Even if you did not read the Bible, do not believe in the Christian God or deny it completely, look at the modern church with sarcasm, I can argue that even in this case you are aware of most of the stories that bear New and Old Testaments on your pages. Is this not proof of the success of the content - its absolute ubiquity and two and a half billion active followers around the world? There is a lot to learn!
Is there a brand more successful?
Let us forget for a moment that Christianity is a religion and a basis of conviction for the billions of people on the planet. This will allow us to look at it as a successful brand. Perhaps the most successful in history. What made him so?Warning criticism, I say. I see nothing wrong in calling Christianity a brand. For example, the British Healthcare Association is also a brand example for marketers.
The main weapon of Christianity is the word. To be more precise - 773 692 words - unique content, which at all times remains relevant and does not require updating. The stories from this book always remain interesting to the consumer and make him share them with each other. Doesn't every article or content marketing post teach you that?
And now remember the biblical scenes - Noah and the great flood, 10 Egyptian executions, the Tower of Babel, the betrayal of Judah. All of them are still transmitted to each other - multi-million blockbusters are shot, pictures are written, music is created. Their audience is billions of people around the world. These stories are known to every second inhabitant of the planet. It is this content strategy that made Christianity the number 1 religion in this unique market. But storytelling is not all!See also: Who killed storytelling?
Why does this approach work?
The pledge of success of content marketing is the immutable rules, the main idea of the company around which thematic content is created and the points of contact with the consumer are mastered. Christianity has such an idea, and it is clearly spelled out in the main content strategy. Guess what I'm doing? That's right - the 10 commandments are a set of laws that govern Christianity and determine the tone of communication with customers.
The success of your message depends on the story you decide to tell. What is useful to tell others, will you be able to become part of your client's life? This is well learned in Red Bull, about which we have already told - their website, if not the Bible, then certainly a detailed guide for extremes. If there are more such brands, everyone will benefit. How to do it? The Bible used for this (or invented?) 6 content marketing tools.
1. Short messages
The one who wrote the Bible was the first to understand that a user often simply doesn’t have time for Longrida, and therefore the longest book in the Bible is the book of Psalms (Psalms) - 150 short poems that set forth the "pious outpourings of the enthusiastic heart of the believer during various life trials" .
The creator of the Bible was an excellent psychologist and he knew for sure that a person responds faster and more willingly shares short messages (especially if you need not to click a couple of times with the mouse, but to broadcast word of mouth). And after 1500 years, advertising slogans appeared, Twitter and VKontakte, with “smart” life thoughts and quotations from the greats who fiddle around on the Web so well.
2. Fine arts - icons, paintings, pictures, memes ...
In any gallery of world significance there are plenty of paintings with biblical scenes - "Madonna" da Vinci, "David" Caravaggio, "Sistine Chapel" by Michelangelo. Like hundreds of years ago, these works inspire the public, make them admire, discuss, tell each other.
What is interesting, most of them were written not by their own inspiration, but by the order of the Catholic Church, because even then it was clear that the graphic content acts stronger and deeper. It got to the point that in the era of Caravaggio the artist could not be considered valid until he received permission from the church for one of the biblical scenes. This is the credibility of the brand.
After 1500 years, Instagram, Pinterest, Flickr appeared. Marketers made a "discovery" about the significance of infographics. Memes and whole companies have appeared, which with their help promote brands in social networks.
The Bible involves church services, joint reading of prayers, active work with visitors. Modern marketing and PR are also constantly looking for points of contact with the customer — conferences, forums, blogger parties, rallies, training sessions, and even corporate parties. The goal of those and others is to maintain the interest of the audience, work with the target audience.
4. User Content
Not all paintings and sculptures were commissioned by the church. Bible stories so accurately affect the pain of the target audience that inspire her to create and distribute their own content. This fact is one of the most important indicators of content strategy success.
5. Expert opinion
All significant events of the New Testament are associated with one person - Jesus Christ. He owns all the memorable statements and the indisputable rightness of judgment. He is followed, he is heeded, he is honored and wisdom is adopted. He says to believe - you believe, he says to donate to the temple - you donate.
This is a good example of influencer-marketing - influence marketing, which is based on the opinion of a recognizable and respected person and his dialogue with your customer. This is Steve Jobs for Apple, Mark Zuckerberg for Facebook or famous Russian bloggers - Max +100500 and Elena Krygina. No, I don’t compare them with Christ, although for many Apple fans Jobs is akin to God.
The peak of activity and strengthening of faith among Christians falls on religious holidays. These days, most candles are put, in the temples crowds the most people, a maximum of icons are bought and a maximum of money is donated. And everything would be logical and righteous if these dates and events were originally conceived. But no, almost all dates were borrowed from pagan beliefs in order to strengthen the brand of Christianity and increase loyalty among potential consumers of the faith.
The 10 Commandments of Content Marketing Teached by the Bible
- Create a worthy imitation and follow up idea - develop a content strategy.
- Use storytelling to add color to your idea.
- Inspire - become a part of consumer life.
- Do not be afraid to create new things - make history.
- Test different forms of content - longreads, short messages, graphics.
- Attract (or create!) A respected brand advocate.
- Use key dates to highlight audience attention.
- Distribute content in all possible ways - forums, conferences.
- Make the main idea - the center of the company. Rely on it in all business processes.
- Preach - bring your idea to the masses. Write guest posts, create viral content, provoke the consumer to share it on social networks.
Of course, the emergence of the media, the Internet and new ways to transfer information has made its own adjustments, but these methods are still working. Agree, it would be foolish to ignore the content strategy, the strength of which has been tested for centuries.
P.s. I hope I did not catch this article of your feelings. Any comparisons of religion and commercial companies are made only for clarity of the effectiveness of the strategy.