Content Marketing: it’s the latest buzz word. ‘Content is king’, it’s ‘here to stay’, it’s the next ‘big thing’. In the days of all-things-digital-and-social, consumers can’t get enough of the content—apparently. Also know as branded content, content journalism, brand journalism, digital entertainment, and a whole host of other names used to distinguish one companies efforts from another. It basically amounts to the same thing: create content that your audience can’t help but share.
In a way, all advertising and marketing is content marketing. There has to be something there to get your message across. The difference now is that we live in a fast-paced and highly connected world; and we also love to share our experiences; from funny videos to great ads, we can’t help but pass things on. With all the possibilities that social media offers, the days of one-way marketing communication are over. From the precisely executed huge budget efforts, to the accidentally viral marketing gems, here’s a round up of some of the best content marketing and branded content to get your creative juices flowing.
The Sainsbury’s Tiger Bread Viral Hit
Although this wasn’t technically a planned marketing strategy, the viral outcome lead Sainsbury’s to change the name of their famous tiger loaf to ‘giraffe bread’. It reached out to so many people, young and old, and tugged at our heart strings. What can you learn from this? Don’t be afraid to be human, no matter how large the company is. While you can’t expect every little touch you add to your customer’s experience to go viral, you still have to remember that people talk, and they would much rather be telling their friends about a great experience than an awful one.
This music academy pops up around the world and offers local musicians and music enthusiasts the opportunity to collaborate and create music. It’s a great example of a huge brand giving something back. Although not everyone can be expected to execute a campaign on this scale, it’s always important to remember to give something back to the community. It’s a great way to show you care, and an excellent way to create social media buzz.
Create a video, tell a story
Cartier did a pretty impressive job of this, with this stunning ‘feature length’ ad which took three years to make, cost millions, and required three panthers. Along a similar theme, this video from David Tart explains how his industry works, and sums up his skills pretty well. It’s entertaining, it’s fun, and it makes you want to watch it through to the end, and then to share it with friends.
The challenge today is to go beyond traditional marketing and find new and exciting ways to engage with audiences. So digital media is an obvious route to this; what better way to connect with your audience than providing entertainment when they’re least expecting it?