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