When I finished binging the Sci-Fi fictional podcast “The Message”, I needed to know more of it, and immediately went on an online search frenzy to discover who were the creators of such an original story. When I listened to a panel discussing the origin of the idea, I was surprised to find out that GE was behind the initiative, and that the whole story was a beautifully crafted piece of branded content. I was supposed to be offended, because I, just like anybody else, do not like being fooled when it comes to marketing or advertising. To my surprise, I wasn’t offended. “The Message” had been a good story, and worthy of my time. The fact that it was branded content became secondary to me, and I respected GE for daring to experiment with this format to communicate in a non-invasive way about their “futuristic” innovations. After my experience with “The Message”, I have been more aware of companies that have been doing this, and to my surprise, I have found myself enjoying several branded content podcast that have taken the formula and dared to experiment with it. Blue Apron’s “Why we eat, what we eat”, McAfee’s “Hackable”, and Walmart’s “Outside The Box”, are three great starting points for someone that would like to experience different proposals, that to my opinion, do a great job at storytelling in this form of marketing communication.
Neil Patel said it better in a tweet: “When you want content marketing to be successful, you need to keep it real.”
If storytelling is the key to succeed in content marketing, there’s not a better place and time to experiment with proposals than in the growing podcast industry.
STATUS: TRYING TO KEEP IT REAL, AND DREAMING OF FUNNELS