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100 Content Marketing Examples July 2012 : Page 37

10 0 CONTENT MARKETING E X AMPLE S 59 The Responsibility Project Company: Liberty Mutual Originally featured in: Must-See Content Marketing Examples from 2011 Description: Content that’s not only high-quality but also has a good purpose always comes out on top. Liberty Mutual uses content to help associate its brand with “responsible thinking, preparation and doing the right thing.” Its site, The Responsibility Project, tackles issues pertaining to ethics, politics and economics (and much more) to support its theme of “being responsible” in all aspects of your life. The site features interactive polls, videos, articles and a blog that do very little to communicate the company’s products and services, demonstrating how good content that serves a broader purpose is often much more effective than promotional content. Example: Visit the site 60 Nightmares Fear Factory – Flickr Photostream Company: Nightmares Fear Factory Originally featured in: Must-See Content Marketing Examples from 2011 Description: Nightmares Fear Factory, a haunted house in Niagara Falls, Canada, catches terrified customers on camera and publishes the photos on its hilarious Flickr photostream. The campaign got huge publicity and certainly makes anyone looking at these pictures want to head up to Canada and find out what was so scary. Simple and brilliant, this is one of the spookiest, and most successful, content marketing examples from 2011. Example: See the snapshots For more information, check out Tracy Gold’s article, “How to Be a Frighteningly Brilliant Content Marketer” and learn how to find your own “screams.” 37

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