Look beyond your team for great content marketing

External voices can help you with content marketing. For example, UK football star Marcus Rashford helps Aldi UK spread the holiday spirit. UGC from Gen Z helps Abercrombie & Fitch succeed on TikTok. And a new study from Semrush shows the opportunity to get better content from outsourced talent.

Aldi UK’s makes Christmas great for everyone (with a little help from its friends)

Aldi UK has launched a new animated video starring the famous vegetarian Kevin the Carrot and soccer star (kind of Ted Lasso) Marcus Rashford .

In this year’s appearance, called A Christmas Carrot by Charles Chi Chicken Kevin takes the mean Ebanana Scrooge on a trip where they encounter Radishford (voiced by Marcus), and Ebanana becomes a new, better banana.

Kevin isn’t a character at a time. A Christmas Carrot is also not a single ad promoting Aldi over Christmas or the company’s donation of 1.8 million meals to Neighborly, a partnership Marcus, who openly campaigns to make sure no child goes hungry wholeheartedly support . (As a child, his family depended on the local food bank for their Christmas dinner.)

Kevin the Carrot also leads the brand’s holiday-related content adventures on Facebook, Twitter , Instagram and Aldi UK Christmas Page .

Aldi’s powerful holiday website goes beyond product-related features to provide detailed instructions for homemade decorations and gifts, along with recipes and tips for seasonal favorites.

HOT NEXT: Aldi UK knows how to combine content into one festive and useful content package. Many companies create holiday ads; some Donate to charities during the holiday period; and others use celebrities and athletes to market their products. But Aldi puts it all together to get the most value out of every last piece of content. Whoever decided to let Kevin the Carrot be a returning character was also a smart person. The character feels familiar to audiences – he’s been the star of Aldi’s holiday stories for several years. He’s also a unified presence across content types, platforms, and channels. And Marcus’ presence as Radishford is an interesting twist with an authentic message for both the sports star and the brand.

@AldiUK shows how to combine #ContentMarketing into a pack festival – with a little help from an animated carrot and the voice of @MarcusRashford via @CMIContent. Click to Tweet

TikTok and social media marketing help Abercrombie & Fitch avoid being wiped out

in recent times Article in Teen Vogue , Abercrombie & Fitch explains how it turned to social media marketing to help it molt its early 2000s of “avid surfers”. This fashion brand has shined thanks to TikTok to earn the credibility of Gen Z.

The company ran sponsored ads and partner’s post on the platform. But user-generated content made all the difference. Posting their own content with #AmbercrombieHaul and #AbercrombieStyle, Gen Zers helped the brand’s style go viral.

Example: Teen Vogue points out TikTok about hoodies without the brand’s logo , posted by Andy Lobos, has earned over 1 million views. When a product goes viral on TikTok, it usually sells out on the Abercrombie site.

www.tiktok.com/@andy_lobos/video/7018950710263893253″ data-video-id=”7018950710263893253″>

@ andy_lobos Reply @gunnawut surprisingly there is no logo on this just a blank hoodie # fyp # abercrombie ♬ original audio – led

Carey Collins Krug, senior vice president and head of marketing for Abercrombie Brands, told Teen Vogue: “We see reviews and our products. We take note of how people describe quality and fit. There is an innate authenticity for TikTok and the entire community for allowing us to anthropomorphize Abercrombie. ”

HOT NEXT: Abercrombie doesn’t have much TikTok followers (less than 12,000) or a lot of TikTok videos (and the ones they have aren’t great). But the brand’s success on the platform shows that user-generated content can do more than an internal marketing machine (or social accounts.) Instead of jumping in New platform for your company and using all of the internal content, think first about how to truly connect – and become a trusted brand – with your target audience. You may find it better to look outside than indoors.

You don’t have to stress your in-house #marketing team with every new platform. User-generated worked for @Abercrombie on @TikTok via @CMIContent. #UGC Click to Tweet

Survey says: Too few marketers appreciate creative briefs for outsourced creators

About half (49%) of brand marketers say they outsource at least some parts of their content writing, according to a Recent survey of 700 brand marketers made by Semrush.

Why? Among the most commonly cited reasons is the need to content production at scale lack of enough internal writers, and inability (or unwillingness) to hire in-house writers.

One interesting finding in the study comes from the role (or lack) of creative summary . Two-thirds (67. 65%) say their summary covers the topic, and 64.71% say their summary details keywords.

Only about half of people say they include details about their target audience (50. 29%) and content goal (49. 71%) in the summary. Even less include:

  • Guidelines for writing SEO articles (36.76%)
  • Information on tone, message and style (35.88%)
  • Guidelines for content structure or outline (34. 12%)
  • Refer to other content on the topic (31.47%)
  • Information about the company and its products and services (17. 06% ).

Given the lack of detail in (or the complete lack of) creative briefs, it’s no surprise that #2, 3, 4, a The 5th most commonly cited challenge of outsourcing is quality content. low quality (41%), requires a lot of editing (36%), content does not bring the expected results (29%), and spends too much time explaining to the writer about specific details by industry, product or subject matter (28%). (Number 1 is find a writer have practical experience on the subject.)

HOT NEXT: Semrush research shows that marketers have a better chance of getting more out of their outsourced content creation. Give the ad brief it deserves the attention it deserves. You can eliminate or significantly reduce the back-and-forth with content creators and internal revision time. A creative brief helps you get on the same page as your outsourced talent by defining expectations from both the brand’s and the audience’s perspectives.

A high-quality ad brief can address many of the #content outsourcing challenges discovered in a new survey from @Semrush via @CMIContent. Click to Tweet


Intrigued, confused, or surprised by an example, news, or something else hot in content marketing? Share it with us by completing this form . Your submission may be featured in the upcoming Hot Take.

Cover photo by Joseph Kalinowski / Content Marketing Institute


By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.