This week, media brands offer compelling lessons learned for B2B and B2C content marketers. First, ESPN is about a rooster. Next, a cross-platform food show in Australia expands to include brand partnerships. And a travel magazine that launched a few months before the pandemic marked its relaunch with a new web series.
Crowd for your unique content like ESPN
On Saturday, a rooster named Driveway appeared on national television on ESPN's Marty and McGee show. The SEC Central duo were at the University of South Carolina, home of the Gamecocks, for a football game against the University of Kentucky Wildcats.
Driveway's television appearance was just the beginning. Marty and McGee also introduced rooster live feed on their Instagram account. The hosts were so engrossed in gazing at the rooster that they repeatedly interrupted the conversation to talk about it. We can only imagine how many people who watched on Instagram felt the same way. Instagram Live Video is only 24 hours old, but we found this footage from account of Marty and McGee for you to enjoy.
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WHY IT'S HOT: Producers Marty and McGee saw a unique niche content opportunity. While Driveway was one of many guests on the cable show, he was only star on Instagram channel. Content marketers often face a similar challenge: When you have an interesting story within a story, think about how you can turn it into a standalone version. It may fit the same format as the original, or it may work better on a different platform or in a different format.
Think about how you can create stories within a story as standalone #content in a different format or platform – like the live rooster cam from the server @ESPN @MartySmithESPN and @ESPNMcGee via @CMIContent. Click to Tweet
Cook a new show like Nine
Australia-based media network Nine is expanding its popular Good Food content across platforms, according to Media week . Good Food is a major brand in Australia with over 500,000 followers on Facebook and Instagram combined.
First in the content expansion is Good Food Kitchen, an eight-part television series featuring host Adam Liaw and celebrity chef Danielle Alvarez. The show, which premieres October 9, is not limited to television. It will also have its own hub when redesigned Good Food website for videos and recipes.
The nine plans to add brand extensions to content such as Taste Tests of Good Food, Christmas Specials Delicious Food, and brand-sponsored cooking shows, Media Week reported.
WHY IT'S HOT: Nine built a content brand – Good Food – and expanded it into a special content brand – Good Food Kitchen. What subsections can you create from your content brand? Is there a subtopic like the Good Food's Kitchen series or a less frequently used format like an ongoing video series that could work? Explore adjacent content niches that will appeal to a segment of your audience or attract a new group.
Explore adjacent #content niches that will resonate with a segment of your audience or attract a new audience like @TheNineNetwork did with its Good @CMIContent said food content brand. Click to Tweet
Give your audience the same values as Gray Jones Media
Vacationer – the online travel magazine for the LGBTQ+ community – is making a comeback.
Vacationer first launched in 2019 – and then faced challenges as travel restrictions impacted its readership. So Gray Jones Media, the property publishing company, has paused publishing during the pandemic and taken time to rethink its approach.
Now it's coming back with new online content launching next week, including a new web series called Check Your Baggage.
As the publishers said MediaPost the goal of the publication is to focus on the LGBTQ+ community as a whole.
“I subscribe to travel magazines and click through to travel websites, and I don't feel like a black gay person,” Kwin Mosby, editor-in-chief, told MediaPost. He also said the digital magazine “will change the story, showcase the diversity of our community and create a safe space for us to share our travel experiences and inspiration wherever we go.” tell us how we define ourselves.”
The six-part web series Check Your Baggage will focus on a different area of New York City in each episode.
WHY IT'S HOT: Two things about Vacationer's new plan are worth noting. Instead of continuing while the holiday was exhausted, the company paused its content. It then cleverly used the downtime to update the magazine's vision, expanding into a new medium – a series of videos – for a new way to interact with its audience.
@VacationerMag has paused publication during the pandemic and taken time to rethink its approach. Now it's back with new #content and #video series via @CMIContent. Click to Tweet
Cover photo by Joseph Kalinowski / Content Marketing Institute
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