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Feast on These 9 Content Examples Worthy of Gratitude

Content marketers always have a lot on their plates. But in the past two years alone, you’ve likely taken on extra responsibilities, adapted your marketing strategies, and evolved your audience understanding – all while facing intimidating challenges.

These are no small feats. So, this week while the U.S. gives official thanks, in the spirit of gratitude, we’ve gathered a few standout content marketing examples that speak to the theme. Many of these appetizing efforts were honored as winners and top finalists at this year’s Content Marketing Awards. But award or no, they’re all worth savoring.

Spending time with friends and loved ones

Thanksgiving is when many people gather with whom they care about and turn to in times of need. It’s a reminder of how meaningful human connections are, whether around the dinner table, in front of the TV, or through your favorite digital devices.

Love connection

Some might remember AT&T’s tagline, “Reach out and touch someone,” in reference to person-to-person phone calls. Though the conduits for those conversations have expanded, the brand remains dedicated to keeping the lines of communication open and available.

@ATT doesn’t use its Reach out and touch someone tagline, but it still promotes connection. Its Love Connections campaign does just that, says @joderama via @CMIContent. Klicka för att tweeta

In its Love Connections campaign, personal communication isn’t just a holiday obligation – it’s a vital necessity. The raw documentary video series highlights the life experiences of members of the LGBTQ+ community who rely heavily on their trusted connections to reinforce their sense of belonging.

For example, in the inaugural video (below), Alok – a gender nonconforming person – describes the harassment and antagonistic remarks about their flamboyant appearance. Despite experiencing that negativity, they don’t hesitate to live on their own terms and encourage others to do the same.

The Love Connection sparked meaningful conversations among the LGBTQ+ community, their allies, and even their detractors. The brand furthered its commitment by supporting The Trevor Project – an organization aimed at suicide prevention and crisis intervention for LGBTQ youth. You’ll find more details on this campaign in 5 lärdomar från finalisterna i Content Marketing Awards Project of the Year.

Reaching consumers’ hearts through their stomachs

Some consumers may have packed away their sourdough starters in favor of new dinner reservations, but there’s no substitute for a home-cooked meal shared with friends and family. To evoke similar feelings of comfort and connection, marketers fill their plates and content platforms with tempting, food-focused fare.

McCain cookbook creator

Many families bond by passing down recipes through the generations. McCain Foods turned that tradition into a branded kitchen keepsake with McCain Family Cookbook Brought to You by Food24.

With the help of its content marketing agency New Media and South African foodie site Food24, McCain developed a first-of-its-kind Cookbook Creator tool. As explained in this video, it lets users upload six favorite family recipes, along with personal notes and photos.

Top recipes from Food24 and McCain rounded out each collection. Each custom book was printed and delivered to the consumer who created it.

The effort strengthened McCain’s position as a meal prep partner while creating a memorable – and lasting – association between the brand and home-cooked family meals.

For more details on this campaign, read Där det finns ett mål, finns det ett sätt: 4 strategiledda innehållsprogram.

Butterball Talk-Line calendars

Butterball is a brand practically synonymous with Thanksgiving’s big bird.

Its annual Turkey Talk-Line opened on Nov. 1 to answer questions and help prevent meal prep meltdowns. But this year, the brand also took the talk offline with a free calendar full of culinary expertise and extra emotional support.

Known for its turkey hotline, @Butterball sold a 2022 Comfort Calendar filled with culinary expertise and extra emotional support. It sold out almost immediately, says @joderama via @CMIContent. Klicka för att tweeta

The 2022 Comfort Calendar sold out way before Thanksgiving grocery shopping even started. But Butterball doesn’t leave customers holding the (giblets) bag: It’s stuffing its Instagram page with enough tasty tips to carry you through Christmas.

Taking the turkey show on the road

Consumers eagerly return to the skyways and byways for post-pandemic holiday reunions. Yet, travel providers still reel from almost three years of turbulence that shook their businesses to the core. Fortunately, their industry partners are helping them pull out of the tailspin with targeted content tools and inspiration.

The Compass accelerates travel business recovery

Leisure travel agents struggled as vacationers resumed their travels. They had to keep up with frequent regulatory changes, meet the surge in customer demand, and grow (or reopen) their businesses.

Small boutique agencies have been particularly hard hit. But they can find much-needed support through The Compass, an editorial media brand launched by VAX VacationAccess to unite and assist its audience in the professional travel community.

