Content material entrepreneurs at all times have lots on their plates. However prior to now two years alone, you’ve doubtless taken on additional duties, tailored your advertising 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. provides official thanks, within the spirit of gratitude, we’ve gathered a couple of standout content material advertising examples that talk to the theme. Many of those appetizing efforts have been honored as winners and prime finalists at this yr’s Content Marketing Awards. However award or no, they’re all price savoring.
Spending time with mates 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 via your favourite digital units.
Some would possibly keep in mind AT&T’s tagline, “Attain out and contact somebody,” in reference to person-to-person cellphone calls. Although the conduits for these conversations have expanded, the model stays devoted to maintaining the traces of communication open and obtainable.
In its Love Connections marketing campaign, private communication isn’t only a vacation obligation – it’s a significant necessity. The uncooked documentary video collection 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 Venture – a corporation 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 Awards Venture of the Yr Finalists.
Reaching shoppers’ hearts via their stomachs
Some shoppers might have packed away their sourdough starters in favor of recent dinner reservations, however there’s no substitute for a home-cooked meal shared with family and friends. To evoke related 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 via the generations. McCain Meals turned that custom right into a branded kitchen souvenir with McCain Household Cookbook Dropped at You by Food24.
With the assistance of its content material advertising company New Media and South African foodie web site Food24, McCain developed a first-of-its-kind Cookbook Creator instrument. As defined on this video, it lets customers add six favourite household recipes, together with private notes and photographs.
The trouble strengthened McCain’s place as a meal prep accomplice 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 Aim, There’s a Approach: 4 Technique-Led Content material Packages.
Butterball Speak-Line calendars
Butterball is a model virtually synonymous with Thanksgiving’s large chook.
Its annual Turkey Speak-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 further emotional help.
Known for its turkey hotline, @Butterball sold a 2022 Comfort Calendar filled with culinary expertise and extra emotional support. It sold out almost immediately, says @joderama via @CMIContent. Click To Tweet
The 2022 Comfort Calendar offered out means earlier than Thanksgiving grocery procuring even began. However Butterball doesn’t depart clients holding the (giblets) bag: It’s stuffing its Instagram 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 business 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 notably onerous hit. However they will discover much-needed help via 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 website are stuffed with well timed business schooling on subjects like social media advertising, agent improvement, 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 successful.
Fáilte Eire sparks progress with customizable content material property
The U.S. wasn’t alone in pandemic-impacted journey companies. Many companies in Eire’s tourism business struggled to remain afloat, misplaced employees, and/or had minimal advertising expertise and little time for coaching.
These compounding issues spurred Eire’s nationwide tourism physique, Fáilte Eire, to launch a first-of-its-kind interactive toolkit. Keep Discovering offers the nation’s small and medium-sized companies with quick, easy-to-access content material, customization companies, and different sensible assets – all free.
This picture of the toolkit’s cowl describes a few of the Maintain Discovering choices – downloadable property, social media calendar and electronic mail templates, and ready-to-go marketing campaign photos and movies.
With over 7,300 downloads of its branded property and greater than 5,000 visits to the toolkit web page, Eire’s journey brokers appreciated the assistance. In response to Transmission (the company on the marketing campaign), Maintain Discovering helped regional tourism companies to “rally in enormous numbers.”
To study extra about this marketing campaign, learn Need To Generate Extra Demand? Comply with These 4 Content material Ideas.
Get your recreation 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 arms, an incredible content material play might help push the thrill into additional time.
Captain Morgan leads a cheer for the followers
Soccer followers are identified 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 Yr 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 Bring on the Spice docuseries. Victor visited the highest seven Fan-of-the-Yr 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 an excellent fan who created a supporters’ group that’s now over 10,000 members sturdy.
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 offer again
This yr, Patagonia’s founder put his company shares into a trust that will direct future profits to fight the climate crisis. Your model doesn’t have to 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 coach shoppers in regards to the risks of abusing and misusing its merchandise, comparable to drunk driving, underage consuming, and binge consuming.
That content material contains Global Smart Drinking Goals, 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 arms of holiday makers 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 revealed 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 now, guests to the PepsiCo site can discover ongoing progress stories, particulars on the most recent program components, and outcomes of the initiative so far.
As Ahava writes, Pepsi strengthened its dedication to diversifying its workforce by recruiting potential job candidates from traditionally Black schools and universities (HBCUs).
The model promotes this recruiting partnership via content material like this HBCU Halftime Sport video, which acknowledges HBCU college students’ contributions on and off the sphere.
Higher but, why not put your group’s range, fairness, and inclusion (DEI) intentions in play – actually?
Line 25 makes a recreation
Line 25 Consulting is a follow devoted to serving to organizations increase their DEI viewpoint via guided coaching, custom-made workshops, and different service choices. However recognizing a chance to make the teachings extra participating and actionable for advertising groups, company founder Michelle Ngome created the Be Inclusive card game.
Every card within the DEI deck incorporates a immediate like, ‘How will we follow DEI past social media’ or ‘How can we accommodate neurodiversity within the office’?
By facilitating productive conversations on these vital points, the sport prepares groups to take the subsequent logical step – discovering significant options to deal with them.
Fill your plate, however don’t neglect to gasoline your intentions
From the CMI staff 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 allows your companies to do and be higher to your clients tomorrow.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute