BY: M E G A N DA N I E L S O N

ENGAGING AUDIENCES THROUGH EPISODIC CONTENT MARKETING

WHAT IS EPISODIC CONTENT MARKETING (ECM)?

•Definition: Storytelling, in the form of video imagery or text, that is distributed on a regular basis to engage audiences and build anticipation.•For this lesson, we will focus on video as it is been proven most successful in branding.

EXAMPLE OF ECM

• “The Beauty Inside: Episode 1” – by Intel and Toshiba• 1 of 6 episodic shows on YouTube• Main character, Alex, wakes up everyday as someone

different• Viewers had the opportunity to participate and enter in

their videos to be broadcasted• These video series have been viewed by millions and

positively impacted the brands that hosted.

• Click Here to watch:https://youtu.be/3GdWUjG72sk

THE SCIENCE BEHIND IT ALL• A chemical that is released in

the brain when one views ECM content is called oxytocin.• Attitudes, beliefs, and behaviors

are affected. • These stories are often times

inspirational and motivational. • Stories have an even stronger

effect on us when they leave us wanting more

• Brands seek that the end results of ECM campaigns be persuasive and memorable to those viewers to take action.

PROS AND CONS OF ECM

Pros• Websites with ECM have an

average 124% higher page views than sites without ECM.

• Fan rates are typically 25% higher than other video sets on a single website.

• Brands build larger, more loyal customer base by use of quality ECM.

• Marketing strategies are much stronger with an ECM goal in place.

• Strong content, followers, and links lead to a better ranking in SEO.

Cons• Imagery & Production can

be quite costly if it primarily video content. A videographer is often needed.

• Much pre-planning needed, with several script plans in place.

• We don’t know long term ROI since this is a new development.

THINK ABOUT YOUR FAVORITE TV SHOW…

• When watching our favorite tv shows, what is it that keeps us engaged and eager to watch the next episode?

• Emotions• Character development• Suspense/Action• Cliffhangers

• We can have that same effect on our customers with ECM as our popular Netflix shows have on us. • Like our tv shows, that brand that spends the time

in creating ECM is more likely to gain credibility than a standardized one time advertisement.

WHY DOES ECM MATTER TO YOUR TEAM’S STRATEGY?

• Clearer vision of company’s overall strategy• Planning content utilizing themes and topics, while

remaining on deadlines keep the team more organized and structured.

• Your customer audience knows you well as a brand• Viewers become accustomed to your content production

style and will be easily remembered by those recurring themes.

• The more regular content that is produced, the more following audience you will have that is loyal to your brand.

SIMPLE TIPS TO CREATING ECM

• Every episode should have content focused on the central theme of the series. This is most likely aligned with your marketing strategy.

• Timing – work out in advance how and when to distribute content on a regular basis.

• Find a subtle way to create a ‘call to action’ by offering your viewers to shop on your website

• Make sure your style of content is consistent. • Length - Episodes don’t need to be very long. Don’t

stress on making a long video, just focus on the quality.

• Your finale must be epic and memorable.

SOURCES• https://blog.act-on.com/2016/04/how-major-brands-are-winning-through-episodic-

content/

• https://www.crowdcontent.com/blog/2016/01/19/episodic-content-what-it-is-and-why-it-works/

• http://curated-digital.com/marketing-strategy-wars-why-episodic-content-is-2016s-hot-ticket/

• https://hbr.org/2014/10/why-your-brain-loves-good-storytelling/

• http://www.keepcalm-o-matic.co.uk/p/keep-calm-and-get-ready-for-the-next-episode-2/

• http://www.skyword.com/contentstandard/enterprise-marketing/no-3-trend-why-episodic-content-is-a-must-have-in-2016/

• https://www.vidyard.com/blog/what-game-of-thrones-broadcast-tv-can-teach-you-about-video-marketing/