In the past few years, content marketing has become the go-to strategy for most brands, with the likes of Coca-Cola, Microsoft, HSBC, Intel, Great Eastern, GoPro and more. But while many brands are eyeing the move, not all of them have their finger on the pulse. Marketing explores issues and strategies for the content marketing wave.
The power of online video
“Facts tell, but stories sell.”
Perhaps more than any other media in the modern content marketer’s arsenal, video is a strong storytelling medium. It helps marketers cut through the clutter with a differentiated voice, and increases information retention, brand perception and the quality of the message it delivers.
Earlier this year, Aberdeen’s research on content marketing and management with Brightcove found that successful brands were more likely to incorporate video into their content marketing mix. In fact, companies using video experienced almost twice the rate an average website did in converting traffic compared with those that didn’t use video. Read more here.
Building trust, loyalty and the revenue pipeline with content marketing
Getting customers used to be a simpler affair. Stick enough ads in people’s faces, and they would notice and buy. But marketers these days face a whole new challenge.
Take Susan, who leads the marketing efforts at a wireless systems vendor. She cooked up the prettiest, smartest ad campaign that anybody had ever seen for her company’s new router, and it grabbed hundreds of eyeballs each minute online and on the street. But sales didn’t leap through the roof. Read more here.
Case Study: Michelle Bridges 12 Week Body Transformation (12WBT) programme
Online video has been the lynchpin of the Michelle Bridges 12 Week Body Transformation (12WBT) programme. Created by Australian personal trainer Michelle Bridges in 2010, the unique 12-week online exercise and mindset programme has since established itself as a household name across Australia as the online portal for exercise and nutritional programmes. Read more here.