The year may not be over yet but we’ve already seen a fair share of content marketing success stories: Uber came onto the scene reinventing the way in which we hail cabs and blog with hyper-local entries; the White House launched an interactive photo gallery (boasting over 150 behind-the-scenes images); and British Airways  showed us  the power of social by unveiling a #lookup campaign, featuring children on live-action billboards who point every time a British Airways plane flies overhead.