| Priscilla Ramirez 
The holiday season is here and PR and marketing experts are hard at work creating and sending out their holiday-themed content. As we see in 12 Days of Content: A Holiday Guide for Content Marketers, this time of year presents a number of different angles for spirited storytelling. No matter the industry, the season offers everyone ample opportunity to show their creativity and step outside of the corporate-announcement realm. Like a delicious casserole, our latest Content We Love by the National Pork Board layers multiple seasonal angles and compelling content elements to cook up a multimedia news release that warms the hearts (and bellies) of its audience. In National Pork Board and Chef Doreen Colondres Team Up to Inspire Goodwill This Holiday Season, the NPB shares the joy of food with delicious recipes, a promise to donate to families in need, and – most importantly – inspiration and ideas to help their audience give. At the heart of this Content We Love is a series of pork recipe videos featuring celebrity chef and spokesperson Doreen Colondres on NPB’s Spanish-language site PorkTeInspira.com. The site features a collection of "Inspirate a Dar" or "Be inspired to give" digital greeting cards which can be shared by consumers on social media. For every card shared, NPB will donate one pound of pork to VELA, a volunteer organization that serves the East Los Angeles Community. "Acts of kindness come in different forms – a hug, a gift, or a home-cooked meal," says Colondres. "I personally enjoy cooking for family and friends, and this year, together with the NPB, I am inspired to take it a step further by sharing a meal with those in need." 
The goal of this content is to inspire participation that results in donations. The NPB achieves this by utilizing a number of effective tactics in their approach. Here are four of the tactics you can incorporate in your own strategy to satisfy your audience’s appetite for engaging content. 'Hit home' with a niche audience: By reaching out to Latinos – a demographic known for strong family values, holiday traditions, and authentic home-cooked pork dishes – the NPB reaches a primary consumer in their industry with content that is relatable. Sadly, a significant percentage of the Hispanic population also faces food insecurity. Aiming to address this, the NPB vows to donate pork, a commodity within Latin culture. Show your spirit: As we are continuously inundated with consumer-focused news during the busiest shopping season of the year, it's easy to get lost in the bustle. Often times, the best way to stand out is to bring it back to the basics by focusing on the indispensable aspects of the holiday season. By taking a stand to contribute to those in need, the NPB reminds us that this is a time of giving and provides an opportunity to do so. Cover your bases: The NPB maximizes their efforts and boosts visibility through a multi-layered, multimedia-rich campaign that features mouth-watering videos, photos and downloadable content. They also leverage a multi-channel, bilingual promotion strategy, repurposing their multimedia assets on social media and the PorkTeInspira hub and making the release available in both English and Spanish languages. Leave an inspiring impression: Inspiring the gift of giving is a powerful move. Psychological studies show that people who give tend to be happier overall, and research suggests that generosity often triggers physical reactions leading to feeling better and even healthier. The NPB is not only making donations, but they draw awareness to the issue and encourage others to help the cause. As a result, families in need are blessed, those who contribute feel great about themselves, and the NPB is recognized for initiating it all. A win-win-win scenario. The NPB executed an effective marketing campaign with this multimedia news release that not only sends a powerful message about their company values, but will also impact lives in a positive way. Be inspired this holiday season to get creative in your philanthropic efforts and in your promotional approach. If you’re unsure of the impression you’re leaving with your audiences, ask yourself this question: Are you setting out to make a difference or are you just making a statement? For additional tips on creating and distributing compelling content, download Setting the Record Straight: Press Releases that Stand Out in the Digital Age. Author Priscilla Ramirez is a customer success representative for channel and advocacy marketing at PR Newswire. | 
