for Slack.

Spotify is an audio-streaming giant that provides digital music, podcasts, videos, and audiobooks to hundreds of millions of active subscribers around the globe. Today, Spotify is the most popular music streaming service in the world and continues to be on the cutting edge of audio innovation.

Why Their Content Stands Out

In the world of content marketing, Spotify is the ultimate hitmaker. No matter if you’re a listener, artist, podcaster, advertiser, or songwriter, Spotify has a dedicated content hub tailor made for you. But what really sets Spotify apart is their use of proprietary data to produce one-of-a-kind experiences and reports. 

Between cultural trend analysis powered by podcast data, Gen Z deep dives for advertisers, their beloved annual ‘Spotify Wrapped’ campaign, and their AI-powered DJ, Spotify knows how to make data sing to the delight of their multifaceted audience. Yet Spotify never strays too far from their north star of celebrating music. The streaming trailblazer keeps fans in the loop with fresh series like Spotify RADAR that showcase up-and-coming artists via poignant storytelling, and their latest Green Screen series that invites artists to bring their wildest visions to life. 

Content Spotlight: Spotify Billions Club — Series

Spotify’s Billions Club celebrates artists with songs who’ve hit a meteoric milestone on their platform: 1 billion streams. The series showcases each artist receiving their glimmering ‘Billions Club’ commemorative plaque, but what follows is no ordinary acceptance speech. Fans are given a more personal moment with the artist, typically in their homes. The resulting footage is polished yet authentic, and full of unexpected turns — like LISA cooking up a dish close to her Thai heritage to serve up on her shiny new Billions Club plaque. 

With episodes featuring top artists like Billie Eilish, Bad Bunny, and Post Malone, the series is a brilliant move that cleverly places Spotify in the success narrative and gives fans the candid moments with artists they crave. Oh, and of course, there’s an entire wrap-up playlist dedicated to all the songs that have made the elite members-only club. 

Financial Services

Baker Tilly is a tax, insurance, and advisory firm specializing in personalized and strategic solutions. Baker Tilly helps both individuals and businesses navigate an increasingly complex financial landscape to achieve their financial goals.  

Why Their Content Stands Out

Content is so integral at Baker Tilly that their main landing page feels like a content hub. Above the fold, a full-screen image alternates with another, denoting the blog’s two most recent articles. Below, users can browse through trending topics, sign up for newsletters, and dive into fuller industry reports, webinar series, other events, and all kinds of resources. 

In a move that puts the user (and the power of content) first, it’s unusual and worth noting that only after displaying all of their most recent articles, learning materials and relevant happenings does the homepage continue onto more typical components that detail the company’s services, team, and industry specializations. 

Content Spotlight: BuzzHouse — Podcast

Hosted by Baker Tilly partners and multifamily housing specialists, Don Bernards and Garrick Gibson, BuzzHouse is a podcast series created for fellow housing industry professionals. “From tax prep to modular construction to housing market studies,” every other week, listeners can get to know a new guest or discover a relevant topic during a discussion that can help trigger new ideas and move developers and owners onward and upward in their business efforts. 

Despite the largely ‘no-nonsense’ tone the podcast takes on, the hosts still managed to sneak in a few laughs and keep things moving along nicely, allowing their mix of internal and external guests to take center stage. The podcast seamlessly blends expertise with exploration, making it an invaluable resource for professionals in the field.

Capital One is a financial services company that offers a wide range of banking and credit solutions. From personal loans to business bank accounts, Capital One strives to make banking accessible to the masses. 

Why Their Content Stands Out

The name of Capital One’s blog says it all: Learn & Grow. Every last article on the site helps customers learn more about financial matters and grow their personal wealth. And that’s true whether they’re curious about the difference between pre-qualified and pre-approved credit card offers or trying to get a loan without a credit history. The goal-based content recommender gives readers options to review content in topic areas such as credit building and offers suggestions for Capital One products based on the customer’s stated goals, like a travel-earning rewards credit card.

The brand has mastered the art of segmented content, with separate sections for business owners, consumers, and fans of travel and dining. Beyond their blog, Capital One uses social media to keep audiences engaged via thrilling highlights from cardholder events and quick-hit finance education. And over on YouTube, the finance leader produces a suite of videos speaking directly to auto enthusiasts to help promote the brand’s Auto Navigator tool. No matter your financial goals, Capital One’s content program has something for you. 

Content Spotlight: More Than Money — Article Series

In More Than Money, Capital One leans into the best part of financial wellness — spending your hard-earned cash on unforgettable experiences for yourself and the ones that you love. The series largely speaks to a few key personas: travelers, foodies, and parents, and expertly answers a range of their commonly asked questions in a smart play to boost SEO. Popular topics include travel, family fun, entertainment, and dining.

Each post is centered on ways to budget and save on everything from vacations and hanging out with friends, to family reunions and gift-giving, and many provide users helpful tips to make these dreams a reality with their Capital One rewards points. It’s clear the finance leader gets their audience and goes beyond bottom lines to help them enjoy the fruits of their labor.  

Intuit is a financial software company that provides a number of financial, accounting, and tax preparation software solutions for individuals and businesses. Known for their subsidiaries like QuickBooks, TurboTax, and MailChimp, Intuit simplifies complex processes with their suite of digital tools, platforms, and services.

Why Their Content Stands Out

In addition to the range of webinars and events across their distinctive sub-brands, Intuit runs the show with an outstanding company blog and an incredibly extensive internal content design guide — complete with their marketing best practices. This summer, they even launched a network for small businesses called SMB MediaLabs, which gives “advertisers new ways to reach Mailchimp and QuickBooks customers.” 

But they’re also thinking outside the box and across generations with innovative ventures into social media and UGC efforts. More recently, the brand has turned to generative AI-powered “aura readings” as a way to engage Gen Z. After submitting a selfie and answering a few Q&As on their financial habits, users get an illustrated avatar surrounded by the color of their financial aura. Not a bad play, considering that, according to AdAge, “a microsite housing the AI experience has seen 15,000 visits since the start of the “Automagical” campaign.”

Content Spotlight: Atlanta Chef Crafts a Culture of Respect — Customer Story Series

So much of Intuit’s success stems from being able to cater to a diverse range of audiences, which the company works to highlight in an ongoing blog customer story series. Paired with exclusive video content or a professional photo shoot, more often than not, the stories dive into the people behind the business and what challenges or inspires them — at times with no mention of their own brand at all. 

Because the range of entrepreneurs featured is so varying in terms of industry, age, gender, ethnicity, and beyond, the series allows other entrepreneurs to find a story that genuinely resonates with their own, encouraging them to press on and reach their full potential. 

Mastercard is a leading global payments and technology corporation that offers a range of payment processing services. Serving both individuals and businesses, Mastercard ensures secure and seamless electronic transactions for millions around the world. 

Why Their Content Stands Out

Mastercard is, well, masterful at creating invaluable content for both B2B and B2C customers. On the B2C side, their Priceless Experiences platform shows off over 1,000+ exceptionally curated experiences and adventures exclusive to cardholders only. From breakfast with flamingos in Kenya to an ice-skating excursion in London, there’s a little something for everyone. Over on their TikTok, ‘priceless’ takes on a different meaning, with #priceless shorts that feature small-business owners recounting their journey to success, complete with personal stories and lessons learned. 

Meanwhile, on the B2B side, they have a massive repository of actionable insights on timely trends shaping the world. Partnering with established publications like Bloomberg, Mastercard creates lively videos and articles to give users info on these trends they won’t find elsewhere. And their LinkedIn is a mix of everything, from employee-acquisition plays to partnership updates to stat-packed report snippets. Simply put, their vast collection of content is a feast for every target in their wide audience. 

Content Spotlight: Mastercard Signals | Commerce in the Age of Generative AI — Research Report and Guide

Wow. You’d be hard-pressed to try and find a more gripping financial research report than Mastercard’s Signals: Commerce in the Age of Generative AI. The report (aptly) uses editing support from GPT4 and design support from MidJourney, and it’s an absolute delight to interact with.

