Content marketing can take many forms. It can educate, inform, entertain … One of its most recent and striking faces is reality marketing.
Joe Pulizzi (@), founder of Content Marketing Institute, defined content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” [>]
However, the concept of “valuable, relevant, and consistent content” is too wide and ambiguous. Bryan Del Monte, Managing Member of Clickafy Media Group (@Clickafy) states that content marketing isn’t about content because, in that case, “artists, cinematographers, etc., would be marketing experts.” [>]
Where is then the frontier between content and content marketing?
According to Bryan Del Monte, content marketing should be “an attempt to emotionally fascinate [customers and prospects] long enough that they are involuntarily attracted to the value proposition posited by the content marketer.”
Given this, the reality is that content marketing can take many faces.
This is the most common content marketing category. Most corporate blogs are here. A traditional example is the Michelin Guide, first published in 1900, containing useful information for drivers, including maps and lists of hotels and petrol stations.
A good example are the DIY videos produced by The Home Depot, where they explain how to make small works and repairs using their products.
This is, indeed, the funniest type of content marketing. The key is to play with the product of the company, making a parody of some well-knowm film, show…
One example is Sesame Street, which thanks to these parodies has changed their “prudish” image.
The goal of this kind of content marketing is to show causes and actions with which the brand is committed, offering a “human” face.
An example is the Purina’s program “Better With Pets“.
Sometimes, this kind of marketing can even hide the brand to give greater emphasis to the cause. This is the example of Swatch and “Mission Antarctic“.
Surely this is the most fascinating type of content marketing. In this case, the content is the own brand or company. The goal is to attract the audience showing the inner workings of the company, their day-to-day business life, featuring the team members as characters and dramatizing the relationship among them and their customers.
Let’s see three examples.
Vexcon is a family-owned pest control company based in Louisiana (US).
Gas Monkey Garage
Texas-based Gas Monkey Garage searches for run-down cars, and restores them for profit.
Choccywoccydoodah is an art and design focused chocolaterie based in Brighton (UK).
TED, a nonprofit devoted to Ideas Worth Spreading, made an interesting attempt of reality marketing outside the framework of TV shows.