Is content marketing leaving the brand behind?
There’s a difference between expanding your brand message into related areas and straying too far into unrelated territory, risking a muddled message and lost customer connections, explains Nerissa Atkinson, in this guest post.
Earlier this year I saw a video that many of my friends raved about as one of the best pieces of marketing this year. I watched it with hope in my heart, convinced that this brand had found the real truth to world peace. Perhaps you might have seen it, too.
In it, people are asked to share their sometimes negative thoughts on other nationalities – French, German and Turkish. Later, (spoiler alert) testing reveals those same French, German and Turkish threads in their DNA, at which point their previously held prejudices are shattered.
It’s wonderful and very sharable (8 million views so far on Youtube), but despite having all the right elements – new technology, mystery and hope – something is missing. Relevance.
Watch this and tell me you aren’t expecting this to be from a company like 23 And Me, or Ancestry.com.
Thank you for such an intelligent, thoughtful and dare I say emotional (that last clip) post.
This piece rightly makes the point that content always needs to be relevant but the examples used are campaign videos – not “content marketing”