I’m not big on TV, but I love stand-up comedy.
And in particular, the show Comedians in Cars Getting Coffee is a favorite.
Why I like it:
- The episodes are <20 mins long
- It’s both thought-provoking and funny
- Free lessons from masters of their craft
If you’ve seen it, then you know the premise is dead simple: Jerry picks up another comedian in a fancy car and drives them to a few coffee shops. They talk about life, comedy, and whatever happens on the road.
But if you watch three or four episodes, you’ll see a pattern:
Every cafe they visit serves Lavazza coffee. And more, the videography changes when Jerry and guest order their java. Suddenly, there are close-ups, slo-mos, and dramatic pour sequences.
And the Lavazza logo is always showing on the cups.
It’s subtle enough that you can watch the episodes and never actually notice. But it’s repeated enough that clearly Lavazza has struck a deal with Master Seinfeld.
This is the future of media and marketing.
Nobody watches regular TV. If you are stuck watching ads, then you pick up your phone. Further, we can now see how old guard media like cable news and sit coms are garbage content created to fill space between commercials.
So what do brands do instead?
Give the people what they want. Create high-quality, entertaining or educational media, that just so happens to be created by your company.
There is so much room for this in education, and few companies do it.
Imagine if you were the next Edutopia, Cult of Pedagogy, or Angela Watson?
Become the media company that shares informative and entertaining content teachers, parents, and school leaders want to consume.
It will pay off.
What’s your biggest struggle with content marketing? Why does or does not your company prioritize it? Reply and let me know.