The microsite also makes excellent use of video as a resource. It should be noted that text is not the only way to generate content.
The Internet is a multimedia medium (or hypermedia): users know this and incorporate it organically into their daily browsing. It should not be forgotten that YouTube, a social network dedicated exclusively to audiovisual content, surpassed 1 billion users this year.
– It is good practice to include within the content strategy both daily updated material and information with no expiration date (Evergreen Content), which is maintained over time and which the user can access at any time.
– Listen and understand the user’s needs and act accordingly.
– Use the different tools that the Internet offers that are appropriate to the brand’s new zealand email list needs.
– Including opinions from professionals or experts in the field is a good strategy, especially when it comes to health.
2. Mama Lucchetti
Speaking of videos and YouTube , this is a clear example of how to efficiently exploit this network. Lucchetti is a Chilean food brand whose “Mama Lucchetti” campaign has been a resounding success for a couple of years now.
Now, although it is true that all the spots generated are televised, on the other hand their narrative structure, the elements used, the characters created for them, are clearly designed for optimal viralization on the Internet.
As we said before, each brand needs a different message and an appropriate medium in which to spread that message and, on the other hand, as we also stated, Content Marketing is not only made up of textual content.
In the case of Mamá Lucchetti this channel is, without a doubt, YouTube .
Using video content increases the level of engagement among users https://t.co/j6ZPwmVoqP #FactOfTheDay
— Axonn Media (@AxonnMedia) November 19, 2013
Mamá Lucchetti's channel videos range from 30,000 views to peaks of over 2.5 million. This is an impressive number for a regional brand and a representative example of successful content marketing cases in LATAM.
What to learn
– Know the brand and know the media in which the content strategy can be developed.
[Tweet “Know the brand and know the media in which the content strategy can be developed. #ContentMarketing”]
– Investigate which one best suits what you want to communicate to the company.
– Giving importance to the idea and the concept can mean the difference between a successful strategy and one that is not.
– Don’t limit your audience segmentation options . “Thinking outside the box” can yield unexpected results.