Image source

The Compass Magazine and hemsida are filled with timely industry education on topics like social media marketing, agent development, and hot travel destinations (as shown in the image above.)

In addition, personal stories and perspectives from their fellow agents help reignite the readers’ passion for traveling and inspire them to make their business a success.

Fáilte Ireland sparks growth with customizable content assets

The U.S. wasn’t alone in pandemic-impacted travel businesses. Many businesses in Ireland’s tourism industry struggled to stay afloat, lost staff, and/or had minimal marketing skills and little time for training.

Those compounding concerns spurred Ireland’s national tourism body, Fáilte Ireland, to launch a first-of-its-kind interactive toolkit. Keep Discovering provides the country’s small and medium-sized businesses with short, easy-to-access content, customization services, and other practical resources – all free.

This image of the toolkit’s cover describes some of the Keep Discovering offerings – downloadable assets, social media calendar and email templates, and ready-to-go campaign images and videos.

Image source

With over 7,300 downloads of its branded assets and more than 5,000 visits to the toolkit page, Ireland’s travel agents appreciated the help. According to Transmission (the agency on the campaign), Keep Discovering helped regional tourism businesses to “rally in huge numbers.”

To learn more about this campaign, read Want To Generate More Demand? Follow These 4 Content Tips.

Get your game on

Football is a popular pastime on U.S. Thanksgiving. Whether consumers plan to score some touchdowns in their yard or play armchair quarterback with a drink in their hands, a great content play can help push the excitement into overtime.

Captain Morgan leads a cheer for the fans

Football fans are known for going to great lengths to show support for their favorite teams. For its sponsorship of the National Football League’s Fan of the Year contest, Diageo’s rum brand Captain Morgan captured that excitement in a video-centric campaign.

Captain Morgan brought on NFL legend Victor Cruz to host its We Bring on the Spice docuseries. Victor visited the top seven Fan-of-the-Year finalists and dove into their stories of devotion and how they share that passion with others in their fan communities.

The resulting videos include the story of an LA-based New York Giants fan who travels 3,000 miles to attend games (shown in the video below) as well as a super fan who created a supporters’ group that’s now over 10,000 members strong.

By giving these NFL super fans a video-centric platform to share their team love, Captain Morgan spiced up the football season – and left its signature flavor on the field for its audience to enjoy.

Learn more about this effort, and other standout video content campaigns, in 4 Ways To Win With Video – The “It” Content Format for 2023.

Get inspired to give back

This year, Patagonia’s founder put his company shares into a trust that will direct future profits to fight the climate crisis. Your brand doesn’t need to take “giving back” to that extreme, but you can use your content platform for philanthropy and public service.

Anheuser-Busch invests in preventing alcohol abuse

Anheuser-Busch markets some of the world’s most iconic beer brands, including Budweiser, Corona, and Michelob.

But as Ahava Leibtag writes, it also donates money and creates content to educate consumers about the dangers of abusing and misusing its products, such as drunk driving, underage drinking, and binge drinking.

That content includes Global Smart Drinking Goals, which Ahava describes as a set of programs and initiatives to reduce harmful alcohol use by focusing on shifting social norms, consumer behaviors, and their organization’s business practices.

The image below shows the age gate to access its site, reinforcing the brand’s efforts to keep alcohol-related content out of the hands of visitors younger than the legal drinking age.

Anheuser-Bush also shares content on Instagram using #DecidetoRide. In partnership with Uber and Mothers Against Drunk Driving (MADD), the efforts encourage consumers to call a ride-share service if they’ve been drinking alcohol during their holiday celebrations.

Pepsi implements actions that help advance racial equality

Många varumärken publicerade antirasisminnehåll efter mordet på George Floyd 2020. Men Pepsi förstärkte sina offentliga uttalanden med ett långsiktigt engagemang för saken.

Det året lanserade dryckesmärket sin resa för jämställdhet mellan raser initiativ med en femårsplan och lovade ett åtagande på $400 miljoner för att öka svart representation på PepsiCo, stödja svarta företag och stärka svarta samhällen.

Idag har besökare på PepsiCos webbplats kan hitta pågående lägesrapporter, detaljer om de senaste programelementen och resultat av initiativet hittills.

Som Ahava skriverPepsi förstärkte sitt engagemang för att diversifiera sin arbetsstyrka genom att rekrytera potentiella jobbkandidater från historiskt svarta högskolor och universitet (HBCUs).

