Despite all the publicity that Content Marketing is getting lately, there’s still a fair bit of uncertainty around it. And in case you think it’s all about blogging, there’s a host of options you could use.
Two weeks ago, Chipotle raised the stakes on content marketing. This chain of Mexican restaurants, pride themselves on what they call “food with integrity”. They boast meat from “naturally raised” animals and organic black-bean. They’ve even lobbied Congress against the use of antibiotics in farming. And their Scarecrow video has clocked up over 6.5 million views in less than 2 weeks.
It’s almost a feature film. The production values are beautiful and the story of a sad little scarecrow who plucks up the courage to fight back against the evil corporate food producer who lies and cheats, claiming that their food is natural and healthy when it’s anything but could have been a Disney movie. It’s sweet and sad and hopeful. And it clearly spells out the Chipotle values of healthy, natural ingredients.
Research conducted in the USA last month found that of 19% marketers are allocating at least a quarter of their marketing budget to content creation, with another 29% allocating at least 10% of their budget.
You may not be able to afford a movie like Scarecrow, but it might be time to think how your brand can benefit from content marketing.
If you enjoyed this, please share it. (And if you have children, they’d probably like to see it too – and it might give them a fresh perspective on processed foods!)