Rethinking Content Delivery: Big Brands Embrace Video

Two Bellman Two is part of Marriott's wildly successful long-term video strategy

Video’s snagged a place in the Top 5 Trends for 2016

Take a look at any of the experts’ Top 10 Marketing Trends for 2016 and video has snagged a place in the top five. Sure, we all know we should be doing video—it’s great for SEO, it’s fun, engaging, informative and for certain demographics, this is the preferred way to receive information. But let’s be realistic. Good videos are expensive; they require scripts, perhaps a narrator, background music and professional videographers to create a polished product. And once you’re finished, it’s time for another one, and it takes time and money to keep producing high-quality products. You think they cost too much and have limited reach. Let’s take a look at a video that Marriott produced that’s been wildly successful.

Marriott’s 19-minute video: more than 8M YouTube views

Marriott released the follow-up to its Two Bellmen original short film earlier this year, with the sequel approaching 8M views on YouTube — more than the number of viewers who tuned in to see CBS’ premiere of Man with a Plan. This 19-minute action comedy, Two Bellmen Two, built its viewership over a period of months as consumers shared the content with friends via social media. This is important because it’s the result of consumers increasingly shifting their viewing habits from TV to smartphones and laptops. Savvy brands are creating content that makes an emotional connection with viewers andgets them in front of impressive numbers of potential new customers — in some cases, more than they could with a traditional TV ad.

“ If you deliver something that is valuable and they want to watch, they will actually engage,” said David Beebe, VP of creative and content marketing at Marriott International.

 Content production moves in-house as big brands build studios

This shift in the traditional content creation/delivery model was the topic of a panel discussion at the ad: tech conference in New York in December that featured executives from Marriott International and Charles Schwab. These two big brands are building in-house content studios to produce the kinds of content that today’s new consumers want. Make that millennials. They’re shifting away from TV to embrace a variety of digital content formats.

Demand for video is growing

As consumers look for compelling online content they can share with friends, the demand for video is growing. Brands need content that transcends traditional advertising, and this can be difficult for agencies to grasp. Two Bellmen was first launched in early 2015 and has received more than 5M YouTube views. A sequel came out in early 2016 and a third installment has debuted. Marriott’s efforts have proven successful enough that it is now licensing some of its content, turning its marketing into a revenue source. They’ve developed travel documentaries, webisodes, VR experiences and influencer-driven videos.

You have to be able to take risks; legacy attitudes can stand in the way

For marketers looking to jump into this kind of quality content, one of the biggest hurdles can be resistance from executives who are reluctant to make a significant investment when they don’t see a direct link to a sale. Legacy attitudes can hold companies back, so they must be able to take risks, make mistakes and learn from them. Charles Schwab, long recognized for clever advertising that reaches consumers on a personal level, created a small team three years ago that is focused on telling brand stories that connect with people. Previously, most of the content was focused primarily on traditional selling of products and services.

Today’s marketing is about telling stories

As brands increasingly become content creators, they need to consider new metrics that keep pace as they open the door to new relationships. At Charles Schwab, the content team demonstrated that the videos it created acquired new customers and drove existing ones to sign up for additional products. Brands embarking on a content strategy need to ensure that they continue to engage with their audience.

Are you trying to develop a results-oriented marketing strategy? Talk to us at Top of Mind Marketing. We’re writers and internet marketing experts.  

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