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100 Content Marketing Examples July 2012 : Page 44

10 0 CONTENT MARKETING E X AMPLE S 74 Mike’s “Ultimate Chopper Drop Test” Company: Shure Originally featured in: The 2011 Content Marketing Playbook Description: Talk about high impact from a low budget. In a series of goofy videos, Shure puts its SM58 mic through the paces (including deep-freezes, ground burials, tour bus run-overs and, in the aforementioned video, a 200-foot drop from a helicopter) to demonstrate the mic’s ability to perform regardless of circumstances. After all the abuse it endures, perhaps they should rename it the “S&M”58? Example: Get a taste of the action 75 Content Marketing World Event Videos Company: CMI Originally featured in: The 2011 Content Marketing Playbook Description: What better way to boost exposure of your live event than to publish videos from it online? The international content marketing event, Content Marketing World, created a series of videos, hosted on YouTube but housed on a special landing page on the event site. The goal was to continually tell the story of the event in a visual format (and not cost an arm and a leg). Example: Watch the videos 44

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