With the revolution in social networking websites and the ease for consumers to globally disseminate information at the click of the button, it is no wonder that the dynamism of Marketing is changing. It is in our nature to enjoy social interactions among friends and strangers alike, fuelled by the sharing and telling of stories. Cue the phenomenon of ‘Content Marketing’. So important is the area of Content Marketing that Coca Cola have now dedicated 20% of its $2.5 billion global marketing budget to improving the way they engage their target audience.
Coca Cola are looking to create ideas that are so contagious that they can’t be contained. They call this liquid. The intention of liquid is to create conversations that enable Coca Cola to capitalise on a disproportionate share of popular culture by turning users of their content into customers. This is a new level of Brand engagement. Companies aren’t just sending a message to their target audience and hoping they get a nibble, they are engaging with the customer to build a relationship. The energy drink manufacturer Red Bull is a leader in this area of Brand engagement.
Red Bull don’t just sponsor things, they own them. By watching and supporting the New York Red Bulls soccer team or the Red Bull racing team there is genuine consumer collaboration. Red Bulls success in content marketing can be attributed to the establishment of Red Bull Media house in 2007. Red Bull media house produces a vast range of traditional and digital content from operating a television company and publishing widely distributed magazines to producing films, documentaries and music. To date over 300 Million YouTube views have been generated from Red Bull content. This is an unprecedented exposure to the masses through viral content marketing.
Youtube has more than two billion views a day, spurring marketers to think up innovative ideas of promoting their brand. Digitalisation of content significantly reduces barriers to entry for companies. Many companies are now basing their growth strategies on technologies that facilitate content sharing and offer more personalised search results. There is a shift away from the conventional ‘telling of brand stories’. Organisations that fail to invest in creating innovative and unique content will be disadvantaged as customers rely on sharing insights with one another through sites such as Twitter and Facebook.
It is also vital that you target your audience on the right platform. If your audience are using Facebook or Twitter it is imperative to take your content to the audience on these platforms and make it more accessible for them to view and share. The content itself must be engaging and worth sharing. The more unique and captivating the content, the more likely it is for your audience to share it with other users. Research on brand Facebook pages indicates that the most popular content shared is pictures. Companies should tailor their content accordingly and ensure that it isn’t overly product centric or else there is potential to disengage the end user.
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