The #ContentChat Bulletin

The Content Chat Bulletin: I Never Anticipated This Would Be My New Favorite Content Marketing Case Study

Published 8 months ago • 6 min read

You may have noticed that everything's looking, well, a little pink these days.

And not just any pink—we're talking Superstar Barbie hot pink, friends!

Pink froyo, pink hamburgers, pink social profile frames, pink houses. All in support of a movie opening this Friday about a middle-aged blonde who's got some reputation management to do.

Unlike your typical summer blockbuster movie campaign with its deluge of ads and a fast food tie-in, the marketing team behind the Barbie movie has created something that—as my #ContentChat guest today, Jason Falls noted—is going to be an integrated marketing case study taught in marketing classes for years to come.

It makes sense that a brand that's all about co-creating stories with its customers (because that's what kids are doing when they are playing with the dolls—they're creating and acting out their own stories) had a similar approach to the campaign.

When fans started making their own Barbie profile photo frames, Mattel stepped up and gave everyone an official one. They also partnered with influencers from all walks of life to share Barbie-themed content. There was even a Malibu Barbie cafe pop-up with Insta-ready decor just waiting for its selfie moments.

But it didn't stop there. There was the Barbie Dream House on AirBnB, and even a Barbie profile on Bumble. All those places where grownups go to daydream about our lives had their own little vignettes of Barbie content.

And it worked. I've been part of so many conversations about Barbie over the past month with people who I didn't grow up playing Barbie with.

I let the haters know my Barbie had a beauty salon on top of her townhouse, where we used to give Barbies haircuts and the occasional (water soluble) dye job. I also built Barbie apartments for her friends, wallpapered in scraps, and filled with furniture I had my grandpa build on his lathe. And, of course, there were all the high-fashion, punk rock outfits I made for Barbie, too. As an only child, instead of feeling lonely, when I didn't have friends over, I'd talk to my Barbies and live out my fancy future city girl dreams.

While I don't think I converted anyone to the Barbie fandom, I think I did give a good counter perspective to what it was like to grow up playing with the dolls.

So, wait a minute. That means I've spent the better part of a month talking to people IRL and on the Internet about a 50-year-old brand I haven't actively engaged with in 30+ years. When was the last time *that* happened? Now that's what I call some seriously exceptional content marketing.

Coming Up on #ContentChat

Content Chat is my weekly Twitter and LinkedIn audio chat focused on sharing expertise and ideas amongst the content marketing community. Join the conversation on Mondays at noon Pacific / 3 p.m. Eastern. Be sure to mark your calendar to join the #ContentChat community and me for these upcoming guests:

  • Today on #ContentChat, Jason Falls (@JasonFalls) and I explored why influencer marketing is still a smart content marketing strategy. Listen to the recording on LinkedIn to gain an understanding of what influencer marketing is, the types of influencers brands should consider engaging with, and proven ways to ensure a successful partnership.
  • Next Monday (July 24), we’ll join Laurie Kretchmar (@LKHere) to discuss how to create and activate a content strategy framework for better content marketing. Laurie will explain her “create content, amplify it, and build your network” (CAB) methodology, and we’ll discuss how content marketing teams can improve each step of that process.

​Get Involved with #ContentChat

Want #ContentChat on your calendar? Use this link to follow our calendar, so you never miss a chat.

We're booking guests for August and beyond—send us your pitch!
Are you a content marketing practitioner or consultant who is interested in being a guest for an upcoming edition of #ContentChat? We’d love to see your topic pitch via our Content Chat guest submission form.

Content Marketing + Related Jobs

SVP, Chief Content Officer, Mission North
Mission North works with technology and science companies that are redefining their markets and tackling some of the biggest challenges of our time. The Chief Content Officer will lead a team of content strategists and writers responsible for planning, producing, distributing, and measuring the impact of integrated content programs for its enterprise, life sciences, fintech, sustainability, and consumer clients.

Persona Development Manager - Content Marketing, Siemens.
Siemens is a global technology company that applies digital transformation strategies to solve industry, infrastructure, transport, and healthcare problems. The brand is hiring a persona development manager to build digital experiences (emails, blog posts, landing pages, ads, etc.) from a customer-first lens. The individual will help research, build, augment, and streamline Siemens' persona libraries across industries and develop strategies for the adoption of these personas.