With dynamic elements, expanding features, and a sleek design, this research report makes data come to life — literally — while using visuals to further highlight the future and potential of the report’s hot topic: generative AI. This one-stop shop explainer on a trend is an excellent example of how to make deep insights dazzle while maintaining the authority and intelligence of the information presented within.

Voya Financial is a financial services company that specializes in retirement, investment, and employee benefits solutions. Voya provides a range of products and services to empower customers on their journey to financial security and well-being.

Why Their Content Stands Out

When you’re on the hunt for a partner to help manage your finances, you want a platform that’s useful, educational, and easy to use. Voya serves up all that and then some. Their retirement app — Voya Retire — has a whopping 4.7 rating from more than 105K reviews, with users hailing its ability to quickly model portfolio return rates based on risk. Head over to Voya’s Financial Wellness resource library and you’ll find a wealth of intel that makes dense topics like investing immediately easier to grasp.

If video is your thing, you can check out Voya’s treasure trove of completely free live- and on-demand learning sessions. Or, if you prefer to learn via written text & design, flip through one of Voya’s many ‘learning pods.’ What’s particularly compelling about Voya’s content is the constant nods to customers in all different places in their lives. Resources can be filtered by specific scenarios, financial goals, and best of all, where you are in your financial journey — from starting your financial voyage, all the way to entering retirement. 

Content Spotlight: My Retirement Overview® — Digital Calculator

Voya’s My Retirement Overview®  Digital Calculator answers customers’ most pressing questions about retirement — from how much you need to save to if you’re on track now — all in one easy-to-use tool. By combining retirement and paycheck analysis calculators to drum up different personalized scenarios, users get a complete look at their retirement picture in just a few simple steps.

More and more, marketers are catching onto the power of calculator tools like this that function as the perfect middle-man between awareness and becoming a customer. The virtual tool is just one of many of Voya’s straightforward financial calculators that give users a customized model they can manipulate to make big, long-term decisions feel a little less daunting.

PNC, a financial services corporation and bank, serves Americans throughout the U.S. Known for providing financial expertise and exceptional customer service, PNC’s mission is to help their customers meet their financial goals.

Why Their Content Stands Out

PNC’s content reflects the financial institution’s commitment to educating and serving their customers. When it comes to educating consumers about all areas of finance, PNC has it down pat — from the basics of how debit cards work to top-level corporate wisdom. PNC Insights smartly serves a variety of different targets, with separate learning hubs for corporations, small businesses, and individual consumers. 

In the small business section of their blog, PNC addresses everything from the economic gender gap to tips for turning a side hustle into a business. Consumers in personal banking can expect to learn all about finance from the benefits of a HYSA to more complex topics like long-term care planning. Via their YouTube channel, PNC provides their audience with handy expert-led explainers on complex topics like 401Ks and demonstrates their dedication to serving local communities.

Content Spotlight: 2023 PNC Christmas Price Index® — Data Report

How many content marketing campaigns can claim a run of four decades and counting? For 40 consecutive years, the PNC Christmas Price Index® has been tallying the cost of all 12 gifts from the perennial holiday classic “The Twelve Days of Christmas.” The annual roundup presents a tongue-in-cheek yet data-packed overview of the state of the economy, shedding light on rates of inflation, labor market trends, year-over-year comparisons, and beyond. 

This year, the interactive feature reveals that seven swans-a-swimming will cost you more than $13,000 while hiring eight maids to milk your cows would only set you back $58. Reasons for every calculation and fluctuation are provided, painting an accessible picture of systems of supply and demand. PNC even produced a child-friendly activity book of the feature, offering the economists of tomorrow a chance to learn some basics while having a bit of holiday fun. 

Square, a financial services platform, helps millions of sellers run their businesses from secure credit card processing to point-of-sale solutions. Leading brands around the world trust Square to accept payments, strengthen customer relationships, and advance their business in-store and online.

Why Their Content Stands Out

Square is one of those rare brands that really gets the importance of being a reliable shepherd in their audience’s journey to achieving their personal and business goals. For their core demos of small- and medium-sized business owners, Square nails the marketer-publisher model with their exemplary publication, The Bottom Line. Timely and neatly navigable by audience goal, the publication is a one-stop-shop complete with trend tracking, handy how-tos, calculator tools, desire-based collections, and case studies that go way deeper than the average fact sheet. 

On LinkedIn, you’ll find the brand showing off their customer-centricity via ‘seller celebrations’, ‘Square 50’ — their voter’s-choice best businesses list, and beautiful entrepreneur-led advice videos that feel straight out of a documentary. It’s this incredible tightrope walk between in-the-weeds help content and human interest pieces that positions Square as a content leader in their field. 

Content Spotlight: The Future of Commerce 2023 Edition — Feature

As visually stunning as it is informative, Square’s ‘The Future of Commerce: 2023 Edition’ feature unleashes ‘inspiration, tactics, and tools to future-proof your business’ based on industry analysis conducted in partnership with Wakefield Research. Hard-and-fast stats are enlivened by emotion-packed video case studies, powerful quotes from entrepreneurs, takeaway blurbs and pro tips, and data-visualization swipe carousels. 

Executed with sharp writing, hyper-modern design, breathtaking photography, and film-fest worthy videography, the feature is a genuinely immersive look into the state of commerce. Bonus points? The core feature links out into industry-specific drill-down reports, like ‘Future of Commerce: Retail’, so readers can choose their own adventure. Fellow folks in the B2B world, take note — this is how you do B2B content marketing right. 

Healthcare & Pharma

GoodRx is an American healthcare company that offers a telemedicine platform, website, and mobile app to allow users to find the best prices for medications. GoodRx allows individuals to find and compare prescription drug prices and provides coupons for discounts on medications — making healthcare more accessible to the masses. 

Why Their Content Stands Out

Fun fact: research shows that 72% of American adults consult the Internet for medical information. Thankfully, companies like GoodRx provide answers in their content, direct from doctors, pharmacists, and journalists. In a brilliant SEO play, it’s clear GoodRx is closely watching and responding to search intents. From ponderings of melatonin’s long-term safety to the average cost of wisdom tooth removal, GoodRx has an answer for virtually any medical question that’s ever kept you up at night. 

GoodRx even boasts a dedicated research team whose entire mission is to provide insights into the U.S. healthcare system. While all medical decisions should be made by consulting a doctor, GoodRx supplies their target market with the information they’re looking for when they need it most, bringing a sense of ease to the often anxiety-inducing world of health and medicine. 

Content Spotlight: Good Stories — User Stories Series

In their Good Stories video series, GoodRx effectively engages customers by sharing authentic customer experiences. These concise videos (all under 2 minutes) showcase the positive impact of GoodRx through real-life narratives. Video subjects include a couple who saved hundreds of dollars during a transition between insurance plans and a doctor sharing a story about a patient unable to afford asthma medication until GoodRx stepped in to help.

In an industry that often gets flack for being all about business, the series smartly puts real people back at the center of the narrative, helping other people in similar situations feel seen, and allowing GoodRx to create meaningful connections with their audience in the process. 

Medrio is a leading provider of eClinical solutions, offering software for electronic data capture, management, and analysis in clinical trials. The innovative and user-friendly platform allows researchers to seamlessly conduct and manage clinical studies.

Why Their Content Stands Out

Medrio’s resource library serves as a shining example of mission-focused content. Medrio’s dedication to improving the clinical trial process is evidenced through a unique kind of bedside manner. Hard-hitting science is delivered with a compassionate, human-centric, and often optimistic lens.

Their range of content includes regulatory updates, case studies, ebooks, webinars, and infographics. Medrio expands their reach via social media with LinkedIn posts that summarize complex topics in visually appealing ways. Their content is amplified via their biweekly LinkedIn newsletter, Trial Talks with Medrio, where subscribers get a roundup of Medrio’s most impactful resources.

