Brands need to think more like publishers
Brands are learning now that to connect with consumers, they must publish content. Some are really pushing that concept and have become media powerhouses.
Case Study: High-Quality Content Drives Real Revenue
“We wanted to try this as a low-risk experiment on the product level, which we had never done before.” The result: sales increased by a factor of 15.
The Most Interesting Man in the World? Not Online.
He’s the linchpin of the entire campaign, yet he and his wisdom are conspicuously absent from the microsite. The real opportunity of a site like this is to expand upon the content being served up at the mainstream level (TV and radio).
Pay no attention to that man behind the curtain.
Consumers are curious, and their appetite for content is insatiable. Feed them more than just your most polished and practiced marketing communications. Pull back the curtain.
If You Don’t Shoot in HD Now, You’ll Hate Yourself Later
There is so much well-produced video online today that people’s expectations are high. You don’t want to be the Cable Access Channel to your competitors’ MTV.
Vimeo + Honda Insight: The Medium is the Message
The Honda Insight page takeover on Vimeo is an inspirational model of what can happen when content and context are merged. It elevates both the Vimeo platform, beloved by users, and the Honda Insight brand. Their mutual willingness to take creative risks produced a visually stunning piece that far exceeds most Vimeo users’ expectations.
Giving It Away
You have a marketing story to tell. You’ve created valuable content. You’ve repurposed it into various formats, and you’ve exercised the foresight to create quality assets that you can repurpose infinitely. Now give it away.
Getting Mileage out of Your Content: Purposely Repurpose Your Video
Essentially, you want to generate great content that can get a lot of mileage. After you invest so much time and energy into your content, put it to work for you. Use it and reuse it.
Rumbln with Tumblr
Tumblr is a micro-blogging site with a rich set of features that can really amp up your content distribution. It is now in the adoption stage: the right time to wrestle with and establish a presence there.
If You’re Not on Scribd, You Should Be
Scribd.com made waves this week when they announced more formal relationships with traditional publishers – like Random House, Simon & Schuster, Workman Publishing Co., Berrett-Koehler, Thomas Nelson, and Manning Publications – to legally offer some of their content to Scribd’s … Continued
