Content material entrepreneurs all the time have loads on their plates. However previously two years alone, you’ve doubtless taken on additional obligations, tailored your advertising and marketing methods, and developed your viewers understanding – all whereas going through intimidating challenges.
These are not any small feats. So, this week whereas the U.S. offers official thanks, within the spirit of gratitude, we’ve gathered a couple of standout content material advertising and marketing examples that talk to the theme. Many of those appetizing efforts have been honored as winners and prime finalists at this yr’s Content material Advertising and marketing Awards. However award or no, they’re all price savoring.
Spending time with buddies and family members
Thanksgiving is when many individuals collect with whom they care about and switch to in instances of want. It’s a reminder of how significant human connections are, whether or not across the dinner desk, in entrance of the TV, or by way of your favourite digital units.
Some may keep in mind AT&T’s tagline, “Attain out and contact somebody,” in reference to person-to-person telephone calls. Although the conduits for these conversations have expanded, the model stays devoted to protecting the traces of communication open and accessible.
@ATT doesn’t use its Attain out and contact somebody tagline, nevertheless it nonetheless promotes connection. Its Love Connections marketing campaign does simply that, says @joderama by way of @CMIContent. Click on To Tweet
In its Love Connections marketing campaign, private communication isn’t only a vacation obligation – it’s an important necessity. The uncooked documentary video sequence highlights the life experiences of members of the LGBTQ+ neighborhood who rely closely on their trusted connections to bolster their sense of belonging.
For instance, within the inaugural video (beneath), Alok – a gender nonconforming individual – describes the harassment and antagonistic remarks about their flamboyant look. Regardless of experiencing that negativity, they don’t hesitate to dwell on their very own phrases and encourage others to do the identical.
The Love Connection sparked significant conversations among the many LGBTQ+ neighborhood, their allies, and even their detractors. The model furthered its dedication by supporting The Trevor Challenge – a company aimed toward suicide prevention and disaster intervention for LGBTQ youth. You’ll discover extra particulars on this marketing campaign in 5 Classes From the Content material Advertising and marketing Awards Challenge of the 12 months Finalists.
Reaching shoppers’ hearts by way of their stomachs
Some shoppers could have packed away their sourdough starters in favor of latest dinner reservations, however there’s no substitute for a home-cooked meal shared with family and friends. To evoke comparable emotions of consolation and connection, entrepreneurs fill their plates and content material platforms with tempting, food-focused fare.
McCain cookbook creator
Many households bond by passing down recipes by way of the generations. McCain Meals turned that custom right into a branded kitchen memento with McCain Household Cookbook Delivered to You by Food24.
With the assistance of its content material advertising and marketing company New Media and South African foodie web site Food24, McCain developed a first-of-its-kind Cookbook Creator device. As defined on this video, it lets customers add six favourite household recipes, together with private notes and pictures.
High recipes from Food24 and McCain rounded out every assortment. Every customized e-book was printed and delivered to the buyer who created it.
The trouble strengthened McCain’s place as a meal prep companion whereas making a memorable – and lasting – affiliation between the model and home-cooked household meals.
For extra particulars on this marketing campaign, learn The place There’s a Purpose, There’s a Manner: 4 Technique-Led Content material Applications.
Butterball Discuss-Line calendars
Butterball is a model virtually synonymous with Thanksgiving’s massive chook.
Its annual Turkey Discuss-Line opened on Nov. 1 to reply questions and assist stop meal prep meltdowns. However this yr, the model additionally took the discuss offline with a free calendar filled with culinary experience and additional emotional help.
Identified for its turkey hotline, @Butterball offered a 2022 Consolation Calendar crammed with culinary experience and additional emotional help. It offered out virtually instantly, says @joderama by way of @CMIContent. Click on To Tweet
The 2022 Consolation Calendar offered out means earlier than Thanksgiving grocery buying even began. However Butterball doesn’t go away clients holding the (giblets) bag: It’s stuffing its Instagram web page with sufficient tasty tricks to carry you thru Christmas.
Taking the turkey present on the highway
Shoppers eagerly return to the skyways and byways for post-pandemic vacation reunions. But, journey suppliers nonetheless reel from virtually three years of turbulence that shook their companies to the core. Fortuitously, their trade companions are serving to them pull out of the tailspin with focused content material instruments and inspiration.
The Compass accelerates journey enterprise restoration
Leisure journey brokers struggled as vacationers resumed their travels. They needed to sustain with frequent regulatory modifications, meet the surge in buyer demand, and develop (or reopen) their companies.
Small boutique businesses have been significantly laborious hit. However they will discover much-needed help by way of The Compass, an editorial media model launched by VAX VacationAccess to unite and help its viewers within the skilled journey neighborhood.
The Compass Journal and web site are crammed with well timed trade schooling on matters like social media advertising and marketing, agent growth, and sizzling journey locations (as proven within the picture above.)
As well as, private tales and views from their fellow brokers assist reignite the readers’ ardour for touring and encourage them to make their enterprise a hit.
Fáilte Eire sparks progress with customizable content material belongings
The U.S. wasn’t alone in pandemic-impacted journey companies. Many companies in Eire’s tourism trade struggled to remain afloat, misplaced workers, and/or had minimal advertising and marketing abilities and little time for coaching.
