Is a movie trailer content or advertising? How about interviews with your favorite stars? Do you even mind sitting through TV show commercial spots?
More and more, the marketing industry is realizing that content is the next big game changer for genuinely connecting with the public. Every brand will need a content marketing approach in at least the next two years. The question still remains: How do you do it right?
Marketers are starting to look to the west for perhaps the most successful example of branded content marketing that has ever existed: the entertainment industry.
Entertainment marketers are experts in this field. The line between content and advertising is already blurred, and consumers are clamoring for it. Why? Entertainment marketers are marketing products (TV shows, movies, video games, etc.) that people actually want to learn about. They create compelling narratives in their marketing strategies. Advertising campaigns are stories.
When was the last time you were attracted to an online banner ad about an upcoming movie? When was the last time a movie poster really engaged you? They probably haven't, and yet marketers in other industries still rely on display ads and billboards. It's time to take a page from Hollywood.
Brands need to become storytellers. Every brand has a story to communicate. From Coca-Cola to GM, there is a compelling narrative in every brand's history. The entertainment industry is showing the rest of the marketing community a blueprint for what truly successful content marketing can look like. Find your story and deliver it to the consumer in a compelling, creative way.
In this exclusive interview, Christy Tanner, SVP and GM of CBS Interactive Media speaks with iMedia at ThinkLA's Trends breakfast in Beverly Hills, California. She discusses how the entertainment space has refined its approach to content marketing over the years, and how certain creative initiatives can be delivered that don't feel like advertising at all.
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