I have a confession.
I LOVE the show ”Extreme Makeover: Home Edition.”
It always gets to me. I start tearing up when I just see the previews of the bus moving! 🙂
Anyway, it was a shock to me to learn the news that after 9 seasons ABC is CANCELLING the show! I hate hearing that.
Not only is it a great show that actually changes people’s’ lives (both the people getting the makeover and the people doing it), but you might not realize that it’s an amazing example of content marketing.
What do I mean?
Well, you might not know this, but Sears, Roebuck & Company made a genius move way back in 2003. How many companies had even thought about content marketing back in 2003? Well some wise people at Sears did.
They made an estimated 1 million dollar deal to become the centerpiece sponsor of this reality series. The deal included product placement of their products (Craftsman tools, Kenmore appliances and more) and even scenes shot of trucks delivering merchandise from Sears.
Do you see how smart this is for both ABC and Sears?
ABC creates the content – genuinely great shows focused on a needy family with a powerful story – and Sears pays for exposure and the opportunity to be associated with such powerful and meaningful content.
The connection between the two is a natural connection and makes sense to the viewer. That’s why it works. That’s why there is engagement.
If there wasn’t this natural connection the whole thing would be a flop.
Some Quick Content Marketing Lessons:
If you are a business: What content creators can you partner with who already do a great job at producing content your prospects fiend for? Find these partners and figure out a way for you to work a deal like Sears did. (One where you pay to be the centerpiece and/or where you provide products/services for them to offer.) It will give you constant exposure in a way where you won’t be ignored like you probably will be with traditional advertising.
If you are a content marketer/content creator: What businesses would love to be associated with your content because they want to reach the same audience as you? Approach the businesses and pitch the idea. (Use this example if you need an example.) It will give the income you need to fund the production of the content. It will also help legitimize you and your content.
If you want to learn more about partnering with businesses for content marketing, then check this post over at Junta42.com by Joe Pulizzi: “8 Content Marketing Initiatives To Seriously Consider for 2012“.
Bonus Content Marketing Idea:
I’ve mentioned before how Disney is very smart when it comes to content marketing. Well this is another example. You might not know, or remember this fact, but ABC is owned by Disney.
Have you ever noticed the most popular and repeated destinations that they send the families away to while they work on their house?
Yep. Disneyland or Disney World. They are constantly using the content from this show to confirm the point that these are destinations that families LOVE to go. Ingenious isn’t it?
P.S. If you want to read more about Sears’ deal with ABC, you should read this article from The New York Times: “THE MEDIA BUSINESS: ADVERTISING; On ABC, Sears Pays to Be Star Of New Series”
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[author] [author_image timthumb=’on’]https://recessionsolution.com/wp-content/uploads/2011/12/photo1.jpg[/author_image] [author_info]Scott Aughtmon is a “business recession solution expert“, a “content creation expert” , and a speaker. He’s spent over 12 years studying effective marketing and business methods (both online and offline).
You can read some of his content marketing articles for “Content Marketing Institute” here.
He’s the author of two e-books called “How Your Business Can Survive And Prosper In A Recession” in which he interviewed 38 top business, marketing and sales experts and got them toreveal their methods to help business owners survive and prosper in a recession. Scott has also been interviewed on radio shows and asked to share his wisdom to help business owners survive and prosper in a recession. Read more of Scott’s insights on his blog. Follow Scott on Twitter @rampbusinesses or on Google Plus at +scott aughtmon, +content creation methods, or +recessionsolution.com [/author_info] [/author]
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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