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create a piece that earned the Silicon Want to be a star? Valley consulting firm coverage in Make your own movie CFO Magazine. It proved that finance Patagonia is introducing its new line Substantive, pros can have a sense of humor— of trail food, Patagonia Provisions, high-quality and more than a few users told the with a 25-minute film—a length content is firm they found it weirdly insightful. and format that allows powerful the essence (It appears that many finance pros storytelling. Unbroken Ground uses are artisans, which could be a cause the stories of Patagonia’s suppliers of thought for worry or celebration.) to explore agricultural approaches leadership. Stories about people: that could change our relationship also irresistible to the land and oceans. Patagonia is touring the film at events that Meet the Cabot Farm Families is feature the food and people who one of the best people-centered appear in the film. It’s one of the content campaigns in recent most thoughtful introductions of memory. It tells the stories of Cabot a sustainable product we’ve seen. Creamery Cooperative members through gorgeous black-and-white Substance: it’s what a photography, narratives and an white paper needs interactive map. Cabot integrates the Edison Energy’s The New content seamlessly into its website Energy Future—Challenges and and uses it effectively across social Opportunities in Corporate Energy media channels. The campaign also Management is a model of what a encourages people to tour the farms. white paper should be. Based on What better way to educate about extensive survey and interview sustainable farming and show cheese research, the paper explores lovers where their food comes from? corporate perceptions of the energy thinkshiftcom.com | Content marketing manifesto | 6

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