Content Spotlight: Achieving Patient Centricity by Removing Barriers in the Clinical Trial — Trial Talks Podcast

Medrio’s Trial Talks Podcast is a thoughtful examination of the less-discussed inner workings of the world of clinical trials. With a human-centric and personal approach, each episode brings on a different external industry expert to explore everything from the road to health equity to patient advocacy.

In Season 2: Episode 4, Kafayat Babajide, the Director of Patient Insights and Experience at Johnson & Johnson talks about taking action to put patients first during clinical trials. This episode — and the series as a whole — offers an equally informative and personal narrative, brilliantly reflecting Medrio’s mission-focused strategy. 

As a leading biopharmaceutical corporation, Pfizer works to innovate and distribute vaccines, medicines, and treatments to people all over the world. 

Why Their Content Stands Out

With a radically transparent approach to earning trust, Pfizer leverages their deep audience understanding to create content tailored to their specific needs and unique interests. At the height of the pandemic, that meant publishing content that would turn them into a trusted source of information. 

Today, their content spans all kinds of topics for the science-curious and medical industry readers alike. The blog has just gotten better and better with curated stories, ebooks, and three company podcasts exploring scientific thought leaders and innovations in modern medicine.  

Content Spotlight: The Butterfly Club — Multimedia Feature

Meeting user interest and demand for oncology-related content, as well as creating a powerful corporate culture around employee community and engagement, Pfizer’s Butterfly Club network fosters an atmosphere of partnership and support for cancer survivors. With more than 10 years in operation, the group has helped an estimated 200 people grappling with the illness. By sharing touching real-life stories of Pfizer employees who survived cancer and bonded over this powerful shared experience, a highly impactful feature was born.

Written text blurbs alternate with a flurry of emotional videos that feature Butterfly Club members offering a resounding message of hope, focusing on breast cancer breakthroughs and the future of the disease. 

Sartorius is an international laboratory equipment provider specializing in innovative solutions for the pharmaceutical industry and laboratories. Known for their cutting-edge technologies, Sartorius assists in advancing research and manufacturing processes.

Why Their Content Stands Out

Sartorius’ content does what content should do best: expand people’s knowledge. They provide up-to-date resources (including webinars and case studies) and numerous training programs dedicated to helping scientists and engineers overcome the challenges that crop up in the rapidly changing environment of biopharma. Sartorius’ Science Snippet blog both simplifies and accelerates the process of upping one’s skills in the realm of life science research and bioprocessing. 

Over on their YouTube, you could get lost for hours among the breadth of webinars, tip videos, and narrated guides available. The volume of their vast collection of content is staggering. No matter what your goal or learning style, Sartorius has content tuned to fit your needs. 

Content Spotlight: Sartorius Pipetting Academy — Digital Course/Certification

Sartorius takes a savvy approach to customer engagement through their Pipetting Academy. By joining their training, individuals can enhance the quality of their work by learning the ins and outs of pipetting. And best of all, the course allows the attendee to get ISO-certified for free. The course’s nine modules progress from the basics into specialized mastery, and even veteran scientists report walking away from the course with new knowledge. 

The landing page itself has all the markings of a strong sales page, with drop downs to learn more, informative video content, testimonials, visuals, and numerous signup buttons. And for users on the fence? There’s a section of answers to common questions to help users swiftly decide if the certification is right for them. 

Marketing

Drift.com, Inc., a conversation cloud company, helps businesses communicate with their customers through online chat, email, video, and more. Drift enables businesses to streamline their communications to increase customer satisfaction and sales efficiency.

Why Their Content Stands Out

Drift’s content is a masterclass in added value. From content essentials like their blog, podcasts, and research reports, to deep cuts in virtual events, certifications, and an online community, this brand does omnichannel media right. And thanks to their dedication to actionable advice, Drift asserts themselves as a genuinely knowledgeable partner to help you achieve your marketing goals. 

The Drift blog cites top research data while adding their own point of view on marketing strategies and customer support trends. Podcasts hosted by Drift employees are geared toward career advancement, business growth, and SaaS product management. And to round out the content catalog, Drift hosts free virtual events that they make available live or as on-demand replays. Most recently, the team pulled together respected names in AI for Converge, a two-day virtual conference covering the intersection of human intelligence and artificial intelligence.   

Content Spotlight: AI in the Fast Lane — Webinar

Drift has managed to churn out an impressive catalog of webinars, with a webinar for seemingly every marketing conundrum or evolution under the brand’s purview. Despite boasting a webinar library that spans 29 pages, the quality of the topics, guests, execution, and advice never falters.

Case in point: Drift’s “AI in the Fast Lane” webinar. This isn’t just another basic overview of the tech behind artificial intelligence. Supporting Drift’s value prop, in “AI in the Fast Lane”, expert hosts Jay Baer (external) and Justin Keller (internal) take viewers on a journey into the variety of ways marketers can use AI to improve customer experience. The friendly hosts keep it all equally educational and entertaining with witty commentary and lively conversation. Oh, and did we mention all of Drift’s on-demand webinars are completely ungated and easily accessible?

Gong is a revenue intelligence company that analyzes customer-facing interactions to deliver insights to sales teams. Through Gong’s analysis, sales teams are able to better align with customer success, sales-enablement, and marketing departments within their organization.

Why Their Content Stands Out

Sales and revenue aren’t typically seen as “fun” topics. But Gong’s content makes it so by bringing a sense of levity to typically tricky issues and themes surrounding money. From a Revenue Intelligence Maturity Assessment to an engaging webinar series to relatable LinkedIn posts that’ll make you giggle, Gong produces well-designed, user-friendly insights and advice that’s both useful and delightful to look at or listen to.

They cleverly use their content not only to educate but to celebrate with their annual Golden Gong Awards — a feature that highlights the array of accomplishments customers have achieved with the help of Gong.  

Content Spotlight: Reveal the Revenue Intelligence  — Podcast

Gong’s Reveal the Revenue Intelligence podcast is not to be missed. With bold colors and a captivating design, the landing page alone makes the idea of talking about revenue more inviting. And when you check out the roster of rockstar experts from brands like Netflix, Spotify, AT&T, and Amazon that have all made appearances on the show, it’ll be a challenge to not push play.

Their episodes are digestible, typically between 30 and 50 minutes long — ideal for a lunch break or commute — and can be listened to or watched by those who prefer a visual format. The podcast host, Danny Wasserman, keeps it real with his guests to ensure each episode is just as entertaining as it is informative.

HubSpot is a producer of software products for marketers, from inbound marketing to sales. Aptly named, Hubspot is the hub for content marketers across the globe to gather reliable insights and education on all aspects of marketing.

Why Their Content Stands Out

There’s a reason why HubSpot has emerged as a go-to resource for inbound marketers everywhere. Thanks to a mass of eBooks, guides, templates, free tools, newsletters, HubSpot Academy, and more, HubSpot is a treasure trove for marketers seeking thoroughly researched and insightful resources to further their skills.

But HubSpot is more than just a hub for marketers. Developers, sales, and operations professionals can also up their game through tailored content hubs. By providing their audience with valuable proprietary data, actionable tips, and thought leadership that helps them become better at what they do, HubSpot’s content strategy is a masterclass in earning the kind of trust that lasts.

Content Spotlight: HubSpot’s ‘The State of Marketing’ 2023 —  Research Report

HubSpot’s annual reports are some of the most anticipated research collections of the year, and this year was no different. The 2023 version goes down the rabbit hole to provide marketers with a play-by-play of emerging marketing trends, reporting benchmarks, channels to focus on, and more.

With so much content clutter out there, HubSpot’s report is a well-designed, easy-to-parse roadmap that gives marketers a clear path of what to expect in the coming year through their use of compelling statistics, visuals, and tools to battle potential challenges ahead.

Neil Patel Digital (and their owned properties, including NeilPatel.com) is a digital marketing agency co-founded by Neil Patel, a leading figure in the space. Specializing in SEO, content marketing, and online strategy, Neil Patel Digital provides comprehensive digital marketing services, proprietary tools, and education to businesses and individuals alike. 

