Four Inspirational Ways to Make Content Marketing Work for Your Videogame

Public relations is a fun industry to be in, because of all the creative ways I can spread the word about things I appreciate. But, as the profession continues to evolve, we in the PR field need to know how to adapt and provide more value for our clients as well as our own business. What I like about content marketing is how it can solve a problem for someone and also provide extra exposure to a brand. If the brand grows in popularity, community relations can provide publicity for other content creators and for the brand itself.

With E3 2014 being criticized by some as an event that should change as the game industry evolves, the role of PR also needs to adapt to provide more services that benefit their clients. One of many ways to provide benefit for game developers is through content marketing. Here are four ways content marketing can provide value to PR in the videogame industry.

Via Blackbolt

Via Blackbolt

Provide tips and walkthroughs to sharing game content on social media platforms

If you want people to share your game content on social media, begin by showing them how to do it. Xbox’s Major Nelson uses his podcast to provide tips on how to upload and share streaming game content in a segment called “Xbox 101.” Given enough time, guides and walkthroughs may have already been created by others and you merely need to strategically share them on your own channels.

Via ZeldaDungeon.net

Via ZeldaDungeon.net

World location hints and tips

Does your game have a large world filled with lush landscapes, dark dreadful swamps and hidden areas? Most players don’t want a story spoiled, but there are those whose time is limited and would appreciate tips on finding a hidden location or a not-so-well-known weapon to defeat a truly tough adversary. Whether you use YouTube as a video guide, or take screenshots that provide clues to where a rare item is at, these are things that can provide great value for your social media platforms if implemented correctly. People will turn to you for help.

Content from the game for other uses

It might seem like common sense to provide things like custom images for desktop computers and mobile devices, but there are other assets from a game that can be just as useful for extending the experience from the device into popular culture. Phil Fish did that when he had Disasterpeace create the soundtrack for his unique puzzle platformer Fez. The developers of Borderlands released a handful of sound files that could be used as ringtones for your phone, and they also created one of the most memorable memorials I’ve seen for a fellow fan who had passed away. If it’s created organically and authentically, content like this can take your game from just a product to a fan favorite.

Via Dekuwa

Button presses and combo tips

If your game utilizes complicated button presses, then this is something that people can utilize to improve their own skills. Sometimes a fighting game will provide a full tutorial utilizing one character, but not with others. This is the perfect time to provide tips for how the player can succeed with additional characters in the line-up. If your game is a third-person brawler, it might be worthwhile to provide tips on how to utilize items or skills, along with intricately timed button presses, to finish off a difficult opponent in short time.

These are only four ways to provide content to spread out the life of your game from a digital interactive product to much more. With a lot of hard work and a little luck, the content you provide along with the careful sourcing and distribution of community content can spread the word about your game.

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How to Make Content Marketing for Social Media Work for You

Content writing

 

Today I attended a webinar at Social Media Today hosted by C.C. Chapman, Ann Handley, and Maggie Fox, which covered the topic “content marketing for social media.” In the hour that they let their expertise shine, I discovered a wealth of insight that I wanted to highlight here in case you missed it.

Content Marketing: What is it and who does it well?

Content marketing is anything you create and share to tell the story of your brand and/or company. You can ask yourself, “How does our product help people?”

Two companies that C.C. and Ann covered who are doing content marketing for social media well right now are the following:

Burberry: They are doing a fantastic job with over 454,000 followers on Instagram right now and it’s not unusual to see someone with an iPhone next to the runway taking pictures. Burberry has a great mix of raw and professional photos that keep them popular on social media.

Oscar de la Renta: OscarPRGirl uses Pinterest to tell a story about the brand whether it’s through sketches of the designs or fashion shows they appear at. Their 27,458 followers on Pinterest demonstrate the success of the medium.

But you don’t have to have a big budget like those two examples to create great content marketing. With a high-quality camera phone, you can take pictures of happy customers and your product in use to spread your very own content marketing. The power of social media is connecting with potential customers in their daily lives by telling the story of your brand. Be flawsome.

What’s “flawsome?” It’s being awesome because of your flaws, not in spite of them.

Tool Examples in Content Marketing

Some of their favorite content tools mentioned include the following:

Instagram – Many people use this simple app on iPhone and Android to share pictures and it’s proven to be a great way to share marketing content.

Vyclone – The concept behind this app is that many people in one place can take a video of the same thing and it’ll upload all the videos to make one solid video from multiple angles. I imagine it’s like that Beastie Boys documentary.

Over – This app is simple in the fact that it lets you add words over pictures. It’s for those people that love ads and equally for those that want to make memes straight from a mobile device.

List.ly – This tool lets you create lists out of information you have and also curate lists.

Of course, not every brand needs every tool at their disposal, so study what works for your brand and go from there. Not all brands can be storytellers and there’s nothing wrong with hiring someone to come in to tell your story for you. Again, you can do something like this at every budget level whether you hire a whole agency or just a journalist.

One last tip from C.C. Chapman is as follows:

“If you want to start creating things, start today. Don’t wait.”