What Avengers: Endgame can teach you about content marketing
Marvel just dropped the official trailer for the upcoming film, Avengers Endgame. Filming began in August 2017, in the can since January, and in post production since October. Fans have been dropping concept trailers since August. But the current release date is scheduled for the end of April, 2019!
You can't buy tickets this early. So why drop the trailer now?
Disney knows a thing or two when it comes to marketing.
Yes, it takes time to edit a film, but not 18 months! The Marvel Cinematic Universe is a carefully choreographed series of content pieces that all work together on one timeline. They are released in a particular order that synchronizes with every other piece of content: film, television, etc. They tease future films in current ones, so you get a taste of what's to come. There are over 20 films already released in this series, with at least 15-20 more in the works (not to mention the numerous television series that are also interconnected to the film storylines)!
Disney also intentionally delayed the release of this trailer after the death of former President Bush. Disney insiders said they wanted to capitalize on the anticipated record-breaking buzz they'd get from the trailer release. If they released on a national day of mourning (when the markets are closed), they'd get very little financial benefit from dropping a FREE video clip.
The buzz created from record-breaking video views means an increase in stock price for Disney and their shareholders. They weren't about to miss out on that!
While you may not have a bunch of shareholders, you DO have a vested interest in watching what Disney is doing with Marvel's Avengers. They know how to create buzz and drive demand for an offer - even if that offer is a $10 (or $20) movie ticket.
Marvel's content marketing plan stretches for nearly 18 months!
Here's the thing: all that content comes directly from the film itself (and the people in it)! They're not re-inventing the wheel and trying to crank out a bunch of unrelated content to sell movie tickets. They're giving you some of the best bits of the movie (including the actors) well before the release date in order to entice you to buy a ticket and see the whole thing!
The more fans talk, the more fans watch. The more fans watch, the more fans talk. Good or bad, like it or not, the buzz keeps going, which means higher box office sales on opening weekend.
Granted, you may not have multiple offers to choreograph like Marvel does, but it's still important to plan ahead when you're marketing and selling your offers. Do you need 18 months to sell your next big thing? Maybe, maybe not, but a solid content marketing plan can make the difference between shoddy sales and blockbuster results.
What if you could create compelling content like Disney (and Marvel) for YOUR offers?
What if you could take a closer look at the elements of your offers and tease out the most compelling bits to share with your audience BEFORE your release date? What if your content could build buzz with your fans and get people talking about your content (and by extension, your offer) in advance, so that when you're ready to start selling, people are lined up and ready to buy, and is when using social media is great for this, since people use social media everyday now a days, even more apps like Facebook or Instagram, and you can click here to learn more about this and get the best resources for this.
That's what we're talking about this month in my Accountability Club! On Saturday, December 29 at NOON Central time, we're going to take a closer look at how Marvel and many of today's big names in entertainment, use different types of content to build excitement and drive demand for their projects. We'll also look at how you can use that same approach for your own upcoming offers.
You're going to learn: * How to pullyour content marketing material directly from your existing offers - regardless of your industry. * 7 types of content that Hollywood uses to great effect - and how to do the same for your own offers. * my exact process for generating as much content as possible in as little as a few hours. * plus, access to the VERY SAME document I use that makes it super easy to keep your ideas organized. * And a sneak peek at MY content marketing plan for A-Club next year!
This is a WORKSHOP. Which means, you'll be working on your own plan with me during the session. As such, we're probably going to run a little longer - about 90 minutes instead of our usual 60. You'll be able to ask me questions and get suggestions for your specific plan... but only if you show up to the live workshop!
This is the LAST time I'm offering live access to A-Club training at no cost. I'm creating some new free training opportunities for next year, and as a result, A-Club will no longer be open to the public. If you're not a member, the only way to get access to this workshop and the downloadable worksheet is to be on my email list. Details will go out next week,
This is Episode Two in a series of unscripted conversations I'm hosting on the podcast between seasons. This episode shares one of the first principles I started teaching to direct sellers when I first became a coach: The most important "product" that your company has to offer is you. No matter where you go, there you are, on display for the world to see, and if you represent a business, that's part of the reputation of the company.
She was sprawled out on the sidewalk, screaming bloody murder. The bike - a garage sale special (meaning there was no padding on the all-metal seat) - was still somehow attached to her. She and I lived close to each other, and were about the same age, but I had no real interest in bikes when I […]