Completely satisfied Thanksgiving to all who have a good time! Even when this U.S. vacation isn’t actually your factor, it’s a good time to consider all we’ve to be pleased about.
Regardless of all of the compounded challenges of the previous 18 months, manufacturers have risen to the event, innovating their approaches to forge stronger viewers connections.
Within the spirit of at the present time of gratitude, we’ve gathered 13 stand-out examples with some appetizing tidbits from this 12 months’s Content material Advertising Awards and different content material highlights that talk to the vacation’s themes – journey, family and friends, meals, and giving to these in want. We hope they’ll encourage you to maintain striving to do and be higher – for your corporation, your clients, and the world.
Touring over the river (and within the air)
Now that persons are extra assured about resuming face-to-face household visits, journey manufacturers more and more use content material to reassure clients that security is their high precedence.
1. Lonely Planet
One instance comes from Lonely Planet, a model virtually synonymous with important steerage and satisfying journey experiences. The corporate partnered with medical data enterprise Healthline on a web site for anxious customers to seek out the most recent information about Covid-19 journey circumstances and restrictions, recommendation on the most secure locations and actions, and suggestions to assist them handle well being points which will come up on their journeys.
Appetizing tidbit: When beforehand routine experiences can carry surprising challenges, your viewers will recognize well timed steerage and help your content material can present to reduce their stress.
However even earlier than journey manufacturers resumed operations, they explored alternate methods to assist audiences overcome their location limitations. Many delivered stimulating stay-at-home journey experiences. For instance, Australian airline Qantas launched Journey Insider, a content material hub with guided digital excursions of fashionable museums, zoos, and artwork galleries all over the world, in addition to one-of-a-kind sights like Uluru or the Sydney Opera Home.
Appetizing tidbit: Efforts like this show there’s a couple of technique to ship a fascinating expertise. Take into consideration what your choices signify emotionally and discover new approaches which may present an analogous sense of satisfaction.
3. Scott’s Low cost Flights
Price range journey deal website Scott’s Low cost Flights expanded its digital content material choices to encourage journey buffs to maintain dreaming about – and begin planning for – their subsequent voyages. But, along with creating a brand new collection of aspirational guides and a data-backed State of Low cost Flights report, the corporate refocused its present journey deal newsletters to handle extra instant journey considerations. The corporate’s founder has devoted his weekly podium to matters like refunds on canceled bookings, predictions for journey resumption to dream locations, and the influence of ongoing value fluctuations.
@scottsflights CEO remodeled his weekly journey column to speak sensible (refunds on canceled bookings) and inspirational (predictions for journey resumption to dream locations), says @Joderama through @CMIContent. Click on To Tweet
Appetizing tidbit: Offering content-based instruments that empower your viewers to make extra knowledgeable selections is at all times a successful method for constructing model loyalty. On this case, it additionally earned Scott’s Low cost Flights a win for Greatest eNewsletter on the 2021 Content material Advertising Awards (CMA).
4. Virginia Tourism Corp.
Equally, the Virginia Tourism Corp. shifted its content material technique from attracting out-of-state guests to supporting the state’s small companies hit onerous by the dearth of shopper foot site visitors. The ensuing Virginia Is for Lovers: Uncover Your WanderLove marketing campaign earned Greatest Content material Advertising Program within the CMA journey class. In textual content and video storytelling, it highlighted lower-risk native journey experiences – quick regional street journeys, scenic drives, outside recreation actions – on its web site and social media platforms.
Appetizing tidbit: Service-centric industries don’t succeed with out robust partnerships. Supporting the companies that assist yours strengthens each hyperlink within the provide chain.
Spending high quality time with family members
Thanksgiving is supposed to be a time for reconnecting with the folks we care about most. This 12 months, that would imply one other day across the of us you’ve been sheltering at dwelling with 24/7, however many people hope to reunite with far-away family and friends members.
