When it comes to content marketing, one format stands above all others - video. It's the most powerful medium for switching-on a customer and delivering a memorable experience.
Interesting article by Steve Davies on how car companies are for the most part missing out in the content marketing race.
The winner in terms of video shares is Kia, with their Soul Hamster Party Rock Anthem.
VW seem to be doing well too, but still all have a long way to go. They still seem stuck in the 'ad paradigm' - too afraid to stop spending on expensive TV and newspaper campaigns in case some senior exec fires them for not doing their day job.
"Car makers spend millions every year, stocking and maintaining press fleets, flying journalists around the world and providing the subject matter which we’ll write about and hopefully help sell their cars.
"Advertising agencies then sign-up campaigns based on publisher’s editorial schedules, all of which is coordinated by product teams to compliment the timing of press junkets and the provision of free long-termers."
Steve argues that ultimately both paid and earned media are part of the same value system, fostering awareness, conversation and an increase visits to retail channels.
Sadly, most car brands seem to see them as two separate things.