'Tis the Season to Watch Hallmark

(Merry Stockings)

Around this time last year, my mom and I were watching a holiday movie on Hallmark. The plot was predictable, and a little corny. But something my mom said has stuck with me, she said "these movies are so relaxing." It's true. Although we knew the movie would probably never be an Oscar contender, there was something inherently comforting about it. Well it turns out that was part of Hallmark's content marketing strategy all along!

(E Online)

Ultimately, Hallmark's content marketing strategy is more than just selling a brand but about catering to a need for comfort and belonging, especially during the holiday season. The Content Standard published an excellent piece by Taylor Holland on Hallmark's thoughtful content marketing strategy. The piece shows just how well Hallmark knows its customers and how it creates curated content all year long.

Ann Herrick, Marketing Director at Hallmark Gold, believes the first step to great content marketing is knowing your customers. Through extensive ethnographic and qualitative research, Hallmark is better able to understand and define its target customer. Herrick describes their core customer as a woman who believes that life is inherently good and takes pride in nourishing her relationships. I would say this describes me and my mom pretty well.

Hallmark also utilizes social media to talk to consumers in real - time. Herrick says the Hallmark marketing team reads every single comment on social media to better understand what consumers thought of the story and also how it affects their lives. Many marketers think about what actions a customer might take, but not about how content makes a customer feel. By looking at viewers thoughts in real time, Hallmark understands how to create that feeling of comfort and attachment.

(Hallmark Instagram)

In order to spread the good word of caring, Hallmark created the #CareEnough challenge. The challenge simply encourages people to share their small or big acts of caring using the hashtag #CareEnough. Hallmark also partnered with mommy bloggers to create sponsored content (e.g. Mommy Shorts & Kelle Hampton). Hallmark did a good job of being clear that the content was sponsored by Hallmark, without actually promoting any Hallmark products.

What I found most inspiring about Hallmark's content marketing strategy is the way in which the brand transcends through many different platforms. Hallmark is able to capture the magic of the holidays through movies, greeting cards, and ornaments. Herrick explains that Hallmark even sends greeting cards to its most loyal customers. Can you imagine receiving a greeting card from a brand without any sort of promotion? It's almost unbelievable.

(Hallmark)

I was pleasantly surprised to learn how robust and meticulous Hallmark's content marketing strategy is. Although Hallmark operates in two spaces that are so - called dying industries - cable television and retail - the brand has found a way to make authentic connections with its core customer.

I would recommend that Hallmark push content through Pinterest as well. This is a platform where many of its core customers would be and would be eager to interact with a brand. For example, Hallmark could create boards with holiday inspired crafts using branded greeting cards or ornaments.

(Pinterest)

Overall, I believe Hallmark is doing an excellent job with its content marketing. The brand has a great understanding of its customer and works to personalize offerings for them. The best part is that Hallmark uses its content to inspire positive feelings in consumers. In today's ever changing world, almost anyone can appreciate that. So this year when you settle down to watch a Hallmark holiday movie or when you're sending your grandmother a holiday card, don't forget to let Hallmark know about your experience!