When people ask me what I do, I say “run a content marketing agency.”
When I get blank looks, I say “I write blog posts and articles all day.”
This, they understand. But I take it for granted that others — not content marketers, but still people who need to write content for their businesses — know the best way to set up their time to be effective at writing, and maybe that’s not the case. So I wanted to share how I structure a typical day in the hopes that I can help you be more productive in producing your own content!
Your eyes would cross if you saw my Google Calendar. It’s filled with colored block after colored block of tasks and reminders. I do this so that I get a digital ping to remind me to switch my focus to the next task when the time comes, and so I never forget to do anything.
My big tip when it comes to using a calendar for your time is to block off a chunk of time to write several blog posts at once. Because you’re already in the zone and thinking about your blog, it’s worth it to spend several hours writing many posts, rather than writing one every few days. This also helps you stay ahead with your content, but we’ll talk about that in a minute.
Getting Ready to Write
Topics for blog posts come to me at the oddest times. While cooking dinner. Walking the dog. Sleeping. I do my best to put the ideas down in a spreadsheet when they come to me so later I don’t have to struggle to remember my genius thought.
Then when I’m ready to write, I can almost go on autopilot, since the idea is there waiting for me.
When I sit down to write, coffee steaming on my desk, I start by prepping with research. I like including statistics and data for much of my content, so I Google whatever I’m looking for and leave those tabs open (free tip: try to keep your research and links within the last year).
Then I go back and skim the content I found to glean the juicy tidbits I want to quote and link to in my article (another tip: always, always link to your source).
Once It’s Done
After I complete an article, I get up and walk around. Taking a break from what I’ve been working on lets my brain set the refresh button. Then when I come back to my desk, I can see the article with fresh eyes and catch errors more easily.
Then I read the article aloud. Doing so forces me to slow down and listen to whether or not the article flows off the tongue. Wherever I trip up, I edit to sound better. I also look out for grammatical errors.
Storing Nuts for Winter
Because I spend a block of time writing more than one post, I’m usually covered in terms of content for several days, if not weeks. And for my clients, I like to complete all their assignments for the following month before the end of the current month.
If I have an upcoming vacation or end up getting sick, I don’t have to stress about getting content put up on my blog. It’s already there, scheduled and ready to go. Advanced planning saves me from being stressed over the process!
I hope a glimpse into how I manage my content production helps you with your own!
Take a load off and let Media Shower handle your content marketing needs. Get a free trial today!
You’ve probably stayed at more than one Marriott hotel during your lifetime. Maybe you marveled over the upscale linens or the great balcony view. What you might not have known is that Marriott doesn’t just do hotels — it also does content marketing, and well.
Storytelling as a Content Marketing Strategy
Story matters, whether you’re reading a book over your morning coffee or creating content.
You might remember our interview with Paul Furiga, WordWrite Communications’ president, CEO and chief storyteller from last year. Furgia reminded us that content marketing isn’t just about SEO and CTAs and conversion rates; it’s also about story.
J.W. Marriott, a company known for hospitality instead of content marketing, has created a benchmark for every marketer in the world through its recent groundbreaking efforts. Just as the company spares no expense when designing, building, and furnishing hotels, Marriott went all out with its content marketing campaign, going so far as to create its own content studio.
“Two Bellman,” the short movie featured above, is just one creation that proves Marriott’s devotion to storytelling. The company used music, choreography, acting, intrigue, suspense, and humor to create a delightful film that simultaneously educates and entertains the viewer.
What more could you want from a piece of content?
Go Big or Go Home
You can see Marriott’s devotion to content marketing in every video it creates.
While “Two Bellman” might stand out as Marriott’s greatest hit, a quick scan of the company’s YouTube channel proves that J.W. Marriott doesn’t ever phone it in. This clip about Marriott Rewards at a Bali resort combines music and trendy visuals to make you want to board a plane right this second.
Do you have Marriott’s content marketing budget? Maybe not. But that doesn’t mean you shouldn’t shoot for the stars when you put your brand out there.
Learning From Marriott’s Content Marketing Strategy
It’s not just about promotion.
