{"id":2283,"date":"2021-11-06T00:21:22","date_gmt":"2021-11-06T00:21:22","guid":{"rendered":"https:\/\/info.maccabee.com\/blog\/?p=2283"},"modified":"2023-01-11T16:02:22","modified_gmt":"2023-01-11T16:02:22","slug":"content-marketing-secrets-of-general-mills-and-land-o-lakes","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/content-marketing-secrets-of-general-mills-and-land-o-lakes\/","title":{"rendered":"Content Marketing Secrets of General Mills and Land O\u2019 Lakes"},"content":{"rendered":"

Major brands across America \u2013 from Spotify, Wells Fargo and Ikea to Chobani, Mayo Clinic and HBO \u2013 are embracing the power of content marketing.<\/p>\n

At the same time, many CMOs and Content Marketing Directors are also asking the same questions: where does content go from here, in 2022? What content distribution platforms will be most effective to drive engagement and sales? And, dear God, what do we do about user-generated content featuring our brands?<\/p>\n

So our Minneapolis public relations agency invited two content marketing masters — Kevin Hunt<\/a>,<\/strong> General Mills\u2019 senior manager of corporate content, channels and analytics and Tim Brunelle,<\/a> Land O\u2019 Lakes\u2019 Director of Content and Production — for a lively Zoom conversation, \u201cWhat\u2019s Next for Content Marketing.\u201d<\/a><\/p>\n

As a sneak preview, here\u2019s a few of the most powerful takeaways you can hear Kevin and Tim discuss:<\/p>\n

Email Is An Overlooked Content Channel<\/strong><\/p>\n

You thought the most overlooked content distribution channel might be TikTok, Clubhouse, Twitch or Pinterest? Surprise!<\/p>\n

\u201cLet\u2019s be honest, a close at home platform like email is super important for us,\u201d <\/strong>said Land O\u2019 Lakes\u2019 Brunelle.<\/p>\n

\"Kevin

Kevin Hunt, General Mills<\/p><\/div>\n

Adds General Mills\u2019 Hunt: \u201cIt\u2019s the format of email. We\u2019re fortunate that General Mills launched an external email newsletter \u2013 back then, I remember that there were 200 people subscribing. It\u2019s now grown to thousands that sign up, saying to us, \u2018Yes, I do want to hear from you.\u2019 That\u2019s so important in this era of \u2018rented land\u2019 (ie. social channels and content platforms that brands have no control over) \u00a0. . . \u00a0\u00a0\u00a0you can\u2019t underestimate email.\u201d (Content guru Joe Pulizzi agreed with this in our agency\u2019s interview<\/a> with him.)<\/p>\n

Podcasts, Niche Content and the Power of Chicken Experts<\/strong><\/p>\n

Brunelle marveled at \u00a0\u201cthe ubiquity of podcasts! Land O\u2019 Lakes recognizes that we increasingly have individual thought leaders and subject matter experts who have narrow areas of expertise and can be celebrated on podcasts.\u201d He opined: \u00a0\u201cI think we\u2019ll see an explosion around, \u2018hey we have someone who is super knowledgeable about the gut health of chickens!\u2019 and if there\u2019s a thousand people who are interested in that, it might be worth making a podcast around it!<\/p>\n

\"Tim

Tim Brunelle, Land O’ Lakes<\/p><\/div>\n

\u201cWith super smart, niche content\u2013 we don\u2019t need to appeal to millions of people. A podcast can appeal to a specific subset of people who have an outsized impact on your company\u2019s growth. Either go really big or really small in targeting your content.\u201d (If you\u2019re a corporate communications or marketing pro, don\u2019t miss Kevin Hunt\u2019s own podcast series<\/a> with Arik Hanson.<\/p>\n

The Peril and Pleasures of Audience-Generated Content \u00a0\u00a0\u00a0\u00a0<\/strong><\/p>\n

Tim and Kevin agreed that for user-generated content to work, you need a large audience of participants to scale. \u00a0\u201cIf your audience prefers to see themselves with audience generated content, then great,\u201d says Brunelle. \u201c But there are pitfalls to audience generate content. \u00a0It may not hit your mark. Sometimes you\u2019re lucky and get something fresh and unexpected as your audience celebrates your brand. Be forewarned, but plan for it!\"General<\/p>\n