Why Their Content Stands Out

Over the years, Neil Patel has made a name for himself with his uncanny ability to break down complex B2B topics into accessible and engaging content that offers deep insights and real value. With practical, actionable advice that resonates with both beginners and seasoned professionals, his use of detailed guides, comprehensive digital marketing trainings, and real-world examples translates to high-quality content that enhances and educates. 

Why fix it if it ain’t broke? Since launching NP Digital, the business leader has continued to build on the same promise. With extended resources on offer, including live and on-demand webinars, the Marketing School podcast, and indispensable research and analytic tools like Answer the Public and Ubersuggest, Patel & co. have cracked the code on modern digital marketing.

Content Spotlight: Google Ads Grader — Optimization Tool

Another tool that goes a long way? Patel’s free Google Ads Performance Grader. After entering the URL of a website, users receive a free analysis of 15 key dimensions of their ad account, like wasted spend, text ads, quality score, long-tail keywords, impression share, and more. 

The report includes key takeaways and actionable advice on “how to optimize ad spend, increase ROI, and reach your target audience more effectively than ever before” — countering every problem uncovered by the tool with a solution. 

Vibes is a mobile marketing platform offering capabilities like audience & experience management, text-message marketing, and multi-channel automation. Vibes helps brands connect with their audiences at scale while emphasizing security and compliance.

Why Their Content Stands Out

Vibes’ content … well, it’s a vibe. Mosey on over to their website and you’ll find a ton of first-rate resources, from customer stories to guides to webinars. And with their catchy explainer videos on LinkedIn and thought leadership in industry trade magazines like Total Retail, Vibes flexes their ability to woo their target audience and encourage them to check out more of what they have to offer.  

With a sharp understanding of segmenting, Vibes also provides a dedicated portal for developers that features a slew of instructional content on using code, collecting data, and more. With so many tailored touchpoints across a variety of channels, Vibes has the art of content distribution down pat. 

Content Spotlight: 2023 Mobile Consumer Trends Report — Research Report

Did you know that seven in 10 consumers opt-in to text messages and/or mobile app push notifications from brands? You can find strategy-shaping stats and tidbits like this all throughout Vibes’ 2023 Mobile Consumer Trends Report. The annual report from Vibes explores how consumers want to interact with mobile messaging from brands in 2023, providing data-backed insights to businesses eager to improve how they communicate with their target audience. 

Beyond the worthwhile insights, the report is presented in a smart layout with a top-notch design that over-delivers rather than overwhelms — making it a breeze to parse through, understand, and refer back to in the future.

Human Resources

ADP is a leading online payroll and HR solution platform designed to help businesses streamline their internal operations and efficiently manage their workforce. ADP offers tax, compliance, benefit administration assistance, and more.  

Why Their Content Stands Out

To bolster HR and payroll teams across small, midsize, and enterprise businesses, ADP delivers a range of content like tools, testimonials, and webinars and events, as well as their own research institute dedicated to “data-driven discoveries for business leaders, economists, policymakers, and human resource professionals” in the world of work. 

With in-depth material like national employment reports and pay insights alongside resources like Data Lab, which uses “interactive visualizations and ADP’s vast repository of proprietary data” to garner economic news, numbers, and knowledge, everything ADP produces is steeped in real-world and real business understanding. 

Content Spotlight: 2023 Outlook For Your Business — Webinar

The same goes for 2023’s Outlook For Your Business, a recent webinar that brings together the minds of the company’s Senior Sales Strategist, Senior HR Partner, and Director of Sales Learning Delivery. After a year defined by disruption and post-pandemic talent shortages, the three industry leaders take a look at what’s happening in the market today and whether it’s set for growth or inflation-related contraction — along with tips on how to stay prepared, invest intelligently, and develop leadership impact.

Via this webinar and ADP’s countless others that hit at every sub-arena involved in people management, the company continues to prove why they’re a trusted business partner and the #1 payroll company out there today. 

Culture Amp is an employee data and experience platform dedicated to helping organizations build and sustain a positive workplace culture. Through innovative survey and performance management tools, Culture Amp enables companies to collect, understand, and act on employee feedback.

Why Their Content Stands Out

Culture Amp is well known for producing stellar reports, like their latest on the State of the Manager in 2023. But they do more than produce frequently-cited research. For one, they have a popular podcast series with esteemed guests like Esther Perel, Simon Sinek, and Priya Parker. In the video realm, they offer up a series where they bring on experts, like Susan Cain, to talk about anything and everything from diversity in the workplace to creativity.

And then there’s their Culture First Community, which provides a virtual gathering ground for people professionals that includes events, newsletters, a dedicated Slack channel, checkup surveys, insights, and an inaugural list of the Top 25 Emerging Culture Creators. Everything is produced with a fresh, minimalistic yet colorful look and feel, further differentiating the brand from some of their more old-school competitors. 

Content Spotlight: Change Adoption — Guide

Culture Amp’s Change Adoption guide is excellent from start to finish. Thanks to its slick navigational features, the UX makes it so viewers can choose their own adventure to immerse themselves in the science-backed guide. With friendly colors, varying font sizes, and quick-hit bulleted sections, the design of the content also makes it easy to read, allowing the key points for readers to jump off the page. 

Complex problems from the world of change management are made manageable — and more importantly, actionable — with roadmaps and precise advice for a variety of top-level goals. Plus, readers are presented with related content they can peruse after the guide, including relevant videos and blog posts to keep users engaged longer.    

The Society for Human Resource Management (SHRM) is a membership network connecting human resource professionals. SHRM provides education, certifications, and networking opportunities while lobbying Congress on behalf of their members.

Why Their Content Stands Out

SHRM delivers one of the most comprehensive content programs out there to their vast network of over 325,000 people and counting. They’ve become the go-to resource for HR pros everywhere, with content ranging from professional development and legal resources to diversity and inclusion and technology. In addition to publicly accessible content, SHRM offers member-exclusive content like their toolkits and how-to guides that cover topics such as managing workplace conflict, pre-employment testing, and conducting an I-9 audit. 

And despite a Library of Congress-worthy content catalog, SHRM keeps the content accessible by breaking it down into role-based categories. HR pros are directed to topics like ageism and background checks. People managers are offered advice on the best interview formats, how to deal with toxic employees and more. SHRM also publishes content on their public policy and advocacy work and in-depth research on workplace trends. 

Content Spotlight: HR Magazine | Fall 2023 — Quarterly Magazine

HR Magazine is a quarterly, visually captivating roundup of the latest news, features, and analysis swirling around the world of HR. The HR industry moves quickly, and HR Magazine allows people-focused professionals everywhere to keep up. Whatever the challenge du jour, you can bet it’ll be covered in depth in the latest issue.

For instance, their Fall 2023 edition digs into the evolution of return-to-office policies, whether tech can solve burnout problems, and trends in 401K management. It’s clear SHRM’s editors understand the nuances of managing a modern workplace, and their magazines serve as a north star to navigating a constantly shifting industry.

The Predictive Index is a workforce assessment, talent optimization, and consulting platform. The Predictive Index assists organizations in understanding the strengths and work preferences of their employees through behavioral and cognitive assessments.

Why Their Content Stands Out

At The Predictive Index, content concentrates on helping recruiters, hiring managers, and other business leaders “make better hires, build high-performing teams, increase employee engagement, and improve relationships — through talent optimization.” 

With a user-focused company blog and expansive educational resources that take the form of articles, ebooks, online courses, certifications, and webinars, the company sets themself apart as an industry thought leader while sharing real ways businesses can bolster leadership skills, find and nurture the right talent, and continue to grow intelligently.

Content Spotlight: Leadership and Management Certification — Learning Course/Certification

As part of The Predictive Index’s free online training offerings, their certifications are designed to help business leaders level up in their actions and organizations. The Leadership and Management Certification is a particularly good place to find coaching tips and strategies focused on results-driven team building. 

