Behind the Content: 9 Stories From Remarkable Marketing Campaigns

September 4, 2014

Introducing Behind the Content, LinkedIn Marketing Solution’s nod to the popular VH1 series, “Behind the Music.”

I am such a huge fan of that show because it took storytelling to a whole new level by lifting the curtain to reveal a fascinating look at artists’ personal lives and the journey that led to their most compelling and well-known works.

I thought it would be fun to apply this concept to the world of content marketing by interviewing the masterminds behind some very clever campaigns to get the real story behind the content. The idea was to explore their inspiration and share it with the world.

Although each of the campaigns that we chose to feature in this ebook has its own unique marketing angles and compelling story, I have a couple of personal favorites from the eBook.

The first story is from Airbnb by way of my friend Dennis Goedegebuure. Airbnb wanted to better understand the economic impact of their users so they worked across departments and gathered detailed research and data on 8 major cities around the world. Using this data they developed an interactive infographic showing how Airbnb’s guests have an impact on the local economy.

Airbnb Economic Impact

As Airbnb listings are more spread out over a city, the Airbnb guests bring more tourist money into neighborhoods which usually are not often visited by guests of the city who typically stay in a hotel. The data shows that 76% of the Airbnb properties you can rent in these 8 cities are actually outside the main hotel districts.

The second is from the marketing geniuses of Dollar Shave Club. With no marketing budget, but a great sense of humor, created a low budget video that went viral and drove millions of views. CEO Michael Dublin gave us the inside story behind one of the most creative marketing videos I think I have ever seen. Don’t miss this story folks.

Dollar Shave Club

But that’s just the tip of the iceberg if you will. Get ready to hear the stories “Behind the Content” as we enter the minds of some of the web’s coolest content creators. From big brands to agencies and even individual designers and developers, this eBook sheds light on the content creation process from all corners of the web.

From inspiration to execution and finally measuring success, “Behind the Content” walks you through these groundbreaking campaigns from beginning to end.

We hope you find these stories as informative and compelling as we did. In sharing these stories with the world, we expect the insights gained will provide inspiration to take your future campaigns to a new level.

And without further ado, here are the stories — “Behind the Content.”