5 Brands that Rock at Content Marketing

By Jessi Pierce


It’s harder than ever in a cluttered online world for businesses to capture their audiences’ (short) attention spans. Yet we all know brands that seem to do just that with a clever content marketing strategy that really draws consumers in and keeps them engaged and interested. Here are five brands that we think do it right:

Dollar Shave Club

This online men’s shaving subscription and personal care products company first splashed onto the market with a hilarious YouTube video starring co-founder and CEO Michael Durbin explaining his company. Consumers keep coming back to Dollar Shave Club because they seem to love the hip vibe of the humor, and the convenience and low prices for a product that most men use everyday.


Birchbox does automatically what women wish they had the time to do: find cool, new beauty and skin care samples. For a $10 monthly charge, the company sends its customers packages filled with four to five sample-sized beauty, grooming, and skincare products from companies big and small. It reinforces its “insider” status by posting videos, photos, and articles about the products and happy customers, and hints about the next batch of must-have beauty items.

Johnson & Johnson

Is there a more focused or loyal group of consumers than expectant parents? Pharmaceutical and personal care giant Johnson & Johnson knows that, which is why it has established itself as a leading online destination for all things, baby-related. From videos and tutorials, to online tools with valuable information about infant development and care, its aim is to give new parents a place to go with all those 3 a.m. questions.

Alex & Ani

Susan4The power of positive energy through a bracelet or necklace? That’s what jewelry brand Alex & Ani has created. In addition to its ubiquitous charm bracelets found on women young and old, the brand now aligns with causes near and dear to its customers’ hearts and promotes the fact that a portion of sales go to nonprofits that look to improve human lives. A new app delivers inspirational quotes and messages right to consumers’ phones and reinforces the connection between its products and the spiritual energy the brand stands for.


The SoulCycle brand has become synonymous with indoor cycling—or spin as it’s known. The company started in New York City and now has 38 locations across the country with an almost cult-like following of riders. The brand connects with consumers on a level beyond the physical value of exercise. SoulCycle promotes the benefit of empowering riders outside the studio walls with testimonials from clients, and offerings from its staff of in-demand instructors.