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We love Betty White's appearance in this year's Super Bowl ads!
Most people really don’t care for advertisements and blatant marketing pitches. The popularity of the Tivo is evidence of that. However, each year, people who have zero interest in football gather around the television – to watch the ads.
Why is this? Because the cost of a spot during the Super Bowl is so expensive, advertisers pull out their big guns to make their commercial truly worth it: Memorable, entertaining, surprising, uplifting – even controversial – and all in 30-second, 45-second and 1-minutes bites. In case you missed them, you can take a look at all the 2010 Super Bowl ads on Creativity Online (oh, and New Orleans won by the way).
It goes to show you that if you can give value to people and entertain them, which is the whole premise behind content marketing, people don’t mind the sales pitch that comes with it. We also learn from the Super Bowl ad phenomenon that prioritizing the audience and what they get out of your marketing effort makes a big difference in your final product (be it an ad, a blog post or another content marketing tactic). Compare one of the Super Bowl XLIV spots to a non-Super Bowl ad of the same company. Which one is primarily about your entertainment and which one is primarily about product features? Which one shows the most creativity and which one features predictable (even cliched) writing? By simply setting a different audience-driven goal the outcome is better.
Think about this when you’re developing your content marketing. Are you thinking about whether your audience, readers or customers are truly getting anything out of your work? Is it unique? Is it something people will want to talk about and share with others? It’s a big task, so consider contracting a content marketing company or hiring a freelance writer to help you achieve something truly buzz-worthy.
Tags: audience, content marketing, entertainment
