Check this video out. I think it’s both a great basic primer on content marketing and a great example of what content marketing should actually do.
From a market segmentation strategy, it does a great job of talking to customers who are in the information gathering phase. This video is intended for people who have decided they should be committing to content marketing. These prospects are early in the needs identification and information gathering phases of the purchase cycle. They may have recently realized that they need a good source of quality photo images to use in their content marketing program. The brand behind it, Getty, is a stock photo vendor. They want to make people aware of their photo and video library.
From a content strategy perspective, it’s a terrific example of talking to customers about the kinds of problems they already have. It approaches communication from a helpful, teaching perspective and shows how Getty’s products solve a need the prospect is solving – where to purchase compelling photos that will grab people’s attention! The video also reinforces the customer’s interest in content marketing.
However, one thing the video does not do is provide a clear call to action. It ends with a statement that says ‘… that’s what Getty images does. We provide customers with great photos that help them tell their stories.‘ My recommendation to you is give your customers a clear next step and a strong incentive to do that next step right away! If this was your video, I’d recommend that you end the video with a trial offer. For instance:
“Contact us about your content marketing program by (specific date in the near future) and order a one-month free subscription to Getty content! Act soon; this offer is only valid for the first 300 customers who reply!”
The limited offer is the prompt for people to ACT NOW! The promotion is the ‘free sample’ tactic that some customers might need to get past the tipping point and move on the offer.