9 Brands With The Best Content Writing Examples: 2024 Guide
From blog posts to social media campaigns, there are many examples of content writing that can help you drive traffic, boost conversions and build brand awareness.
Just look at your favourite brands. They’ve nailed content writing.
So, I’ve included nine content writing examples from the likes of Spotify, Bosch and Patagonia to inspire you.
I’ve also included top tips to help you (hopefully) emulate their success.
Social media content writing example: Spotify Wrapped
What is it?
Spotify gives users a peek into their annual listening history, detailing their favourite songs and artists in a short-form media format. When launched in 2020, it sparked a 21% increase in app downloads.
Why does it work?
Demonstrates inherent value.
Designed to go viral.
Leverages FOMO marketing.
Spotify Wrapped delivers value without any strings attached. Use Spotify, and you’re automatically enrolled, offering a tangible measure of the app's impact on your music experience.
Crafted for virality, this content writing example enables easy sharing of your ‘wraps’ on social media directly from the app.
In a genius move, this annual strategy transforms millions of users into unpaid promoters.
Now there’s FOMO. Non-Spotify users miss out on the Spotify Wrapped experience. Seeing your friends share their music trends sparks a desire to join the fun, download the app, and be part of this exclusive musical celebration.
Expert tips
Aim to deliver value to your customers without expecting anything in return.
Get hyperpersonal. Customers love content that’s created just for them.
Encourage content sharing by using a made-for-Instagram Stories format and simple-to-read hashtags.
2. Website content writing example: Wandering Bear
What is it?
Wandering Bear brews cold coffee, writing playful and informative FAQs to keep customers in the loop about its products and services.
Why does it work?
Humour.
Unique tone of voice.
Clearly-conveyed information.
Wandering Bear uses humour and personality to help its FAQs stand out. Known for its playful tone of voice, the brand stays true to its fun-loving values, keeping customers informed and cooling down hot-headed customers.
This FAQ content is, like their drink, lovely and refreshing.
Expert tips
To build brand recognition, create a unique tone of voice and stick to it.
Spruce up your not-so-sexy content, like FAQs, with humour to engage readers.
If using humour, don’t forget to clearly convey key information, especially in your FAQs – otherwise you risk confusing customers and losing trust.
3. Ecommerce content writing example: Patagonia
What is it?
Product descriptions from the environmentally conscious clothing brand Patagonia.
Why does it work?
Highlights key benefits.
Clearly explains fashion jargon.
Digestible format.
Like all ecommerce content, the goal is to sell products. Rather than focusing on just features, you must explain how your product will benefit the reader.
Patagonia’s content doesn’t simply say ‘Full-length zipper’ – it explains how it can ‘seal out chilly gusts’, allowing customers to imagine the intense warmth of Patagonia’s jackets.
And the mini-headers and short-sentence format make it easier to remember why you should buy it.
Expert tips
You don’t need to include benefits for every specific feature – just a few key benefits that’ll resonate with the reader.
Explain why your product stands out from the competition.
Demonstrate how your product will fix the customer's pain points.
4. Newsletter content writing example: Jack’s Flight Club
What is it?
Jack’s Flight Club helps people find cheap flights by using flight deal alerts. Its newsletter, The Detour, promotes educational content to build trust, expertise and authority in the travel industry.
Why does it work?
Demonstrates expertise.
Educational and shareable.
Digestible format.
The newsletter is packed with travel-related information without feeling cluttered, thanks to its structure, whitespace background and use of bullet points.
Forget brand promotion – this newsletter offers news, tips and fun facts, bolstering the brand’s image as one that’s ‘in the know’. This builds expertise and trust, which should also help with your SEO efforts.
Overall, it’s an educational and fun-to-read newsletter that I definitely wouldn’t trash. Isn’t that what newsletters are all about?
Expert tips
Keep it simple, using short and straightforward copy. Remember, most people’s attention spans are short-lived*.
Switch up your subject lines to pique interest with each newsletter.
Avoid salesy content that could deter customers from reading. Newsletters should be a safe haven from the promotional push.
*Attention spans = short.
5. SEO content writing examples: Bosch
What is it?
Bosch’s content targets the key phrase ‘how do I wash trainers in my washing machine?’. Google picked this article as the most useful answer, giving it position one on the SERPs (search engine results page).
Why does it work?
Satisfies the user’s needs.
Uses keywords in the title, URL and headings.
Has internal links throughout.
Useful information and well-structured content.
Bosch knows that to create effective SEO content, you must understand and meet the user’s needs.
Once you’ve understood exactly what your audience wants from the article, you can focus on other SEO techniques, such as implementing keywords like ‘how to wash trainers in the washing machine’, and using structure to improve the user experience.
This is also an example of ‘evergreen content’ that should remain valuable to readers throughout the year.
These are just a few of the best techniques for website content writing, but you can use this Bosch example to inspire your SEO-focused content.
Expert tips
Write for your audience, giving them only valuable information. No fluff.
Demonstrate E.A.T. (Expertise, Authority, Trustworthiness).
