There’s a smattering of complacency about content marketing.
Many brands are spending a great deal of money on content creation, and then just tagging a few keywords, sticking it up on their site’s blog, repeatedly posting it on Twitter for a few weeks and calling it a day: job done. Quality content needn’t have such a finite shelf-life.
With a little creativity content can be re-used and promoted more regularly, for example by creating seasonal content which can be easily repurposed each year. Neither should marketers be solely dependent on SEO and social shares to get the content seen.
Every content product promotes itself through previews, and this is most evident in the movie industry.
This weekend Tolkien fans were joined by a legion of trekkies in IMAX cinemas, as record breaking numbers flocked to special screenings of The Hobbit that featured an exclusive preview of the new Star Trek film.
Nine minutes of footage from upcoming sci-fi blockbuster Star Trek: Into Darkness appeared before The Lord of the Rings prequel, using the opportunity to entice a targeted audience of fantasy film fanatics with a taste of the content of a film which won’t be released until May 2013.