Can Content Marketing Tackle Invasive Catfish?

In this episode we interview Matthew Scales, Seafood Marketing Director at the Maryland Department of Agriculture, about how he uses creative campaigns to get people to eat invasive blue catfish. What you'll learn in this episode:How a state agency turned a serious environmental problem into a memorable content story anchored in a blue catfish eating competition at the Maryland State FairWhy Matthew pushed the initial amateur contest idea further by partnering with Major League Eating, Maryland Lottery, Maryland Sports Commission, tourism groups, and local businesses to build a bigger momentWays to engineer user generated content by inviting creators and competitive eaters who show up ready with phones, tripods, and engaged audiencesHow to think beyond traditional press releases and social posts and design events that naturally produce B roll, photos, blogs, and media hooksThe mindset of saying “yes and” in brainstorms so you stack ideas instead of shrinking themPractical metrics you can use to judge a stunt style campaign: impressions, earned media, time on key web pages, and shifts in product movementHow Matthew connects content performance back to real world outcomes like demand for blue catfish from processors and restaurantsText us what you think about this episode!