memorable content marketing: 10 must-haves
DESCRIPTION
10 Content Marketing Takeaways from Banco Sabadell's 'Entrevistas Sobre El Cambio'. Two winters ago, @BancoSabadell started publishing a series of video interviews - hosted by Julia Otero - with Spanish celebrities. These 'Entrevistas sobre el Cambio' - Interviews about Change – could be dismissed as an unsubtle attempt by a Spanish bank to (re)gain trust. On the bright side, however, ... Here's 10 things Sabadell has been doing well, from a content marketing perspective.TRANSCRIPT
@FrankDelmelle – July 2014
“Why are you laughing, Luis?” 10 Content Marketing Insights Worth Remembering from Banco Sabadell's ‘Entrevistas sobre el Cambio’
Two winters ago, @BancoSabadell started publishing a series of video interviews, - hosted by Julia Otero - with Spanish celebrities
These Entrevistas sobre el Cambio ���- Interviews about Change – could be ���dismissed as an unsubtle attempt ���by a Spanish bank to (re)gain trust... https://www.bancsabadell.com/cambio
On the bright side, however...
Has Been Doing Well* 10 Things Sabadell
*when it comes to content marketing
Interviewer Julia Otero is inquisitive. She wants to know.
CURIOSITY #10
The ‘Entrevistas’ are asking the questions the bank’s audience is asking itself... in a format – video – favoured by that same audience. ‘Be interested to be interesting’.
EMPATHY
#9
Each interview is ���a conflict to a certain extent, a dialogue, a conversation, ... ���a struggle
TENSITY #8
The theme ‘Change’ ���is true to the / a bank’s mission to enable customers to realize resp. overcome change
INTEGRITY #7
People watch these interviews because they choose to, ���not because someone paid to have them rubbed in their faces. They’re merely accompanied by a polite invitation to explore the bank’s corresponding services.
COURTESY #6
Julia Otero’s guests are celebrities, role models, ... endorsing the brand
CELEBRITY #5
Sabadell owns the ‘Entrevistas’, which earn word ���of mouth, as they’re being shared via social media...
PROPERTY #4
Millionaires are being ���asked to take a working class perspective, heroes to show their vulnerable side, ...
BRAVERY #3
More than a year after publication, the Entrevistas are still serving marketing objectives, proving even banks can look further than quarterly results.
ROI #2
... the sort of ‘Spanish Inquisition’ every savvy advertiser should have signed up yesterday
JULIA
#1
Source: Google Finance, July 13, 2014
Return On Interview?
Screenshot credits (find out ���why Luis Figo was laughing): • http://www.youtube.com/watch?v=-
XxCF1s9Y4A&list=PLH7RXSmofLzL05SMk-CERH1bwbokpTHzx&index=5
• http://youtu.be/c7i0bEM8qWQ • http://youtu.be/MPjxI8bfxSA?
list=PLH7RXSmofLzL05SMk-CERH1bwbokpTHzx
• https://www.bancsabadell.com/cambio