With five courses, one quiz, and an average time of 70 minutes needed to complete the free tutorial, it’s a low-commitment way to get a lot of information that folks can begin to apply in the workplace right away. You won’t find a skimming of the surface here. The course dives deep to cover integral areas like developing your emotional intelligence and how to quickly quash people issues, turning those who enroll into stronger leaders in the same time it takes to binge a few TV episodes. 

Workday is an enterprise cloud applications provider, specializing in human capital management, financial management, and analytics. The platform works to simplify business operations with a focus on efficiency and user experience.  

Why Their Content Stands Out

Workday is perhaps best known to job seekers as a job application platform, but among HR and operations teams, the company has a reputation for putting out useful, enterprise-level content, via an informative blog, thought-provoking podcasts, global networking events, educational webinars, and more. Workday also hosts a series of live events that cover a variety of current issues, including a discussion on AI adoption. Using the hashtag #WDAYChats, they make the videos available afterward on the Workday blog, LinkedIn, and YouTube. 

Workday’s annual event, Workday Rising is notable for their global focus, with events for the US and EMEA, but the biggest perk content-wise is the blog’s daily recaps of the conference. The videos are presented like television news broadcasts and highlight the best moments of the event and the biggest announcements from Workday themselves. 

Content Spotlight: The ROI of Doing the Right Thing With Belonging and Diversity — Workday Podcast

The Workday Podcast moves at the speed of the industry to cover both emergent topics and long-standing issues across business operations and human resources. The series largely brings on external aficionados to color the discussion but doesn’t hesitate to pass the mic to Workday’s own internal subject matter experts, bringing a diverse range of perspectives to the slew of themes tackled. 

An issue that gets a good amount of airplay is diversity, equity, inclusion, and accessibility (DEIA). In the The ROI of Doing the Right Thing with Belonging and Diversity episode of Workday’s podcast, Host Johannah McWilliams and guests Scott McMillion, the FBI’s former chief diversity officer (CDO), and Carin Taylor, Workday’s CDO, discuss notable DEIA advances, such as the FBI appointing their first CDO and progress in gender diversity, while also critiquing the need for further progress. It’s this willingness to push the envelope and host discussions on sensitive topics with nuance and top-level expertise that puts Workday in a league of their own.

Media

DIRECTV is a widely popular television provider serving millions of viewers across the United States. Offering both satellite and streaming capabilities, DIRECTV provides customers with entertainment from the comfort of their own homes.

Why Their Content Stands Out

DIRECTV Insider keeps DIRECTV’s audience plugged into the latest sports, movies, TV series, and even music. The brand’s ability to approach a variety of entertainment topics with newsroom-style coverage builds excitement around just about any pop culture moment, whether it’s a new movie release like the Hunger Games prequel or an annual event like San Diego Comic-Con. 

And they don’t stop at just providing a rundown of current content. DIRECTV also gives their audience articles, guides, and opinion pieces to help casual watchers and entertainment junkies alike explore the finest modern media has to offer. Thanks to their always-excited brand voice and user-focused twists that match moods and seasons, the brand feels like a dependable fellow fan of movies, TV, and entertainment while making their audience feel like an industry insider. 

Content Spotlight: Shake Measure Pour — YouTube Series

In the Shake Measure Pour challenge, DIRECTV Studio asks athletes and other sports personalities to complete a simple challenge: make a protein shake, prep a healthy meal, and pour exactly 8 ounces of water. The twist? They have to do it all blindfolded. Perfectly designed to create wacky and comedic moments, this series showcases why DIRECTV is a leader in entertainment.

From former Lion, Golden Tate accidentally flavoring his chicken with peanut butter, to Football Analyst, Cynthia Frelund completely missing the blender, DIRECTV allows viewers to get to know a sillier side of popular personalities — showing that the brand is not only capable of curating the best in entertainment, but knows a thing or two about producing it too. 

The Walt Disney Company, commonly known as Disney, is renowned for their iconic contributions to film, television, theme parks, and media. With a rich legacy of storytelling and magic, Disney continues to be a leading force in the entertainment industry.

Why Their Content Stands Out

With a century of beloved characters, cartoons, and feature films to draw from — as well as an ever-expanding range of resorts, live events, and digital experiences — Disney wrote the blueprint for modern content marketing. But the company doesn’t lean on their laurels. They’re constantly innovating on every level, from smaller initiatives like holiday sponsorship efforts to larger strides in their ‘Wish Together’ campaign with Make-A-Wish® — a nod to their 2023 feature-film release, Wish.

Always one to keep on the cutting edge, the House of Mouse is already having fun with AR tech, and surely has more up their sleeve. Imagineers have been quietly experimenting with machine learning, AI, and mixed reality, giving the public small glimpses behind the curtain of what’s to come, like debuting Tinkberell come to life and real lightsabers at this year’s SXSW. 

Content Spotlight: Disney100 — Anniversary Campaign

To commemorate 100 years of Disney magic, the memory-makers released an emotional 2-minute Special Look at the places and faces that have helped create a century of entertainment. The online destination for Disney100 features all kinds of interactive gems for fans, including sneak peeks into new and upcoming projects, entry to a free Disney Movie Insiders fan program, coverage of centennial events, and even a link to a special Spotify playlist that provides a soundtrack for it all. 

For the cherry on top, they also released a short film called Once Upon a Studio (available exclusively on Disney+, of course) in which “an all-star ensemble of beloved Disney Animation characters come together for a joyful, entertaining, and emotional reunion.” 

Netflix is an American subscription video on-demand streaming service. The streaming giant distributes original and acquired films and television shows in every genre under the sun. Available internationally in multiple languages, Netflix bridges cultural gaps to unlock a world of entertainment for their 245 million (and counting) subscribers.

Why Their Content Stands Out

As a pioneer in the on-demand entertainment industry, Netflix understands what their audience wants and always delivers. Their action-packed content hub, aptly named TUDUM (a nod to their signature sonic branding), invites users to ‘go behind the streams.’ A love letter to fans of their movies and shows, the hub has everything from coming-soon hype articles, to interactive timelines to keep pace with ‘The Crown’, to ‘just-released’ guides, and mood-matching seasonal roundups. 

Over on their YouTube, you’ll find hilarious blooper reels and unexpected sit downs, like trivia with the cast of ‘The Archies’, and more serious roundtables with civil rights activists. To keep their 36+ million TikTok followers engaged, Netflix turns clips of their movies/shows into memes  — a smart move that skyrockets re-shares and helps their audience discover new shows to stream in one fell swoop. 

Content Spotlight: ‘Squid Game: The Challenge’ Official Player Guide — Interactive Feature 

Riding on the smash success of their 2021 dystopian Korean thriller, ‘Squid Game’, the streamer turned the fictional saga into a real-life game show called ‘Squid Game: The Challenge’. To help Squid fans make the most of the reality series, Netflix launched a deluxe interactive player guide. All 456 players are represented with headshots and bios. Move chronologically along in the episodes, and watch as players get eliminated one-by-one. A ticker tracks players remaining and the growing prize pot. Features allow you to search for players, sort by their demographics, as well as follow them. 

The guide serves as a perfect side dish to the series, creating a fun way for fans and their friends to track their top picks’ performance as the game progresses. It’s like fantasy football for reality-heads. It’s this kind of ingenious content that makes Netflix feel like less of a brand and more of a fellow fervent fan — the ultimate achievement in their corner of industry. 

Sports

The National Football League, or the NFL, is the professional American football league made up of 32 teams. While the NFL is an American league, it’s known around the world for its high-stakes games and iconic events like the Super Bowl.

Why Their Content Stands Out

The NFL is the ultimate powerhouse of sports entertainment. Between their flocks of super fans, big-name brand partnerships, and droves of players that function as brand ambassadors and bonafide celebrities, the league is a content giant in and of itself. Their domination of our TVs, weekends, apparel, and pop culture is no accident. The NFL is a marketing machine that pumps out stellar content to resonate with a diverse and global fanbase. On game days and even in the off-season, the NFL asserts relevance through various channels, including social media, video platforms, and their official website, to keep fans immersed in the world of football all year round.