If you want to follow in Marriott’s footsteps (and who wouldn’t), you can use some of their written and video content marketing strategies to fuel your own campaign:
- Throw in some entertainment: Kill the listicle for a minute and get creative. The more you entertain your readers, the likelier they are to come back.
- Educate while promoting: In the clip above, Marriott uses a couple fashion influencers to promote Montreal hotels while still helping readers feel connected to the city and to the people who walk its streets.
- Appeal to emotions: Check out Bill Marriott’s recent post on the Marriott official blog. It’s not overly sentimental, but it’s inspiring and satisfying. The post ties emotion and family legacy to a promotional message that helps further the Marriott brand.
You’ll also notice that the Marriott blog carries specific themes: history, family, and legacy. Each post celebrates the brand as a national treasure and as a person-focused company that strives to exceed its customers’ expectations.
You get that message after skimming just a few of the blog posts’ excerpts. You can create that same sense of continuity on your own blog — but with your own spin, of course.
Writing for AdAge, Drew Neisser. calls Marriott a “content marketing mecca.” While plenty of brands introduce stellar content marketing campaigns, Marriott’s stands out because of its innovation and its commitment to quality.
Are you ready to make a similar commitment? If so, we’ve got you covered. At Media Shower, we deliver content that doesn’t just put words on the screen, but encourages your prospects to convert through meaningful connection. Get a free trial and experience it for yourself.
Fact-checking was once relegated to editors at magazines and newspapers as well as online publications. Now, it seems, Google has taken this role into its own agile hands by fact-checking articles through sites like Politifact and Snopes.
Google’s new fact-checking program is designed to help stop the spread of disinformation, including the recent rash of fake news that has made (real) headlines. Will it work? Experts say that it’s too early to tell.
How Can Google Fact-Checking Help?
When an article appears in the SERPs with the “Fact Check” tag underneath it, consumers might feel more confident as they click on links. Similarly, if the fact-check result shows up as false, they know to steer clear of that source.
This new strategy could also discourage fake news. Marketers profit from promoting stories with little to know accuracy because of their shock value, and consumers spread the same stories to their friends and colleagues because they assume it’s real news.
Fact-checking: The Wave of digital SERPs future.
Additionally, Google isn’t taking this initiative halfway. As you can see from the screenshot below, SERP entries can be marked as True, False, or Half True, depending on the content of the page.
It’s not always black and white.
How Does Google Fact-Checking Work?
Next time you run a Google search, look for the fact-checking indications under each search result.
Despite the program’s name, Google doesn’t actually fact-check any of the search results itself. Instead, it allows trusted websites like Snopes and Politifact to read content that appears in the SERPs and to weigh in on its truthfulness.
As Google points out, some results might bear conflicting claims. One fact-checker might find that the content contains True content, while another marks it as only Half True. In this way, consumers will still have to exercise caution when searching the internet for information.
Furthermore, you won’t find fact-checking information on every search result. Right now, the participating publishers are focusing on publications that feature news and related content. However, if the program proves successful, it could roll out for other types of content, as well.
Currently, 115 organizations are participating in the fact-checking program.
How Do You Get Fact-Checked?
You…yes, you…can get fact-checked for the SERPs.
If you want Google’s seal of approval next to your content, you might have to wait a while. You can ask participating organizations to fact-check your articles, though the answer remains at their discretion.
Additionally, if you get fact-checked and your search result gets marked as False, you can click the Feedback link that appears underneath and let Google know. That way, you don’t lose traffic because of an erroneous claim.
It’s more important now than ever to create factually accurate, actionable content for your audience. If you’re struggling in this place, maybe it’s time to hand over the reins to the pros. At Media Shower, our content goes through several rounds of fact-checking, and our writers conduct copious research to ensure that every piece of content remains true. To learn more, get a free trial.
Podcasting has become the new blogging. Both individuals and brands have embraced audio as a way to connect more intimately with their audiences and to generate content around a given subject.
