BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

Your Content Marketing Should Look More Like Netflix, Not Webster's

Forbes Communications Council

CEO & Founder of Envijo, a Content Marketing Leader. 40 Under 40 Class of 2020 (Seattle).

If your website looks more like Webster's then Netflix, you're in trouble.

Reaching your audience members is as simple as identifying the ways they like to consume content and their preferred type of content, then developing an engaging story that educates, entertains and connects them to your brand.

However, impactful video-driven content marketing and storytelling can be a difficult undertaking since many marketing teams don't have existing capabilities to envision, develop and produce video content. If you don't have a set of foundational videos that are current and on-brand, it may seem overwhelming.

We can't expect or require an audience consuming record amounts of video content on streaming platforms like Netflix and Hulu to then read pages of text, PDFs, PowerPoints, emails, outdated white papers, sales slicks (I hate that term, but it's a throwback and I still see it out there), blah blah blah.

Why?

Why should they?

It's our role as marketers, entrepreneurs and revenue-generating professionals to tell stories that capture the attention of our customers and prospects (our audience) and convert that attention into a better understanding of the soul, culture and capabilities of our brands. You can't do that in a PDF. Sorry, Acrobat fans. (I have a lot of love for Adobe, by the way.)

You can, however, think about programming that is successful today and where and how that programming is consumed. In the Netflix model, we have the ability to binge-watch hours of on-demand content on our mobile devices. Content may range from 30 minutes to two hours, and more relevant content is served to us as the algorithms better understand our content preferences and behaviors. It's incredibly easy to navigate, with search keywords and categories. Text takes a back seat to gorgeous 4K videos and large thumbnails that begin to play trailers as soon as you hover over them. And now you're hooked.

I know, Netflix having a great model is not an original concept. I'm not trying to make an earth-shattering revelation. I'm also not saying people will start binge-watching videos about your cloud solution or your legal firm. They will, however, be able to better understand who you are, what you do and how you can help them.

I'm trying to underscore that any brand can benefit from a strategy that thinks about the audience first and then leverages video to create an experience that enhances the brand's value to that cohort. Working in the video marketing space myself, here are some recommendations that I hope can get you moving toward a Netflix-like experience.

Tell a story that inspires. 

The story is everything. For example, a nonprofit organization looking to transform its fundraising event to a virtual program has to understand that they've already accomplished the hardest part about connecting with an audience — having a story that evokes a response or strong emotion.

You have to think about ways you can educate an audience about the values and mission of your nonprofit — the vulnerable or underserved communities you're trying to serve — and do so in a way that is entertaining. If your organization supports little warriors overcoming leukemia, it's important to show the realities of their struggle and also highlight the triumphs of their recoveries so that you can endear your audience to your mission and inspire them to take action.

It's the story that inspires — not the streaming platform, not the graphics, not the drawings and giveaways. It's the way we feel when we watch something that reaches us on a deeper level.

Create or refresh foundational content.

You have to start somewhere. If you have no videos about your company, you're in luck — you would have likely needed to refresh your messaging, footage and possibly some of your solutions during this global pandemic anyway. So now you have an opportunity to tell a current story that doesn't sound or seem out of touch.

Regardless of the type of service or solution you sell, you have a Covid-19 story. How did your employees respond? How did you support your customers and your community during this time? You can work with your in-house team or a partner to develop high-quality foundational assets. Build a sustainable strategy that empowers your workforce to leverage any device to capture and create great user-generated videos that continue the conversation on social media. This not only provides you with a broader reach since you've empowered your teams with content to share, but it can also strengthen your company culture and your ability to attract talent.

If you have great foundational content that just seems out of date, it's important to address the entire piece of content and not just update a small section, for instance with masks and plastic shields. You're better than that. This is an opportunity to refresh the entire message and tell it in a better way. Don't patch it up; retell your story and do it better.

Don't get stuck in the pre-pandemic mindset.

Investing in video and content marketing efforts during these times is the best way to ensure you not only have a bridge to the "next normal" but also an established strength you may not have previously had in your marketing department.

Our audience is now the most digitally savvy population. All generations are using video communications tools at remarkable rates and at all hours of the day. "DoorDash" is what a consumer might say when they're hungry and unsure of what they would like to eat. While we may long for the days of old, we now understand that we can work from anywhere, eat without leaving our homes and experience a "balanced" life while also making a living. It's our job, as marketers, to reach our audiences wherever they are.

This doesn't mean producing the next Tiger King. But maybe, just maybe, that's not such a bad idea.

Now, go tell your story.


Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


Follow me on Twitter or LinkedInCheck out my website