Service Provider Becomes a $32-Billion Company through Content Marketing
Yes, you read that correctly. Netflix has become a billion-dollar company, making it one of the largest video-streaming service providers in the world. Netflix’s success can be attributed not only to the brand’s quirky sense of humor, but also its content marketing strategy. The company has mastered the approach of delivering tailored content to its users—an audience of more than 60 million subscribers around the globe.
Unlike advertising, content marketing is designed to pull audiences in, rather than force information on them. Instead of focusing on the sale of a product or service, this approach helps audiences reach a decision through provided content such as blogs, infographics, white papers, eBooks, videos and more. Here are the five ways Netflix used content marketing to take over the video-rental industry and become the video streaming and production giant it is today.
1. Serving Catered Content
Every Netflix homepage is different based upon user preferences. The company focuses on consumer personalization and “treats every situation as an opportunity to present the right content to each of [their] 57 million members” (Netflix). Netflix’s software quickly analyzes each subscriber using an algorithm, and recommends movies and TV shows based on this data.
For example, do you have a passion for gangster flicks? No problem. Netflix will find movies based on this knowledge and recommend more of what you love. This tactic keeps users engaged by targeting them with the right content while further enhancing user experience. Pictured below is an example of a customized homepage (the “Recommended for You” section) a user sees upon entering Netflix.
2. Being a Content Powerhouse
It’s no coincidence that Netflix aligns their content strategy with promoting new TV shows and movies. The once DVD-rental service started generating original content, in the form of blogs and even newspaper editorials, to build momentum for upcoming TV shows and movies.
For example, when promoting the original series “Orange is the New Black,” Netflix went straight to the Wall Street Journal. The newspaper featured a 1,500 word editorial titled, “Woman Inmates: Why the Male Model Doesn’t Work,” to draw new viewers to the original series. Netflix uses this content marketing tactic to drive excitement about its services, while not appearing overly self-promotional.
3. #KickAss Social Presence
If you haven’t checked out Netflix’s social media accounts, I highly suggest you do. Netflix does an excellent job at keeping users informed about upcoming movies and TV shows, while injecting contemporary trends into every post.
For instance, Netflix cleverly crafted a post addressing Facebook’s new reaction feature on its platform. The post was well received, earning more than 15,000 views and 700 likes. The strategy of combining topical, relevant posts and company updates continuously evolves Netflix’s kickass social presence.
4. Convenience is King
Netflix has not only survived the on-demand economy, it’s managed to flourish in it. Who makes up this on-demand economy? Tech companies that offer answers to consumer demand by means of immediate fulfillment of goods or services (think Uber, Blue Apron and Airbnb).
Netflix started out as a DVD-delivery service and eventually moved its way through the market when it saw an opportunity no other company was capitalizing on: renting movies without leaving the house. Netflix’s easy-to-use service and Blockbuster’s inability to adapt caused Blockbuster to epically fail. Needless to say, Netflix came out ahead.
5. Netflix and Chill, Anywhere
Netflix subscribers can watch videos on virtually any type of device. From Blu-ray players, PCs and smart phones to gaming consoles and tablets, Netflix is responsive on almost any device. The company adapts to viewer’s needs by offering many viewing options. This not only enhances user experience, but it also makes the service available to a larger audience.
What can marketers learn from Netflix? An effective content marketing strategy accompanied by personalization and data pays off. Netflix doesn’t need to have a huge advertising budget. Rather, the company focuses on creating an excellent user experience by collecting user analytics. The company has mastered the approach of delivering tailored content to its users- an audience of more than 60 million subscribers around the globe.