Some podcasts are run by a single person who fills each episode with his or her own voice. Others involve multiple people or invite guests as interview subjects. But how well do podcasts rate in terms of content marketing?
Advertising Opportunities and Metrics Present a Barrier
Tracking results and maintaining consistent advertising can be tough.
Many podcasters generate income from advertising deals. Short ads play before, during, and after the podcast, but after months or years, the advertisements no longer remain relevant. Consequently, the advertising revenue from podcasting dwindles.
Reporting for MediaShift, journalist Ben DeJarnette reveals that new technology might make podcasting more content marketing-friendly. According to DeJarnette, Megaphone, a product from Panoply Media, aims to create “renewable advertising” solutions for podcasts.
Renewable advertising could replace static advertising and make podcasts more appropriate for revenue generation. However, that doesn’t address any issues regarding content marketing.
Search and Conversions Remain Unstable
Many people find great content organically through Google searches. They type in a search string, then click on links that look promising. You can optimize podcast titles, meta descriptions, and even transcripts for search engines, but the content of the audio file itself isn’t searchable.
Additionally, it’s difficult to track conversions from the podcast itself. If someone clicks on a CTA link at the bottom of the page where the podcast lives, how can the podcaster know whether or not the visitor actually listened to the podcast or simply found the CTA sufficiently compelling to click?
Audio and Video Have Become Increasingly Popular
Between Bluetooth technology, connected devices, and short attention spans, video and audio content continue to gain popularity among consumers. In an article for Entrepreneur magazine, content marketer Tyler Basu encourages brands to embrace podcasts.
According to Basu, podcasts offer several undeniable benefits for content marketing:
- They’re easy to consume on the go.
- You might reach prospects who don’t consume other types of content.
- Podcasts are cheaper to produce than videos.
- You can build rapport and trust with your audience.
- Interviewing experts can increase your authority.
However, Basu also notes that you need a strong CTA at the end of your podcast if you want the medium to work for content marketing purposes. Otherwise, listeners will simply close the podcast when it ends.
Maybe video killed the radio star…but the radio stars are coming back.
Using Podcasts as Part of Your Content Marketing Strategy
If you want to start a podcast, you should go for it. Branching out into other mediums can help you build your brand and reach new audiences.
However, don’t neglect other mediums in the process. Podcasts can create an excellent complement to other types of content, from articles and white papers to infographics and videos. Diverse content marketing strategies tend to perform better than their myopic counterparts.
If you want your podcast to help you with your content marketing strategy, consider the following tips:
- Choose a narrow niche.
- Keep the podcast short, sweet, and informative.
- Hire an expert to arrange the podcast, cut out distracting noises, and otherwise refine the audio.
- Promote your podcast on your blog and through social media.
- Use CTAs both in the audio file and in text on the podcast’s page.
- Consider syndicating your podcast through multiple channels.
Have you jumped on the podcasting bandwagon? How has it helped (or hurt) your content marketing strategy?
If you’re struggling to build an audience, podcasts might not offer the most direct route to success. Get a free trial here at Media Shower and let our expert content strategists, writers, and editors elevate your brand to the next level.
From Nostradamus to your friendly local inbound marketing specialist, everyone loves to make predictions about the future. These days, many predictions concern the future of content marketing and social media.
Specifically, some experts believe that content will eventually evolve into a video-only market.
Search Engines Can’t Read Video
Video content looks pretty, but it’s highly invisible to search engines.
While you can optimize your video for search engines, Google and similar websites understand text much better than images and film. Furthermore, most content marketers who use video employ text to explain what the video is about and to incorporate keywords and other SEO techniques.
For instance, Rand Fishkin of Moz fame records videos every week for his Whiteboard Friday series. You’ll notice, however, that he also includes the video translation on every post.
Does this mean that you shouldn’t use video to market your business? Of course not. However, it also means that you need to incorporate written content, as well.
Videos Can Prove Disruptive
Many people consume content while they’re standing in line at the supermarket, waiting for their dreaded annual teeth cleanings, or riding on the subway. If they don’t have earbuds, watching video content can disrupt everyone around them.
