Go Beyond Small Content Marketing

If you’re reading this, it means that somewhere along the way in your resource reading, something got you hooked. It could have been the visuals- that gloom-and-doom cover picture of dead leaves on our Facebook page or the drawing of the bird that forms part of our story-telling logo. It could have been the words ‘branding’, ‘marketing’, ‘strategy’, licensing’ or ‘content’ that drew your attention.

If you’re a content marketer reading this right now, you know what your eyeball means to our article- and to our page. And it looks like we are doing what’s termed as ‘Small Content Marketing’, you know, the whole gamut of tools that mark the trade- webpages, infographics, videos, blogs, pictures and so on, which, yes, we do, but small content marketing forms a *small* part of what we actually do.

What we do is, in fact, Entertainment Content.

Entertainment Content is really the business- the quantifiable value- the dollars and cents- of the world of Content itself. Entertainment Content is, basically, creating content that offers High Value.

A video creates very little value if the video garners no interest, no emotional resonance and no course of action- even if you’ve used the latest film technology or the most good-looking cast.

A blog article can spark off interest, but better the value if the article can make your reader ponder and reflect on what they’re doing or living right, or wrong and drive them to initiate change.

A web page is an excellent platform for information and to establish contact, but what brings in more value is if the page can keep the user coming back again and again and again for your product or service or, for some users, without even knowing precisely why.

We could give you five tips to better the tools of your trade. But there are already too many tips swimming around in the wide, wide ocean, so instead we’ll provide you five questions instead.  

1. Can your Youtube video, website, blog, pictures be    licensed? [Yes / No]  

2. Will anyone acquire your blog, video, song etc? [Yes / No]

3. Do you have distributors who will distribute your content [Yes / No]

4. Are your content assets and properly managed? [Yes/No]

5. Does your content requires legal and business support? [Yes / No] 

If you have answered mostly no to the questions above, you need to go beyond small content marketing and make the leap right into Entertainment Content. Why? Because the only benchmark in all of content creation is when people are willing to spend good money to consume it.

If they’re not, I tell companies to whom I speak with about content marketing, it means they still need to strive to this benchmark. All customized solutions at Lauric must meet this benchmarked too, before they are proposed to clients. 

Lauric Customized Solution

A fine example of Entertainment Content is The LEGO Movie. If you watched it in the theater or on Blu-Ray, you just paid money to watch a 100minute LEGO commercial.

Entertainment Content is no straightforward business. There’s stuff like licensing, acquisition, strategy, distribution, development, asset management and legal support to look at. But for starters, before you touch on all that, the first plunge to take is into the heart of it, and that’s Anthropomorphic Branding.

Come Dance With Diana

You can read more about it here, but in short, Anthropomorphic Branding goes beyond proposing the utilization of content simply for product tie-ups or associations. Instead, it involves morphing your product or service into a character that has hopes, dreams, struggles, emotions and purpose- all of which embody your product and what it does in resolving customers’ issues.  

And though you may not have the budget to make a feature film like LEGO did to promote your company, you can still utilize Anthropomorphic Branding to create high valuable content that resonates directly to your customers.

Next up, we will take you through an Entertainment Content driven sales funnel. Subscribe below and check back for more updates.