Varumärket främjar detta rekryteringspartnerskap genom innehåll som denna HBCU Halftime Game-video, som uppmärksammar HBCU-studenters bidrag på och utanför planen.

För att lära dig mer om dessa två kampanjer – och andra exempel på varumärken som ger tillbaka, läs Ahavas artikel, Hur du höjer ditt varumärkes röst i frågor som är viktiga.

Ännu bättre, varför inte sätta din organisations avsikter om mångfald, rättvisa och inkludering (DEI) i spel – bokstavligen?

Linje 25 gör ett spel

Linje 25 Consulting är en praktik dedikerad till att hjälpa organisationer att utöka sin DEI-synpunkt genom guidad utbildning, skräddarsydda workshops och andra tjänsteerbjudanden. Men med tanke på en möjlighet att göra lektionerna mer engagerande och handlingskraftiga för marknadsföringsteam skapade byrågrundaren Michelle Ngome Var inkluderande kortspel.

Varje kort i DEI-leken har en uppmaning som "Hur övar vi DEI bortom sociala medier" eller "Hur kan vi tillgodose neurodiversitet på arbetsplatsen"?

Image source

Genom att underlätta produktiva samtal om dessa viktiga frågor förbereder spelet teamen för att ta nästa logiska steg – att hitta meningsfulla lösningar för att ta itu med dem.

Fyll din tallrik, men glöm inte att ge tankarna till dina avsikter

Från CMI-teamet till ditt, vi hoppas att du hittar tid att ta en paus den här semestersäsongen för att få ny energi och redo att skapa fantastiskt innehåll som gör det möjligt för dina företag att göra och bli bättre för dina kunder imorgon.

Vill du ha fler tips, insikter och exempel på innehållsmarknadsföring? Prenumerera till arbetsdags- eller veckomail från CMI.


Omslagsbild av Joseph Kalinowski/Content Marketing Institute


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How to Create Evergreen Content That Generates Traffic to Your Site

Every digital marketer understands that publishing articles or blog posts on your website is an excellent way to create content for your SEO strategy and build awareness. On top of that, you also get to connect to your audience on a deeper level.

However, many marketers focus on publishing seasonal content or articles on trending topics, which can drive traffic, but only for a limited time.

Enligt HubSpot’s State of Marketing Trends Report (2022), 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means publishing fewer blog posts.

But if your content depends on trending topics, how can you create quality content that lasts? Enter evergreen content.

First, let’s be honest; creating evergreen content isn’t a walk in the park. Many marketers have tried creating this type of content on their websites but can’t seem to get the results they need.

So how do you create something that doesn’t age?

In this article, I’ll discuss what evergreen content is, why it is important to have one, and how you can create one that will give you lasting results.

Låt oss börja.

Evergreen Content Explained

I’m pretty sure many of you have heard this term many times already, and some of you might have an idea of what it is.

But for those still unfamiliar with it, evergreen content is search engine-optimized content that is relevant all year round and can stay fresh over an even longer period. Some may argue that any content is sustainable, given that it remains published once you upload it to your site.

But evergreen content isn’t just any other content. It continues to be of interest to your target audience even after its publication date, attracting more visitors over time.

The topics used in evergreen content are those that many users will search for at any time of the year, making it an excellent strategy for SEO and content marketing.

This type of content comes in many shapes and sizes. Depending on your products or services, evergreen formats can range from listicles, how-to guides, tips, reviews, and videos. Something to note is that producing these formats doesn’t automatically make your content evergreen.

The main ingredient to making evergreen content is the topic, which should stand the test of time.

To understand this better, let’s look at seasonal content. This type of content contains topics tied to a specific time of the year, a trending item, or even in the news or social media. The hype on these topics usually dies down once enough time is passed.

For instance, marketers often produce content for various holidays like Thanksgiving or Christmas.

Content around these times can often generate traffic, but once the holiday is over, it’s unlikely that level of traffic will continue.

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Why Is It Important to Have Them on Your Website?

It’s no secret that seasonal content can quickly generate a lot of traffic to your site, but it can become irrelevant even quicker as new trends emerge.