Text is silent — unless, of course, you’re one of those people who reads everything aloud (don’t do that!). People can consume it anywhere, anytime, thanks to mobile devices.
Social Media Might Sway Toward Video
Nicola Mendelsohn, one of Facebook’s numerous VPs, said at a conference in 2016 that the social media platform would turn into a primarily video medium within five years. Mendelsohn might be right, especially since the American Marketing Association has gone on record with its own prediction: “By 2019, video content will be the driving factor behind 85% of search traffic in the U.S.” Specifically, the AMA comments on video ad spend for various social media platforms, including Facebook and Instagram.
If you want to attract more eyes on social media, you might want to ramp up your video content. However, don’t dismiss text as a way to connect with your readers.
Consumers Still Read
You might have noticed that people still buy books, magazines, newspapers, and other written content. They peruse articles on Medium, follow their favorite blogs, and write comments on social media.
Text isn’t going away. Just because video is experiencing a serious surge doesn’t mean it has to eclipse other types of content.
For instance, infographics and illustrations remain popular in content marketing circles. So do photographs. You never know what might resonate with your audience.
What’s the Takeaway?
Moderation is key with video…and everything else.
If you want to win the content marketing game, you might produce a few videos:
- Create a video tour of your office or store
- Take your prospects on a video guide to your product or service
- Introduce your employees with recorded interviews
- Take customer testimonials with your smartphone
However, you don’t want to give up on other types of content marketing — not if you want to remain relevant and visible to consumers.
Instead, diversify your content marketing campaign. Focus on video, text, images, infographics, SlideShares, and other ways to connect with your audience. The more diverse your content becomes, the more chances you have to convert your prospects.
In fact, we can help. At Media Shower, we believe in diverse content marketing strategies, and we offer full-service guidance through every step of the process. Get a free trial if you want to experience the Media Shower secret sauce for yourself.
As technology continues to evolve, content marketers have to evolve with it. Fifteen years ago, you probably didn’t imagine that you would carry around a computer the size of a deck of cards in your pocket, but here we are.
Wearable technology has presented a new frontier of technology — smaller, but not necessarily less powerful. Just as consumers adjusted from desktops to smartphone screens, devices like smartwatches and fitness trackers might continue to gain steam. So what does that mean for your content marketing efforts?
Fitting Content Into Smaller Screens
They just keep getting smaller.
To compete with other brands for consumers’ attention, companies must fit their content marketing campaigns to the smallest of devices.
Does this mean you need to stop producing long-form written content or eye-catching infographics? Of course not. It simply means that you might also want to create content designed for the tiniest of screens.
Writing for Forbes, digital marketing expert Jayson DeMers predicts that video and audio content will begin to pick up steam in the coming years. Consumers can stream audio and visual content from their smartwatches and other small devices without having to worry about cumbersome scrolling.
Automating the Content Marketing Process
Advancements in virtual reality and artificial intelligence have created exciting possibilities for content marketers. When you can automate the bulk of your efforts, you reduce the time and money needed to reach your customers.
For instance, setting up an AI interface for communicating directly with customers could benefit businesses and people who embrace wearables. Conversations with AI technology can progress just like text messages between friends, and you don’t have to pay customer representatives to respond to queries all day.
DeMers also predicts that wearables will introduce new forms of interactivity. Setting up a series of parameters for wearable users could produce infinite results. If a consumer taps one button, he or she gets a certain response; the same goes for another button.
Embracing Connected Devices
Wearables bring new meaning to the term “on the run.”
Smartwatches and other wearables create an opportunity to use geofencing, connected devices, big data, and the Internet of Things in exciting new ways. Selligent asserts that location-based marketing will become increasingly prevalent as wearables gain popularity. Imagine that you run a retail store near a common running path. As fitness gurus approach, a geofence activates and alerts the runners to the latest sales in your store.
Location-based marketing has already gained steam in the mobile-first era, but it will likely expand as more people adopt wearables. From fitness trackers to VR goggles, the applications prove endless. Since consumers view brands that use cutting-edge technology as forward thinkers and thought leaders, starting to plan for VR and wearables now could put you ahead of your competition.
