Content marketing is now established as a necessary part of doing business today. Companies should leverage sophisticated tools to ensure that their content creation and delivery reflect best practices in the industry. Not doing so could mean missing out on many valuable opportunities. When creating content, you should focus on making it informative and entertaining. Instead of advertising products directly, let your video content speak to your brand culture and earn you “cool points” with your prospective customers.
Content marketing is here to stay
Knowing how to make content as engaging as possible is a must for every business. Content marketing is now one of the most important ways that companies advertise themselves and expand brand awareness. According to Marketing Land, by 2020, the digital universe will grow 300 times to a total size of 40,000 exabytes, or 40 trillion gigabytes. IBM pointed out that up to 90 percent of the world’s global data has been created in just the last two years. Additionally, one in six enterprise organizations spend $10 million a year or more on their content production. This activity shows how popular engaging content, especially video, is.
Marketing Land also noted that Coca-Cola currently spends more on content than it does on TV ads. Additionally, Nestle employs an editorial team that produces digital content every day, and Red Bull has a team of 135 professionals just for its media house. It is obvious that major companies are not engaging in these efforts without a good reason. The effectiveness of content marketing is proven again and again in today’s business environment. Organizations use high-quality content to engage customers and define their brands. As such, the global content marketing industry is growing fast because it is profitable and influential. A PZ Media survey of branded content found that marketing revenues grew by 14.4 percent in the first quarter of 2015. Much of that gain was attributed to marketers directing their content toward the Generation X and millennial demographics. These generations are accustomed to video marketing and enjoy viewing entertaining content.
Not all content is created equal
Internet Retailer pointed out that in the Information Age, content is king. Especially given the rise of e-commerce, where retailers rely on social platforms to advertise and create awareness of their brands, content serves a critical function. Content is created to bridge the gap between product research and browsing for many consumers. Entertaining content can engage consumers on a deep level and distinguish one retailer from the other. YouTube is awash with examples of this.
It is important to point out, however, that not all content drives e-commerce sales with the same force. Content that is informative, narrative-driven and entertaining is the best for enhancing brand image. Things like quality product information and customer reviews help engage consumers and deliver a satisfying shopping experience.
Entertaining content is best
Entertaining content refers to any content that consumers enjoy, without overtly asking them to buy something. Internet Retailer pointed out how Burberry created music videos of popular musicians that accomplished this. Not only were the videos entertaining, they also established Burberry as a fun brand. Any company can use content to inspire positive brand feelings and improve perception.
One of the best ways to make engaging content is to use enterprise video solutions. By investing in the right software, you can give your company a competitive edge and allow your marketing department to create the best digital videos possible. Video is engaging, informative and fun. Don’t miss out on valuable opportunities that entertaining content can open up for you.