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Content Marketing

Traditional Advertising, Meet Content Marketing.

The shiny new car in the marketing parking lot. 

“People need stories more than bread itself. They tell us how to live, and why.” – Arabian Nights

While there still is a place for  traditional marketing—at the end of the buying process—the search nature of the web makes it crucial to be ahead of the competition with useful, relevant and shareable content. Oh, and it doesn’t harm you to be entertaining and fun.

This is why content marketing is the leading tactic for marketers worldwide. Competition is high, which is why we are seeing a rise in unorthodox content marketing campaigns—Ideas that often join the dots between both traditional and digital to make new experiences.

visual-content-creation-automotive-Ford

Ford’s GoFurther car commercial, is a great example. Watch  it and you will notice that it doesn’t mention Ford at all. Only by going to the GoFurther site, as the commercial suggests, will you see that it was created to promote the Ford brand.

The thinking behind was that as soon as people see the brand badge they feel they’re being sold to and jump into that mindset.

Instead, it told a story of a brand that counteracts existing stereotypes and preconceptions.

And left its name out.

What? Are they crazy?

Maybe, but it worked.

Smart.

Source: Content Marketing Institute 

While I’m on the car theme, the name of the game is visual stimulation. 

visual-content-creation-automotive-volkswagenVolkswagen on Facebook (and PinterestInstagram,Tumblr,) does a great job of encouraging their community to post images of VW vehicles in real-life scenarios.

 

They also use some great sub-themes like:

“Who’s your favourite passenger on a long drive? Tag them if you want to let them know.”

“Can you name this Volkswagen model?”

“Endless streets and open sky – what’s your favorite driving song?”

and  “That’s my perfect pastime: The Volkswagen _____________ and _____________!”

It works.

They have 1,075,714 likes

Source: Content Marketing Institute 

 

visual-content-creation-automotive-NissanInfographics are also the perfect vehicle for content marketing

When you want to scan large amounts of content in snackable chunks you can’t beat the speed and clarity infographics.

They are easily shared, too. Memorable and engaging, they’re ideal for the automotive sector.

A favourite of mine, as I worked on the account for many years, is Nissan’s Cost of a Road Trip infographic. It shows you in a nano second the cost of a  road trip across the US for eight different vehicles — the Nissan Altima 38 had the best performance.

 

Source: Content Marketing Institute 

 

 

 

 User-generated car reviews more influential than professional reviews

User-generated content (UGC) in the form of car reviews is more influential on car-purchasing behavior than professionally written reviews. Since user-generated reviews are such a sales-inducing form of content, some marketers in other industries have found ways to both increase the number of user-generated reviews of their products, and to increase the viewing of them.

Ford’s TV, print and digital advertising for the 2014 Fiesta model will be based on user-generated content. The UGC approach rekindles “Fiesta Movement” initiative it first used in 2009, employing creative juice from dozens of consumers as if they were spark plugs.

Consumers entered to be one of 100 so-called digital influencers who received a free Fiesta for six months. Selected individuals were responsible to complete monthly “challenges” and expected to regularly post about the car on blogs, YouTube, Facebook, Twitter, etc.

In the end, more than 6,000 people pre-ordered the Fiesta, while the effort accumulated 6.2 million YouTube views, 40 million Twitter impressions and 50,000 pieces of content.

Source: Adweek

Pin those user experiences

Monsters Calling Home Pinterist

On visually-focused social site Pinterest, Volvo has pinned images of the exciting places its consumers have driven to. Honda devoted an entire Pinterest board to brand fans Monsters Calling Home – the brand helped the indie band get a gig on “Jimmy Kimmel Live.” In addition to dedicated Pinterest boards for each of its car models, Chrysler created the Imported from Detroit board to show its love for the Motor City.

What can you pin?: Of course you should pin your products, but no need to stop there. Take the lead from other auto brands and pin other content, too — think about your brand, what defines it, what it stands for, etc., and look for ways to turn those factors into Pinterest boards or Instagram pages. This not only makes your brand more interesting and relatable, it also enhances your brand persona in the minds of your consumers.

Source: Content Marketing Institute