Content Marketing This Week: McCormick Enters the Job Market. Vidyard entertains influencers to the movie premiere experience. What does all of that mean for content marketing? And Ben & Jerry's ends a deep freeze on Twitter.
Let's find out together.
McCormick Creates Fascinating New Job for a Seasoned Taco Lover
McCormick Spices took to Twitter to search for candidates for a new job. “Are you passionate about tacos, looking for the latest trends and creating engaging taco content for social media? We are looking for our first Taco Relationship Manager as a McCormick resident taco consultant. ”
Are you passionate about tacos, looking for the latest trends and creating engaging taco content for social media?
We are looking for our first Taco Relationship Manager to become a resident consultant on McCormick's taco.
Submit and learn more here: https://t.co/WypA2FaOKI pic.twitter.com/4OZ0ko4voi
– McCormick Spices (@mccormickspices) July 13, 2021
Sounds like a great performance :
As the Director of Taco Relations, you will be McCormick's resident taco consultant. You will be our official eyes and ears on all things tacos. You will have the opportunity to work with the McCormick Kitchens team to develop delicious and innovative recipes, travel across the country in search of the latest taco trends, dialogue with other like-minded taco connoisseurs. on social media and join the latest Street Taco spice mix developed by McCormick innovation lab.
The pay? Up to $25,000 a month for 20 hours a week from September to December 2021. (Sorry job hunters: application deadline is early this week.)
. @MccormickSpices launched a search for a seasoned taco expert on #Twitter. @CMIContent predicts compelling #ContentMarketing results. #WeeklyWrap Click to Tweet WHY IS IT IMPORTANT: McCormick's method for combining HR and content marketing – using a tactic and headline to attract top talent – caught our eye. And then we got the “wage” for a part-time gig and realized it was a content play.
However, we were intrigued by our temporary responsibilities as director of taco relations – in-person experience, content creation (and food) and social media promotion. And it all boils down to a single McCormick's product line. By promoting the role, the spice brand attracts attention from people who have spent time creating the video (in the future). user-generated content anyone?) along with casual observers BEFORE the taco relationship manager is hired.
While this gig may be short-lived and intended for those who already have a large following, it is food for thought on how HR and content marketing can work. together – to be creative, stand out in a crowded market, and get more (and more) qualified candidates to fill positions.
Vidyard rolls out virtual red carpet for documentaries and influencers
B2B video platform company Vidyard launched its new film with a virtual premiere. The event was a huge success – 20% later 500 invitees showed up for the event.
The story may be familiar if you read Ann Handley's Total Annarchy news. Ann attended the live event and then spoke with Vidyard's Tyler Lessard.
"At the end of 16 minutes, re: connection tells stories of how real people connect with others in a distant world – and what all of that means for the future of business as the world becomes a little less distant. again,” wrote Ann.
To entice invitees, Vidyard pre-sent personalized invitations with popcorn, candy, and swag. To promote gathering of attendees and watching together, Vidyard conducted a private screening that included a live Q&A session with the film's stars.
WHY IS IT IMPORTANT: B2B content shouldn't be boring – and should not promote it either. Vidyard hits it out of the park on so many levels. It developed a video that told people's stories, not their business, created a live event that felt exclusive and fun enough to monetize a 20% response rate and marketed it well to how much others (Ann Handley and now CMI) have told their communities about it. As always, Ann's post perfectly captures the impact:
I'm telling you about it because of how Tyler & the team launch and market – turn a new show release into an “event”, then seamlessly link live/virtual components to Turn it into a party. Even if the US/Canada border is tightly sealed; even as the pandemic is causing many of us to think twice about going to a party.
Read about how @Vidyard marketed its new documentary with a combined live/on-demand virtual premiere that has earned heaps of digital ink from @AnnHandley, @CMIContent and others. #WeeklyWrap Click to Tweet
Ben & Jerry's Twitter account thawed after two months of deep freeze
One week ago, Boston Globe ran an article questioning why ice cream brand Ben and Jerry's hasn't posted a tweet since May 18. its last tweet ? “Is there a mint lover out there?”
It doesn't seem unusual for a major newspaper to write about how often a brand tweets until readers have finished reading the article. Ben & Jerry's tweet about the ice cream flavor came on the same day the Israeli government launched air strikes in the Gaza Strip, and Hamas and other militant groups fired rockets at Israel. While it's often linked to social causes, the brand has remained silent on the matter, sparking outcry in replies to the mint tweet. Ben & Jerry's responded to a number of responses regarding the taste question, further indicating that they viewed other answers but purposely ignored them. The original commentary on the platform also appeared to criticize Ben and Jerry's over their business dealings in the West Bank and East Jerusalem.
On Monday, Ben and Jerry's ended two months of silence on Twitter with a statement: "Ben & Jerry's will end our ice cream sales in the Occupied Palestinian Territories."
Ben & Jerry's will end our ice cream sales in the Occupied Palestinian Territories. Read our full report: https:// t. co / 2mGWYGN4GA pic.twitter.com/kFeu7aXOf3
– Ben & Jerry's (@benandjerrys) July 19, 2021
WHY IS IT IMPORTANT: Looking at the approach to content for this situation, Ben & Jerry's made some interesting decisions. When the company's management took time to figure out the business's response to the criticism, the social media team stayed silent (even though they should have been completely silent and didn't respond to any of the comments). replies to tweets.) Sometimes, silence is a better option. Otherwise, every post (no matter how innocuous it may seem) opens the door to criticism you can't yet respond to. Initial reaction to the decision was made into Ben & Jerry's Twitter feed.
What #content to learn from @benandjerrys Twitter two month hiatus and other #ContentMarketing stories over the past week @CMIContent. #WeeklyWrap Click to Tweet
Cover photo by Joseph Kalinowski / Content Marketing Institute
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