CONTENT + ALT + DELETE: BULLETIN #41

WELCOME TO YOUR ESSENTIAL REGULAR CONTENT MARKETING UPDATE.

CONTENT MARKETING CAMPAIGNAmber Share: SubPar parks

What now?

Not a campaign per se but a fantastic creative concept intrinsically linked to insight and qualitative data points. Taking the 1* TripAdvisor reviews of US National Parks that seem to miss the point or have a more conflicting point of view on the view in point and turning it into hand-lettered creative posters is something a National Park as a brand, could have done.

Amber says: “Subpar Parks is a snarky love letter to the National Parks System. When I discovered that there were 1-star reviews for every single one of the 62 national parks, I set out to illustrate each park along with a hand-lettered 1-star review as a way to put a positive, fun spin on such a negative mindset.”

Where next?

Amber’s creations have had a lot of pick-up in Social and she intends to keep adding to them and a compelling merch range. One of the challenges she is facing is other people now taking the low-res, inferior “Save to Computer” versions and creating posters of their own, available at a lower price. Not cool.

This could easily be extended into a National Parks campaign to get influencers and celebrities involved in a reading-out-of-mean-tweets style activation, to give it more reach and get a collective rallying cry for the National Parks.

We will certainly see ‘rip off’ versions of this as a campaign with other destinations seeking to make a virtue of negative reviews but they will likely fall into the trap of trying to flip those negative reviews that were actually valid in the first place.

Artist: Amber Share

CONTENT MARKETING ARTICLES

The Best of Experiential 2020 - AdAge

In these isolated times, one of the biggest marketing tactics to take a hit is experiential. Taking brand experiences into the physical world and connecting with an audience is off the table, for now. But we can, and should, reflect on what constitutes great experiential, ready to hit the ground running once we come out of lockdown. And in the meantime, keep an eye out for brands reliant on experiential using the word ‘pivot’.

“Experiential marketing offers consumers a tangible manifestation of their favourite brands and creates an inclusive feeling of community.”

Your quick crisis communication plan - Talkwalker

An interesting exploration of crisis communications in the context of social data. For all the talk of ‘flattening the curve’, this is as true in crisis comms as it is in germ warfare. A documented plan should always be ready and Talkwalker’s evidence-based approach and social listening data might just help you shape your initial and ongoing response in a crisis, using the relevant channels to communicate. Their use of COVID-19 as a context for crisis comms is well worth a look.

“A global crisis can hit at any time, and even with the best marketing strategy in the world, you can’t stop it impacting your brand. But you can mitigate the damage with an effective crisis communication plan.”

Weekly podcast data amid the COVID-19 crisis - Podtrac

When the going gets isolated, they get podcasting too. We can expect another explosion of podcasts in the coming weeks, from the hobbyist to organisations that have already benefitted from growing an audio audience. It has been an increasing trend that new TV show formats have been piloted in podcast form (Brexicast from the BBC, by way of example) but the reverse may now also be true, with existing tv shows having to switch to podcast form where visual stimuli are in lockdown. Listen to this space and keep up to date with Podcast audience data with Podtrac.

CONTENT MARKETING TOOLEighteen Sixty Podcast Hotline

Source: Eighteen Sixty

In their words: “After hearing about the number of people trying out remote recording or buying USB mics it seems a lot of people are using the lockdown to try podcasting for the first time.”

Gareth of Eighteen Sixty is offering free 30 minute consultations that you can book with him now.

Eighteen Sixty Podcast Hotline

CONTENT MARKETING CAREERS

Digital / Social Media Account Executive - Dirty Design

Senior Director, Content and Brand Marketing and Communications - Audible

Senior Content Designer - The MET Office

CONTENT MARKETING EVENT

Rules of Engagement, ONLINE - Wednesday 1 April 2020

No jokes, on April 1, Rules of Engagement are taking it outside, well, online. Every Wednesday there will be an online lunchtime session to share some face time and discuss the latest in our online world.

FREE - Just join the Rules of Engagement Facebook group and look out for event announcements.

..and finally.

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