No matter what outcome you might have been hoping for… this week has been A LOT.
Deep breath.
And it’s been harder than ever to stay focused on oh, you know, work. But time waits for no man (or woman, or human).
2021 is coming whether we like it or not. So, in this final stretch of a year that can only be described as, let’s just say interesting, what innovative marketing campaigns can you borrow to reach and exceed your 2020 goals?
Here are the best marketing plays inspiring the Drift team this month – taken per usual – from our very own Marketing Swipe File Slack channel.
1. The Animalz Content Marketing Benchmark Report 2020
As a content marketer, I’m a sucker for anything content marketing-related, especially if it includes data. Because historically, the ROI of content has been hard to track. This Animalz report breaks it all down and tells you where to spend your time (and money) to get the most bang for your content buck.
You can read the entire report here, but some of the most interesting findings include:
- The median SaaS blog generates 16,969 monthly pageviews and 80% of all blog traffic is generated by just 16% of blogs.
- The median age of the blogs in the 1 million (yearly pageviews) club was nine years (the mean was 10). The youngest company in this cohort was five years old, with most founded at least a decade ago.
- The median bounce rate across the dataset was 80.33%. Put another way, four out of five readers left after just one article.
2. Amazon’s 2020 Holiday Wish Book
Say what you will about the commercialization of holidays. BUT Amazon really nailed it with this mailer.
The company’s “Joy Delivered” Wish Book was the rare welcomed piece of “junk” mail. I even saw a fellow mom asking around for a second copy. Her kids didn’t want to share! Well done, Amazon. Direct mail might not be dead after all.
3. The North Face’s Reset Campaign
We could all use a reset. And North Face’s Reset Campaign offers just that – a reset to how we buy, source, and interact online.
The campaign relies on the power of influencers and athletes aligned with the brand to convey the message. And, because it’s a gear company after all, it also features some nifty product tie ins to “reset” your winter wardrobe.
4. Pandora’s Definitive 2021 Guide to Audio
Content, but make it engaging!
Pandora’s interactive audio landscape and quiz gives readers all that and more. It’s engaging, it’s visual, it’s auditory. It’s everything content marketing has the potential to be. And, perhaps most importantly, it’s the distraction we all need right now (plus it uses Drift, not a static form, to power delivery of the asset ⚡️).
5. Trump or Biden Fridge from The New York Times
More politics, really? I know, but these are the times we live in, folks. The New York Times published dozens photos of refrigerators from both Trump and Biden supporters and asked their readers to choose who the fridge belonged to.
The quiz was fun and a tremendous waste of time. But it was also eye-opening. Readers averaged just over a 50% accuracy rate, proving how much stereotypes have influenced our partisan views of one another and how little truth there is behind these unhelpful tropes.
What marketing inspiration have you come across lately? What should I add to my list? Let me know by tweeting me @gaxelro.
