Compelling content marketing is a lot like a good story no matter what form it takes – told in person, at an event, viewed on a TV screen at home or on your smartphone while waiting in the checkout line. A good story is able to draw you in with characters that you can identify with and who face gripping challenges. Marketers and businesses know that it can be an effective way of getting straight to your desired audiences heart and mind. But the reality is that if storytelling were easy, there would be no shortage of great marketing campaigns and movie blockbusters.
A challenge for most businesses that engage in content marketing is to move away from selling features and price and instead focus on creating compelling and engaging content that conveys why your consumer should buy, read and engage with your brand. The impact of content that captures the attention of an audience and genuinely engages them is quite obvious, but how are businesses and brands creating compelling content marketing for their audiences. Lets take a look at what has been happening recently to get a few tips and ideas.
Content Marketing & Media
Compelling Content Marketing: The 2 Euro T-Shirt
A social experiment involving fashion for a bargain in Alexanderplatz in Berlin on the 24th of April, was the subject of this compelling content marketing video below. In an age where people are always interested in acquiring fashion for a bargain, could informing buyers of the conditions in which the clothes make a difference.
According to the experiment eight out of ten shoppers decided against it. The campaign was organized by http://fashionrevolution.org in memory of the 1133 workers killed in 2013 when the Rana Plaza garment factory in Bangladesh collapsed. The video has been viewed over 5 million times since being published late last month.
Huggies Presents: Meeting Murilo
Huggies has a video that has been gaining traction on the Viral Video Charts. As part of their #CountingTheDays campaign, this video has over 9 million views to date.
It tells the heartwarming story of Tatiana who lost her eyesight at the age of 17 and now can’t wait to embrace her son Murilo.
Jimmy Fallon & Jack Black Recreate “More Than Words” Music Video
Jimmy Fallon and Jack Black also provide a great example of compelling content. The duo who are great performers in their own right, provide a shot for shot nostalgic pick me up with their parody of the band Extreme’s “More Than Words” music video.
The parody is complete with wigs and recreated in what can only be described as great appreciation for the band and song. With over 17 million views it seems to have struck a cord with viewers.
Jimmy & Jack Black do a shot-for-shot remake of Extreme – The Band's "More Than Words" music video.
Posted by The Tonight Show Starring Jimmy Fallon on Monday, May 4, 2015
Content Marketing Know How
Stop the Checklist Mentality: Why You May Not Need a New Video, Podcast or Infographic
Michelle Linn makes us pause to think with her post. Does it mean you should be doing what other content marketers are doing? Is it right for your audience and the channel?
Perhaps the next time you are thinking about a new video, podcast or infographic ask – does the channel provide a better way for my audience to understand this topic or experience something that text alone can’t offer? If you can’t answer yes then think about whether it is the best format for your content?
10 Ways to Piss Off David Ogilvy
Demain Farnworth provides some insight into advertising great – David Ogilvy’s copywriting and content creation expectations. Apparently Mr. Ogilvy had a temper and was fond of lists. So here is his list for copywriting crimes that angered him.
How to Create an Authentic Brand Story that Actually Improves Trust
Neil Patel says stories serves as a catalyst and provide a framework to a business’s life.
To read stories is to synchronize our minds with the subject of the story or neural coupling as scientists would put it. He then goes on to provide some tips on how to use stories to improve your authenticity and trust.
Neil makes the point that customers should buy a part of the story not just be part of the story as in the act of making a purchase the customer feels they are buying part of the story. Much like Patagonia do. They talk about it in the video below.
8 proven ways autoresponders make email marketing more effective!
Joanna Pietryka reminds us that creating autoresponders can help save a huge amount of time in our compelling content marketing endeavors and also helps better adapt content to specific subscribers. The infographic below by Freshmail tells us about some ways in which they can make your email content marketing more effective.
Super Meta Infographic: Why Infographics Are Content Marketing’s Secret Weapon
The infographic above got me thinking about infographics and it just so happened that I came across this via OneSpot courtesy of Erica Boynton. This infographic on infographics provides a wealth of information on why infographics make for compelling content marketing. Check out the best practices and tools to use.