Take into consideration the final time you noticed a picket line in Hollywood. With actors and writers brandishing indicators, the scene turns into an evocative show of labor combating for its value. Positive, strikes occur throughout completely different industries, however there’s an overarching lesson that we will apply from this particular strike to how we must capitalize on content material advertising and marketing.
On this put up, we’ll check out strike advertising and marketing because the time period we use to explain the probability of content material gaps and the way you, the marketer or chief of your model, can take content material famines and switch them into alternatives to place your model greater and brighter than ever.
Kim Cooper
Director of Advertising and marketing, Amazon Alexa
Single Grain permits us to extend our influence with out rising our headcount
What Is the Hollywood Strike About Anyway?
The latest Hollywood strike revolves round truthful compensation and dealing situations:
Actors and writers are protesting towards giant companies and streaming platforms, demanding an even bigger share of the pie and resisting the usage of AI to recreate their likeness for perpetuity with a one-time price.
Earlier than you suppose, “Properly, that’s Hollywood. They’re all the time in some kind of drama,” dangle on a second.
This strike is a matter of management and visibility, one thing any marketer would profit from dissecting a bit.
The 1% Paradox in Advertising and marketing
In any trade, whether or not it’s performing, writing or advertising and marketing, there’s a pyramid of expertise. You will have the crème de la crème, like Robert Downey Jr. or LeBron James. After which there are those that are nonetheless nice however not fairly superstars. The icons we all know and love are pillars of the trade they’re in and, due to that, usually carry a heavy affect on how issues are steered.
With any dilemma involving a aggressive trade like performing or screenwriting, there’s a level of apathy and ignorance that may be afforded by high-level decision-makers relating to the actions of lesser-known people. However as soon as somebody of nice reputation, like Robert Downey Jr., firmly locations themselves on the oppositional facet of a disaster, it will probably trigger heads to show.
And the identical is true in advertising and marketing.
All of us need to be in that prime 1%, however getting there? That’s an entire completely different recreation. To be a part of the highest echelon, you need to put within the prime 1% of the work.
However right here’s the twist: Merely protesting or happening strike won’t get you what you need. Actual progress usually requires rolling up your sleeves and outsmarting the competitors.
Advertising and marketing Classes We Can Be taught From the Strike
You understand what they are saying: “When the going will get robust, the robust get going.” Properly, throughout a strike or a niche within the standard content material your viewers consumes — be it sports activities, films or anything — there’s a void that wants filling.
Bear in mind through the pandemic when everybody was glued to ‘The Final Dance’ as a result of there wasn’t a lot else to look at? Yep, that’s your window of alternative.
For entrepreneurs, this implies ramping up content material manufacturing.
When mainstream content material takes a nosedive, folks will begin trying to find alternate options. And what higher time to seize their consideration than once they’re actively searching for one thing to sink their enamel into?
That is the essence of what we’ll dub “strike advertising and marketing” — an opportunistic method to capturing consideration when standard channels are barren. I.e. when there’s a content material hole:
Throughout such occasions, advert prices can also go down, supplying you with extra bang in your buck. However keep in mind, it’s not nearly capturing consideration, it’s about holding it. High quality, as all the time, is king.
Edutainment: The Spice of Advertising and marketing
In a digital area awash with data, it’s now not sufficient to only current details and figures and name it advertising and marketing. Welcome to the period of “edutainment,” a mix of schooling and leisure that elevates content material from mere data to a fascinating expertise.
With the rising variety of on-line shops for shoppers to have interaction with, standing out within the crowd requires greater than only a well-researched article or a well-executed video tutorial. You want a cocktail of substance and sizzle that not solely speaks to the thoughts, but additionally resonates with the center.
Why do we expect edutainment is about to expertise an enormous growth? As a result of we’re beginning to enter a plateau interval from Hollywood. Their content material shops are drying up with none expertise producing for them, which is able to very quickly create a gaping want for leisure throughout the globe.
That’s the place manufacturers can step in with their very own messaging and weave branding into their very own bits of edutainment.
The Makings of Profitable Edutainment Content material
Once we speak about edutainment, it’s necessary to interrupt down the weather that contribute to its success:
- Killer Concept: Each nice content material piece begins with an concept that may seize consideration. This may very well be a novel tackle a well-worn topic, an insider’s view into an trade or perhaps a controversial standpoint that challenges widespread opinion. The important thing right here is to select a subject or an angle that’s not solely related but additionally intriguing to your viewers.
- Partaking Headlines: Think about shopping via a sea of YouTube movies or articles. What makes you click on on one over the opposite? Typically, it’s the headline. Crafting a compelling headline is like setting a baited hook in your viewers. It ought to spark curiosity, promise worth and be laser-focused on pulling them in.
- Irresistible Thumbnails: For platforms like YouTube, thumbnails function the window dressing that pulls folks to your content material. Consider them as the duvet of a ebook in a bookstore. A blurry, poorly composed thumbnail can lose you a click on, however a vibrant, clear and related thumbnail is usually a recreation changer.
- Dynamic Storytelling: When you’ve gotten the clicking, you should preserve the viewer or reader engaged. That is the place storytelling comes into play. Use anecdotes, case research or relatable situations to carry your content material to life. Make the story unfold in a method that maintains a constant narrative but contains sudden turns to maintain the viewers hooked.
The explanation edutainment works so effectively is that it faucets into our emotional mind as a lot because it does our logical mind. Details and knowledge may help folks perceive a difficulty, however tales and feelings make folks care about it.
Ask your self: “Does this content material piece evoke laughter, empathy or inspiration?” In case your content material manages to tug on these emotional strings whereas conveying your message, you’ve hit the edutainment jackpot.
Final Ideas on Methods to Apply the Hollywood Strikes to Advertising and marketing Right now
A Hollywood strike that’s about extra than simply paychecks and display screen time has classes for us, particularly in digital advertising and marketing. Within the grand scheme of issues, strikes or disruptions shake up the established order, and guess what? That’s your cue.
Bear in mind, in a world stuffed with noise, generally the silence of others is your greatest probability to be heard. The idea of “strike advertising and marketing” isn’t simply opportunistic, it’s a realization that generally the perfect alternatives come from essentially the most sudden locations.
Isn’t it time you turned disruptions into alternatives? Your viewers is ready.
In case you’re able to strike whereas the content material iron is scorching, Single Grain’s content material creation and advertising and marketing specialists may help!👇
For extra insights and classes about advertising and marketing, take a look at our Advertising and marketing Faculty podcast on YouTube.
