Actions speak louder than campaigns

mlns='> Your Juneteenth content shouldn’t be all about you [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 6.17.24 Connect with CMI Hi there, Wednesday is Juneteenth. It’s the newest of all federal holidays in the U.S., though the event it commemorates took place long before Martin Luther King Day and even Presidents Day were established. Many brands are still figuring out the best ways to acknowledge the new holiday. So far, their efforts have been met with skepticism, according to new research. [YouGov]( finds that 37% of Black consumers believe that brands don’t really care about the holiday. Ouch. And yet, three-fourths want the brands they buy from to take a stand on social issues that reflect their core values. So, what to do? Well, first, don’t try to enter the conversation with pandering campaigns and color-washed product promotions. And if your messaging conflicts with your brand’s actions the rest of the year, understand that your brand credibility may take a hit. Then, if your brand plans to act in recognition of the issues Juneteenth celebrates, check the guidance in these articles and toolkits from [Adweek]( The Smithsonian’s [National Museum of African American History and Culture]( and product customization company [Gelato](. Ideas include: - Creating a library of content that educates your employees — and your audience — about the significance of the holiday and the history behind it - Giving your social platforms over to authentic voices — including your Black employees — who would like to share their experiences - Sharing content that promotes Black-owned businesses in your industry or raises awareness of Juneteenth events in your local area. Which reminds me: CMI won’t be publishing content on Juneteenth. But we’ll be back in your inbox on Thursday. In the meantime, here are a few resources to help you do right by your brand and audience.  Jodi Harris Director of Editorial & Content Strategy Content Marketing Institute [Share your feedback](mailto:jodi.harris@informa.com?subject=CMI%20content%20feedback&elqTrackId=C78334B47849D341D3EB845595B6607C)  ICYMI: [Why You’ll Never Create Customer-Centric Content Unless You Focus on This]( Will your brand's conversations insult and alienate your audience or compel them to lower their defenses and engage? The answer may depend on the level of inclusivity and empathy you show in your approach.  Tuesday Webinar: [Unlocking the Power of TikTok for Agencies]( | 2 p.m. ET/11 a.m. PT TikTok’s popularity makes the platform well worth adding to your agency’s areas of social media expertise. Join this webinar for lessons from successful brands on establishing a strong presence and making TikTok a cornerstone of your clients' digital strategies. Register to watch live or on demand when you have time.  Thursday Webinar: [MasterTHIS: LinkedIn Ads for B2B]( | 1:30 p.m. ET/10:30 a.m. PT LinkedIn Ads offer unparalleled targeting for B2B companies, but those advantages come with a hefty price tag. In this webinar, you’ll learn how to avoid budget-busting pitfalls while building a better pipeline and get advanced tips for benchmarking your ad performance and staying ahead of your competition.  This Week: [Reach New Heights With 20% Off Certification]( Looking to sharpen your skills and advance your marketing career this summer? Proper training is essential for achieving those goals. Enroll in the CMI x AMA Content Marketing Certification program and get a 20% discount when you sign up by this Friday, June 21, with code EXPLORE20.  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]