\u201cWe\u2019re proud that audience-generated content happens organically,\u201d notes Hunt. \u201cNational Cereal Day comes every March and General Mills encourages people to celebrate cereal online. Currently during the Halloween season with our Monster cereals, there\u2019s so much passion for those products. We love to see audience-generated content, so we highlight it on our Instagram page and that encourages more of it.\u201d<\/p>\n

The Surprising Value of LinkedIn<\/strong><\/p>\n

Both of these content marketing advocates recognize that LinkedIn can be far more than a recruiting site. \u201cLand O\u2019 Lakes is attempting to affect behavior and grow our share in food categories,\u201d explains Brunelle \u201cSo on one hand we\u2019re focused on platforms that connect people and food, which fits the visual and intuitive nature of Instagram, TikTok and YouTube. But we\u2019re also into topics like animal nutrition, sustainability, carbon credits and rural broadband, so platforms such as LinkedIn that are more verbal rather than visual are interesting to us.\u201d
\n\u201cWe spend much of our time on LinkedIn,\u201d agrees Hunt. \u201cIt will continue to be even more important \u2013 talent retention and recruiting is the hot topics of the day, as are \u00a0diversity ,equity and inclusion. \u00a0All of those things have made LinkedIn a priority, which we also use for big corporate initiatives and to highlight people who work on our fun brands.\u201d<\/p>\n

Turning Your Employees Into Content Evangelists<\/strong><\/p>\n

General Mills and Lake O\u2019 Lakes appreciate the power of their own employees becoming brand advocates who share content. \u201cThere\u2019s initiatives (at Land O\u2019 Lakes) that don\u2019t have a lot of media dollars behind them,\u201d muses Brunelle, \u201cand it would be awesome<\/em> if I could get 50 or 100 fellow Land O\u2019 Lakes employees to evangelize a particular campaign \u2013 it\u2019s free media! How do we leverage our employees? We give them the right thumbnail image, the right link and \u00a0the right copy so they can evangelize on behalf of our less resourced initiatives.\u201d<\/p>\n

\u201cFor years, I\u2019ve been passionate about employees as a channel to advance your goals for content,\u201d confirms Hunt. \u00a0\u201cToday, we\u2019ve identified folks who are more inclined to share \u2013 it\u2019s a grassroots effort. We use MS Teams as our platform of choice and send monthly e-mails that highlight when our employees have shared content. There\u2019s strategy behind it, and it\u2019s never forced on employees. Remember: employees are a key audience for your content!<\/p>\n

Building a Culture of Content Sharing\u00a0 <\/strong><\/p>\n

\u00a0<\/strong>\u201cWe have unlimited \u2018pipe\u2019 for distribution, so the constraint is resources of people and money. If we had unlimited people, we could make unlimited content,\u201d concludes Brunelle.<\/p>\n

\u201cIt\u2019s all about how marketers coordinate with each other \u2013 how to help ensure that the broader team has internal awareness. The secret sauce is (fostering) a culture of sharing \u2013 \u2018hey, do you know my team is working on x, what is your team working on?\u2019 You want to avoid one campaign conflicting with another campaign. You want marketing teams to communicate with each other. It\u2019s all about your culture!\u201d<\/p>\n

Ready to watch the complete 45-minute recording of Kevin and Tim? Just click here<\/a>. The quotes above have been lightly edited for flow.<\/p>\n

For more info on how Maccabee\u2019s content marketing strategies could benefit your company, click here.<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Major brands across America \u2013 from Spotify, Wells Fargo and Ikea to Chobani, Mayo Clinic and HBO \u2013 are embracing the power of content marketing. At the same time, many CMOs and Content Marketing Directors are also asking the same questions: where does content go from here, in 2022? What content distribution platforms will be…<\/p>\n","protected":false},"author":2,"featured_media":2284,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nContent Marketing Secrets of General Mills and Land O\u2019 Lakes - Maccabee Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/content-marketing-secrets-of-general-mills-and-land-o-lakes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Marketing Secrets of General Mills and Land O\u2019 Lakes - Maccabee Blog\" \/>\n<meta property=\"og:description\" content=\"Major brands across America \u2013 from Spotify, Wells Fargo and Ikea to Chobani, Mayo Clinic and HBO \u2013 are embracing the power of content marketing. 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