Content marketing this week: McCormick stimulates the job market. Vidyard provides a movie premiere experience for influential people. What does this mean for content marketing? Ben & Jerry’s ended its Twitter deep freeze.
Let’s learn more.
McCormick created a coveted new job for an experienced taco lover
McCormick is looking for candidates for new job vacancies on Twitter. “Are you passionate about tacos, looking for the latest trends, and creating compelling taco content for social media? We are looking for our first ever Taco relationship director to become McCormick’s resident consulting taco expert.”
Are you passionate about tacos, looking for the latest trends, and creating compelling taco content for social media?
We are looking for our first Taco Relations Director to become McCormick’s resident consulting taco expert. 🌮
— McCormick Spices (@mccormickspices) July 13, 2021
It sounds like a Great show:
As Taco Relations Director, you will become McCormick’s resident consulting taco expert. You will be the official eyes and ears of all our tacos. You will have the opportunity to work with the McCormick Kitchens team to develop innovative and delicious taco recipes, travel across the country to find the latest taco trends, talk to other like-minded taco connoisseurs via social media, and participate in conversations by McCormick Kitchens The latest street taco seasoning developed by Mick’s Innovation Lab.
Salary? From September to December 2021, work 20 hours a week, up to a maximum of US$25,000 per month. (Sorry, job seeker: The application deadline is earlier this week.)
Why is it important: McCormick’s method of combination Human resources and content marketing – Using innovative strategies and titles to attract top talent – caught our attention. Then we got a “salary” for a part-time performance and realized it was a content drama.
Nevertheless, we are very interested in the responsibilities of the temporary role of taco relationship director-personal experience, content (and food) creation and social media promotion. And all of this is concentrated on a single product line of McCormick.By promoting this role, the spice brand has won the attention of those who took the time to produce the video (future User-generated content,anyone there? ) And a temporary observer before the Taco Relations Director is hired.
Although this show may be short-lived and is for people who already have a large following, it is thinking food about how human resources and content marketing work together—be creative and stand out in a crowded market. And get more (and more qualified) candidates to apply for positions.
Vidyard launches virtual red carpet for documentaries and influencers
B2B video platform company Vidyard debuted its new movie with a virtual premiere. The event was a huge success-20% of the 500 invited people participated in the event.
If you have read the story of Ann Handley, this story may be familiar Total anarchy communication. Ann participated in the live event and later had a conversation with Tyler Lessard of Vidyard.
“In more than 16 minutes, reconnect Tells how real people connect with others in the distant world — and what this means for the future of business as the world becomes less distant again,” Ann wrote.
In order to attract the invitees, Vidyard sent personal invitations in advance, providing popcorn, candy and swag. In order to promote audiences to gather and watch together, Vidyard set it up as a private screening, which includes live Q&A with movie stars.
Why is it important: B2B content should not be boring – The content should not be promoted either. Vidyard knocks it out of the park on many levels. It developed a video to tell people’s stories rather than their business, created a unique and interesting live event, received a 20% response rate, and marketed it so well that others (Ann Handley And now CMI) tell their community about it. As always, Ann’s writing captures the impact perfectly:
The reason I tell you is because of the way Tyler & team initiates and sells marketing-turning new program releases into “events”, and then seamlessly linking real-time/virtual components to make it a party. Even if the U.S./Canada border is tightly sealed; even if the pandemic still makes many of us think twice when attending a party.
Ben & Jerry’s Twitter account was unfrozen after two months of deep freeze
It seems unusual that a large newspaper will write a brand’s tweet frequency before the reader reads the entire article. Ben & Jerry’s tweet about ice cream flavors occurred on the same day that the Israeli government launched an air strike on the Gaza Strip and Hamas and other militant groups launched rockets on Israel. Although it often involves social reasons, the brand remained silent on this issue, prompting a strong protest in response to Mint’s tweet. Ben & Jerry’s did respond to some replies related to flavor issues, further indicating that it has seen other replies, but deliberately ignored them. Original comments on the platform also began to criticize Ben and Jerry’s business dealings in the West Bank and East Jerusalem.
On Monday, Ben and Jerry’s ended two months of Twitter silence and announced: “Ben & Jerry’s will stop selling our ice cream in the Occupied Palestinian Territory.”
-Ben & Jerry’s (@benandjerrys) July 19, 2021
Why is it important: Looking at the content approach for this situation, Ben & Jerry’s made some interesting decisions. Since company leaders took the time to figure out the company’s response to criticism, the social media team remained silent (although they should remain silent completely and not respond to any tweet replies.) Sometimes silence is a better option. Otherwise, every post (no matter how innocuous it seems) will open the door to criticisms that you cannot answer yet. Ben & Jerry’s Twitter feed reacted mixedly to this decision early on.
Cover image courtesy of Joseph Kalinowski/Content Marketing Institute