Best in Class "Content Marketing"
We are obsessed with "content." But as we know, not all content is created equal. We've all cringed at brands who try to hard. Or even worse, come across as tone deaf. Like when a pizza company tries to talk about domestic violence (ahem DiGiorno)
So I love it when I see stand-out examples of "content" or whatever we want to call it out in the real world.
The key to great content is simple.
It comes down to one thing: staying true to your brand. A well defined brand should be layered with rich insights....from positioning to understanding your audience.
You probably have a ton of resources that went into defining your brand and ideally a brand guidelines document. So use those well thought-out brand guidelines to steer your tactical content. Get to the roots of your brand.
Case in point
For my birthday, my husband and I took a trip down to the Apple Farm in San Luis Obispo. Now, if you've ever been to the Apple Farm (or any B&B in a small town over the holidays) you know that it's brimming with festive charm. From the two gigantic Christmas trees in the lobby to complimentary egg nog to the peppy Santa hat wearing waitresses. It's everything you'd dream of if you are into Christmas.
Upon check-in at the front desk, along with their signature chocolate chip cookies and wifi code, they handed us a calendar that read "25 Days Of Christmas." It is essentially their editorial calendar for the month of December and it's pure gold.
Instead of a fancy social video or influencers, this editorial calendar is full of real life activities to experience as a guest. (And I would argue this approach is way more effective than an expensive social campaign.)
The calendar consists of holiday movie marathons in the lobby, a mistletoe Instagram contest and my personal favorite - Mulled Wine day. It's clear they are having fun and want to share their enthusiasm for the holidays with their guests. This is a brand who knows who they are, what they stand for and how to engage with their guests.
As my husband and I walked around the grounds, taking photos and joking with the roaming Santa, we could feel the engagement in "real time." ;)