We’re always on the cutting edge of content marketing here at Media Shower, and we love to embrace new technology and find new ways to serve our clients’ needs. Get a free trial to learn why Media Shower will pave the way toward the wearable future, regardless of your content marketing plans.
Content marketing costs 62% less than traditional marketing strategies and it pulls in three times as many leads. It’s also expected to become a $54 billion+ industry by 2019. Full steam ahead, right?
Not so fast…
If you are expecting to start a content marketing campaign and get results right away or even in a matter of days, don’t waste your marketing dollars.
It’s not uncommon for businesses to jump into content marketing after seeing glamorous stats and reading mind-blowing success stories, only to find themselves bored and confused after 30-60 days.
Why Content Marketing Isn’t A Quick Fix
It can take months to gain traction and a positive ROI from a content marketing program. I know this sounds like a long time, but when you are building a business, focusing on the long-term will set you up for a nice future, void of quick fixes that stunt profitability.
Content marketing takes some time to build because it is primarily focused on giving. Just like the old Bible verse states, “You sow what you reap,” this rings true in content marketing as well.
To get a return on investment with your content, you must invest in a season of giving, and churn out content without much immediate return. Over time, the results of your labor will start to kick in.
It’s similar to starting and maintaining a healthy diet. Your doctor may put you on a low trans fat, low sugar diet to get your cholesterol to healthy levels. But, staying away from McDonalds and Oreos for one night or even one month will not produce the results you need to move the needle. It’s the ongoing, cumulative results that occur over time that make the difference.
Since content marketing is about building your brand over time and connecting with potential customers, it takes time to build this relationship and watch your community grow. But, eventually, the results kick in and they outweigh the time and effort you invested.
GIVE away something for free to get a return on your content marketing
Once you hit that tipping point (returns exceed time), you will notice your content marketing efforts will pay off with more awareness, leads, and sales.
When does that tipping point occur? There is no set time as it depends on how much content you post, how valuable it is, how well your audience receives it, and how you promote it. But, here are some tips that will help you get results faster:
- Know your audience. What are their pain points? What are their deep needs? Speak to these needs and solve their problems with your content. Most brands do not know how to do this effectively which prolongs their results.
- Give away for free what others would charge for – Give away your best stuff. If your audience thinks your free stuff is good, they will place a high premium on your paid content.
- Be transparent – Your audience wants to connect with you, even if they don’t know it. Be transparent and honest and don’t be afraid to reveal what’s behind the “professional curtain” of your brand. Have you had any successes? Failures? Aha moments? Share them and let your customers in. This allows people to feel connected to your brand, which leads to future sales.
- Get actionable – This tips list you are reading right now is an example of actionable advice. I could have just told you to go out there and hope for the best with your content marketing, but instead I listed some tips you can put into practice right away.
If you want more information and tips like these on how to set up a solid content marketing plan, check out this article.
Content Marketing Is Worth The Investment
The statistics are clear: Content marketing is highly valuable and it can take your brand from zero to hero–but most likely not overnight.
However, with the help of experts who have the experience of helping brands like yours succeed with their content marketing, you can slash the time it takes you to achieve success. And we are happy to say that we’ve made this process easy for you. Let us show you how with a free trial to our platform. With your trial, you will receive three free content ideas, a free piece of optimized content, and a custom promotion plan with no commitment required on your part. Now, that’s worth it!
Most of us have ulterior motives. Whether Instagramming our day feeding the homeless or showering a girl with flowers to get a date, our motives are not always pure.
It also seems that even the happiest place on Earth (aka Disney) may have an ulterior motive with its blog, notably its post earlier this year titled #DisneyKids: Navigating Disney Parks With Toddlers. This blog was posted just in time for family vacation planning and it was a strategic move by the world famous theme park. Disney’s motive was not just to offer parents some timely toddler vacationing tips, but also to get them in the mind frame of considering Disney for their 2017 family vacation.
Here is the video posted on the blog:
How do I know Disney’s motive behind this “tips” video was to urge parents to book family vacations? Well, all brands have a motivation to sell. Without sales, you are not a profitable enterprise.
