ICMA 2018: Is educational video content the next big thing in content marketing?

Experts from FoxyMoron, WittyFeed and Zirca Digital Solutions tell us how brands are focusing on providing relevant and useful content to audiences instead of merely pitching products or services

e4m by Misbaah Mansuri
Updated: Aug 9, 2018 8:58 AM

With social-media introducing two-way communication between brands and companies, it has given rise to an ongoing content-marketing strategy. And the rise of digital video- especially live video is further evolving content-marketing while bringing fundamental changes to customer engagement and messaging.

So one of the best ways to create brand awareness remains educational content done in an interactive way. The shift toward more of such content is sure a strong indicator that brands are buying into more forward-thinking content-marketing strategies instead of merely pitching products or services. Brands are now focusing on providing relevant and useful content to audiences to help them solve problems.

Embracing educational content

Sidharth Gowda, Head of Strategy & Brand Solutions at Zirca Digital Solutions reveals that educational videos have become a part of the brands' stated or unstated content strategy. “YouTube first documented this brand behaviour in 2015 with a content framework called Hero-Hub-Hygiene. DIY and solution-oriented content, like the ones Johnson & Johnson is doing, is categorised as Hygiene content,” he points out.

Gowda feels that the beauty of hygiene content is through the power of optimisation, it gives brands the opportunity to serve solutions to what consumers are actively looking for. “Smarter brands tap into their search trends and social data to understand consumer pain points. The content, therefore, is relevant because it is based on real-time insights. Having a series of helpful content also gives the consumer a reason to come back to the brand's social media channel.” he continues.

Says Rishabh Khatter, Head- Creative Technology & Innovations, FoxyMoron, "The users we have at hand across the world, have seen everything, from different video formats to templatised versions of storytelling. Thus, when a brand picks up an issue to address and doesn't keep flashing its product in your face every micro second, it gets noticed. And when it resonates, the user gives you another 30 seconds of genuine interest in knowing who made it.”

Parveen Singhal, Co-Founder & CCO, WittyFeed reasons that as long as an advertiser can turn as many eyeballs as possible through adapting to new trends in marketing like this – the marketing strategy is said effective. “Considering the consumer gets bored with anything that is static in the ever-changing web world, embracing educational videos is the next trend publishers are banking on. It’s about making them aware of the unaware and gaining that trust of a reliable source.” he opines.

More brands jumping on the bandwagon?

Khatter believes that the extended attention span which this format garners is the gold that every brand is gunning for. “Brands are shifting from showcasing products to owning spaces, be it Nike with running, Mirinda with #Release the pressure for students, Hershey's syrups with mothers and everyday cooking or Levis with dance, the shift of brand subtlety mixed with focused relatable content is what’s working for better recall,” he explains.

Singhal shares that being a new-age media company, WittyFeed keeps exploring the creative space in terms of content. Citing an example of a piece of work done by WittyFeed, Singhal explains, “Using innovative formats is not the only thing which comprises being creative though, we did a campaign for Exide Life Insurance where educating the target audience was the key thing they wanted to do. The campaign was about being there on every screen and asking them to stay safe for life by using helmets which will ensure a happy life ahead.”

The brand implemented “True Native” Content Marketing to amplify the campaign and published a story on their platform which reached out to 150,000+ internet users and engaged 10,000+ people. “Instead of talking about the campaign initially, we fed the readers with some information like how in the year 2016, one of every five bike occupants who died in crashes was not wearing a helmet and their total number was 10,135. The impact created was much more substantial when 60,000+ people read the story, and the overall idea was promoted in the digital world,” said Singhal.

Gowda contends that with this trend of educational content, we're looking at just the tip of the iceberg here. “With search now going towards voice with Google Home and Alexa, brands will soon be able to converse with their consumers and help them navigate their daily lives,” he says.
Find out trends in the content-marketing space at the Audacity e4m Indian Content Marketing Awards 2018 (ICMA) and second edition of Content JAM, a Content Marketing Conference, set to take place on September 7. For details, click here: https://e4mevents.com/content-marketing-awards-icma-2018/

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