Content marketers have a good excuse for binge-watching episodes of House of Cards and Orange is the New Black — it’s industry research. The original series produced by online video services are prime examples of content marketing. Explore how and why:
What is Content Marketing?
The Content Marketing Institute’s definition: creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.
How Are Original Series Content Marketing?
- They’re valuable. In its debut week, "Orange is the New Black" garnered more viewers than any other original series on Netflix. Why? It’s both heartwarming and hilarious. People watch the show and others like it because it’s entertaining — something of value to consumers.
- They’re relevant. Chipotle uses Hulu to air its original series "Farmed and Dangerous," a satirical comedy about industrial agriculture that supports the company’s Food with Integrity stance. The program provides great laughs and communicates Chipotle’s brand message and values.
- They’re convenient — and delivered consistently. In many cases seasons are released all at once, giving the audience total control to watch when it works for their schedule. Individuals often can choose how to enjoy the program as well — either on their television, tablet, or mobile devices.
- It attracts and acquires a clearly defined audience. Many video streaming services offer a variety of programs that cater to different viewers. One factor that makes these programs so attractive is the quality of programming. Shows often employ A-list actors and have high production values. In fact, two seasons of "House of Cards" cost Netflix $100 million. Another thing viewers love: the stories. Audiences can form a deep connection with these shows.
- It drives profitable customer action. When an exclusive series is done correctly, it encourages viewers to subscribe to an online video streaming service. But ROI comes in forms other than money. Some of these programs are helping companies make a name for themselves in mainstream television.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.