Author: Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI community. To submit your Weekly Wrap suggestions, fill out this form or email us at [email protected]. As a brand, CMI is a global marketing education and training organization. It hosts the largest content marketing-focused event -- Content Marketing World -- every October. Follow us on Facebook, LinkedIn, and Twitter @CMIContent, and use the hashtag #CMWorld.

By contentmarketinginstitute published January 29, 2021

Brands Give COVID-19 Vaccine a Shot in the Arm

This week in content marketing, we’re talking about powerful campaigns to promote COVID-19 vaccines, canceled Super Bowl ads, and how the inauguration went to the dogs.

The power of why – and authenticity

WHO: Pfizer, BioNTech, and a consortium of medical organizations (through creative agency Mischief @ No Fixed Address)Continue Reading

By contentmarketinginstitute published January 22, 2021

Disguises Are for Superheroes – Not Great Content [The Weekly Wrap]

This week in content marketing, we’re talking about the opposite of clickbait, the solid growth in search volume for marketing terms, and a sweet (overlooked) content opportunity. 

 

Helpful launch code hides in plain sight

WHO: Business.com

WHAT: The dry, label headline Automated Email Sequence Examples hides a useful article. Marisa Sanfilippo’s piece distills comprehensive information into what could be mistaken for a simple examples post. Despite the less-than-inviting headline, it’s a great read with detailed advice for anyone interested in learning about or improving their automated email nurturing programs.Continue Reading

By contentmarketinginstitute published January 15, 2021

That’s How You Make a Splash: Slime Cannons, Sewer (Public) Servants, and More [The Weekly Wrap]

This week, we noticed the NFL and Nickelodeon repackaging content, a sewer district naming names, and a $75 million content property that’s only now considering a website.

NFL recruits a new audience on Nickelodeon

WHO: National Football League and kids’ cable channel Nickelodeon

WHAT: Nickelodeon (owned by ViacomCBS Domestic Media) recently aired a kids’ version of the NFL wild-card playoff game between the Chicago Bears and New Orleans Saints on Nickelodeon. (The mainstream version aired on CBS.)Continue Reading

By contentmarketinginstitute published January 8, 2021

How to Get Customer-Centric Content Right (and Wrong) [The Weekly Wrap]

Content marketing should put the audience first, right?

This week, two brands showed that they understand that approach better than most. One sends personalized content surprises to customers; the other lets people put themselves at the heart of an interactive, relevant augmented reality. Unfortunately, one brand reminded us how often marketers get this wrong ­– by forgetting who it’s writing to (and even what it claimed to be writing about).Continue Reading

By contentmarketinginstitute published December 18, 2020

This Week in Content Marketing: Lessons From Home Depot, KFC, and Google

Once upon a time, a child’s toy came to life inside a retail store. He stirred the paint, chopped the Christmas tree, and jumped into the driver’s seat of the forklift.

Elsewhere in the world, a man combines 11 herbs and spices in between romancing an heiress.

Catch those stories – and one more from Google – in these three things we noticed this week.Continue Reading

By contentmarketinginstitute published December 11, 2020

We Want a Snow Day, a Mailbox Delivery and More [The Weekly Wrap]

As December debuts with colder and snowier weather, we’re wishing for snow days, warming up with a print magazine, and answering questions about writing.

These are the three things we noticed this week.

Call for snow days during remote learning

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By contentmarketinginstitute published December 4, 2020

Cyber Monday Emails Show Why Brands Need a New Content Play [The Weekly Wrap]

This week, we cheer a new opportunity for a fired paint-shop employee/TikTok star (and the clever brand that hired him). We question whether consumers are ready for marketing text messages. And we diagnose what was wrong with most brands’ messaging for Cyber Monday.

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By contentmarketinginstitute published November 27, 2020

A Small Saturday, a Horoscope Personalization, and a Community Request [The Weekly Wrap]

This week, the Cleveland Clinic shows how to ask your community to help, American Express teaches how to turn something small into something much bigger, and Zillow shows how someone else’s horoscope can catch people’s eye.

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By contentmarketinginstitute published November 20, 2020

Turkey and Green Beans Gone Viral (and a Virtual Visit to a Museum) [The Weekly Wrap]

It’s turkey and green bean casserole time in the United States. We talk turkey hotline (phone and AI versions), eat our veggies (a good-for-you lesson), and take a break from food with an enticing stay-at-home museum experience.

These are the three things noticed this week.

Continue Reading

By contentmarketinginstitute published November 13, 2020

Personalized Palettes, a Content Exercise, and The Witches Lesson

Invite your audience members to take a fun, interactive quiz that delivers engaging results for them and your brand (a la Sherwin-Williams). Decide how to walk, run, jog, or sprint (thanks to Ubiquity Labs’ content marketing framework). And think through all the facets of your content before you publish (unlike Warner Bros.).

Continue Reading

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