But, Disney subtly and cleverly solved multiple customer pain points that parents didn’t even know they had in this one short video.
Each tip provides a creative solution:
Tip 1: Best times to visit
Arguably one of the nightmares of my life is to be stuck on a two-hour-long Disney ride line in 100 humid degrees, where the long-awaited endpoint is a five-minute creaky boat ride through a tunnel housed with child puppets singing in different languages. And, I’m not alone.
Disney solved this pain point and created a solution with this tip to urge parents to visit the park during the slower months so they could enjoy their experience more, sans long, hot lines
Tip 2: MyDisneyExperience App
Planning a Disney vacation to make it as memorable for a child as possible while also trying to hit all the rides can be incredibly daunting and overwhelming for parents. In the video, Disney solves this problem by mentioning its MyDisneyExperience app that allows customers to plan everything right from the app, from dinner reservations to show tickets and even FastPass reservations (get ahead of the dreaded line passes).
I’ve used this app before; it’s pretty cool.
Tip 3: Switch It Up
Ever get stuck sitting out on all the fun because your child isn’t tall enough to ride? This is a big pain for parents and it can take the joy out of their Disney experience. Disney solved this problem too and introduced a child swap system where parents can switch out their kid and ride without waiting on line again.
Tip 4: Don’t over pack
Who wants to lug five baby bags, food, bottles, diapers, and sunscreen in the back of your child’s stroller? Neither do vacationing parents. In the video, Disney tells parents not to over pack for a one-day event, and in the baby care centers, it houses all the supplies parents could need for their children. Problem solved. Pain gone.
With these four tips, Disney managed to attack a lot of customers’ major pain points while packaging it in viable, cool, fun solutions.
Content marketing takeaway: If you want to get people thinking about your product, offer them solutions to their problems. It’s a simple strategy but often widely neglected by brands, mainly because they aren’t aware of their consumers’ deep needs.
Wait For It…
At the end of the video, the presenter says this below to really get parents connected emotionally…
“…knowing their favorite characters are down here, knowing it will mean so much to them, and that’s ultimately the goal of your vacation, right? To make your kids happy”
Take a note from Disney: With this video, they didn’t sell an attraction, show Goofy running through the street nor shove a Cinderella doll in your face, although those things could be valuable if the video target weren’t toddler-bearing, stressed-out parents. They sold an easy experience for parents with less stress, heat, and long lines so parents can focus on what they really want from Disney—watching their children be overcome with joy while creating fun and priceless memories they can share with them for a lifetime.
Remember, you aren’t actually selling your product. You are selling an emotional experience.
If you want to learn more about how to target the deep needs of your customers like Disney does, check out our free trial option. There is no commitment to join but we still give you a complimentary site analysis, one free piece of optimized content, and a custom promotional plan. Take a free ride with us today. No long lines, Mickey-infiltrated, sweaty ride-goers, or crying babies included.
Who says you need a multi-million-dollar budget for marketing? One company leveraged a little creativity and a few interesting facts to create an engaging, highly shareable video on something you would never expect: opossums.
The Not-Quite Pest
Did you know that opossums are nearly immune to rabies and that they can navigate mazes faster than rats and cats?
Neither did we.
American Pest, a pest control company, created a video dedicated to the underappreciated opossum. You might think that the company would describe the opossum’s negative qualities, from digging in crops and gardens to infesting basements and attics.
Instead, American Pest used its online platform to celebrate this underrated marsupial. According to the pest control company, opossums actually eat some of America’s most insidious pests, from cockroaches and mice to slugs.
Additionally, the company used its videos to dispel a popular myth. Unlike mice, rats, and other pets, opossums are poor carriers of Lyme disease. Since Lyme disease passes primarily through tick bites, opossums can actually cut down on the disease’s spread because they eat most of the ticks that attach themselves to their skin.
