If you enjoy binge-watching series or are a movie fanatic, then the chances are that you have heard about Netflix. Netflix is one of the most popular streaming services available today, with up to 100 million subscribers using the service on a daily basis. But, not many of us have stopped to wonder about why it is so popular. How does this platform draw in so many users from so many different parts of the world? The simple answer: a sound content marketing strategy.Â
If you are working with a digital marketing agency you have likely heard of content marketing. It is the process of creating, publishing, and distributing content for a targeted audience online. And now, you are wondering what this has to do with a streaming service such as Netflix. But content marketing is the key to the massive success of this popular service.Â
We look at what can be learnt about content marketing from this wildly popular streaming service.
All About Audience Data
Have you ever noticed that Netflix has (almost spooky) spot-on suggestions for your next binge-watching session? Well, this is because they make use of audience data in order to create the perfect content marketing strategy.Â
You need to use as much consumer data as possible and create data-driven content that is relevant and valuable to your audience. Look for the keywords or phrases that people are searching for, use analytics to see the most popular pages that people are landing on, and monitor social media to find out what topics people are searching for or are trending. This data will help you to create content that is highly relevant to your audience.Â
Originality Is Key
Netflix is popular because it has a large volume of original content for viewers to choose from, but, more than that, their advertising is original. For example, you may have seen the “Are you still watching?” mems on the internet and, while it seems like an annoyance, this has generated interest in the platform and also encourages users to continue watching.Â
By gathering the audience data in the tip above, you can then create content that is original and that will appeal to your audience. Content marketing focuses on delivering content that is relevant and valuable, and the best way to achieve this is to be original. You could turn to social media to promote your product or you could look for user-generated content to further engage your audience.Â
Build Your Brand Voice
Part of any successful content marketing strategy is to have a brand voice that consumers can recognise and relate to. And Netflix certainly has a brand voice – one that is friendly, fun, witty and (at times) irreverent. Consumers enjoy this brand voice because it is one that is familiar and trustworthy.Â
Giving your brand a voice and a point of view ensures that your audience simply has to interact with your brand and engage with your content, rather than simply reading the blogs that your competition writes or the videos they create. Think about what you would like your brand to say and who your audience is, and base your content marketing strategy on this. Remember to consider your industry and your audience before you implement a brand voice.Â
Quality Versus Quantity
If there is one important takeaway from Netflix it is that you should invest in quality content over a large quantity of content. Quality content will help to better improve your audience engagement, whereas simply churning out content will soon be seen as an annoyance by your audience.Â
Netflix only invests in shows that it believes will provide value and entertainment to its audiences, rather than simply adding hundreds of shows to its list. Quality content will help you to establish legitimacy and authenticity as a brand and will set you apart from your competition. Another benefit of creating quality content is that Google and other search engines will rank it higher than other content, making your digital marketing strategy even more of a success.Â
Build Relationships With Your Audience
You probably have a favourite TV show that you wait with bated breath for whenever a season is coming out. And Netflix knows this. It has tapped into this mindset with its streaming service. Instead of releasing episodes once a week, Netflix allows viewers to watch an entire series in the span of one weekend (if you are so inclined…). This has allowed Netflix to build relationships with their audience, and marketers can learn from this. You may need to tap into your creative side in order to generate content that is engaging and relevant, but once you do, you will have a strong relationship with your audience. You will become the brand they turn to whenever they need to use a product or service in your industry.Â
If you would like to improve your content marketing strategy or build your brand, speak to NetMechanic today to find out how we can help you. Â
