The Beat | November 26, 2022
Busy week for marketers, from Black Friday to World Cup 2022
It’s Black Friday! Glad you were able to take time out on one of the busiest days of the year for marketers to read this newsletter. To help you survive this week, let's focus on three topics that were impossible to ignore: the Elon Musk and Twitter mess (is it time to look for a replacement?), Black Friday (we have cool tips for small businesses at the end of this page) and FIFA’s World Cup 2022, which has officially started — believe us, even if you don't like soccer, there are valuable lessons about brand purpose and global marketing hidden between one game and another. Start your Friday with The Beat!
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How was your Thanksgiving? Maybe you're still recovering from all that food (oh, nothing beats Turkey Day), but Black Friday is already here as a particularly busy day for marketers. And to make things even more fun, one of the most famous social networks on the planet is collapsing, and we're in the middle of an unseasonable World Cup. Want tips to highlight your brand in the middle of it all? This issue is for you!
Vitor Peçanha, co-founder of Rock Content.
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Article
World Cup 2022 and human rights controversies: time to talk about brand purpose?
Luana Dias
Social Impact Marketing and Communication Analyst
Social Impact Marketing and Communication Analyst
So, World Cup 2022 has officially started this week. We have no idea if you’re into soccer or not, but it’s more than just some underdog teams slaying Goliaths that gain attention during this Cup: as well as some teams, a lot of brands are leveraging it to speak against the violation of human rights by this year’s host Qatar. It's in times like these that the audience really pays attention to brands, and sees if the so-called brand purpose is real or just marketing. We invite you to reflect on why brands need to position themselves in events like this.
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Think global, act local: McDonald’s successful strategy during World Cup 2022
Valentina Giraldo
SEO Supervisor
SEO Supervisor
Speaking of which, McDonald’s is probably one of the brands that knows best how to score goals during World Cup themed campaigns. This year, the brand launched a new campaign that got everyone talking about McDonald’s. How did they manage to do that? By having a multilingual and multicultural message for world integration. Is this a pure example of how a brand acquires global relevance? Let’s see the lessons left by McDonald’s during this first week of the World Cup, regarding how to get in touch with the world.
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Column
How (and why) to write your own obituary
By Ryn G
Senior Copywriter at WriterAccess
Never mind daily exercise or vitamin B12. If you really want to stay focused and motivated, try writing your own obituary. Yeah, we know. The very idea of writing any obituary can make some people grimace – yet it’s also a powerful process that comes with massive benefits. That’s what we’ll wonder through in this week’s column — straight from WriterAccess, the content marketplace recently acquired by Rock Content. Don’t be afraid, come read!
Article
Is it time for your brand to join Mastodon, the 'Twitter Alternative' platform?
Alina Neves
Global Customer Experience Analyst
Global Customer Experience Analyst
Since some of Elon Musk’s decisions as the new Twitter CEO have generated controversy (to say the least), users and brands started to think seriously about leaving the blue-bird channel and seek after other platforms to replace it — there’s where Mastodon enters the fray. If you don’t have an account there, you might be wondering what this new social network is. How does it work? And, most importantly, is it worth it for brands? We wondered that too. That’s why I’m writing this article to help you with all these questions.
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WE WANT TO KNOW
Are you considering testing other platforms after the recent Twitter mess and Musk’s controversies?
Yes, I'm already testing alternatives
It's possible, but I'll still wait a bit.
I don’t think so. I’ll maintain my Twitter account only.
WE WANT TO KNOW
Whether you're already testing out new platforms or not, one thing is for sure: Twitter's future is more uncertain than ever. Better safe than sorry, right? Come and read the complete article about Mastodon to understand if it is worth thinking about the platform for your brand.
GO BACK
Article
Meta and TikTok launch initiatives to help small businesses sell more during the end of the year
Rasna Jacob
Partner Success Analyst
Partner Success Analyst
Black Friday and Holiday Season can be tricky for any brand — specially small businesses in a time of recession. If you’re in this group, here’s some good news: from insights into consumer behavior in the same period during previous years, to credits for ads, Meta and TikTok created a series of actions together with content creators to encourage and help small entrepreneurs to create digital content that drives increased sales. We explained how it’s going to work and how to take advantage in the full article!
Read All Content >Opens in a new window.Column
How to write assignments that turn your stomach
Ryn G
Senior Copywriter
at WriterAccess
Senior Copywriter
at WriterAccess
Whether it’s something political, grotesque or just plain boring, sooner or later we writers are apt to get stuck with a topic that we just can’t stand. Yeah, we know. The best thing is not to take on those assignments in the first place. But if it’s a longtime client we love, a mondo rate we love even more, or the fact that we said yes before we got all the details, we may find ourselves stuck with a bummer of an assignment. How we deal with it depends on a smattering of factors — let’s dig into that with a lot of humor in our column straight from WriterAccess, the content marketplace recently acquired by Rock Content.
Read all content >
Column
How to write assignments that turn your stomach
Ryn G
Senior Copywriter
at WriterAccess
Senior Copywriter
at WriterAccess
Whether it’s something political, grotesque or just plain boring, sooner or later we writers are apt to get stuck with a topic that we just can’t stand. Yeah, we know. The best thing is not to take on those assignments in the first place. But if it’s a longtime client we love, a mondo rate we love even more, or the fact that we said yes before we got all the details, we may find ourselves stuck with a bummer of an assignment. How we deal with it depends on a smattering of factors — let’s dig into that with a lot of humor in our column straight from WriterAccess, the content marketplace recently acquired by Rock Content.
Read All Content >Opens in a new window.
Quote of the week
“Writers, your job today has fundamentally changed, whether you know it or not”
Paul Roetzer,
in his keynote speech for Content Marketing Conference.
in his keynote speech for Content Marketing Conference.
Quote of the week
“Writers, your job today has fundamentally changed, whether you know it or not”
Paul Roetzer,
in his keynote speech for Content Marketing Conference.
in his keynote speech for Content Marketing Conference.
All done!
So, did you have a good time here?
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✉ Get notified when we publish the next The Beat
Rock Content needs the contact information you provide to us to contact you about our products and services. You may unsubscribe from these communications at any time. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy.
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