Evergreen content can give you lasting results and so much more. Here are some reasons why you should start creating one:

  • Great for SEO. Evergreen topics are usually searched, which means your content will likely rank on search engines. On top of that, it will always drive traffic to your site and keep on doing so, especially if it’s high quality.
  • Lead magnet. Since you’re showing your expertise through evergreen content, it can encourage visitors to check your product or services. And because it’s relevant all year round, you can use it to attract new leads every time.
  • Excellent marketing material. This is one of my favorite benefits of evergreen content. You can promote it repeatedly, making it a versatile marketing tool.
  • Add value to you and your customers. Since it answers a common problem that your target audience has, you can help them address their issue. At the same time, the steady traffic it provides can help your website grow.
  • Impactful investment. Creating evergreen content takes time. This ensures that you provide high-quality content that will always be interesting to your audience. That’s why it’s an excellent investment by providing significant returns in the future.
  • Lasts for years. The idea that evergreen content can last for years ultimately means less work for you. A single high-quality post can give you a real bang for your buck, compared to seasonal ones that only last for a week or, if you’re lucky, a couple of months.

Step-by-Step Guide: Creating Evergreen Content

Now that we’ve established how critical evergreen content is for your digital marketing strategy, it’s time to learn the ropes of creating one that can be impactful for years. Follow these steps to begin:

1. Find a Problem to Solve

For evergreen content to succeed, it should solve a problem your customers face. It doesn’t have to be a major problem, but it’s something that many people may encounter in their lives.

For example, if you sell car parts like tires, one problem many car owners can encounter is changing their tires. You can create an article or a video showing your customers how they can change their tires and how often to rotate them to avoid wear and tear.

Now you’re not only solving their problem but providing extra value!

But I get it that you just don’t magically stumble upon a problem, and you need to put in some work to find the right fit for your website. So here are some steps you can take to find out the best problem you can address in your evergreen content:

  • Ask yourself. You know your business well, and you can use this first-hand knowledge to look for pain points your customers are facing.
  • Ask your customers. Don’t be afraid to send surveys to your customers. The worst thing that could happen is that they won’t answer it. But the benefits? Learning about their problems and what they expect from your business.
  • Check your competition. While some may tell you to copy what your competitors are doing, I think many other opportunities are available to avoid doing this. Instead, check to see what they’re doing so you can understand what works and what doesn’t. From there, it’ll be easier to come up with an idea of what problem you want to solve for your customers.
  • Check the internet. The internet is an excellent tool, especially if you know how to take advantage of it. One way is to check frequently asked questions about a particular industry through platforms like Quora and Reddit. You’ll be surprised by what information is waiting for you.

2. Conduct Keyword Research

Since evergreen content is a search-engine-optimized piece, it requires some keyword research to make it as effective as possible. This will also allow you to determine whether the problem you want to solve has merit, and people are actually searching the internet for answers to it.

So how do you go about this?

First, you need to invest in the right tools. While there are numerous tools, like Google Trends and Keyword Surfer, that can provide you with basic keyword research features for free. You might miss out on opportunities that only paid tools can provide. But if you’re not ready to shed some cash, the free versions can also give you valuable insights.

Next, you need to understand what to look for. The monthly search volume is the most important metric you have to check when conducting keyword research. This can tell the potential amount of viewers you can reach with a particular keyword or phrase.

However, note that there is yet to be an actual benchmark on what a healthy monthly search volume is, especially since niches and industries vary in size.

For instance, if you are working on a popular niche like fashion or skönhet, you can see that the search volume is high. But a very specific niche, like bass fishing, may have a lower volume. Be sure to only compare different keywords in your niche.

Lastly, use long-tail keyword phrases instead of just keywords. Almost everyone we know uses the internet for answers to just about anything. So, when you optimize your content for longer keyword phrases, you can get their attention easier since it usually focuses on a more specific topic.

Going back to our example on the car parts business, your keyword phrases for tire changing content can include “how long does it take to change tires” or “how often should you change tires.” They also have high search volumes, meaning many people are interested to know the answers to those questions.

3. Create a Topic Using Your Chosen Keywords

Now, let’s go to the fun part. Once you have all the details you need and have collected all the keywords you want to use, it’s time to think of a topic for your evergreen content. To help you out, here are some questions you can ask yourself when coming up with a topic:

  • Will it be relevant to your customers after a year?
  • Will your customer and potential customers always search for this topic?
  • Will it be easy to reshare this topic on various platforms over and over without seeming outdated?

If your answer is all yes, then you found your golden ticket. You can frame this as your working title to see how to structure and position the content and think of any other related topics you might want to touch on along the way.

Important Things to Remember

Creating evergreen content may sound easy, but there are other things you need to consider to make it successful. You already have a topic in mind, and that’s a good start. However, there are other things that you need to remember when you’re putting it all together.

