As the father of an 8-year-old boy, most of my disposable income is tied up in little plastic bricks. In my house, you’ll find thousands of them in bins, several elaborate sets on display, and a distressing number of the (razor-sharp) things underfoot.
I’m not complaining, really. I have as much fun building with them as he does. And as a marketer, having Lego around is a good reminder of the value of content marketing. Great content can drive marketing goals while providing something of real value to its target audience: The Lego Movie was a 90-minute commercial for Lego, but it was also entertaining and heartfelt. I laughed, I cried, I bought $100 worth of tie-in toys… everybody won.
Your B2B offering may not have that Lego coolness factor. The Industrial Turbine Movie is unlikely to score with critics or with audiences. But content…
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