5. Aller Media
For starters, there’s mother. Moms are sometimes the toughest working family members on at the present time (and each day, I would argue) and don’t at all times get the complete credit score they deserve. With a purpose of offering mothers in Sweden a neighborhood the place they’d really feel seen and acknowledged, Aller Media produced Motherhood – a multiplatform effort full of relatable experiences and touching private tales of assist. Taken collectively, the content material carries the model’s central message that motherhood is, “a sisterhood far indifferent from selecting on one another, mom-shaming, and beautification filters.”
Appetizing tidbit: In order for you your content material to talk with authenticity and authority, it by no means hurts to faucet educated insiders to function the voice behind it.
Talking of sisterhood, for its CMA successful entry for Greatest Digital Publication, AARP positioned its deal with feminine household ties from a unique vantage: Sisters From AARP focuses on supporting the relationships Black girls domesticate with their associates.
The free, weekly e-newsletter curates tales that replicate their real-life experiences, present a way of belonging and contentment, and have a good time the energy of their communal bonds. Every concern options articles that span model, well being, cash, relationships, and extra. AARP additionally launched a collection of on-line occasions tied to unique e-newsletter interviews, centered on discussions round gratitude, religion, and reaching private achievement.
Appetizing tidbit: Although AARP has tens of millions of members, the model acknowledges that doesn’t imply all of them expertise life in the identical method. Breaking your content material choices into area of interest areas of curiosity may also help your viewers really feel extra seen – and really feel a extra private connection to your corporation.
7. Humane Society of the US
Lest we overlook, there are our furry and feathered family and friends members. Pets play a particular position within the lives of their house owners. With rising curiosity in plant-based diets for environmental, private well being, and moral advantages, it’s no shock to seek out animal welfare on the coronary heart of some fashionable and emotionally highly effective content material advertising.
For instance, there’s the CMA-winning concern of All Animals, the flagship journal of the Humane Society of the US. This publication informs readers concerning the group’s work and empowers them to affix its trigger. The Humane Society balances highly effective imagery, sensible suggestions, and the most recent animal welfare information with in-depth protection of hard-hitting points and lighter fare. One feel-good effort was its Quarantine Buddies unfold, which profiled reader submissions about how their companion animals helped them cope through the pandemic.
Appetizing tidbit: Shoppers can have many causes to assist your model’s trigger. Reasonably than assuming these causes, give them a technique to specific them in their very own phrases.
Reaching customers hearts by way of their stomachs
With folks caught on-line and at dwelling, togetherness and levity have been generally onerous to come back by. To assist rekindle these emotions of consolation and connection, many individuals turned to the thrill of cooking and consuming collectively as a household.
8. Hormel Meals
The workforce at Hormel Meals got down to carry the comforting heat of humor, neighborhood, and hope again to the desk with the Hormel Movie Competition: a collection of tales about inspiring folks with a uniquely private connection to the corporate’s iconic manufacturers.
A primary-of-its-kind occasion, the workforce painstakingly captured the thrill of an in-person movie competition. Digital tickets have been emailed to invitees and shared on social media; film posters have been accessible for viewers to obtain and print; and a livestreaming Q&A was held with the movies’ administrators, casts, and crews. Importantly, all promotional messaging across the occasion centered on the heartfelt tales quite than the model’s position in these tales.
Appetizing tidbit: You don’t must program a complete movie competition across the position your model performs within the lives of your clients, but when they’re keen to share their tales with you, it’s value recognizing and celebrating them in your content material.
In a current Sizzling Takes publish, the CMI workforce shared one other tasty instance from Food52, a model that has constructed a cooking neighborhood round its recipes and kitchenware. For the 11th consecutive 12 months, the model is operating a neighborhood reward swap, through which members change edible presents (together with selfmade gadgets) as a technique to lengthen their on-line connections into the actual world. As a part of the swap, contributors are additionally inspired to donate at the very least $10 to Feeding America, so others can benefit from the heat of an excellent meal and being a part of a caring neighborhood.
Appetizing tidbit: Not solely does this effort present a method for the model’s neighborhood members to attach with one another IRL, it empowers that neighborhood to contribute to the better good.