1. Make It Informative

Always remember quality over quantity. While longer blog posts can rank higher in search engines, it’s better to provide value to your audience than the search algorithm. As an example, if you were writing about the benefits of Google My Business software or social media marketing trends, your articles should still give some value to the readers. With this in mind, ensure your evergreen content is as long as it’s supposed to be—no fluff to achieve a particular word count. Your content should be made for humans, not robots.

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2. Don’t Forget the Layout

Even if you have the best evergreen content piece in the world, if it doesn’t have good design and proper formatting, your efforts are put to waste. So, apart from ensuring your content can rank, you must deliver a memorable reading experience.

This will not only build customer trust but can potentially convert visitors to customers.

When it comes to optimizing the layout and design of your evergreen content, make sure that there is enough white space between the paragraphs. This makes it easy for your visitors to consume the content.

Next, don’t put a lot of distractions. If you do, they won’t be able to finish the content and will jump to another page. Lastly, make it visually appealing. You can add relevant images or videos to break walls of text. Just make sure you can get your readers at the end.

Kom ihåg att ju längre läsare stannar kvar och läser ditt innehåll, desto större är dina chanser att omvandla dem till kvalificerade leads.

3. Uppdatera ditt innehåll regelbundet

Bara för att vintergrönt innehåll kan hålla i flera år betyder det inte nödvändigtvis att du bara kan ladda upp det och aldrig röra det igen. Eftersom ditt huvudsakliga mål är att tillhandahålla information till dina kunder måste du se till att dessa uppgifter uppdateras varje gång. Det behöver inte vara varje vecka; du behöver bara se till att informationen inte är föråldrad så att du inte kommer att vilseleda dina läsare.

Du kan också använda denna möjlighet för att länka andra webbsidor från ditt innehåll. Detta kan hjälpa dig med din helhet SEO strategi, särskilt om biten genererar mycket trafik. Om du redan har skapat vintergrönt innehåll, här är några saker du behöver uppdatera:

  • Data och statistik
  • Citat
  • Skärmdumpar och bilder
  • Titlar
  • Exempel

Jag rekommenderar inte att du lägger till datum i webbadressen till ditt vintergröna innehåll om du kan hjälpa det (t.ex. Bästa-apparna-för-videoredigering-2022), eftersom det snabbt kommer att bli föråldrat, och din SEO ansträngningar kommer att gå förlorade varje gång du ändrar länken.

Men om du använder en i din titel, se till att du uppdaterar den också. Du kan också använda hjälp av AI-skrivprogram att lägga till extra stycken och förstärka ditt inlägg lite.

4. Skriv för nybörjare

Detta kan låta kontraintuitivt, särskilt om du vill hävda din expertis inom området. Men människor som söker efter breda ämnen är vanligtvis inte experter, så se till att ditt innehåll kan tillgodose en stor publik.

Det är därför det är bäst att undvika teknisk jargong. Det är okej att nämna det när det behövs. Se bara till att du ger en kort förklaring om det. Håll samtidigt din ton som konversation. Läs dina meningar och stycken för att kontrollera om de låter naturliga.

5. Marknadsför ditt innehåll

Nu när du har satt ihop ditt vinnande innehåll är det dags att sätta igång det för att nå din publik – det ger helt enkelt inte automatiskt resultat efter att du har publicerat det. Det är här innehållsmarknadsföring kommer in.

Det finns olika sätt att marknadsföra ditt innehåll. Detta kan vara via sociala medier som Facebook eller Instagram. Du kan också marknadsföra det via e-post, särskilt om du har en omfattande e-postlista. Eller till och med via gästbloggande.

Eftersom detta tål tidens tand kan du marknadsföra det upprepade gånger, vilket är perfekt för tillfällen då du helt enkelt inte vet vad du ska posta.


Innan vintergrönt innehåll kan ge dig de önskade resultaten måste du säkerställa det Google vet att din webbplats finns. Om inte, bör du först indexera din webbplats och sedan arbeta därifrån.

Att skapa vintergrönt innehåll som varar kräver mycket arbete, och du bör vara villig att göra det. Genom att följa dessa metoder som jag har delat kan du göra en effektiv bit för att driva pågående tillväxt till din webbplats.

Resultaten kanske inte är snabba, men om du gör saker rätt kommer du att skörda fördelarna mycket längre än du tror.


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