Image from Wikipedia
Do you realize that the first Star Wars movie came out in May 1977?
If that doesn’t make you feel old, do you realize that the last prequel “Star Wars Episode III: Revenge of the Sith” came out in 2005?
That’s seven years ago!
Have you ever wondered how Star Wars continues to be popular with another generation of kids?
Well, I’ll give you a hint. It hasn’t happened by accident.
It’s come from a well-planned strategy and an important part of the strategy involves content marketing.
Compound Content Marketing
It’s a content marketing strategy that I call “Compound Content Marketing.” Let me give you some examples of how Lucasfilms uses content marketing and then I’ll explain more about “compound content marketing.”
First of all, think about it.
How did George Lucas promote the three newer prequels? He used content marketing!
He re-released the original movies in digitally restored and remastered versions with some additional CGI scenes of Yoda and Jabba The Hut.
Is that a genius move or what?
He re-released content he’d already created and made money off it AGAIN, all in an effort to promote and market new content he created.
When Star Wars Became Unpopular
Do you realize there was a period of time when Star Wars wasn’t popular? It’s hard to believe, but it’s true.
In a newly published article on NPR.org called “How ‘Star Wars’ Seduced Another Generation Of Kids,” Alan Greenblatt reveals that “Star Wars” actually lost popularity for a period of time.
He then explains why and how Lucas has used content marketing to keep Star Wars fresh for each generation.
Greenblatt says, “In part, that’s because the books and video games have been carefully targeted at fans of different ages. New content also helps keep the brand current. There was a period during the late ’80s and early ’90s — between the release of the two film trilogies — when Star Wars toys wouldn’t sell.
“Lucasfilm and its many licensees have since been clever about renewing interest by bringing out new story lines through books, games and cartoons. ‘You do need new entertainments, you do need new events that keep people engaged, or, in some cases, introduce it to a new generation,’ Roffman says.”
Lucasfilm’s Expanded Universe Of Content Marketing
Lucasfilm continues to keep people engaged through a complete expanded universe of content creation and content marketing. This includes content created by George Lucas and also content created by others (with Lucas’ oversight and permission).
This “expanded content universe” includes:
- Marvel Comics‘ Star Wars #7 issued in January 1978 (the first six issues of the series having been an adaptation of the film)
- Alan Dean Foster‘s novel Splinter of the Mind’s Eye which came out the following month after the Marvel Comics issues
- Radio adaptations of the films.
- Other films (Made-for-TV films or animation specials such as The Star Wars Holiday Special or The Great Heep)
- Animated series (Star Wars: The Clone Wars series, which has been airing on Cartoon Network since October 2008 is one example)
- Literature (this includes: novels and comic books)
- Games (video games, such as Lego Star Wars, board games, such as Risk Star Wars: The Original Trilogy Edition, and even trading cards)
The Power Of Compound Content Marketing
Do you see how each of these things promotes the movies? And do you see how the movies indirectly promote each of these “content systems” in the Lucasfilms expanded content marketing universe?
How Two Authors Did This
- A blog
- A second book called SuperFreakonomics
- A radio show
- A film
- And even a pair of pants!
How A Vitamin Store Owner Did This
- He has created a radio show called “The Health Warrior.”
- He has a another radio show called “The Vitamin Shelf.“
- He has a whole line of private label nutritional products called “David’s Choice.”
- He has created a free newsletter called “Vitamin Shelf.”
- He has a portion of his website that contains “health calculators,” where you can calculate things such as: Blood Alcohol Content, Body Mass Index, Calories Burned, and more.
- He also has a podcast called “The Medicine Men Radio Show And Podcast” that he does with an acupuncturist from Alameda named Dr. John Nieter.
- He even uses content marketing in his commercials.
I hope that relieves any doubts you have. If a journalist, an economist, and a vitamin store owner can all use the power of “compound content marketing,” then anyone can.
Even you. As Yoda said, “Do or do not… there is no try.”
May the force be with you.
Source: Wikipedia
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I’m a business strategist, consultant, content creation specialist, and speaker. I’ve been studying effective marketing and business methods (both online and offline) since 1999.
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