Content marketing, far from being a new concept, is a very effective strategy not to underestimate. Propelled by new technologies and Web 2.0, content marketing is the new trend to follow!
“Sky is the limit!” Definitely yes, as long as the content is well controlled and stays relevant to your audience. Creativity and audacity are the keywords here: a must to catch the eye of your audience. Either instructive, entertaining or discovery, content marketing leaves potential for new ideas everyday.
Here we present five content marketing trends that you should consider.
1) Web Series
With more than one billion monthly active users, YouTube opens the door to a new use of the internet which is equally as effective as films or television: the Web-series. These short online videos can have an unlimited scope and generate viewers fidelity.
Bouygues Telecom has clearly understood this point. With its web-series “Dumas”, launched in 2012, the French telecommunications operator succeeded with ability to promote its products and to highlight its customer services. With humor and endearing characters, this web-series of 12 episodes charmed the users and became a reference in the field. See for yourselves:
2) The documentary and short film
The art of telling a story is priceless for a brand. Through tales, drama or fiction one can reach consumers in a more personal and therefore memorable way. A good mix of creativity and daring, that is all it takes to portray differently the brand values and make them more attractive for the spectator.
For its part, the documentary allows to present more authentic values and emotions that are sometimes difficult to convey through a simple advertising.
Take AEG, a division of Electrolux in laundry appliances, who released a documentary on fashion technological innovations in 2014. The documentary presents current research done in the fashion industry to produce environmentally friendly, biodegradable and even organic fabrics. With nearly half a million views on the Internet, this production was presented at various fashion and cinema festivals all over the world which earned them a lot of attention. AEG example demonstrates that it is possible to reach its target audience and to convey a message without the intermediary of advertising.
3) The microsite and blog
The microsite or the blog can target a specific market working on a particular theme or topic. These two tools not only generate brand awareness but also help position itself as an expert in its field. A good example here would be the microsite “Milan Fashion Week” made by Fendi in 2013. The site presented exclusive photos, videos and behind the scenes of the event. This initiative was very rewarding for the brand that had already a great social media presence. The microsite targeted their usual customers, fashion and haute couture lovers, then redirected them to their website and to their social media pages. It was a perfect strategy to increase traffic towards their many platforms and to strengthen their image as fashion experts.
4) Games and interactive activities
Many brands are taking the direction of entertainment content. We are talking here about online games, treasure hunts, collaborative projects with social media followers, etc. Because they are accessible to a wide audience and proved to be very pleasing to interact with, these initiatives can generate a lot of attention and develop strong relationship with the users.
In 2011, for example, Citroën launched DS4 Seekers contest. Participants were invited to look for virtual Citroën cars hidden all over London. Helped by Google Maps, participants would interact with the city in real life as well as virtually . The contest turned out to be a real success; thereby, this strategy drove the launching of the car to new levels.
5) Events
Whether it is physical or online events, these meetings help build a strong brand culture and strength the relationship with its customers.
Red Bull is a shining example, in this case, with its extreme sport competitions that earned the brand a strong reputation. Everything is later exposed on television and on their website: Live Redbull : Live Redbull
Video: a key tool for content marketing!
Content marketing is not promotional disguised advertising. The goal is not to sell a product, but to share an idea; that is the key of this marketing strategy! A good communication strategy can then help the overall project get to success.
Video is a powerful asset in this situation both for content production as well as for the promotion. The use of behind the scenes, making-of and summary videos will help bringing up the human side of the brand and creating a strong connection with the audience.
Do you have any comments? Any questions? Other examples that are worth sharing? Let us know, we would love to hear from you!
