Let’s face it. People are tired of constantly being bombarded by television ads, online banner ads, YouTube ads and more. The list could go on forever. Today, advertisements are viewed as an interruption to our entertainment, and are therefore, something that we wish we could bypass. So how are we supposed to advertise and market to consumers today? It’s simple. Make the marketing tool itself the entertainment.
Content marketing is defined as “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.” The goal is to create content that represents and generates enthusiasm for a brand while simultaneously entertaining the consumer of the content. Let’s take a look at some examples…
Red Bull reigns king when it comes to content marketing. If you take a look at the videos on its official YouTube page you won’t find any television ads of people drinking Red Bull anywhere. In fact, at first glance of its YouTube page, it hardly contains anything about the drink at all. Instead, you find pages of videos promoting the Red Bull brand through extreme sports videos. Someone interested in surfing may browse through an array of surfing videos, and this can be enough to shed a positive light on the Red Bull brand for that person.
If you haven’t heard of it, Mutual Rescue is a company that promotes the adoption of animals by showcasing the mutual satisfaction between animals and humans when any adoption takes place. Rather than create a television or online ad telling people to visit a local shelter and adopt an animal, Mutual Rescue creates videos that tell stories about people that have been impacted by an animal that they’ve adopted. These videos are intended to stir up emotion within the viewer and encourage them to adopt their new best friend. These videos are very popular and enjoyable; something that is not always the case with generic television advertisements on the same topic.
If you’re reading this right now, you’re interacting with content marketing! Blogs are a great example of content marketing because they entice someone to interact with a brand in a different manner. Company blogs usually consist of that company’s views on topics and issues within its particular industry.
Content marketing is becoming one of the only ways to capture a consumer’s attention. Therefore, it is crucial that an organization knows how to do it well. It must determine its primary audience’s interests and tailor content to appeal to it. When creating the actual content itself, the company’s brand must be weaved throughout it. Give content marketing a chance the next time you need to market to your audience.
By: Jason Phillips, Account Executive
Twitter Handle: @jasonphillips71