Yahoo! recently published a piece addressing one of the most effective marketing strategies alive in today’s digital landscape – creating original content. This article used a 1971 ad by Coca Cola in which the original writer, adman Bill Backer, was inspired to write a song about the product.
While traveling, Backer, found himself stuck in an airport in London, and, due to heavy fog, planes were grounded. Many of the passengers were very unhappy with the whole situation, however, the next day, these same passengers were seen in the airport, happy, mingling and sharing stories. He noticed many of them had snacks and bottles of Coca-Cola, and it inspired this song:
When the jingle for Coca-Cola first aired on the radio, people began calling in, asking for them to play it again, like it was a hit song. It went “viral.” It was no longer just an advertisement; it was original content.
(Read more background on this story here.)
We all recognize what a traditional ad looks like, and many times, we tune those ads out. In today’s pace of life, people want to be entertained, they want to learn something new, or they are looking for free information. They aren’t looking for products; they are looking for solutions.
This is where educational marketing and original content gains a competitive edge. The internet banner ads that used to bring in business are no longer bringing in the same number of customers. Advertising strategies have evolved.
Creating original content by educating your audience does a few things:
- It provides your audience with solutions; usefulCreating original content by educating your audience and relevant information that they want.
- It builds brand recognition by putting your name in front of them.
- It builds trust in your company and establishes you as the “expert” in your field.
- Sometimes, exceptional content has the potential to go “viral”, creating massive amounts of organic advertising exposure.
- It creates an active web presence with immediate, searchable content for customers seeking out your advice and services.
Some of the businesses taking advantage of creating original content:
- Kraft uses Pinterest to post recipes for consumers (recipes use their products)
- Good Housekeeping uses an “advice” blog-format to bring people to their website from social media outlets, where they can then, sell ad-space for products (or recommend products within their pages).
- Amazon uses an affiliate program to generate revenue from “mommy-bloggers” or other companies who write original blog content and recommend products sold on their website.
- Every week, our Hicks Bay Motel project features fun things to see and do around New Zealand within driving distance of the accommodations.