Let’s be honest, content marketing can be hard. The Internet is a vast place, and it can be a challenge to come up with new, fresh and exciting content targeted to your audience at all points in the sales cycle on a regular basis. (It was exhausting just typing that.)
It’s enough to want to turn exclusively to posting cat memes for the lifespan of your business. At least you know people like cats.
The good news is, there has never been a greater time to really stretch those creative muscles and think outside the box when it comes to your content marketing efforts. Here are three campaigns to get you inspired for your next campaign.
This campaign is, hands down, one of my favorites. Metro Trains took really important safety information that many commuters would typically miss on yet another boring old sign and gave it a creative twist.
This Melbourne, Australia train company wrapped up that important safety information in a (ridiculously catchy) song and (ridiculously addictive) mobile app. It’s clever, creative, and sure…just a little over the top. But millions of downloads and views later, this campaign is still going strong, and–according to some research (though some critics disagree)–even saving lives.
Of course, to truly be effective with this sort of information, Metro Trains couldn’t rely on just this one piece of content, but as far as simply starting the conversation…well, it has definitely accomplished that goal.
Speaking of conversations, I think there’s a misconception that “content marketing” is a lonely, one-sided process where a company must constantly churn out information that gets gobbled up by an audience that’s never satisfied.
On the contrary, content marketing can be a two way conversation, with your audience coming up with the content for you.
Enter in McDonald’s Canada with their campaign, “Our Food, Your Questions,” where they bravely (seriously…BRAVELY) answer each of the 300-400 questions they receive every day through their dedicated website.
The brilliance of this campaign is that they’re allowing the audience to dictate the flow of the conversation. AND they’re not afraid to tackle the hard questions, either, lending even more weight to their willingness to be open and transparent with their audience…which is always a great way to carry on a genuine conversation.
If you haven’t witnessed the visual sensation that is Jean-Claude Van Damme gracefully performing the splits between two giant Volvo semi trucks to the soothing sounds of Enya, then you must, immediately. Go. I’ll wait.
Here’s the deal…not everyone has the budget to produce a video of that quality. But the real lesson here is, “How can I show one of the key selling points of my business, product or service in a new and unique way?” While the sensational part of the video is of course, Van Damme doing the splits, the bigger message is, “Yep, our trucks make even this craziness possible.”
What campaigns do you love? What inspires you to be creative with your content?