13 Innovative Content Marketing Hubs from Brands

A content marketing hub is a website or blog where a brand publishes shareable content — articles, images, videos. It is a destination where the brand’s followers find a steady flow of helpful information or entertaining tidbits that go beyond the strictures of basic marketing copy. Essentially, it is the place where a brand’s audience should find content they actually want.

Here is a list of content marketing hubs from brands. These sites cover industry developments, expert tips, behind-the-scenes looks, and even intimate portraits. Some have polished editorial designs, while others are simply places for communities to share. Use these examples to imagine new places to engage your customers.

Denny’s Blog

Denny’s Blog.

Denny’s blog is a masterpiece of looping animations, ridiculous images, and fan messages. It’s a good example of how to engage audiences with fun content that’s short and sweet. While all of the content relates to the company’s business of producing tasty breakfast food, it’s far more entertainment than promotional copy.

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Etsy Blog

Etsy Blog.

Etsy Blog provides helpful advice and inspirational articles to sellers on marketplace mechanics and trends, such as “Mermaid Crowns: The Hottest Trend You’ve Never Heard Of.” It also profiles featured shops, highlighting the many unique and intriguing stories of its independent craft entrepreneurs.

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Red Bull – Red Bulletin

Red Bull – Red Bulletin.

Red Bulletin features stories from the world of Red Bull and its high-adrenaline events. The magazine covers individuals who push the limits, have a passion for adventure, and are not afraid to blaze new paths. Red Bulletin is globally available as print magazine, app, and online. It is also available on digital kiosk and on Issuu.com to read online or to download as a PDF.

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Net-A-Porter – The Edit

Net-A-Porter – The Edit.

The Edit is a digital magazine from Net-A-Porter, the clothing and accessories retailer. It features the editorial design of a high-fashion magazine, with a handy shop-the-issue link for fans to buy what they discover. Tap the subscribe button in the app’s home screen and the latest edition of the magazine will automatically download whenever you open the app. Subscribe to The Edit by downloading it through the app store, or through Google Play from an Android device.

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Whole Foods – Whole Story

Whole Foods – Whole Story.

Whole Story is the official Whole Foods Market blog. Its mission is to promote healthy food, a healthy planet, and people in the community doing incredible things. The blog features articles on daily essentials for healthy cooking and eating, as well as inspirational help for extraordinary dishes. Recent pieces include “Five Nutrition Pros Dish On Their Top Tailgating Picks,” “My Favorite New Recipes: Fall Vegetarian Slow Cooker Dinners.”

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Honest Company – Honestly Blog

Honest Company – Honestly Blog.

Honestly, the Honest Company blog, is dedicated to providing parents with the best in natural, healthy, and stylish living. Launched in 2012 alongside natural bath products company Honest.com, the blog’s goal is to help parents create a safe, non-toxic, and beautiful home — via organic recipes, beauty and wellness tips, and expert environmental health advice.

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GoPro Channel

GoPro Channel.

Camera maker GoPro helps people capture and share extreme and meaningful experiences with others, to celebrate them together, because sharing collective experiences makes lives more fun. The GoPro Channel is source for videos on new products, but primarily it’s a hub for extremely entertaining content. Video playlist categories include Aquatic Adventures, Burnin’ Rubber, Life’s Moments, and All Things Awesome

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Disney – Oh My Disney

Disney – Oh My Disney.

Oh My Disney delivers original and shareable content about classic and current Disney characters to fans through a variety of videos, GIFs, quizzes, and quippy editorial. All of the Oh My Disney editorial and video is created by Disney. With over 22 million page views and nearly 13 million unique visits since the launch, Oh My Disney has had little to no paid media efforts.

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Vat19

Vat19.

Vat19 sells curiously awesome products. To show exactly how awesome, Vat19 demonstrates products with awesome photos and awesome videos. Vat19’s hundreds of product videos are so entertaining that the ecommerce site is itself a destination for digital content, with its videos having been viewed hundreds of millions of times. Vat19’s product videos are terrific examples of how, with a little creativity, traditional (boring) marketing materials can easily become innovative and valuable content.

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GE Reports

GE Reports.

GE Reports is a daily news, video, and social media hub covering General Electric’s transformation as a digital industrial company. It covers all aspects of GE’s business, innovation, and digital transformation, using software and data analytics to connect, control, and improve machines and industries. It also features unique opinions and ideas on all things science and technology, from the cloud, robotics, and manufacturing to public policy and the global economy.

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Birchbox Blog

Birchbox Blog.

The Birchbox blog on Tumblr provides access to the newest and best products from high-end beauty, lifestyle, and grooming brands. Get updates on Birchbox’s monthly curated sample boxes.

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Adobe CMO

Adobe CMO.

Adobe CMO delivers marketing insights, expertise, and inspiration, to help senior marketers and their teams deliver standout experiences in a digital world. It offers interviews and advice from industry leaders, help and how-to guidance, curated marketing news, and data-driven research and insights, including Adobe Digital Insights research. Adobe CMO is a content marketing hub that delivers value to readers simply by providing useful sights and information.

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Taco Bell – The Feed

Taco Bell – The Feed.

The Feed is the blog of Taco Bell. A bit more grounded than the Denny’s blog, The Feed features promotional content, such as “15 Delicious Reasons To Visit Taco Bell Around the World,” and content that’s relevant to its customers, such as “This Happened: I Won A Live Más Scholarship” or “20 Amazing Indie Games Made By Taco Bell Fans.” Recently, The Feed successfully championed the creation of the Taco emoji, demonstrating that content marketing is more about communicating ideas than advocating for a brand.

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