Content Marketing Institute About Page

Most “About” pages are digital sleeping pills. The Content Marketing Institute flips that script. They lead with a cheerful video that shows their personality before a single word is read, then guide visitors by experience level—beginners, pros, or in‑between.

Marketing at Work

The mix of personality and structure is the key. The video builds trust fast, the text lays out logical next steps, and the right sidebar keeps offering juicy resources and subscriptions—all pointing to deeper engagement.

Why It Works

• Video sparks emotion and credibility
• Clear paths reduce decision friction
• Founder story builds authority
• Sidebars add conversion paths
• Helpful resources keep users in the funnel

Examples

• HubSpot adds founder videos + free trial CTAs
• Moz guides beginners straight to SEO basics
• Shopify Academy sends visitors to tutorials instantly