Feast on These 9 Content material Examples Worthy of Gratitude


Content material entrepreneurs all the time have so much on their plates. However previously two years alone, you’ve doubtless taken on additional duties, tailored your advertising and marketing methods, and developed your viewers understanding – all whereas dealing with 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 just a few standout content material advertising and marketing examples that talk to the theme. Many of those appetizing efforts had been honored as winners and high finalists at this yr’s Content material Advertising and marketing Awards. However award or no, they’re all price savoring.

Spending time with pals 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 means of your favourite digital gadgets.

Love connection

Some would possibly 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 holding the strains of communication open and accessible.

@ATT doesn’t use its Attain out and contact somebody tagline, however 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+ group who rely closely on their trusted connections to strengthen their sense of belonging.

For instance, within the inaugural video (under), Alok – a gender nonconforming particular person – 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+ group, their allies, and even their detractors. The model furthered its dedication by supporting The Trevor Undertaking – a corporation geared 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 Undertaking of the 12 months Finalists.

Reaching shoppers’ hearts by means 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 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 by means of 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 and marketing 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.

High recipes from Food24 and McCain rounded out every assortment. Every customized guide was printed and delivered to the patron who created it.

The trouble strengthened McCain’s place as a meal prep associate 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 Objective, There’s a Method: 4 Technique-Led Content material Packages.

Butterball Discuss-Line calendars

Butterball is a model virtually synonymous with Thanksgiving’s large chicken.

Its annual Turkey Discuss-Line opened on Nov. 1 to reply questions and assist forestall meal prep meltdowns. However this yr, the model additionally took the discuss offline with a free calendar stuffed with culinary experience and further emotional assist.

Recognized for its turkey hotline, @Butterball offered a 2022 Consolation Calendar full of culinary experience and further emotional assist. 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 purchasing even began. However Butterball doesn’t depart 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 street

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 companies have been notably exhausting hit. However they’ll discover much-needed assist by means of The Compass, an editorial media model launched by VAX VacationAccess to unite and help its viewers within the skilled journey group.

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The Compass Journal and web site are full of well timed trade training 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 successful.

Fáilte Eire sparks development with customizable content material property

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. Hold Discovering offers the nation’s small and medium-sized companies with brief, easy-to-access content material, customization providers, and different sensible sources – all free.

This picture of the toolkit’s cowl describes a few of the Hold Discovering choices – downloadable property, social media calendar and electronic mail templates, and ready-to-go marketing campaign pictures and movies.

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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. Based on Transmission (the company on the marketing campaign), Hold Discovering helped regional tourism companies to “rally in big numbers.”

To study extra about this marketing campaign, learn Need To Generate Extra Demand? Comply with These 4 Content material Suggestions.

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, 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 point out assist 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 Deliver 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 embody the story of an LA-based New York Giants fan who travels 3,000 miles to attend video games (proven within the video under) in addition to an excellent fan who created a supporters’ group that’s now over 10,000 members sturdy.

By giving these NFL tremendous followers a video-centric platform to share their group love, Captain Morgan spiced up the soccer season – and left its signature taste on the sphere for its viewers to get pleasure from.

Study 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 provide again

This yr, Patagonia’s founder put his firm shares right into a belief that may direct future earnings to battle 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, akin to drunk driving, underage consuming, and binge consuming.

That content material contains World Good Consuming Objectives, which Ahava describes as a set of applications and initiatives to scale back dangerous alcohol use by specializing in shifting social norms, shopper behaviors, and their group’s enterprise practices.

The picture under 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 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, assist Black companies, and empower Black communities.

At the moment, guests to the PepsiCo web site can discover ongoing progress experiences, particulars on the newest program parts, and outcomes of the initiative thus 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 by means of content material like this HBCU Halftime Sport video, which acknowledges HBCU college students’ contributions on and off the sphere.

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 recreation

Line 25 Consulting is a follow devoted to serving to organizations increase their DEI viewpoint by means of guided coaching, personalized workshops, and different service choices. However recognizing a possibility to make the teachings extra participating and actionable for advertising and marketing groups, company founder Michelle Ngome created the Be Inclusive card recreation.

Every card within the DEI deck includes a immediate like, ‘How will we follow DEI past social media’ or ‘How can we accommodate neurodiversity within the office’?

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By facilitating productive conversations on these necessary points, the sport prepares groups to take the following logical step – discovering significant options to deal with them.

Fill your plate, however don’t overlook to gas your intentions

From the CMI group 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.

Need extra content material advertising and marketing ideas, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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