For many, tuning into NFL games is a sacred tradition — a religious experience — and goes far beyond the plays happening on the field. Keenly aware of this, the NFL expertly stokes their fanbase’s fervor by leaning into emotional storytelling executed at the highest levels of production. From documentaries that delve into the personal journeys of players, to inspirational narratives that highlight the impact of the sport on communities, the league goes well beyond the game to get to the heart of the human stories that make football more than just a sport.  Plain and simple, the NFL knows how to put on a show via their use of visually stunning graphics, highlight reels, and promotional materials that capture the heart-pumping intensity and spectacle of football. 

Content Spotlight: NFL Mic’d Up — Video Series

Ever wonder what it’s like to be on the field in an NFL game? The NFL’s ‘Mic’d Up’ video series takes fans from behind the screen and onto the field with their favorite team, players, and coaches — fully immersing them in the world of the NFL. Experience everything from a quarterback orchestrating a game-winning drive to teammates cracking jokes on the sideline.

The series delivers an authentic and raw experience that captures the unfiltered sounds of the game, revealing the ferocity, camaraderie, and strategy behind each play — leaving the audience feeling invigorated and coming back for more.

Auto

Porsche is an iconic German automobile manufacturer specializing in high-performance sports cars, SUVs, and sedans. Known for precision engineering, performance, and unmatched design, Porsche has become a symbol of status and luxury around the world. 

Why Their Content Stands Out

It’s no surprise that the sleek auto brand has shifted into high gear across a variety of content campaigns, channels, and activations. The Porsche brand is synonymous with decades of exclusivity, luxurious design, and performance. And these principles serve as the foundation for their storytelling approach to content marketing. For the design-enthused, Porsche offers up exquisite image galleries and a drool-worthy downloadable coffee table book. And the diehard auto-obsessives can sink into behind-the-scenes videos that illustrate how a Porsche is made, and articles that detail the heritage behind it all.

But these aren’t just random moves; they’re tied to a deeper brand purpose fueled by an ongoing global brand campaign called “Dreamers. On.” In this “attitude campaign,” Porsche trades in product staging to “focus instead on the topic of life dreams” and create maximum relevance with a long-term brand content strategy. 

Content Spotlight: Speed Dating with Porsche — TikTok Series

With accounts across Facebook, Instagram, YouTube, TikTok, and X — as well as LinkedIn and Pinterest — Porsche is big on social media. And with 2.7 million TikTok followers, their mix of funny, entertaining, striking, irreverent, and inspiring videos is definitely doing something right. 

Hosted by influencer/internet personality Max Selwood who acts as driver, interviewer, and chaperone of all dates, for highly engaging vertical viewing, it’s tough to beat the Speed Dating with Porsche series. The videos are well-shot, snappy, and of course, each take place inside a gorgeous Porsche cruising down the road on a sunny day. The mix of funny banter and awkward moments between guests shows off a more approachable side of Porsche, appealing to a whole new generation of buyers.

Food & Drink

Produced by Frito-Lay, a division of PepsiCo, Doritos is a brand of flavored tortilla chips. Known for their bold and intense flavors, Doritos are a go-to snack for people across the world. 

Why Their Content Stands Out

Known for their flavor-blasted snacks, Doritos distinguishes themselves in the world of content marketing through their cheeky and dynamic approach. Doritos’ unique blend of creativity, engaging storytelling, and adventurous spirit is evidenced throughout their range of star-studded videos, drool-worthy recipes, and feel-good stories. Visual appeal is a hallmark of Doritos’ content. From C-store shelves to the digital realm, Doritos’ signature bold and vibrant color palette is deftly threaded across everything from their packaging to their visually appealing online content.

Doritos is masterful in their ability to understand current pop culture trends and place their brand in that narrative in a genuine way. By aligning themselves with the latest happenings, a cavalcade of celeb star power and influencer collaborations alike, Doritos produces memorable content that packs a punch. 

Content Spotlight: Recipes — TikTok Series

What you won’t find in any old cookbook are the uber-creative recipes that dominate Doritos’ TikTok. Ranging from classically delicious pairings to the fever dreams of a culinary madman, Doritos’ recipe TikToks brilliantly encourage their community to get experimental and enjoy the iconic chips in novel ways. With a fluent understanding of TikTok-onomics and how presenting unheard of or controversial combos spikes conversations and engagement rates, Doritos lets their imagination run wild to the constant delight of their 1.1M followers.

McCormick & Company is a manufacturing company that produces spices, seasonings, condiments, and more for businesses and households across the world. McCormick is a conglomerate, home to numerous household brands such as French’s, Frank’s RedHot, Grill Mates, and Lawry’s.

Why Their Content Stands Out

In an industry where it seems like there are too many cooks in the kitchen, McCormick sets themselves apart by creating content for expert chefs and kitchen novices alike. McCormick excels in producing customizable experiences through tools like their free meal planner or culinary sidekick, the Flavor Maker. 

By dishing out a bevy of seasonal listicles, cost-effective recipes, and how-to videos, each recipe, article, or video is woven into a narrative that not only responds to consumer needs while showcasing the versatility of McCormick’s products, but also celebrates the cultural significance of various flavors and spices. McCormick’s content serves as a dependable sous-chef to their largest audience — the home cook. 

Content Spotlight: Flavor Forecast 23rd Edition — Annual Feature

McCormick’s annual Flavor Forecast offers home chefs a glimpse into the upcoming flavor trends for the year. The trends presented in the forecast are further brought to life by collections of tantalizing food & beverage recipes, as well as compelling chef stories that work together to invite home chefs to have fun with the forecasted flavors in their own kitchens. This creative campaign embodies the spirit of the McCormick brand by fostering a community of exploration and experimentation for those who find joy in the art of cooking.

Red Bull is an Austrian multinational conglomerate known for their collection of energy drinks. They’ve also become notorious for their sponsorship of a range of sporting events and teams of the often bizarre and high-octane variety. 

Why Their Content Stands Out

Based on the sheer amount of content the energy-drink dealer pilots, it appears Red Bull most definitely gives you wings. Between crowning the best action photogs out there, educating the newbs on esports lingo, pitting F1 legends against each other in miniscule speed-boat races, and presenting an evening at the symphony with conductor Metro Boomin’, Red Bull seems to have a horse in virtually every lane. 

It’s this constant thirst for wholly original and boundary-piercing creativity that keeps Red Bull leading in the content marketing realm. Testing out homemade human-flying machines over the Ohio river? Check. Hosting a heated competition of extreme tag on the rooftops of a town on a quaint Greek island? Been there, done that. Racing Frankenstein-esque bikes on a hairpin course set over water? Why not? Much to their audience’s delight, the sorts of unhinged fantasies one might have after chugging one of their famous energy drinks are brought to life at epic proportions. 

Content Spotlight: Red Bull Rampage 2023 — Event Collection

Now in its 22nd year, Red Bull’s annual ‘Red Bull Rampage’ event brings the world’s best mountain-bike riders together for a vertically plunging thrill ride through the Utah mountains with one end game: determine who really is the sickest of them all. Head on over to Red Bull’s media network, Red Bull TV, and you’ll find a full lineup of crazy-HD recap videos. 

From behind-the-scenes course-building chronicles, to rider-specific POVs, to the ultimate winning run, Red Bull rolls out the dirt carpet to invite virtual viewers into the action. Videos are complemented by a treasure trove of photo-journalism and editorial pieces. Dig into an SEO’d ‘all you need to know’ guide. Or, get a bit more personal via deep-dives with rookie riders. Fancy yourself a gearhead? They’ve got you covered with nuts-and-bolts studies. Oh, and of course, Red Bull extends the narrative into physical products with the event’s line of signature merch. As if there was a risk we’d ever forget, this compilation of content boldly reminds us why Red Bull is a force to be reckoned with in the world of action entertainment. 