Include relevant keywords in your title, headings and URL.
Link to your other, relevant blog posts, using bullet points to make your content scannable. Google’s more likely to reward content that’s user-focused.
6. Blog content writing example: Minimalist Baker
What is it?
Minimalist Baker shares simple-to-make, plant-based recipes, typically needing fewer than ten ingredients.
Why does it work?
Targets a niche audience (plant-based, simple cooking).
Eye-catching photography to build trust.
Demonstrates expertise through recipes and guides.
This delicious blog gets a Michelin star due to its diverse content. It’s niche but inclusive, offering a fresh recipe every three days spanning various culinary genres, primarily focused on vegan options. Oh, and it’s very well-written.
Expert tips
Find a niche or compelling topic to help you stand out.
Write a catchy introduction. Remember what I said about attention spans?
Add high-quality images to improve the user experience.
Use SEO techniques, such as keyword usage, to make your blog more visible online.
7. eBook content writing example: Optimizely
What is it?
Optimizely’s eBook aims to empower non-designers to redesign their website.
Why does it work?
Offers hands-on methods for effective website redesign.
Surpasses standard best practices, providing tangible strategies.
Serves as a practical guide for conquering the complexities of a website overhaul.
This eBook doesn't just stick to the basics – it dives into practical techniques for tackling the challenge of a website redesign.
Website revamps can be a costly endeavour, normally left to the experts, but Optimizely’s eBook attempts to bridge that gap.
This educational content writing example shows you how to nail your goals and crunch analytics.
It shows you how to shape your visual identity and whip up killer content, throwing in real-life examples to drive home why you should stick to Optimizely's game plan.
Expert tips
Pick a topic that meets your audience’s needs.
Carry out lots (and lots) of research to help build authority and expertise.
Break down each chapter as you write, keeping it user-friendly.
Provide actionable advice throughout.
8. White paper content writing example: Cisco
What is it?
Cisco is the go-to for all things tech, covering networking hardware, data security, telecom gear and more. This white paper highlights the importance of a robust, secure network edge.
Why does it work?
Explains complex network security as a simple concept.
Effective use of infographics to keep it digestible.
Suits skim readers with its stats and pull quotes.
Cisco's white paper excels by demystifying intricate tech concepts for decision-makers. Its focus on a robust network edge is vital, and the strategic use of infographics ensures clarity without overwhelming you with text.
It also improves accessibility and understanding for people in businesses of varying sizes. So, everyone from start-ups to enterprises can read, love and share Cisco’s whitepaper.
Expert tips
Try to transform tricky subjects into a breeze, avoiding jargon.
Use a mix of copy and graphics for that perfect visual balance.
Pick out quotes, important stats, and key points for the readers who like to skim through things quickly. Attention spans. Short.
9. Case study content writing example: Amazon Web Services
What is it?
Amazon features a series of articles within one big case study about its client, Capital One, going back to 2016.
Why does it work?
Offers a comprehensive series of client wins.
Concise and accessible format.
Uses a unique format that encourages visitors to explore more.
Forget using just one article about how Capital One succeeded with AWS on Amazon's platform – they've got a whole series dating back to 2016, each with its own unique tale of Capital One's successes with AWS.
For a small business, this might seem like an over-the-top framework for case studies, but you don't need to go all out for every client.
Handpick the one you're super keen on, then get your team and your client's team in the loop for content brainstorming.
Expert tips
Write up a new article each year, up to 1,000 words, bundling them all up into one big case study page to tell the story of ongoing successes.
Make it easy for readers by weaving links into your central case study page.
Boost your client's street cred by throwing in external articles that scream about their success in the industry.
Which topics should I write about in 2024?
From green initiatives to remote work strategies, there are many examples of content writing you should try in 2024.
For all you content writers out there, it’s always best to write about topics that you – or your business – want to appear as experts on. Here are my top 10 content-writing picks for this year:
Green initiatives: Hammer home your dedication to environmentally conscious practices.
Community engagement: Demonstrate your involvement in local communities, charitable endeavours, or social causes. This provides inherent value to your audience without expecting anything in return, like Spotify Wrapped.
Employee well-being: Celebrate your stance on employee mental health, work-life balance, and wellness initiatives.
Tech developments: Keep your audience informed about emerging technologies in your industry and how your business stays at the forefront.
Customer success stories: Like AWS, share authentic experiences of satisfied customers, highlighting the value of your products or services.
Inclusivity and equality: Spotlight your company's actions and progress in championing diversity, equity, and inclusion within the workplace.
Remote work strategies: Remote work is here to stay. So, give insights into effective remote work practices, drawing from your own experiences and triumphs.
Product improvements: Keep customers and clients updated on the latest updates, improvements, and new features of your products or services. This will build trust.
Industry insights: Create whitepapers about industry trends, hurdles, and prospects, establishing your business as a knowledgeable authority. Remember, it’s all about E.A.T.
Educational resources: Deliver informative content related to your industry, offering tutorials, guides, and educational materials to your audience.
