The Content Marketing is based on the creation and distribution of content that is relevant to a specific audience, in order to build strong relationships and create conversations around the brand.
It is no secret that the Content Marketing has established itself in recent years as an effective strategy to establish strong relationships with customers, fans and prospects of the company. Relationships based on credibility, respect and admiration.
Today, CEOs are integrating the Content Marketing (CM) as an essential part of their marketing strategies. As proof of this, a report of the Content Marketing Institute shows that 93% of marketers of the main global agencies are already using CM. Also, in an infographic by the Uberflip website, it is revealed that, by 2014, 68% of North America’s top executive’s directors strategies include creation and distribution of content within their strategic plans.
A brief definition
The Content Marketing is a strategy that is based on the creation and distribution of relevant content to attract and ‘catch’ the public with the value proposition of the company, either to promote an action or simply to trigger conversations around the brand.
The contents are created in a CM strategy can be visual (series, documentaries and even movies) or publishing (blogs, web pages, magazines).
One of the greatest differentials, Content Marketing is seeking to obtain consumer loyalty through content that focuses on expressing a closely related idea with the spirit and values of the brand, rather than on the publicising of attributes and benefits its products which have traditionally been used market.
Brands are working on building a corporate narrative, expressing a rich history creatively, to make people stop, look, read, watch and behave differently. Without history, there is no relevant content, and there is no relevant content Content Marketing strategy.
Intel, in partnership with Toshiba, invented social films, a new concept of entertainment that invites the public to take an active part in the construction and development of a movie by chapters. The Inside Experience (2011), The Beauty Inside (2012) and The Power Inside (2013) were the three productions that made the two brands under a single label production: Inside Films.
The second instalment was the most successful: they auditioned about 4,000 people from all over the world to play the role of Alex, a man who woke up every day in the body of another person. 26 were chosen to interpret. The Beauty Inside views reached 70 million and 26 million interactions with the audience. The strategy reinforced Intel’s flagship concept, ‘Look Inside’, as the public began to create conversations around the series and brand, giving the opportunity to be connected to the philosophy that the company proposes.
Video content can operate several senses at once, a quality that allows you to activate different feelings and thoughts. They also tend to have greater visibility in search engines: according to a study by Forrester Research, videos are 50% more likely to appear in the first results shown by Google, rather than the pages that have only text. And no wonder that brands use video to woo more and more customers to their real and to get new leads.
The chain of Mexican fast food, Chipotle, has committed to the creation of audiovisual products in recent years: he made two short animated. which reached 20 million views on YouTube. Its latest strategic move was the launch of an original series distributed by streaming platform Hulu – a channel that gives a character of ‘exclusivity’ of its content – where through a comedy continue to strengthen its concept of “Food with Integrity ‘.
Editorial and co-production alliances
The alliance between Chipotle and Hulu to launch an original series, is not the first co-production between two companies or contents surely be the last. Because several brands are also becoming producers and audiovisual media, content development creates unique opportunities for co-creation and positioning of products of different products.
In 2013, for example, Red Bull created 14 original shows like ‘Ride and Seek’, ‘Focus’ or ‘The Bakery’, among others, reflecting the athletic, energetic venture spirit of the brand. However, its most striking strategic move was the release of the video of Red Bull Stratos, which shows Felix Baumgartner jumping from the stratosphere, more than 38 thousand meters. According to an article in Advertising Age, the event was broadcast on 80 television networks in 50 countries. The live broadcast was distributed in 280 websites associated with Red Bull, reaching a total of 52 million views and establishing itself as the most watched streaming video in history.
However, the action did not stop there. In early 2014, GoPro, maker of portable video cameras, and ally in the production of Red Bull Stratos, published on his YouTube channel a video of eight minutes showing unpublished images of the moments before and jump Baumgartner. Although more than 50 million people had already seen the material Red Bull, publishing GoPro has achieved in just a little over a month, more than 13 million views.
One of the main challenges of a Content Marketing strategy is knowing distribute content properly, so as not abruptly discontinue the daily life of the people, but instead are presented as an option, where the public is to decide when, where, how and for how long access such content.
From this perspective, it is advisable to take diffusion characteristics that have some tools. YouTube, Vimeo, Dailymotion and other video channels, for example, have insertion functions that allow any website or blog to embed the contents of these channels directly in your publications, increasing and diversifying the points of contact that can have a video and multiplies your exposure.
Similarly, it is important to take advantage of social channels to distribute content, it is not enough to publish it once, but also repeatedly spread by different networks, so that people ‘have something to talk’ and Thus they share information proposed by the brand.
It is also important to work with influencers, to help enhance the credibility of the contents and ‘spread the word’, in order to create communities and connect people to achieve greater reach in time to implement the strategy.
It is also important to have your own website, where users and fans of the brand can find additional specialised content and where the audience has the opportunity to start a conversation directly with the company.
Produce editorial content provides an opportunity to build customer loyalty and have an approximate daily to the website of the brand visits, as long as content consecutively occurs, whether articles, news, stories or tales, among others, They are consistent with the brand values.
For example, in 2013, the multinational Revlon cosmetics in Colombia launched a platform called Pasarela Revlon, which was intended to inform women about topics such as fashion trends, makeup and music. While there was a link to the presentation of products, the proposal was focused on giving a voice to emerging designers, offering tips ‘nail art’ and tour the city in search of spaces that were setting trends.
Traditional media such as television or radio provide inaccurate data impact emissions. For example, the rating measures how many televisions are on, but not the number of people watching attentively the content.
Instead, multiple platforms such as YouTube and measurement systems available provide accurate data on who, what device, what time, how long, how often, among other indicators, connect to see the contents. For many brands this becomes an attractive, as they can understand the impact of their strategies and know more certainly who really want to talk.
User Generated Content or User Generated Content
Invite followers to co-create content is an effective way to create original pieces where brand users are those with the creative power of it. The integration of benefits and recognition are a key card to encourage public participation and create a strong community of loyal to the philosophy of the company people.
Airbnb, the company that offers travelers and tourists the opportunity to rent an apartment, a room or a house belonging to a resident in different destinations, originated the first collaborative short film made only Vines, made by supporters of the brand. To date, the video has reached over 300,000 views on YouTube and gave participants worldwide recognition for collaborating with the creation of the film.
In conclusion, successful Content Marketing strategies depend not only on developing content, but also to find creative solutions to distribute, consolidate and empower communities of users loyal to the brand and stand out amidst the immense amount of information in each network second. If it was consolidated in 2013 as ‘The King’, in 2014 content marketing will strengthen its ubiquitous nature.