Lessons for Applying Content Marketing

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LESSON #1: Give the customer what they want
Marketing of Surprise vs. The Constancy of Hype

Beyond being carried away by the figure of winner of 14 Grammy Awards, 12 MTV Awards, a “Billboard of the Millennium” award and a long list of awards that would make the most indie musician blush, Columbia Records, the thinking monster company behind it all, was far from following the old paradigm of the industry where half physical therapist email list of the budget goes to the musical product, that is, purely the album and the other half to promotion (videos, interviews, graphics, etc.).

In its innovative way of breaking the mold, the entire promotion process was summarized in a single post, the same day of its release in the iTunes store.

Hundreds of thousands of fans suddenly find out about the news and the resulting furor, differentiating themselves from other artists and their products, who build a relationship with the fan day by day.

In these other cases, each post, each image, each shared experience has the purpose of generating the much desired empathy.

[Tweet “knowing how to apply content marketing is the secret behind success”]

This definitely comes down to one thing; knowing how to apply content marketing is the secret behind Beyoncé's success.

According to Wall Street Journal editor John Farley , in the case of Beyoncé's visual album, “It's not about not having done promotion, but about having made it transparent.

One of the things that people hate the most is hype . Unlike many brands, the effort here is not directed at positioning on Google or gradually gaining user loyalty, but rather at giving them what they want first and foremost .

[Tweet “Offer a good product. Your audience will do the rest.”]

LESSON #2: Offer a good product. Your audience will do the rest.
The impact of viral content

Following the artist's announcement, mentions on Twitter multiplied by several hundred thousand , as can be seen in the following graph.