Great blogs are not built in a day. Whether you’re just starting out, or are a seasoned growth hacker with plenty of content strategy experience, it’s no secret that coming up with new content isn’t always effortless.

In this article, we explore 6 brands that have killer blog content. Each brand is from a different niche, from productivity to mattresses to B2B graphic design tools. Read on as we pick apart what makes them stand out, and share actionable take-aways you can apply to your content straight away.

1. Toggl

Niche: Productivity tools

Toggl is a triple threat of productivity tools that help you with time tracking, project planning, and hiring. Despite being three different tools, they are unified by brand identity. This extends to the blog they share, where you can find lots of tips on working remotely, staying productive, and of course, their famous comics.

Example of bold branding from Toggl Hire

What Toggl does well:

1. Bold branding. Toggl’s bold, unique colours makes their blog instantly recognizable, even when it is shared across various platforms. They’re known for their comics, which are playful, clever, and relatable.
2. Informal language. The simpler and more conversational the writing, the easier for readers to keep reading. More reading = more time on the page = better SEO and a more loveable brand. Yay!
3. Mix it up. Toggl’s blog caters to their audience. It doesn’t rehash the same old story countless times. Instead, it delivers a mix of informative, interesting, and entertaining content, on top of the slightly more specific product updates and quarterly reflections.

Take-away tip:
Don’t be shy to let your brand stand out! Being playful and a little cheeky could be the very thing that jumpstarts your virality.

2. Venngage 

Niche: B2B graphic design

Venngage is a tool that helps businesses create assets themselves from a selection of templates ranging from infographics to eBooks, presentations to newsletters, and everything in between. Venngage have thought through all your business design needs and are there to support with a fantastic blog rich with high-value content.

What Venngage does well:

1. Comprehensive content. Browse through Venngage’s blog and you’ll quickly realise their articles are more like detailed resources. This quickly makes them a one-stop-shop for anyone looking to learn more about infographics and graphics for business more generally. This also positions Venngage as an authority in the reader’s mind, which means they’ll be top-of-mind for
2. Templates galore.  Venngage includes templates in most if not all of their articles, which are designed to make their reader’s lives as easy as possible. They’re highly relevant to the content being discussed in the article, and are positioned to answer their reader’s next question before they even ask it.

Take-away tip:

Don’t be afraid to play the long game. Add value to your readership with different layers of content. Sometimes giving something away for free (like a template), leads to greater returns down the line.

3. Hubspot

Niche: Inbound Marketing

Hubspot is an inbound marketing-cum-CRM tool that has established itself as a market leader through their powerful content strategy. Their blog is a treasure trove of information, to say the least. Let’s unpack what makes their content so successful.

What Hubspot does well:

1. Actionable tips. Arguably the biggest reason Hubspot’s content is so well-known and widely-consumed is because every single article is jam-packed with tangible action marketers can take to overcome the problem they’ve come seeking a solution to. This leaves readers feeling capable and empowered – and it is THAT feeling, more than anything else, that really sells Hubspot as an authority.
2. Breadth of scope. Hubspot doesn’t shy away from building out content on a vast array of topics. They’ve effectively monopolised the topic of inbound marketing in this way – if you have a question, you can probably find the answer on Hubspot’s blog. This is a win-win for both company and reader. The company has attracted and retained audience attention, and the reader has a more streamlined inbox only having to subscribe to one newsletter to get all their information.
3. Add numbers to your headlines. Not only does this set up the reader’s expectations about the length of the article, but headlines with numbers have actually also been shown to do better than those without. To quote an article from Social Media Examiner, “Headlines containing numbers typically perform better than other types of headlines. [It] promises to be quick and easy to read, and that’s important in today’s busy world.”

Take-away tip:

Keep your articles action-packed. A good test to try – if your reader doesn’t come away from an article with a tangible new thing they can implement after reading your article, you should think about updating it.

4. 3Dcart 

Niche: eCommerce website building

3DCart is an ecommerce software that helps companies build SEO-friendly online stores. They help internet retailers succeed online by developing digital marketing strategies and optimized shopping experiences that drive conversions and improve business performance.

What 3DCart does well:

1. There are no rules, only guidelines. If you look at most blogs out there, you’ll notice they only have 4-5 content silo categories. This helps keep their discussion focused on their niche, and avoid diluting their messaging. 3DCart has gone against this convention and set up 17 categories on their page. This is a reminder that best practice is just a guideline, not a rule. The most important thing is to do what makes the most sense for your business and your customers. With a topic like eCommerce, which is very broad, it seems the logical step to make.
2. Vary their content length. Articles on the 3DCart blog range from 5 to 20+ minute reads. Yes, there are guidelines for almost everything in marketing these days (is suffering from too much data a thing?) – what time of day is best to post, which day of the week, ideal article length, the tone of voice…the list goes on. Avoid falling into the trap of making your content creation process formulaic. This will prevent your content from becoming predictive, repetitive or boring.

