This week, take a musical road trip with Ram Truck. Stop by to take a look at real people's preferences for authentic content. After that, ending the trip with an ending is nothing more than a departure.
Band on the run with Ram
When the bands are back on the road, Ram Truck is joining in Ram BandVan Tour out on the street again. This year's release, called Back to Live, offers at least five emerging bands using ProMaster BandVan while they're on the go.
First in the lineup is Radkey an opening band for the Foo Fighters who have a relationship set up with Ram Truck .
Earlier this year, Dave Grohl, the head of Foo Fighters directed What Drives Us , a documentary featuring popular bands reminiscing about a time when they drove to a show on a truck. (The Foo Fighters drove a Ram van they call Big Red Delicious.) He also appeared in an advertising campaign. for the brand .
[embed]https://www.youtube.com/watch?v=JcZRnJLPnFI[/embed]
WHY IT IMPORTANT: A year ago, the Ram BandVan experience went nowhere because the bands were going nowhere during the pandemic. Since Ram Truck began touring BandVan in 2018, the tour's website offers plenty of content to interest anyone interested - including alumni news and links to music from more than 20 artists participated in 2018 and 2019. Fans can stay up to date with content by following #RamBandVan on Instagram and other social channels.
Ram Truck also takes celebrity endorsement to the next level through a layered content partnership with Dave Grohl, which includes documentaries, commercials, and stories around Radkey.
. @RamTrucks #ContentMarketing takes off with the return of a #RamBandVan tour and a documentary by (and a promotional series starring) @FooFighters Dave Grohl via @CMIContent. #WeeklyWrap Click to Tweet
Turns out, real people like real people more
Authenticity matters to most consumers, according to Post-pandemic changes in consumer shopping habits: Authenticity, personalization, and the power of UGC by Stackla.
How do you create that authenticity? The survey said look at your customers: 72% say real customer photos and videos are the content they most want to see on e-commerce sites when making purchasing decisions. And 80% say they are more likely to buy a product online if the site has photos and videos from customers.
Interestingly, 79% say that user-generated content has a strong impact on their purchasing decisions, while only 9% say influencer content. And more than half (58%) say they left an e-commerce site without buying because it didn't have any customer reviews or photos.
Consumers are also willing to be those real people, with more than 50% saying they would license brands to use their images or videos.
A recent study from Stackla found that 58% of those surveyed would allow a brand to use their image or video for clothing or accessories and homeware, 54% for beauty products. , health or wellness, 53% for sporting goods and 52% for excursions. ( Image source )
WHY IS THE PROBLEM: This survey focused on online retailers, but the results should inform both B2C and B2B content marketing strategies. Audiences are more likely to act when they see others doing the same. You do not need to provide official reviews or star rating systems. You just need content that features real people with similar needs and interests to your audience. And you don't have to invest a lot of money to create it – user-generated content can capture the attention and interest of your audience.
Before you hire an “influencer,” consider that 79% of people in a @Stackla survey said user-generated content has a big impact on purchasing decisions. Only 9% said #content is influential. @CMIContent #WeeklyWrap Click to Tweet
Don't waste content opportunities
Given the way Zoom has become a verb in the past 18 months, you can expect the brand to ease up on its marketing. Instead, the face-to-face meeting platform sped it up using an often overlooked ramp: the screen you see after your meeting is over.
Zoom has created a library of relevant and interesting calls to action to display once the meeting is over. It has more than two dozen options in the rotation, including this one with links to third party reports (Gartner) on video conferencing services :
WHY IS IT IMPORTANT: Less sophisticated marketers may not realize that the thank you page or the meeting conclusion page is a content opportunity. But Zoom did. The company's marketing team knows many of its users aren't paying customers — they've joined someone else's meeting or they've signed up for a free service. But it sees value in communicating with an audience already interested in its product. While we can't all be Zoom, we can identify those throwaway pages and make them more valuable to our brand and audience.
. @Zoom marketing takes advantage of the often overlooked audience on the ramp – the page people see when their meeting is over. Read all about it on @CMIContent. #WeeklyWrap Click to Tweet
Cover photo by Joseph Kalinowski / Content Marketing Institute
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