Retail

IKEA is a Swedish multinational conglomerate that designs and sells ready-to-assemble furniture, textiles, lighting, & home decor. Known for product affordability and ingenious design, IKEA strives to allow the masses to elegantly furnish their spaces without breaking the bank.

Why Their Content Stands Out

IKEA’s unique combo of DIY shopping (and assembly), Scandinavian-rooted minimalist design, and highly affordable trendy decor translates directly to their content program. The brand’s holiday gift guide rounds up the latest gift-worthy ideas, while their YouTube channel is chock full of helpful how-tos, behind-the-scenes looks, inspiring home tours, and powerful personal stories.

Parse through their Ideas & Inspiration section, and you’ll lose hours on their site the way you usually do in one of their stores. This corner of the site is highly visual and full of, well, ideas and inspiration — including links to featured products. You’ll also find how-to guides for every room and a gallery of tip-filled blog posts. What’s more, IKEA taps into the power of UGC with select Instagram highlights and shares current trends with a curated shopping experience. 

Content Spotlight: IKEA Kreativ — Virtual Room Designer

IKEA’s Virtual Room Designer makes it easy to see what a space would look like decked out in your favorite IKEA furnishings. It’s like having your own customizable IKEA showroom right on your phone or laptop. The room options and ease of use keep it accessible for anyone, no matter their skill at interior decorating. The decor novice can load a predesigned room, while more artistic types can start with one of their empty showroom spaces and run wild. 

But the real magic is in the tool’s ability to scan your own space and seamlessly manipulate it in real time. The app harnesses the latest AI-powered, mixed-reality tech to allow you to upload a room of your choosing and get to designing. Delete some existing furniture from your space here, and place a new IKEA lamp and couch combo there. IKEA Kreativ is a game-changer that allows anyone to unlock the design potential of their space with IKEA’s always-stylish decor. 

Le Creuset is a French maker of cookware known the world over for their production of top-tier enameled cast-iron cookware. The company’s products have earned their place in culinary history, lining the shelves of both professional and at-home kitchens everywhere for nearly a century and counting. 

Why Their Content Stands Out

Le Creuset has become a household name thanks to their cookware’s reputation for being just as strikingly beautiful as it is rugged and reliable — and their content marketing cleverly echoes this sentiment. On their blog, readers will find a mix of both mouth-watering recipes to put their cookware to work — tomatillo shakshuka or cajun pumpkin soup, anyone? — and eye-candy that celebrates the cookware’s design-forward spirit, like chiffon pink color conversations and ways to add that missing touch to your kitchen. 

From tips to make stress-free meals and lessons on how to better use herbs, to design forecasts and intimate sit downs with the artists behind limited-edition collections, Le Creuset has curated a paradise for the design-inclined cook. 

Content Spotlight: Le Creuset’s ‘Make it Mini’ — Instagram Series 

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Cleverly leaning into social media’s ongoing obsession with all things itty bitty, Le Creuset delivers pint-sized delights with their #LCMakeitMini Instagram series that ‘reimagines trending recipes using Le Creuset’s mini cocottes.’ Between chocolate lava cakes in their heart-clad cocotte for Valentine’s Day, pumpkin cinnamon rolls in their pumpkin cocotte for Halloween, and spiced phyllo crinkle cakes in their Noël cocotte for Christmas, the series shifts with both the aesthetics and flavors of the season to match their audience’s changing tastes. 

In a smart influencer pair up, the series is hosted by popular culinary creator, Abigail, better known as ‘Bon Abbetit’, who nails the narrated and vibey yet straight-to-the-point editing style social audiences have come to crave. The result is a trend trifecta that wraps up en-vogue recipes, design aesthetics, and social fads into one adorable little package. 

Patagonia is a retailer of upscale clothing for the outdoors, sports, and everyday life. Often in the headlines for their sustainability initiatives, Patagonia is as much an advocate for fighting the climate crisis as they are a clothing company.

Why Their Content Stands Out

One of the best examples of purpose-driven marketing out there, Patagonia continues to put their money where their mouth is in the name of protecting our planet. Seemingly at odds with their position as a clothing retailer, Patagonia’s content is constantly imploring us to buy less in the name of eco-preservation. Between challenging us to question marketing, encouraging us to buy used, and flexing the ‘buy-it-for-life’ sturdiness of their clothes with stories of 30-year-old snow pants, messages of conscious consumerism are stitched into every thread of their narrative. 

But Patagonia goes far beyond the clothes rack to show their dedication. In Patagonia’s world, activists are A-listers (like the venerable crusaders of the hot-pink dolphins), being a tree-hugger is a high honor, and teens dream of saving the salmon. As a collective, their content paints an image of a planet where lives are lived more intentionally, and hope springs for a climate that’s very much in crisis.

Content Spotlight: Daughter of the Sea — Short Film

Patagonia’s short film, ‘Daughter of the Sea’ tells the emotional true story of South Korean Jaeyoun, who trades familiarity for a traditional career path in Seoul, only to find herself in the grips of severe depression as a result. At her wit’s end, Jaeyoun decides to start over and walk in her mother’s and grandmother’s footsteps to become a haenyeo, Jeju Island’s famed “women of the sea” — a move that sparks a divine connection with the ocean and her heritage. And ultimately, one that rescues her by redefining her life’s purpose. 

In the stunningly shot, less-than-20-minute film, Patagonia tells us a harrowing tale of Mother Nature’s unique ability to save us from ourselves and leaves a light in the dark for anyone struggling with mental-health issues. As with every piece of content Patagonia puts out, the message is clear: when we let ourselves get back to nature, we become an unstoppable power in struggles that once felt outside our realm of control. 

Vans is an American manufacturer of shoes and apparel designed for the sport of skateboarding. From their humble beginnings as the dream of two California-based brothers, the company has risen to prominence and emerged as a leader in the world of action sports, sponsoring a range of surf, snowboarding, BMX, and motocross teams. 

Why Their Content Stands Out

Staying true to their tagline, ‘Off The Wall’, the California-grown company’s content marketing is anything but boring. A master of audience segmentation, Vans doles out a range of dedicated digital corners for their distinct communities of surfers, skaters, snowboarders, BMXers, and sneakerheads. 

What’s most standout about Vans’ content is their use of brand ambassadors. Experience Latin American street-skate culture with locals in ‘MI CASA ES TU CASA’, catch up with Vans Pipe Master and Hawaiian surf royalty, Coco Ho, shred the neighborhood with Benny Urban, or get g’d up from the feet up with influencer-led lookbooks. The brand smartly makes artists and action heroes — and their feats of nature — the real star of all their content, while their products quietly play second fiddle. The result is a mountain of content that has made Vans synonymous with extreme sports and counterculture lifestyles. Want a piece of that sublime California-cool? All you need to do is get out there, and get after it (and throwing on a pair of Vans wouldn’t hurt).

Content Spotlight: Arctic Roses — Short Film

In their short film ‘Arctic Roses’, Vans takes us to the frosty fringes above the Arctic Circle to show us that even in teeth-chattering temps and harsh conditions, the spirit of stoke rages brightly on. The saga showcases action stars beelining down a mountain by snowboard, dipping into icy waters for a surf sesh, and engaging in backyard shenanigans on a sled-skate hybrid. 

The film is a visually stunning cut of both color and black & white action footage, 35mm stills, slo-mos, and candid moments with the stars — all pushed forward by a raucous soundtrack. Though you’ll see them on foot and on board at every turn in the film, not once is a Vans’ product actually mentioned, or even linked in the credits. The outcome is an immersive piece of cinematography that gives viewers a slice of the extreme life out ‘in the land of the midnight sun.’

Real Estate

Zillow is a prominent online real estate marketplace that empowers individuals to buy, sell, and rent properties. Zillow provides a myriad of tools and information including home values, neighborhood insights, and mortgage calculators to make real estate transacting seamless and accessible. 

