As online marketeers we are all very much aware now that 'content is king'! The challenge is to develop content your target audience finds engaging and will shares generously across the web, raising your brand profile and helping you to drive traffic to your website.
There are clearly lots of different types you can choose from; video, photography, white papers, blogs, infographics, podcasts etc. Your choice will depend on many factors; budget, timescale, audience, channels, to name a few. But for these to be successful there is one common thread, a strong campaign idea! An idea that reinforces your brand messages, engages your audience and mobilises them to share with their community and with key influences.
This is a very exciting creative opportunity to develop ideas that captures the imagination of your audience, funny how somethings never change – the pursuit of the 'big idea'. The challenge is developing an idea that works and I think particularly B2B brands need to think in a slightly different way.
For example, we know most companies are capable of producing a proficient video that clearly sells their products and services in the most persuasive way. This can then be used effectively online, but it won't go viral! For a video to truly enhance your SEO and raise your profile you need to have an original creative idea. Something that is quirky, has personality, engages your audience and subtle sells your product or service.
Here are some interesting ideas of viral videos that have been very successful – great lateral ideas!
http://venturebeat.com/2012/12/25/best-viral-videos-2012/