It’s the content, stupid. Just ask GoPro if you don’t believe me. Or Red Bull.

When GoPro went public last year their IPO filings revealed the company’s ambition to leverage the success of their hardware business to enable “GoPro to become an exciting new media company.”

Content created with the company’s popular action cameras is the centerpiece of GoPro’s marketing strategy. With nearly 3.2 million subscribers to the company’s YouTube channel, more than 8.8 million “likes” on Facebook, 5.8 million Instagram followers and 1.4 million on Twitter, it’s hard to deny they’re reaching a large audience.

Who could forget the incredible Red Bull Stratos parachute jump from space? It was a world record-breaking stunt, yes, but also a brilliant content play. Their Facebook page received 900,000 interactions the day of the jump, including 83,000 shares. One of the videos of the event has been viewed more than 38 million times on Red Bull’s YouTube channel.

An explosion in content marketing is being fueled by success stories like this. Brands as diverse as Microsoft, Marriott, and EBay have launched major content initiatives recent years. According to Gartner surveys, one of the  top five trends in digital marketing is the “the rise of big content.” More content is being delivered to more channels and more platforms than ever before.

Managing all that content going to a diversity of outlets is a challenge faced by many organizations, often for the first time. A digital asset management system with a robust workflow engine is the essential hub of your content-driven world.

Chris Carr
MerlinX Development Manager

Email: ccarr@MerlinOne.com
Phone: 617.328.6645

 

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