This week’s menu of content marketing examples opens with serving inspiration followed by two help with branded entertainment. We’ll dive into the lessons to learn from a new audience-focused initiative from Folx Health, a flavor competition show from Ben & Jerry’s, and a rundown of Roku content.
Table of Contents
Folx Health is proud of its mission
New digital wellness provider Folx Health has released Take Up Space, a content initiative that includes a touching four-minute video, a support website and a media campaign social (#ITakeUpSpace).
Adweek pointed to the Clean Up Space campaign as a new response in a year when multiple corporations jointly released messages in support of Pride Month also making donations to lawmakers who have supported anti-conversion bills in the past. state legislatures.
Influencers, including transgender activist and writer Raquel Willis, help promote the initiative on social media.
WHY IS IT IMPORTANT: Folx Health’s occupies the space provided a score. It’s a natural fit for the brand’s mission, which is to “break up the cis-temps that constantly deny us space. By removing barriers to access, we are making healthcare accessible to those in need. ”
More specifically for content marketing, Folx demonstrates the value of telling your audience’s story through their eyes and voice. Folx Health was created by and with transgender people in mind, so it makes sense for the brand to rely on in-house creators for video production.
And content initiatives designed to engage audience participation . “We invite you to watch movies, join the conversation and find ways to take up space,” Folx writes on its website.
Audience engagement has the potential to get their message (and ultimately their brand) to a much larger audience.
Ben & Jerry’s to deliver peace, love, ice cream… and a piece of The Cold War
Product placement is no longer enough for brand marketers. Instead, they are looking to invest in content that revolves around their brand. Ben & Jerry’s, the esteemed frozen mixologist, is the latest to dive into this trend.
Later this year, Ben & Jerry’s: The Cold Wars (title in the works) will Debut on Discovery Channel or Discovery+ streaming service. Teams of “future taste experts” will compete by creating hit-or-miss frozen treats in the hopes of winning attention and awards from company executives. Awarded.
There are no words yet if the quirky ice cream giant will produce and sell delicious flavors and treats. However, given their marketing genius, we hope to consume them in the coming year.
WHY IS IT IMPORTANT: Ben & Jerry’s: The Cold Wars is one of 30 new series and 25 additional return-series slated for the second half of this year on the Discovery network and streamer Discovery+. That’s a lot of content.
With the increase in online video consumption (and the number of platforms that offer it), the craving for programming will only grow. That’s an opportunity for brand-centric programs — and for content marketers to participate in them. After all, your job is to tell stories that engage your audience without advertising and sell your brand at every turn.
A small note, please give Eater for turning the Discover announcement into a creative quiz – putting fake titles on a list of so-called “ridiculous” new shows and asking readers to spot the real ones. (The answer is in the end of the article.)
What does the rise of brand-related TV shows mean for #ContentMarketing? Read about it (and @benandjerrys planned to compete for flavors on @Discovery or @Discovery+) via @CMIContent. #WeeklyWrap Click to Tweet
Roku uses content on content to start a new revenue stream
Roku has launched a new program to make it easier for subscribers to find something to watch – and for advertisers to reach those audiences. Weekly 15-minute show (called Roku Recommendations) that highlights the top five topic or trending headlines based on its proprietary data, according to Diversity.
The show is the first product of the new Roku Brand Studio, created after Roku entered into a hire-purchase agreement with Funny or Die’s branded entertainment team.
Hosted by entertainment reporting personality Maria Menounos and former professional soccer player Andrew “Hawk” Hawkins, the show created a new revenue stream for the company. While advertisers can’t sponsor any featured titles, they can purchase slots in Roku Recommends, Variety explains.
WHY IS IT IMPORTANT: Yes, it’s a show of programs and that may or may not work for your brand. However, think about ways to convey or highlight your content in a collective format. If you have theme hubs, consider including featured reels of the five most relevant pieces of content . You can do these with text, audio, or video – whatever fits your existing content format and audience preferences.
You can also learn from Roku’s Recommended model and turn your featured reels into a revenue stream by incorporating reads or ad mentions.
. @TheRokuChannel is launching a new program #RokuRecommends, the first attempt out of a brand new studio, co-hosted by @mariamenounos and former professional soccer player @Hawk via @CMIContent. #WeeklyWrap Click to Tweet
Cover photo by Joseph Kalinowski / Content Marketing Institute