Content marketing is a buzz phrase for a reason – it’s the new key to consumers. When you are considering production of a brand intro video, keep in mind that the ultimate goal of all content marketing is to build consumer engagement and brand audience. Read on for five tips to get you started – and see how five big brands are putting these tips to use.
1. Build brand affinity and new audiences
A good brand intro video will effectively communicate its information. But an excellent intro video will create an experience – and that memorable online experience translates to offline brand affinity. The American Express Unstaged program, for example, provides live streams of big name concerts along with exclusive footage for fans. Instead of a message, fans are provided a rewarding experience and a positive association with the American Express brand.
2. Think outside the box for customer engagement
Brand partnerships and mixing online and offline media are great and often unexpected ways to improve customer engagement. Take L’Oréal’s Garnier Fructis. The brand teamed up with Rolling Stone for content marketing campaign centered around “discovering” new musical artists. Fans voted, and the winner appeared on the cover of the magazine. In a brand intro video, a clever, offline call-to-action can increase consumer engagement and help keep your brand relevant.
3. Distribute your content via search and social networks
Excellent web content, especially an intro video, is useless if no one sees it. That’s where search engine and social media exposure comes in. Virgin Mobile is tackling the issue of exposure with their “Virgin Mobile Live” newsroom, which blasts its unique blend of content across Facebook, Twitter, and other social media sites, where it gets shared on a massive scale. The more eyes on your video, the more chances you have to reach potential new consumers.
4. Invest in appropriate resources to ensure content ROI
This tip applies well for content marketing that fuses online and offline initiatives. The Marriot’s Renaissance Hotels branch, its business and travel-focused “lifestyle” brand, developed a website specifically to guide its guests to local attractions near its hotels. The goal was to create an offline experience, and then build a conversation about it online—a strategic division of resources that eventually yielded record website traffic, program growth and user engagement.
5. Make sure content accurately represents your brand
Brand accuracy is paramount: consumers can always tell when content, be it intro video, contest or messaging, is misrepresentative. That doesn’t mean you can’t get creative. Vanguard, an investment management company, created a series of fake trailers spoofing movie genres. The unusual, humorous content and its timely launch (coinciding with the summer movie season) and in-theater placements garnered Vanguard well-deserved attention, both on and offline – which, after all, is the whole point of a brand intro video in the first place.
If you are too busy to take on the extra hours it takes to create exposure for your company, Rip Media Group will do it for you. After our discovery sessions, we can become your digital marketing partner as we have done for multiple businesses like yours.