Fool me once, shame on ... you?

mlns='> They can't get fooled again. [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 4.1.24 Connect with CMI Hi there, How do you feel about brands and April Fools’ Day content? “Please, no” or “Bring it”. I’m in the first group. OK, I smirked at a few campaigns on this list of the [“best pranks” from brands](. Are they hilarious, as the teaser promises? I suppose hilarity is in the mind of the beholder. But with deep fakes and AI-manipulated content lurking around every corner, doesn’t the notion of being “fooled” seem less fun right now? You’ll notice that the list includes zero B2B brands. Maybe that’s due to the reporter’s blind spot. Or maybe it’s because the idea of fooling your audience seems fundamentally at odds with the work B2B marketers do to establish trust every other day of the year. Ann Gynn wrote about [the brand risks of April Fools’ Day]( a couple of years ago. Her suggested guidelines for deciding to participate or not remain valid today: - If your brand has never used humor or the element of surprise in its content, don’t do it. - If your brand thinks of April Fools’ content as a one-day joke, don’t do it. - If your brand isn’t prepared to devote significant resources to develop a thoughtful, well-executed campaign, don’t do it. - If your brand leaders can’t weather criticism, don’t do it. Do you agree? Have you seen any great April Fools’ Day content from brands this year? I’d love to hear. [Let me know.](mailto:kim.moutsos@informa.com?subject=Fools%20hearted&elqTrackId=80F87D19600BFFAD08DD1D3C219A6D9C) In the meantime, here are some resources to help you do (and show off) your best work this month.  Kim Moutsos Vice President of Editorial Content Marketing Institute [Share your feedback](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback&elqTrackId=64550BB2B7DCF779B66C47D5721093C2)  ICYMI: [The Marketing Mandate for 2024: Build Stronger Bonds With Your Audience]( Just bringing your attention to Robert Rose’s advice about strengthening audience relationships. No particular reason to mention it today. :-)  April 14: [Content Marketing Awards Early Bird Deadline]( Have you spent the past year creating content marketing masterpieces? If you've been formulating strategies, crafting content, and pushing boundaries, you should get recognized for your work. Put yourself in the running for a Content Marketing Award. Submit your entry by April 14 for the lowest entry rates.  April 26: [Content Marketing World Lowest Rates Expire]( What can you expect when you attend Content Marketing World? [Watch five of the most popular sessions]( from the 2023 conference to see the kinds of inspirational speakers and actionable takeaways in store for you. Hope to see you this October in San Diego.  A Word From One of Our Sponsors Unlock the Future of Content: Dive Into Our Free AI E-Book Today! Discover the power of AI in transforming content creation and distribution. Explore practical insights, case studies, and expert tips. Download your free copy now and stay ahead in the digital landscape. [Download your AI e-book now »](  To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]