This week, the Morning Brew exhibits tips on how to perk up reader curiosity. A content material creator whips up a helpful useful resource for B2B writers and consultants. And a brand new content material studio from Neutrogena places its greatest face ahead with an award-winning documentary.
Morning Brew turns Sunday actual property behavior right into a guessing sport
Actual property sections have been mainstays of Sunday media because the period when the day meant open homes – the prime alternative to see potential houses in individual. Now listings (and, because the pandemic, showings) exist primarily on-line.
The Morning Brew e-mail e-newsletter neatly capitalizes on the standard Sunday actual property assessment – and reinvents it in a fascinating manner.
Every week, the favored e-newsletter’s Sunday Version encompasses a housing unit on the market. The images and particulars might come from a Realtor’s itemizing or an Instagram account. Right here’s this week’s feature:
It’s Open Home o’clock, the one time of day when it’s completely regular to whisper, “I need that,” at your display. We’ll provide you with a number of details a few itemizing and also you attempt to guess the value. At the moment’s house is courtesy of essentially the most addicting Instagram account, Cheap Old Houses.
Welcome to essentially the most colorful house in Hagerstown, MD. This 1,772 square-foot duplex was in-built 1904 and is inside strolling distance of the city’s major avenue. The within wants somewhat fixing up, nevertheless it’s positively received the allure that makes you wish to give up your e-newsletter writing job in an enormous metropolis and renovate a classic residence in a city you’ve by no means been to. Facilities embrace:
- 4 beds, 1.5 baths
- A completed(ish) attic
- 10-foot-tall ceilings
- A lil’ alcove on your range
So, how a lot on your subsequent mission? Scroll to the underside for the value.
WHY IT MATTERS: Are you able to pick essentially the most partaking line? We expect it’s this: “Scroll to the underside for the value.”
These seven phrases flip what might have been a typical e-newsletter entry right into a sport. Even readers who don’t care to guess need to scroll to the underside of the e-mail – giving the remainder of the content material an opportunity to catch their eye – to search out out the reply ($105,000 on this week’s case). Making a curiosity gap is an effective way to interact your readers totally free. All it takes is somewhat shift within the order of your content material.
Games like the Open House section in the Sunday edition of @MorningBrew are a clever way to keep subscribers guessing (and reading), says @AnnGynn via @CMIContent. #ContentMarketing #WeeklyWrap Click To Tweet
New useful resource matches B2B writers with high quality sources
Do you discover it difficult to line up high quality sources on your B2B content material? On the flip facet, are you bored with responding to supply inquiries solely to have your outreach met with silence?
Freelance author Elise Dopson (who has contributed to CMI’s weblog) has give you an answer: Help a B2B Writer.
Right here’s the way it works: Writers engaged on articles submit a request for sources. Appropriate sources registered with the service get an e-mail asking them to contribute. The author receives the supplied quotes to make use of. Consider it, because the service’s description says, “Like HARO … However higher. (And only for B2B.)”
WHY IT MATTERS: Utilizing sources outdoors your organization can lend credibility and authority to your content material. It helps them see your content material as a useful useful resource, not a instrument to promote issues. Discovering these high quality sources is an ongoing problem, significantly for the B2B group.
Elise says the early response to the brand new service has been overwhelming. One cause is that she designed it to be intentionally straightforward to make use of. You don’t need to scroll via dozens of requests a number of instances a day to search out an relevant one as you do with HARO. As an alternative, Assist a B2B Author’s mannequin includes direct and related correspondence. And kudos to Elise for seeing a typical B2B ache level as a chance.
Neutrogena launches content material studio, award-winning documentary
Neutrogena Studios, the content material arm of the skin-care line, lately released its first documentary – In the Sun. Movie and tv star Kerry Washington, who is also a Neutrogena spokesperson, is an govt producer.
The movie tells how the solar impacts pores and skin via the tales of individuals from totally different backgrounds whereas delivering well being info and dispelling pores and skin most cancers myths. The companion web site www.IntheSunFilm.com affords the total documentary together with details about pores and skin most cancers prevention. The movie additionally is on the market on YouTube, Google Play, Apple TV, and Vimeo.
WHY IT MATTERS: Neutrogena sees a way forward for content material. With the launch of its personal content material studio, the skin-care model is creating non-branded content material in short and long form. The purpose is to inspire and inform. With this movie, Neutrogena will get off to begin, choosing a subject related to each its enterprise and its viewers. Kerry Washington’s involvement additionally connects the movie to the model on condition that she is a model spokesperson. It’s additionally instance to assist persuade executives who don’t totally assist a content material technique that isn’t about promoting and selling.
[email protected] Studios launches strong with award-winning documentary #InTheSunFilm. @Robert_Rose says it’s a model that makes sense for brands and consumers via @CMIContent. #WeeklyWrap #ContentMarketing Click To Tweet
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
— Content material Advertising and marketing Institute Staff to contentmarketinginstitute.com