Senior Copywriter, Intuit Brand Storytelling & Experiences, Intuit.
Intuit provides technology solutions—including Credit Karma, TurboTax, and Mailchimp—designed for consumers and small businesses, with a primary focus on financial solutions. The company is seeking a senior copywriter to join its Brand Storytelling and Experiences team to help create world-class events and experiences for its employees, customers, and partners. This is a hands-on copywriting role for external-facing projects and events spanning live, virtual, and hybrid formats.

Freelance Senior Blog Editor, Semrush.
Semrush is one of our favorite SEO and digital marketing tools. Its marketing team is looking for a freelance senior blog editor for its organic search team to proofread and edit content for AP style and serve as a gatekeeper of content quality.

Social Media Lead, Miro.
Miro is a digital collaboration platform used by 50M global customers for remote and distributed team communication and project management. The company is hiring a social media lead who will grow Miro’s presence across channels, foster enthusiasm among its fans, and drive a sense of community.

Content Marketing Manager, Chainalysis.
Businesses, banks, and governments use Chainalysis to engage with cryptocurrency and protect consumers. Its team is seeking a content marketing manager to increase and amplify its storytelling efforts, drawing on the brand’s proprietary blockchain data and research.

Are you hiring? We can help!

If you have a content marketing contract position, full-time job, or freelancer opportunity, reply to this email and let us know. We are always happy to share jobs with the community.

NEXT WEEK: AI: The Ultimate Wingman For Your Brand Voice

All summer MarketingProfs has hosted weekly sessions to help you use AI to its fullest potential. This week, the always equally fun and informative Ruth Carter, Esq. will discuss what you need to know right now about AI, content, and the law.

Next week, I’m thrilled to discuss how AI can be the ultimate wingman for your brand voice. I can’t wait to show you how to use AI to:

  • Identify your competitors’ brand voice so you can differentiate
  • Document brand voice, style, and tone for different writing types
  • Stay on current messaging for products and campaigns

Register here so you don’t miss out! The event is free for MarketingProfs PRO members.


How to Use Visual Storytelling to Create Better Brand and Thought Leadership Content.
Your content should take your readers on a journey. Visual elements can be a great way to enhance this journey and help you stand out from the competition—but it takes more than just pretty pictures to tell a story visually. In this #ContentChat recap, Dayana Cadet and I explain how you can approach visual storytelling for your brand or thought leadership content (including a spirited discussion of why the Barbie movie’s marketing is perfect).

Affordable Excellence: How to Hire Top Freelance Writers at Lower Rates.
There are a lot of talented freelance writers available for work, but can your budget support bringing on the help? This post from Kristen Hicks shares six strategies to hire great freelancers more affordably, including a few tips from me! For starters: consider offering a three-month retainer! Many freelancers are open to considering a discounted rate if you sign for an extended period.

When Should You Use Generative AI?
As per usual, Christopher S. Penn has shared more incredibly helpful thoughts about when you should use generative AI. This article and podcast episode breaks down three factors to decide when to use or not use generative AI. Sign up for Christopher’s newsletter to get all his insights straight to your inbox.

A Deep Dive Into Sales Enablement.
My friend Pam Didner is an expert on all thing sales enablement, so I had to have her join #ContentChat to share her best strategies and tips. Pam expanded on the conversation over on her blog—check it out to learn what sales enablement is and how content marketing and sales teams can collaborate!

Developing Shows: Behind the Scenes at Social Media Examiner.
Want to learn how Social Media Examiner launched a new show (video and audio podcast) in nine weeks? Its team shares their secrets from production to distribution and measurement. I especially appreciate their discussion of YouTube, because now that we are on video, I’ve started sharing our #ContentChat recordings there, too!

Keyword Mapping for SEO: Guide + Free Template.
Keyword mapping is a must-do for SEO because it helps optimize your site’s structure and content (and it can help you prioritize your upcoming content creation). If you’re new to keyword mapping or want to try a new template, Semrush explains how to complete a keyword map in three steps.

Until next time, stay safe and be well!


Erika Heald, Founder & Lead Consultant
Erika Heald Marketing Consulting
Twitter: @sferika​​
Threads: @MisserikaSF

The #ContentChat Bulletin

Erika Heald

Erika Heald is the host of the weekly #ContentChat LinkedIn Live video podcast for content marketers, held Mondays at noon Pacific. As a B2B marketing consultant, she helps organizations define and execute content marketing strategies that drive business and professional growth. As a creator, and gluten-free blogger helping people discover gut-friendly farm-to-table food. She frequently speaks at B2B marketing industry events on employee brand advocacy, content strategy, customer experience, AI readiness, and social media topics. You can find her on her blogs and

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