Content Marketing Done Right
Let’s take a look at a few things American Pest did well with its opossum video:
- Cute animals: Check! Everybody loves a cuddly animal, and American Pest did a great job through imagery and video of painting opossums as sweet and loving instead of wild and unpredictable. Watch out LOLcats — you have some competition.
- Fast Facts: Check! The video is, at its core, educational, but American Pest didn’t overload viewers with facts. Instead, it used short bits of text to communicate only essential information.
- Myths and Truths: Check! Consumers love when companies and marketers dispel myths and provide the real dirt. Not only did American Pest demonstrate that opossums can actually combat Lyme disease, but it also busted myths about the animals’ cleanliness, eating habits, and personalities.
- Hard Figures: Check! American Pest used figures from a recent study on opossums to bolster its claims. Many of the text overlays featured raw numbers and statistics. This form of proof can help lend credibility to a piece of content.
- CTA: Check! At the end of the video, American Pest includes a subtle call to action that invites viewers to contact the company for pest removal issues. Even better, American Pest mentioned a tick-free instead of an opossum-free environment, which fits with the video’s content.
Does the opossum video have great production quality? No. Are the fonts and colors a little cheesy? Sure. However, it works as a standalone piece of content marketing.
If you’re stuck in a content rut and you don’t know how to pull yourself out, grab the nearest camera. Create a video on a subject that fascinates or inspires you, then see where the content takes you.
In the meantime, we’re here to help inspire your content marketing strategy. Get a free trial so Media Shower can give your content the raw power needed to attract your target audience.
For three years running, Sony has not only participated in the Electronic Entertainment Expo ( E3) convention (the biggest gaming get-together in the world, pretty much), but also has broadcast its own press event in movie theaters throughout North America. That’s how you know when a brand has juice — its fans are willing to sit in theater seats, munching on popcorn and Milk Duds while they watch their favorite entertainment company unveil its latest and future offerings.
If only we all had that kind of devotion.
What Makes Sony’s Customers So Loyal?
Get your game on.
Unlike many brands, Sony has adopted an experiential marketing strategy. In other words, the company gets in the trenches with its fans, shakes hands, and conducts real-life demos that make loyal customers feel like part of the team.
Sony attends many festivals and conventions throughout the year, from Lollapalooza to the Electric Daisy Carnival. It doesn’t limit its physical promotions to gaming or entertainment events, either. You’ll find Sony displays, booths, and tents at music, arts, and nature festivals, as well, because it knows its target audience.
However, experiential marketing doesn’t just extend to event attendees. People who watch the E3 conference at movie theaters feel as though they’re part of the action even though they’re watching events unfold on the big screen.
How You Can Copy Experiential Marketing
We’re big fans of the internet here at Media Shower — after all, we believe that content remains king no matter what the stakes. However, we also know that human contact beats ones and zeroes every day of the week.
Try attending trade shows, conferences, job fairs, and other industry-related events. Tie those events to your content marketing campaign to engage different types of audiences.
How Does Sony Fill Theater Seats?
Seeing is believing.
You might be surprised to learn that movie theater tickets to the E3 expo are free. Attendees get seated on a first-come, first-serve basis, and procuring a ticket doesn’t guarantee you a seat for the show.
Sony could probably charge for these events, but it doesn’t. Why? Because it’s giving back. It wants its customers and potential customers to know about new product offerings, and charging for the experience could cause blow-back.
Can You Use Free Promotions to Market Your Business?
You don’t have to charge for everything. If you have a blog, for instance, you probably don’t charge readers to visit your posts. Similarly, you might offer a free gift, such as an informative white paper, for folks who sign up for your email list.
There’s a stigma around the word “free” that shouldn’t exist anymore. No, you shouldn’t give away your products and services. But at the same time, you shouldn’t charge for every experience and perk.
Sony has transformed its customers into eager brand ambassadors. They don’t just buy Sony products; they rave about those products to their friends and family members, talk about them on social media, and consider themselves early adopters.
You can create a similar culture for your business with the right balance of content, quality, customer service, and value. If you’re struggling to build a rabid fan base, we’re here to help. Get a free trial and learn how the Media Shower touch can boost audience engagement and put your business on the digital map.