What Type of Content Can Garner Unexpected Earned Media Attention?
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What Type of Content Can Garner Unexpected Earned Media Attention?
In the ever-changing landscape of media, content can sometimes strike a chord and garner attention in ways we never anticipated. From a Content Marketing Manager's celebration of credible achievements to an E-commerce Business Owner's viral gem-cutting tutorial, we've gathered four compelling stories that explain why certain pieces of content went unexpectedly viral.
- Celebrating Unifonic's Credible Achievements
- Unique Viewpoint on J&J Rebrand
- Timely Report on Pandemic Consumer Behavior
- Viral Educational Gem-Cutting Video Success
Celebrating Unifonic's Credible Achievements
It was an award press release. We created this press release for Unifonic, highlighting their recognition as a great place to work by a reputable authority. It also showcased their achievements, including international expansion, and reiterated the benefits of their services to customers.
The key to its success was the combination of a credible award, a compelling story, and a clear demonstration of the company's expertise. It resonated because it celebrated a genuine achievement that mattered to both the media and the audience, showcasing the company's positive impact.
Unique Viewpoint on J&J Rebrand
Our content piece on Johnson & Johnson's rebrand, initially aimed at the CPG market, gained attention from multiple publishers. We offered a balanced agency perspective, examining both the positives and negatives, and questioning the rebrand's effectiveness. This piece stood out for its thoughtful yet honest approach. Echoing common opinions often goes unnoticed, but presenting a unique viewpoint or a contrasting opinion can significantly highlight your content.
Timely Report on Pandemic Consumer Behavior
A particularly striking example from my experience at CodeDesign was when we produced an interactive digital report on consumer behavior changes during the COVID-19 pandemic. This piece of content received unexpected and significant earned media attention, which was both surprising and enlightening.
The report was a comprehensive analysis of how consumer behaviors and preferences shifted during the pandemic, particularly in the e-commerce sector. It included data-driven insights, infographics, and expert commentary. What made this report stand out was its timely relevance and the depth of its analysis. It provided real-time data during a period of global uncertainty, offering valuable information not just for businesses in e-commerce, but for a wide range of industries impacted by the pandemic.
The reason this report resonated so profoundly and garnered extensive media attention, I believe, was its immediate relevance to a pressing global issue. Journalists and content creators were seeking concrete data and expert insights to understand and communicate the impact of the pandemic on consumer behavior. Our report filled this gap by providing fresh, detailed, and actionable insights.
Viral Educational Gem-Cutting Video Success
We are in the jewelry business and looked to figure out ways for us to stand out. We decided to do videos on a unique part of our business, gem-cutting. These educational videos were posted to YouTube, and we shared them on Reddit. The first one we did went viral, which featured a gemstone that looks like Kryptonite, and now has over 6,700,000 views. We just used some free video editing software and an iPhone. A few days after this happened, a local newspaper picked up on it as well, and published the story on the front page. All this happened from one video.
