By its bootstraps: How Netflix uses content to market content
Netflix is lavishing attention on the promotion of its exclusive properties using content marketing — unique material designed to stimulate buzz around such hit fare as House of Cards and Orange is the New Black. The online television provider makes it look easy, really. Yet copycats take note: campaigns of Netflix’s complexity require effective partnerships with reputable media brands, the services of professional content creators, and research into results to make sure that marketing dollars are well-invested.
“Around the thought leadership of sponsored content, Netflix is at the top of the heap,” says Chad Pollitt, co-founder of Relevance, a digital magazine, agency and events company specializing in content strategy, and an adjunct professor of Internet marketing at the Indiana University Kelley School of Business. “One thing they’re doing well is partnering with outlets, such as the New York Times, with strong brand equity. They’re not doing massive-scale content marketing campaigns on mommy blogger sites.”
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