Why Their Content Stands Out

The general public loves Zillow, and we love their content. In a 2021 survey, data showed that 35% of US adults browsed Zillow ‘just for fun,’ sometimes for hours at a time. In the last few years, the Zillow phenomenon has grown to epic proportions, with features on the TODAY show, House Beautiful, and even SNL. 

Fast forward to the here and now. Beyond showing houses, Zillow offers prospective homeowners and renters a range of valuable resources, including housing data, information about fair housing, intel on different property types, and entertains with unexpected collaborations. The real-estate aggregator even gets airtime with popular social media creators like @hellomynameisjon.

Content Spotlight: Consumer Housing Trends Report 2023 — Research Report 

Zillow’s research is a well-known standout, and that certainly includes their Consumer Housing Trends Report for 2023, which provides a snapshot of the thoughts, feelings, actions, and demographics of housing consumers in early to mid-2023. 

Zillow’s report is exceptionally comprehensive, closing in at nearly 10K words, with a strong mix of introductory content, trend surfacing and analysis, graphs, and cold-hard data. Most importantly, it gives consumers and housing professionals alike the data and insights they need to make intelligent decisions in today’s volatile and tough-to-navigate housing market.

Cybersecurity

The International Business Machines Corporation, commonly referred to as IBM, is a multinational technology company. IBM offers a range of products and services including but not limited to AI, Cloud & Enterprise Software, consulting, and automation.

Why Their Content Stands Out

Across all kinds of content channels, social platforms, and events, IBM has long been known for their ability to engage audiences through creative and educational storytelling, effectively communicating complex technical concepts in accessible and engaging ways. With helpful tutorials on YouTube, a brand new AI Academy, and extensive learning resources about cloud, security, sustainability, and more on their content hub, the company makes sure their reach is wide and customized across audiences like executives, developers, target industries, and more.

To keep up with all kinds of audiences, IBM stays active on Instagram, LinkedIn, and X as well as TikTok, where the brand shares factoids, employee spotlights, and peeks behind the scenes. The tech titan also takes an opportunity to show off a sillier side with clips featuring face-filtered humanoid clouds explaining how they help businesses with hybrid cloud management. 

Content Spotlight: IBM Security X-Force Threat Intelligence Index 2023 — Research Report

Another key offering at IBM? Cybersecurity. That’s why the company launched Security Intelligence, a dedicated content hub that was a finalist for Best Brand Publication at Digiday’s 2022 Content Marketing Awards. The publication consistently delivers investigative journalism, data visualization pieces, and other new items tailored for an audience of cybersecurity leaders — like this year’s IBM Security X-Force Threat Intelligence Index. 

With cyberattacks on the rise, the multimedia report provides insights and tactics “to help understand how threat actors are waging attacks, and how to proactively protect your organization.” Easily navigable, bursting with proprietary and powerful statistics, brought to life with video content, and bookended with an associated action guide, the interactive report is not a best-in-category example of report-style thought leadership — it’s best-in-class.  

Supply Chain

Roadie is a crowdsourced delivery service offering same-day and scheduled delivery. Roadie provides a cost-effective and efficient solution for sending packages, groceries, or other items locally or across longer distances. 

Why Their Content Stands Out

As a logistics management service part of the larger UPS family, Roadie’s content marketing delivers in a major way. Roadie leads the pack with their ability to seamlessly blend the complexity of logistics with the human-centric narrative of their crowd-sourced delivery platform. With an emphasis on consumer-first delivery, the gig economy, and their commitment to environmentally friendly practices, Roadie produces an unexpected and impactful mix of content that solves the critical pain points their target audience is up against. 

In addition to blog posts and reports, Roadie excels in producing visual storytelling that’s engaging, consistent, and compelling. Their array of guides, infographics, and whitepapers are chock full of educational insights and logistics game-changers. As a collective, Roadie’s suite of content neatly covers each and every stage of the funnel for a variety of personas and target types. 

Content Spotlight: A Greener Last Mile Starts Now: Your Guide to Reducing Delivery Emissions — Playbook

As retailers become increasingly focused on sustainable sourcing and emissions reduction, Roadie efficiently answers the call. Staying true to their core values, this playbook blends statistics and storytelling to empower businesses to achieve their ESG goals.

The playbook winds its readers through a cohesive narrative that starts with an investigation of roadblocks, followed by an exploration of future projections/forecasted demand, and ends with a strong justification as to why Roadie is a prime solution. In one neat little package, Roadie positions themselves as a true subject matter expert — and the ultimate partner for retailers looking to reduce their delivery emissions. 

Utility

General Electric is an American multinational conglomerate with a range of divisions including aviation, power, venture capital, digital industry, healthcare, renewable energy, and more. Commonly referred to as GE, the company pioneers new technology to address the world’s most pressing issues.

Why Their Content Stands Out

From company updates and in-depth research to advances in aerospace, energy, and beyond, GE’s blog offers valuable insights into the technological and scientific developments across their spheres of influence. 

GE’s leadership values — humility, transparency, and focus — are expertly threaded across every piece of content they produce. As a long-standing leader in aerospace and energy, GE is constantly evolving and looking ahead to the future. Their latest mission swirls around sustainable air and space travel. Articles on sustainable aviation fuel and electric aircrafts show just how ahead of the game GE is. And by promoting their goal to make a permanent mark on climate action, GE’s content feels as innovative as their first foray into modern energy nearly 150 years ago.

Content Spotlight: ‘Lean Mindset Event‘ — Event + Spinoff Series

The Lean Mindset: In Pursuit of Progress is GE’s in-person leadership summit presented as a series of YouTube videos. Perspectives on the importance of continuous improvement come from athletes, business executives, and inspirational leaders from around the world. By leveraging powerful soundbites from speakers like NBA athlete Giannis Antetokounmpo, Uber CEO Dara Khosorowshai, and retired Naval Admiral William Lescher in LinkedIn promotions, GE reveals the power of the event’s messaging. 

The series is equal parts professionally produced video content and candid discussions that reflect both GE’s values-driven focus on lean operations and their dedication to “Building a World That Works.” The feature invigorates and encapsulates the spirit of innovation, serving as a testament to the positive change humans are capable of when they set their minds to it. 

Information Services

Clarivate is a leading research & analytics company that specializes in providing businesses with trusted and transformative intelligence to power decision-making. Clarivate serves organizations across industries, including academia, government, life sciences, and healthcare.

Why Their Content Stands Out

Clarivate’s content is chock full of highly researched data, insights, and opinions in a variety of fields, such as government, academia, and intellectual property. The Clarivate blog’s authority is immediately made evident via posts written by experts and researchers in their respective fields. The blog follows a steady editorial drumbeat that feels journalistic in its consistent delivery of the latest industry news, evolutions, and forecasts. 

Rounding out their robust content catalog are on-demand webinars, case studies, reports, podcasts, and other in-depth research. Clarivate is also quick to signal boost researchers and highlight those who have made significant contributions to their fields — a surefire way to get featured researchers, their organizations, and readers alike to share and promote content.

Content Spotlight: Highly Cited Researchers 2023 — Report

Perhaps the most significant way Clarivate recognizes prominent researchers is in their annual ‘Highly Cited Researchers’ feature. The feature highlights researchers who have authored papers that rank in the top 1% of their field and make it through a rigorous evaluation process. 

The 2023 list is a robust continuation of the series, spotlighting 6,849 researchers across dozens of categories, including microbiology, engineering, social sciences, economics, and more. 

Behind a gate lies Clarivate’s 2023 analysis that provides readers with a more in-depth look at the researchers, breakdowns by fields of study, and more. Ranked researchers come from more than 65 countries, with more than one-third representing the US and mainland China. Top organizations include the Chinese Academy of Sciences, Harvard University, Stanford University, and the National Institutes of Health (NIH). The database is a highly valuable resource for anyone seeking high-quality data from trusted sources and serves as an accolade for researchers whose work deserves to be platformed and celebrated.