These compounding considerations spurred Eire’s nationwide tourism physique, Fáilte Eire, to launch a first-of-its-kind interactive toolkit. Preserve Discovering gives the nation’s small and medium-sized companies with quick, easy-to-access content material, customization providers, and different sensible assets – all free.
This picture of the toolkit’s cowl describes a few of the Preserve Discovering choices – downloadable belongings, social media calendar and e mail templates, and ready-to-go marketing campaign photos and movies.
With over 7,300 downloads of its branded belongings and greater than 5,000 visits to the toolkit web page, Eire’s journey brokers appreciated the assistance. Based on Transmission (the company on the marketing campaign), Preserve Discovering helped regional tourism companies to “rally in large numbers.”
To study extra about this marketing campaign, learn Need To Generate Extra Demand? Observe These 4 Content material Suggestions.
Get your sport on
Soccer is a well-liked pastime on U.S. Thanksgiving. Whether or not shoppers plan to attain some touchdowns of their yard or play armchair quarterback with a drink of their palms, a terrific content material play will help push the joy into time beyond regulation.
Captain Morgan leads a cheer for the followers
Soccer followers are recognized for going to nice lengths to indicate help for his or her favourite groups. For its sponsorship of the Nationwide Soccer League’s Fan of the 12 months contest, Diageo’s rum model Captain Morgan captured that pleasure in a video-centric marketing campaign.
Captain Morgan introduced on NFL legend Victor Cruz to host its We Carry on the Spice docuseries. Victor visited the highest seven Fan-of-the-12 months finalists and dove into their tales of devotion and the way they share that zeal with others of their fan communities.
The ensuing movies embrace the story of an LA-based New York Giants fan who travels 3,000 miles to attend video games (proven within the video beneath) in addition to a brilliant fan who created a supporters’ group that’s now over 10,000 members robust.
By giving these NFL tremendous followers a video-centric platform to share their workforce love, Captain Morgan spiced up the soccer season – and left its signature taste on the sector for its viewers to get pleasure from.
Be taught extra about this effort, and different standout video content material campaigns, in 4 Methods To Win With Video – The “It” Content material Format for 2023.
Get impressed to present again
This yr, Patagonia’s founder put his firm shares right into a belief that can direct future earnings to combat the local weather disaster. Your model doesn’t must take “giving again” to that excessive, however you should utilize your content material platform for philanthropy and public service.
Anheuser-Busch invests in stopping alcohol abuse
Anheuser-Busch markets a few of the world’s most iconic beer manufacturers, together with Budweiser, Corona, and Michelob.
However as Ahava Leibtag writes, it additionally donates cash and creates content material to teach shoppers concerning the risks of abusing and misusing its merchandise, resembling drunk driving, underage consuming, and binge consuming.
That content material consists of International Good Ingesting Targets, which Ahava describes as a set of applications and initiatives to cut back dangerous alcohol use by specializing in shifting social norms, client behaviors, and their group’s enterprise practices.
The picture beneath reveals the age gate to entry its web site, reinforcing the model’s efforts to maintain alcohol-related content material out of the palms of tourists youthful than the authorized consuming age.
Anheuser-Bush additionally shares content material on Instagram utilizing #DecidetoRide. In partnership with Uber and Moms In opposition to Drunk Driving (MADD), the efforts encourage shoppers to name a ride-share service in the event that they’ve been consuming alcohol throughout their vacation celebrations.
Pepsi implements actions that assist advance racial equality
Many manufacturers printed anti-racism content material following the homicide of George Floyd in 2020. However Pepsi strengthened its public statements with a long-term dedication to the trigger.
That yr, the beverage model launched its racial equality journey initiative with a five-year plan and pledged a $400 million dedication to extend Black illustration at PepsiCo, help Black companies, and empower Black communities.
Right this moment, guests to the PepsiCo web site can discover ongoing progress stories, particulars on the most recent program parts, and outcomes of the initiative to this point.
As Ahava writes, Pepsi strengthened its dedication to diversifying its workforce by recruiting potential job candidates from traditionally Black faculties and universities (HBCUs).
The model promotes this recruiting partnership by way of content material like this HBCU Halftime Sport video, which acknowledges HBCU college students’ contributions on and off the sector.
To study extra about these two campaigns – and different examples of manufacturers that give again, learn Ahava’s article, How To Increase Your Model’s Voice on Points That Matter.
Higher but, why not put your group’s variety, fairness, and inclusion (DEI) intentions in play – actually?
Line 25 makes a sport
Line 25 Consulting is a observe devoted to serving to organizations broaden their DEI viewpoint by way of guided coaching, custom-made workshops, and different service choices. However recognizing a possibility to make the teachings extra partaking and actionable for advertising and marketing groups, company founder Michelle Ngome created the Be Inclusive card sport.
Every card within the DEI deck incorporates a immediate like, ‘How can we observe DEI past social media’ or ‘How can we accommodate neurodiversity within the office’?
By facilitating productive conversations on these necessary points, the sport prepares groups to take the following logical step – discovering significant options to handle them.
Fill your plate, however don’t overlook to gasoline your intentions
From the CMI workforce to yours, we hope you discover time to take a break this vacation season to be reenergized and able to create wonderful content material that permits your companies to do and be higher on your clients tomorrow.
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute