Monday, April 24, 2017

Looking for Inspiration: Excerpts About Content Marketing (GoPro Case Study)

Companies are increasingly focused on consistently engaging their customers with compelling content that attracts audiences, creates value, and has opportunities for interaction.
"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience - with the objective of driving profitable customer action". (Content Marketing Institute, 2014).

Brands such as Red Bull and GoPro are at the forefront of content marketing. They engage with audiences by providing rich and compelling content that does not have a 'hard sell approach,' and is focused on creating a connection and a true value exchange with their audiences.
"The power of our content from a branding perspective is that it is branded content without the traditional branding, (...) Storytelling and producing inspiring films is a top priority for GoPro and our ability to use our products to capture and share these stories, without a heavy branded hand, drives our business in a uniquely powerful, authentic and meaningful way". (Wil Tidman, Head of Production, GoPro. AdWeek,. 2015). 

GoPro put the customer first, and the brand in the background. They help, they don't hype. GoPro it’s a platform for its customers’ self-expression of their digital lifestyles.
"We’re not just a camera anymore. We’re an enjoyment platform for people around the world to watch". Paul Crandall, Vice President of marketing GoPro. AdAge, 2014).

The digital landscape is fast-paced and continually changing. And consumers also do. "People have moved from being Consumers to Prosumers with far more influence than ever before. The term 'prosumer' has transformed from meaning 'professional consumer' to meaning 'product and brand advocate'. Rather than simply 'consuming' products, people are becoming the voices of those products and significantly impacting the success or failure of companies, products, and brands, particularly through their involvement on the social web", (Susan Gunelius. Forbes, 2010).

GoPro's audience not only act as consumers, but as producers of content. Their customers play a significant role in the content creation and engagement process. Customers share video content that is geographically breathtaking, and highly aspirational. Their audience is capturing content and stories that are meaningful, and this content elevates GoPro to a highly authentic brand status.
"Not only do users post videos of their own experiences, but GoPro also buys the rights to self-shot videos with unique and inspiring content, polishes them, and posts them to its owned channels for additional distribution. By doing so, GoPro is inspiring others to believe that they, too, can “be the hero” by using a GoPro camera to record their experiences", (Ardath Albee. Content Marketing Institute, 2015).

According to the Content Marketing Institute 2015, GoPro's customers are "so engaged that anyone would be envious of their work".
"GoPro’s user-generated content success is inspirational — especially if you’re a marketer who wants to turn your customers into fans who want to share their experiences with your brand", (Ardath Albee. Content Marketing Institute, 2015).