At the center of Netflix's new $100 million original series is, POWER. Each character in the series craves and would do anything for it. However, what is more impressive with this series is the power move that Netflix made that sent shock waves through the industry.
In grandeur style, with the power of data on their side they crafted a brilliant series that leveraged how their audience was observed to view content. Binge viewing.
Its been said that people have short attention spans, but Netflix proved them wrong as audience finished the show in less than 3 days. Unheard of in the traditional and linear TV programming world. However, there are many lessons that marketers can learn from this bold content marketing strategy.
In Brandon Carter's Tech Crunch article, Netflix's Content Marketing Secret Sauce Is Wrapped Up In 'House of Cards' he outlines some things that content marketers should consider when producing content for their brand.
The first thing he talks about is that content marketers need to aim high when producing content. This is necessary because content marketers are no longer just competing with their competition within their space, but with the major content platforms, such as Facebook, Twitter, etc. Overall, content producers cannot afford to cut corners when creating and distributing content to their audience.
The next thing he goes into is how content producers need be adaptive to audience consumption behaviors. For instance, Netflix knew that their audience binged viewed the content so they took advantage of that. What looked like a big risk from those from the outside looking in was very strategic on the part of the video streaming company.
So content marketers need to be in tune with their audience consumption behavior.
Overall, he wraps up the article by highlighting the importance of audience engagement, tracking and optimization. The assumption that the author made was that when you get your audience to be hyper engaged there is more of a chance to convert to loyal customers.
For content marketers, they must be able to build this engagement into their content marketing strategy. It does not stop there though, they also need to continue to track and optimize if the engagement is authentic.
At the end of the day there needs to be a return on investment of time and money that it takes to produce superior content.
How effective is your content marketing strategy?
[Sources:]
Netflix's $100m Digital Marketing Experiment-'House of Cards'
http://mojomedialabs.com/netflixs-100m-digital-marketing-experiment/
Netflix's Content Marketing Secret Sauce Is Wrapped In 'House of Cards'
http://techcrunch.com/2013/03/02/what-netflix-can-teach-us-about-content-marketing/?utm_source=dlvr.it&utm_medium=statusnet