In relation to food-centric content material, it’s value noting that buyers are more and more interested by how the components of their meals are being sourced. This moral consideration is without doubt one of the causes Epicurious introduced this 12 months its website would now not function new recipes that use beef.
Appetizing tidbit: As Gina Balarin mentioned in her publish on content material advertising ethics, Epicurious says it primarily based this choice on its workforce’s values and what they see as the most effective pursuits of society at massive. Although arguments may be made for and in opposition to the deserves of this transfer, taking a stand on one thing your model believes in is a brilliant.
Realizing that extra holidays are on the best way
In fact, who can consider U.S. Thanksgiving with out fascinated by Black Friday, reminding us – if retail manufacturers have something to say about it – it’s vacation purchasing season.
As one of many largest retailers on the planet, Amazon pulls out all of the stops to make it simpler for customers to seek out the proper reward for everybody on their vacation record. The model’s annual vacation catalog is a shining, interactive testomony to that, and this 12 months’s print publication doesn’t disappoint as a advertising automobile or a enjoyable, participating piece of content material.
Along with that includes video games, stickers, and puzzles that entice children to learn the catalog cowl to cowl, mother and father can scan QR codes, slicing down on their search time to seek out the product web page for every merchandise that made their kids’s record. However Amazon additionally fills the time with family-friendly options like Fox’s Jolly Journey. Scanning that QR code brings the catalog’s woodland map to life by way of augmented actuality overlays, so children can play with some full of life forest creatures that seem like proper within the room with them.
@Amazon’s catalog makes use of QR codes for fogeys to simply discover the merchandise on want lists and for teenagers to devour household buddy content material like Fox’s Jolly Journey, says @Joderama through @CMIContent. Click on To Tweet
Appetizing tidbit: It’s onerous to catch customers’ eyes and seize their curiosity through the frenzied vacation purchasing season. However immersive and sticky content material that delivers shock and delight can definitely assist.
Giving again to others
Of all of the traditions and trappings of this vacation, maybe crucial is expounded to a purpose-driven message: Present gratitude by sharing our good fortunes with these in want. (I imply, it’s not known as “Thanks-taking,” now, is it?)
Shoppers, significantly these from youthful generations, more and more choose to do enterprise with manufacturers that make it their mission to offer again, and these customers anticipate these companies to obviously talk how they contribute to the better good.
Manufacturers like Bombas skillfully rise to this event in a number of respects. For starters, for each buy made, the corporate donates a reciprocal consolation merchandise, resembling its socks, a T-shirt, and underwear, to an individual affected by homelessness. However Bombas additionally permits its followers to make their very own contributions. For instance, this current Instagram publish provides easy activism suggestions, recommendations, and concepts, and reinforces them with emotionally resonant photos that target folks, not their merchandise.
Appetizing tidbit: Individuals who need to assist others don’t at all times know the place to start out. This effort lowers the barrier to non-public involvement, serving to the viewers flip their good intentions into energetic participation.
13. Financial institution of America
One other instance on this vein comes from Financial institution of America. It’s community-focused content material advertising program, Native Affect, demonstrates how private-sector organizations drive constructive societal adjustments and enhance lives in native communities economically deprived because of systemic racism and different components.
The initiative resulted in additional than 75 movies, articles, slideshows, and infographics on 4 key matters: (1) meals insecurity, (2) entry to medical provides and well being companies, (3) social vulnerabilities; and (4) racial equality and financial alternative. The content material highlights Financial institution of America’s assist of its neighborhood members and the essential native establishments they depend on, resembling hospitals, faculties, and grocery shops.
Appetizing tidbit: Utilizing your content material to start out significant conversations on points like meals insecurity, racial injustice, or monetary instability is the precise factor to do. However offering readability on how your corporation is actively working to resolve them is the neatest technique to do it.
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 allows your companies to do and be higher on your clients tomorrow.
Cowl picture by Joseph Kalinowski/Content material Advertising Institute