The Power of Content Marketing to Change Minds

 Has content you’ve consumed ever changed your mind? Watch the video below and then read  on to find out how this great example of content marketing impacted me and what we can learn about content marketing through it. 

 

There are a couple of things that happened when I watched this commercial. First of all, I laughed. It did a good job of poking fun at the iPhone in a way that I found entertaining. But even more than that, it made me wonder — did the Samsung Galaxy S3 really have features such as 4G before the iPhone did? In what other ways was Android ahead of the iPhone? Hmmm. . . maybe I should do a bit of research. 

The reason this was significant for me is that when it came to phones, I just kind of assumed that the iPhone was superior to any Android phone.

But then I saw this commercial, and wondered. And while the commercial in and of itself didn’t convince me, it compelled me to do some research to find comparisons of Android phones and the iPhone. The more content I consumed, the more I began to be intrigued by what Android in general, and Samsung in particular had to offer. The bottom line is that I recently purchased a new phone, and thanks to this well done, 90-second bit of content marketing, it wasn’t an iPhone. (I ended up with the Galaxy Note II.)

Now granted, none of us have the budget of a major company like Samsung, but here are a few things we can learn about content marketing from their example:

1. Injecting a bit of humor in your content can be a very effective way to make your point.

No doubt at least a few Apple fanboys were bothered by this commercial, but I would imagine that it brought a smile to the face of a lot of iPhone users. There’s something very disarming about humor. It makes people relax and generates positive feelings.

I’m thinking of ways that I can use this feature of my new Galaxy Note II to create content to tell stories that will resonate with my readers.

2. Tell stories in your content.

While there are no full blown stories in this commercial, there are some “mini stories.” For instance, one guy states that he’s “moved on” from the iPhone. The story there is, “I used to be an iPhone user, but something better came along.”

That story is actually repeated a couple of times in this short commercial, and it implies that if you’re an iPhone user, maybe you should think about moving on as well.

3. Use your content to state facts rather than to attack the competition.

It wasn’t necessary for the Android users in the commercial to blatantly say negative things about the iPhone. Instead, in a matter of fact way, they stated things such as, “We’ve had that for awhile.”

This demonstrates that using your content to show the value of what you have can be more effective than saying, “The competition sucks!”

4. Use your content to challenge popular opinion.

While the Android users don’t specifically attack the iPhone users, the guy saving a place in line for his “fuddy duddy” parents challenges the assumption that iPhones are cool. The creative way they did this was far more effective than if they went around saying, “iPhones aren’t cool.” 

5. Use content to demonstrate how your products or services work.

My sister-in-law is an avid iPhone fan, and when I told her I was thinking about buying the Galaxy Note II, she asked, “Is that the one that you can share things by touching phones?” No doubt videos showing that have left an impression. As much as possible, use your content to show rather than tell, and use different types of media such as video to do so.

The point of this post isn’t to indicate that one phone is better than another, but rather to show the power of content marketing to impact buyer decisions. I’ll be thinking of that fact for awhile, each time I pick up my Galaxy Note II.

Your Turn:

Do you have any examples of how content marketing has impacted buyer decisions? What are some of your favorite commercials?

Video Tutorial: How to Make a Video Using PowerPoint 2010

For a long time I avoided video, and truth be told, I’m just now dipping my toe into the stream, getting a little feel for how to create videos. Quite frankly, videos are a bit out of my comfort zone, and yet they are a very important aspect of content creation, since many people enjoy media that is more visual in nature.

I’ve long been a fan of screencasts, because I tend to like tutorials which are often done via screencasts. Keeping with my love of teaching, a next natural progression in video for me is learning how to create videos using PowerPoint.

Videos created with PowerPoint appeal to me for a couple of reasons. First off, as is true with screencasts, videos made with PowerPoint are a great teaching tool. At my heart, not only am I a writer and content creator, in the deepest part of me I am a teacher. So of course I’m naturally drawn to learning how to create content in a way that teaches.

Secondly, I love using tools and programs that most people have, and while not everyone has PowerPoint, many people do, since it is often bundled with other Microsoft Office programs. Many people get hung up on feeling like they need to spend a ton of money and learn a lot of complicated programs in order to create content. While expensive and complicated programs abound, and truth be told, have their place, a lot of great content can be created using what we already have.

This video tutorial shows you the very basics, the first steps in creating a video using PowerPoint 2010. It’s intended for those who perhaps don’t even know that you can create a video using PowerPoint, or who think that it requires a special program, or is complicated. Nothing could be further from the truth! In fact, in the simplest form, you can create a video using PowerPoint with the click of a button. This video will teach you how to do just that.

Your Turn:

Leave me a comment below to let me know about your experience with creating videos. Have you create any videos yet? If so, what have you used? If not, what has held you back from creating videos? After watching this video, do you feel like you could create a video using PowerPoint 2010?

Content Creation Help

When I thought about who I am and how my site is different from all of the other blogging sites out there, I realized that my heart and my passion is to reach those who have struggled with blogging consistently, who fight perfectionism, and who may be afraid to try new things.

Though not true in every case, many of them have started and quit at least one blog. Others perhaps are getting ready to start their first blog, and don’t quite know what to do. Still others are blogging consistently, but want to find trips and tricks to make blogging more efficient and effective.

The bottom line is that my heart is to help others succeed with blogging, even if such success seems elusive. The video above was created with those thoughts in mind.

Note: I used Animoto to create the video, and while Animoto is somewhat limited when it comes to flexibility, it is a very easy way to add video to the types of content you create. These Animoto links are not affiliate links, per se, however, they do earn me free months of service if you use them, but more importantly, they provide you with a discount, so using my link is a good way to get the service at a lower rate.

Content Creation Tip: Give Your Readers What You Promise

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I came across this video on the EzineArticles YouTube channel and thought it was a great illustration of the importance of making sure that your blog posts and article deliver what you promise.

Here are some ways to do that:

If you write a clever title, be sure to write an equally clever article!

If you promise tips from top experts in your niche, be sure to provide info from true experts, rather than just sharing your own opinions.

Avoid exaggeration. As an example, don’t promise that someone can make $10,000 in a day with your method when the reality is that it may take them a month to make $100.

How do you feel when a blog post or book or anything else you take the time to read fails to deliver on the promises it made? And what tips do you have for avoiding causing others to experience that with your content?

The Importance of Blogging by Seth Godin and Tom Peters

I’ve read so much on the importance of content, including blogging, but this video really spoke to me in a different way. In fact, it even reveals why blogging is worthwhile even if no one reads your blog. Take a couple of short minutes to view the video then leave me a comment with your thoughts on it!