[Marketing Guru Video Series] Great Examples of Content Marketing Best Practice During COVID-19
Updated: Aug 31, 2020
The current COVID-19 pandemic has left many brands unsure of what and how to communicate with their customers. However, there are some brands who have risen to the challenge and have come up with excellent content marketing campaigns that we can take inspiration from.
Elizabeth Taylor, Senior Trainer at ClickAcademy Asia, shares great examples of content marketing from Nike, DoubleTree by Hilton and TimeOut Singapore that has emerged during this pandemic situation.
Nike launched a campaign on social media asking people to stay inside and practise social distancing during the coronavirus pandemic. The message “If you ever dreamed of playing for millions around the world, now is your chance. “Play inside, play for the world.” which promotes unity among its audience. It also stays true to Nike's brand values, sparking inspiration and aspiration, especially when high profile athletes it works with retweeted the campaign and started a series of challenges encouraging people to exercise at home.
DoubleTree by Hilton
“A warm chocolate chip cookie can’t solve everything, but it can bring a moment of comfort and happiness." - Shawn McAteer, senior vice president and global head, DoubleTree by Hilton.
The warm chocolate chip cookie welcome is synonymous with DoubleTree hotels worldwide, and travelers look forward to receiving one, fresh from the oven, upon their arrival.
For the first time ever, DoubleTree by Hilton is sharing the official bake-at-home recipe for the brand’s beloved and delicious chocolate chip cookie, so at-home bakers can create the warm and comforting treat in their own kitchens.
DoubleTree by Hilton is using content to relate to their audience by giving something back to their customers and empathising with them by adding value in the form of its closely guarded secret cookie recipe.
TimeOut has changed its name to TimeIn, in line with their audience having to stay indoors. In terms of content, instead of the usual restaurant recommendations and activities people can participate in outside, it has also moved to recommendations such as hawkers that will do takeaways, virtual winetasting sessions and activities that can be done indoors.
Get hands-on guided training on Content Marketing at ClickAcademy Asia's Content Marketing for Web, Mobile & Social Media. The 2-day course covers world-class frameworks, templates and case studies on content marketing strategies. The course is accredited by Skillsfuture Singapore and is Skillsfuture credit-claimable. Find out more here.
If you are experienced in content marketing and would like to align your current content with your brand positioning using a content marketing audit, as well as build a business case for content marketing, check out our Advanced Content Marketing Masterclass.