This video is the latest in a series of videos on content marketing entitled Lessons from Hollywood, applying best practice from the modern entertainment industry to content strategy, branded content and brand storytelling.
In this video I discuss how brands can derive business value by owning their own audiences. Many brands rely on paid media to reach their target audience, in effect, renting as opposed to owning, an audience. Their ability to reach their target is directly linked to how much advertising they are buying. By offering genuine value from your content, brands can build their own loyal audiences.
This is the advantage of a content-based versus a campaign-based marketing strategy.
In a previous video, I shared one of my inspirations in finding a new way of doing marketing beyond traditional paid media: the movie Moneyball (2011), starring Brad Pitt and Jonah Hill, screenplay written by Aaron Sorkin and Steven Zaillian, directed by Bennett Miller and based on the novel by Michael Lewis.
Find out how I can help you develop your brand’s content strategy by clicking here.