Content marketing covers a wide range of media, and is designed to appeal to all learning styles and intelligences. Everything from maths to visual, audio to nature, music to interactive – and even a bit of tactile kinesthetic – can be accommodated through the wide array of media supported by the World Wide Web. Increasingly, video is becoming the most effective way to share a message. Videos are exponentially more likely to go viral than other forms of media, and a cleverly-designed video campaign can communicate a massive amount of information in a relatively short space of time. Using music, colour and movement takes the medium even further, really entrenching the message in viewers’ minds.
An excellent example of this is Virgin America’s #VXsafetydance video, which is shooting across the internet like wild fire. With over 4 million views in its first few days online, it is proof once again of the viral power of video online. The video shares valuable information (the cornerstone of effective content marketing) in a trendy, Highschool-Musical-esque style. And to be honest, I sat through all five minutes – and enjoyed it! Even people who think it’s “stupid” watched the whole thing – and shared it! Whether their sentiments were positive or negative, they’re supporting the aphorism that there’s no such thing as bad publicity. In all likelihood, what little negativity there’s been about this is simply sour grapes from agencies who wish they’d thought of it first. We enjoyed it thoroughly, and I’m sure you will, too.