This week’s content marketing sample menu provides inspiration first, followed by two brand entertainment assistance. We will learn lessons from a new audience-centric program from Folx Health, Ben & Jerry’s flavor competition show, and Roku’s content-related series.
Folx Health takes pride as its mission
The new digital healthcare provider Folx Health has released “Occupy Space”, a content plan that includes a moving four-minute video, a support website, and a social media event (#ITakeUpSpace).
Advertising Weekly Pointing out that the Occupy Space Movement was a new response in the year, when many companies that released messages supporting Pride Month also donated money to legislators who supported the state legislature’s anti-transgender bill.
Influencers including transgender activist and writer Raquel Willis provided help Expansion Initiative On social media.
Why is it important: Folx Health’s “occupancy space” reflects several points. It is very suitable for the brand’s mission, which is to “break the cis-style elements that constantly deprive us of space”. By removing barriers to access, we make health care services available to those who need it. “
More specifically to content marketing, Folx demonstrates the value of telling its story through the eyes and voice of the audience. Folx Health was created by transgender people and queer people, so it makes sense for the brand to rely on internal content creators to produce videos.
The content plan is designed to attract Audience participation. Folx wrote on its website: “We invite you to watch this movie, join the conversation, and find ways to take up space.”
The participation of the audience is likely to pass their message (and ultimately their brand) to more audiences.
Ben & Jerry’s provides peace, love, ice cream… and the cold war side
For brand marketers, product placement is no longer enough. Instead, they want to invest in content that revolves around their brand. Ben & Jerry’s is a long-established frozen food manufacturer and the latest company to step into this trend.
Later this year, Ben & Jerry’s: The Cold Wars (tentative title) will Debut on Discovery Channel Or its streaming service Discovery+. The team of “Future Masters of Flavor” will compete by creating otherworldly frozen foods, hoping to win the attention and rewards of company executives.
There is no news as to whether the eccentric ice cream giant will produce and sell award-winning flavors and snacks. However, given their marketing genius, we expect to devour them next year.
Why is it important: Ben & Jerry’s: The Cold Wars is one of 30 new series and more than 25 comeback series expected to be broadcast on the Discovery network and streaming media Discovery+ in the second half of this year. This is a lot of content.
Given the surge in streaming video consumption (and the number of platforms that provide it), the need for programming will only grow. This is an opportunity for brand-centric programming as well as an opportunity for content marketers to participate. After all, your job is to tell an audience story, not to promote and sell your brand all the time.
By the way, thanks Diners Turns the Discovery announcement into a creative test-planting fake titles in its so-called “ridiculous” list of new shows, and asking readers to find out the real show. (The answer appears in the conclusion of the article.)
What does the rise of brand-related TV shows mean for #ContentMarketing? Learn about it through @CMIContent (and @benandjerrys plans to have a flavor competition on @Discovery or @Discovery+). #WeeklyWrap Click to tweet
Roku uses content-related content to start a new source of income
Roku has launched a new show that makes it easier for subscribers to find what to watch and makes it easier for advertisers to reach these audiences.The 15-minute weekly program (called Roku Recommends) highlights the top five popular or topic titles based on its proprietary data, according to species.
The show is the first work of the new Roku branded studio, which was created after Roku and the fun or Die branded entertainment team reached a hire purchase agreement.
The show was hosted by entertainment reporter Maria Menounos and former professional football player Andrew “Hawk” Hawkins, creating a new source of revenue for the company. Variety explained that although advertisers cannot sponsor any featured headlines, they can buy time slots in Roku Recommends.
Why is it important: Yes, this is a show about the show, which may or may not be suitable for your brand. However, please consider ways to communicate or highlight your content as a group.If you have a theme center, please consider including The five most relevant contentYou can perform these operations in text, audio or video-as long as it makes sense to your existing content format and viewer preferences.
You can also learn from the Roku Recommends model and turn your highlights into a revenue stream by merging ad readings or mentions.
[email protected] A new show #RokuRecommends is being launched, which is the first attempt at its new brand studio, co-hosted by @mariamenounos and former professional football player @Hawk via @CMIContent. #WeeklyWrap Click to tweet
Cover image courtesy of Joseph Kalinowski/Content Marketing Institute