Content is King in 2013
Content marketing began with a company that produced little green machines, that company is John Deere. They introduced content marketing to their marketing strategy over 100 years ago by developing a branded publication for farmers. Providing them with useful information on how to improve their farming methods.
Although this term has been around for decades, many people are still not aware of the true definition of content marketing, so we thought we would enlighten you.
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable consumer action. It is the art of communicating with your target audience without hard-selling.
In today’s digital age, content marketing has moved rapidly into the online space with the assistance of multiple social media platforms. It is allowing brands to move away from the “push” model of marketing and embrace a natural “pull” marketing model. Generating a “pull” marketing model in your strategy can prove invaluable as it is focused on the long-term value of trust between a brand and a consumer.
There are many brands that are conquering content marketing, namely Redbull and Nike.
Redbull has carved a niche for themselves within the extreme sports market and target those who love to live on the edge. Their content marketing mirrors their positioning to perfection. There Redbull Stratos campaign which saw Felix Baumgartner push spacial extremities and free-fall from the stars, obtained over 32 million views on YouTube to date. That is just one of their videos in a series. It was live streamed and enabled consumers to engage and feel apart of history in the making.
View the Redbull Stratos video below:
Nike launched their “No Cup Is Safe” branded content video on the 14th January 2013, to date, this video has received over 9 million views. It provides consumers with entertainment and showcases two of golf’s biggest names. With that combination, you can’t go wrong. The Nike branding is evident throughout the video, but again, there is no hard-sell. We are just grateful they didn’t call it “No Hole Is Safe”, would have been awkward for Tiger…
View the Nike “No Cup Is Safe” video below:
Both of these cases indicate that the brands were taking consumers on a journey. The objective of this journey is obviously to increase revenue but to do so in a manner that their brand message is not forced upon consumers. We believe that content marketing is going to become an even more integral part of brands marketing strategy’s in 2013. This is the official year for brands to minimise on traditional spend and become their own publishers. Creating and curating content in more creative and dynamic ways. Be prepared to be entertained.
“Traditional marketing talks at consumers. Content marketing speaks with them.” – Doug Kessler
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