“Content” isn’t just things we think of as “marketing.” A great example is Virgin’s new pre-flight safety briefing, which my friend DJ Waldow Skyped from on board a Virgin flight to share with me last week.
If you haven’t seen it, check it out here:
There’s much to love about this video. I detailed why I think it’s brilliant (and what companies of any size can learn from it, over at LinkedIn, in 4 Things Your Business Can Learn from a ‘Boring’ Pre-Flight Safety Briefing. (Check it out, and please subscribe to my updates there if you like what you see!)
But over here, I wanted to highlight one key takeaway from the Virgin
music video safety briefing.
Notice Content Moments Everywhere
For all of us, it’s important to notice content moments everywhere. Or, as the image on this page suggests (to me, anyway!): Content blooms everywhere. Even in unexpected places.
Virgin could’ve produced a boring video like most other airlines do (not all: Air New Zealand is another notable exception). But it didn’t squander the opportunity to create something special, which (by the way) has garnered 6 million YouTube views and significant press coverage, including write-ups in CNN and (incredibly!) the New Yorker.
Here’s the thing: “Content” isn’t just things we think of as “marketing.”
Rather, your content is every word and every pixel your company produces: So, yes, it’s your blog. But it’s also your product pages, your FAQ page, microsites, About Us page, your whole website (!), and (in Virgin’s case) your Federal Aviation Administration-required safety videos.
Publishing is an incredible privilege! It’s an immense opportunity!
I’m sorry for yelling, but the truth is that I want to use SHOUTY CAPS here, because it’s THAT important a point: Don’t squander any content opportunity to connect with the people you want to reach—whether that “content” is traditionally considered “marketing” or not.