Sometimes a client or prospect asks me to define “content marketing” and explain how it could help his or her business.
Yesterday, I stumbled across a great example to use the next time this topic comes up.
The example is a recent episode of the hit podcast WTF with Marc Maron. The episode is made up of excerpts from more than 20 interviews Maron has done with Saturday Night Live cast members since 2009.
Each excerpt is about one thing, and one thing only: legendary SNL creator and producer Lorne Michaels.
(Michaels has been a running theme of WTF, stemming from a 1995 meeting with Maron which did not end up with the comedian landing a role on SNL.)
It’s a great listen, with lots of laughs and some real insight into how SNL really works. If you like Saturday Night Live at all, I think it’s worth the time.
But how is “Lorne Stories” content marketing?
Well, it’s something of value (entertainment, in this case) provided for free. It builds the connection between you and the podcast. And what do you know, if you like these old interviews, they are all available through a premium subscription (only the last six months of WTF episodes are free to download).
It’s also smart and efficient marketing, as it takes existing content and repurposes it to help drive business.
You may have one other question. Why did I embed a photo of Dr. Evil above?
Don’t you know? SNL veteran Mike Myers, who played Dr. Evil in his Austin Powers movies, said the arch-villain was based on none other than Lorne Michaels.
(Update: Lorne Stories is no longer a free listen. Since it was recorded more than six months ago, you need a premium subscription to download and listen.)