Take-away tip:

Don’t be afraid to go against the grain. As long as what you’re doing adds value to your users, go for it. Don’t stick to best practices like they’re the law.

5. Glossier

Niche: Beauty eCommerce

Starting as blog Into the Gloss in 2010, the beauty brand Glossier was officially launched in 2014 and rose to prominence for their clever use of Instagram, and loyal blog readership. Since content was the bedrock for the success of the company, it makes sense to delve into what they’re doing today and how it sets them apart.

What Into the Gloss/Glossier does well:

1. Use of user generated content (UGC). Ok ok we cheated a bit with this one. It isn’t a blog tactic, but still falls under the realm of content. Glossier’s instagram presence is almost exclusively made up of content from their customers. This works because it creates a community feel around the brand. It also builds a sense of exclusivity for Insta scrollers who might not be customers yet. It says “look at this community and how much fun it is in here – how do I get in?” So they go buy a product.
2. Leads with transparency. The actual Glossier blog doesn’t feature new posts often. They don’t post often, but when they do post, it is quality. Usually, the article comes from the founder & CEO, Emily Weiss, and it isn’t afraid to address difficult issues head-on. For example, this article in particular stood out for it’s vulnerability and honesty admitting to shortcomings and outlining how Glossier is improving.

Take-away tip:

Build relationships, not just SEO juice. Your blog is more than your SEO bank, it is a place to connect with customers and potential customers. The way you present yourself there can have big effects on your brand perception. Positive brand perception = higher sales. Don’t be afraid to admit when you’ve fallen short of the mark and address how you’re overcoming it. Your tribe will love you for it.

6. Casper

Niche: Mattress eCommerce

You may have heard of Casper – the mattress company disrupting the mattress-buying experience. The experience of consuming their content is just as dreamy as lying on their mattresses. Read on to find out how they evoke a mood to their advantage.

What Casper does well:

1. Match the feel of your blog to the feel of your product. If you look at Casper’s blog, you can see lots of white space, and a design which is very minimal. This clean layout makes reading and browsing through the blog a calming experience, which is exactly the feeling you want your customers to associate with you if you sell mattresses. Because if you think about it, you’re not really selling mattresses, or even a good night’s sleep – they’re selling the calm and relaxed mood users get from a good night’s sleep.
2. Build rapport with your audience. The Casper blog is written in a very personal tone, with lots of use of the “I” pronoun. It creates an intimate feeling – which mirrors the intimacy and vulnerability of something like sleep – and builds rapport with the audience at the same time.

Take-away tip:

The experience readers have on your blog should reflect the same mood or emotion your products evoke. This tightens the emotional connection a user has with your brand and makes you more memorable in the long run.

7. Clean Origin

Niche: Luxury

Clean Origin – a luxury brand with sustainability values. Their blog content stands out as exceptional for several compelling reasons.

[Image Source]

Aesthetic visuals. Their blog exudes aesthetics, which is integral to their brand identity. Each piece of content is carefully crafted, visually appealing, and designed to captivate the audience. This aesthetic appeal creates an immersive experience for readers and makes them want to explore Clean Origin’s products, like their diamond stud earrings.

Informative articles. What sets Clean Origin’s blog apart is its ability to blend stunning visuals with informative and engaging content. Whether it’s articles about lab-grown diamonds’ ethical and environmental benefits, in-depth guides on choosing the perfect diamond, or insights into the world of fine jewelry, their content is thoughtfully curated to provide value and inspire readers.

Storytelling. The blog not only educates but also tells a story, effectively conveying the brand’s values of sustainability, ethics, and affordability. It resonates with readers on a personal level, making Clean Origin’s diamond stud earrings and other jewelry pieces highly desirable.

Take-away tip: If you have a gemstone, make it shine. When your product allows you to showcase it, it is a crime not to. Alongside the eye-catching content, convey your brand’s values and set yourself apart from competitors.

Wrapping up

In conclusion, there are several ways you can spruce up your blog to build brand loyalty, authority, build rapport, and improve your SEO all at once. We hope unpacking these tips from 6 brands with killer blog content helped inspire your next content strategy.

Julia Masselos

Julia is the marketing lead at Toggl Hire, a pre-employment testing tool that believes in skills over resumes, for faster, fairer hiring.