You’re great at writing business plans, coming up with product ideas, and devising long-term goals. But do you struggle when it comes to content marketing?
What’s that? Did I hear a “yes”?
Well, you don’t need to hesitate, or feel embarrassed, because you’re not the only individual/brand struggling with content marketing.
A new research by the CMO Council reveals that though everyone considers content as the “king”, only 2 percent of marketers believe they’ve created highly-effective strategies. Too many brands develop self-serving content without any relevance with varying decision-making target audiences.
This is definitely not how it works.
But if you do want your content marketing strategy to work, you should take a few hints from LEGO. They’ve been content marketing since 1987.
You heard that right. Their content marketing experience is as old as their brand. And most marketers don’t realize the power of LEGO when it comes to branded content. Apparently every post about LEGO or by LEGO’s marketing team is radiated with persona, nostalgia, positivity and other essentials that make people affectionate towards the brand.
The company mainly generates revenue by attracting and retaining customers via content, rather than making direct revenue with paid content or advertisements.
How LEGO does content marketing?
LEGO has become an expert at distributing its branded content over different channels since the last decade. Here’s what it has been doing on:
LEGO’s social media team has been killing it lately. They’ve been posting regular videos on their Instagram and Vine channels which are also shared on their other social media accounts. The videos usually feature new products but sometimes can include a thing or two about existing products.
A look this video shows that they focus on being creative, entertaining and imaginative. As a result, they’re able to tap deep into the psyche of the audience that’s rarely touched by commercial content marketing.
The company has done well in this space even though there were already great short LEGO videos being posted by influencers and fans. That said, the connection between the brand and the fans (who are said to co-own LEGO) powers the overall presence of the brand on these channels.
LEGO also relies on its Facebook account to build anticipation for future products by posting about them in advance.
But what’s intriguing is that the brand drives huge levels of engagement by communicating with fans. The best brands are known to react quickly and answer helpfully to all questions, even if customer service is setup somewhere else. Ragan reported that the social media team works around the clock to build real-time connections with customers.
Microsites and landing pages
Apart from social media, LEGO publishes a variety of original content on its microsites and on the landing pages of its other digital media properties. When you notice some of these web pages, you’ll notice that the content is broken down into “consumable chunks” in the form of images, videos blog posts, infographics, etc.
Take a look at this landing page for example:
There’s a video, a text and an image. The company has even posted building instructions for the product in the form of a .PDF document. This is related to how big brands use white papers and case studies in their content marketing strategies. These chunks make it easy for the readers to digest the story and identify trends relevant to the brand.
On some of these pages, LEGO gives its audience a chance to connect with like-minded individuals, which helps in creation of user-generated content. The strategy, which includes pictures, message boards/forums and chat options, builds a community, which customers crave. Also, it’s hard for audiences to say “no” to all the free content that takes them into LEGO’s imaginative world.
LEGO knows that content marketing is a continuous cycle, not a one-time distribution strategy. Brands create a lot of great content but a high percentage of it goes to waste just because they neglect tapping into all channels of content distribution.
LEGO repurposes some of the content and distributes it via email, sometimes reminding people about products in their shopping carts and at other times promoting new merchandise for the maximum effect.
LEGO personalizes emails based on the buying behavior and the information they know about their customers. The characters are also important as they serve as a reminder of the brand’s promise, validating the content inside the email and encouraging recipients to be a part of an inclusive community.
With the visuals and call-to-actions, you don’t really need to read all the text – you know immediately what the company is asking, which makes it easy for you to immerse yourself in the process and take action. The emails are a great tie-in to the rest of the content marketing strategy and the brand itself.
What are the key takeaways?
So the next time you’re creating a content marketing experience, ask yourself “What would LEGO do to turn it into something amazing?” While you won’t have the budget to replicate their entire strategy, you can do some things similarly, such as the following:
- Be creative: Content marketing should be about creating an experience that people love to share, not boring content they would want to avoid. LEGO is quite creative; they’ve asked customers to customize their sets on different occasions, which has resulted in thousands of views and further content. The key is to be creative in your approach and empower the reader.
- Be entertaining: LEGO taps into current trends and puts their own spin on it in an entertaining way. They’ve done products on The Simpsons, Harry Potter, etc. And that has given them a chance to create entertaining content which is inspired by the company’s fun voice. Also, they make it fun for the customers by running photo-and-video based contests on social media with the giveaway being LEGO goodies.
- Distribute content in multiple channels: Microsites, email, main websites, social networks, etc. LEGO distributes content in a variety of channels and this enables them to attract a wide range of audiences. They’re also able to foster a community in different channels which provides an impersonal experience for customers. Lastly, they work hard to engage with audiences and enrich existing pieces of content.
With the above-mentioned tips, you can build a desirable content experience. It was important to share LEGO’s strategy with you to show you how large brands use content marketing to get consumers excited not just about upcoming products but being a part of your brand.
What are your thoughts? Are you a fan of how LEGO does content marketing? Feel free to leave comments.