Keep guessing (and more lessons from the content we love)

This week, Morning Brew shows how to capture the interest of your readers. Content creators make a useful resource for B2B writers and professionals. And a new content studio from Neutrogena has given its best face yet with an award-winning documentary.

Morning Brew turns Sunday real estate routine into a guessing game

Real estate entries have been a mainstay of the Sunday media since an era when the day meant homes were open – the prime opportunity to see future homes. Now, the listings (and since the pandemic, the screenings) mostly exist online.

The Morning Brew email newsletter cleverly takes advantage of the traditional Sunday real estate review – and reinvents it in a compelling way.

Each week, the Sunday Edition of the popular newsletter has a housing unit for sale. Pictures and details may come from Realtor's listings or Instagram accounts. This is the feature of this week :

Open House

It's Opening Hours now, the only time of the day when you whisper “I want to” on the screen is completely normal. We will give you some information about the listing and you try to guess the price. Today's House is powered by the most addictive Instagram account, Cheap Old Houses .

Welcome to colorful house in Hagerstown, MD. This 1,772 square 2 storey apartment building was built in 1904 and is within walking distance from the main street of town. The inside needs a bit of repair, but it certainly has the charm to make you want to quit your big-city newsletter job and renovate a vintage home in a town you've never been to. Facilities include:

4 beds, 1.5 baths

A completed loft

10 – foot-high ceilings

A small alcove for your kitchen

So, what's your next project? Scroll to the bottom for prices.

WHY IS THE PROBLEM: Can you choose the most attractive line? We thought it was: “Scroll to bottom for prices.”

Those seven words turn what might have been a typical newsletter entry into a game. Even readers who aren't interested in guessing have to scroll to the bottom of an email — giving the rest of the content a chance to catch their eye — to find the answer ($105, 000 in the case of the week). this). Create curiosity space is a great way to engage your readers for free. All it takes is a little change in the order of your content.

Games like the Open House section of the @MorningBrew Sunday edition are a smart way to keep subscribers guessing (and reading), @AnnGynn via @CMIContent said. #ContentMarketing #WeeklyWrap Click to Tweet

New resource suitable for B2B writers with quality resources

Do you find it difficult to curate quality sources for your B2B content? On the other hand, are you tired of answering source questions only to reach your destination with silence?

Freelance writer Elise Dopson (who has contributed to the CMI blog) offered a solution: B2B Writer Help .

Here's how it works: Writers working on articles submit requests for sources. The right sources who have signed up with the service will receive an email asking them to contribute. Writers receive quotes provided for their use. Think about it, as the service's description says, “Like HARO… But better. (And only for B2B.)”

WHY IS THE PROBLEM: Using sources outside of your company can give your content credibility and authority. It helps them see your content as a valuable resource, not a sales tool. Finding those quality sources is an ongoing challenge, especially for the B2B community.

Elise said the early response to the new service has been overwhelming. One reason is that she designed it to be easy to use. You don't have to scroll through dozens of requests multiple times a day to find the right one like you do with HARO. Instead, Help a B2B Writer's model involves direct and relevant correspondence. And commend Elise for seeing the B2B common ground as an opportunity.

Writer @EliseDopson discovered the #B2B #content pain point – and built a solution to solve it. Read her story via @Brandlovellc @CMIContent. #WeeklyWrap Click to Tweet

Neutrogena launches award-winning documentary, content studio

Neutrogena Studios the content arm of the skincare line, recently published its first documentary – In the sun. Film and television star Kerry Washington, who is also a spokesperson for Neutrogena, is an executive producer.

The film tells about how the sun affects the skin through the stories of people from different backgrounds, while providing health information and dispelling myths about skin cancer. Companion site www.IntheSunFilm.com provide adequate documentary along with information on skin cancer prevention. The movie is also available on YouTube, Google Play, Apple TV, and Vimeo.

[embed]https://www.youtube.com/watch?v=WjhzJgXTbhc[/embed]

WHY IS THE PROBLEM: Neutrogena sees a future of Content. With the launch of its own content studio, the skincare brand is creating unbranded content in short form and long form . The goal is inspirational and newspaper. With this film, Neutrogena got off to a good start, choosing a theme that resonated with both her business and her audience. Kerry Washington's involvement also connects the film to the brand for which she's a spokesperson. It's also a good example to help convince the executives who aren't entirely in favor of a content strategy that's not about selling and advertising.

. @Neutrogena Studios kicks off strong with award-winning documentary #InTheSunFilm. @Robert_Rose said this is a model that makes sense for brands and consumers through @CMIContent. #WeeklyWrap #ContentMarketing Click to Tweet

Are you intrigued, confused, or surprised by an example, news, or something else in content marketing? Share it with us by completing this form . Your submission may be featured in the upcoming Weekly Summary.

Cover photo by Joseph Kalinowski / Content Marketing Institute