Ok Go: the best content marketers in music

OK Go — or someone who works for them — is awesome at content marketing.

The Chicago Indie band released Upside Down & Inside Out last week, and it went down a treat. With 45 million views and counting, it’s safe to say the video attracted a lot of attention.

This isn’t the first time they’ve grabbed the attention of the internet with a catchy piece of content. A few years ago they released Here It Goes Again (‘that video with the guys on the treadmill’) and more recently they released This Too Shall Pass.

So, what can brands learn about from this?

It’s not just about the hero content

Smaller pieces of content around the launch can help drive awareness and traffic to to your main content piece.

In addition to the main video, OK Go announced the launch with a shorter introductory clip. They followed it up with various other pieces of content like behind the scenes clips. One content campaign doesn’t have to mean one piece of content.

Quality beats quantity

Don’t throw out content every few weeks for the sake of ‘keeping your blog fresh’. Sure, a dead blog looks bad, but a bad blog looks worse. If you’ve only got the budget for one good bit of content a year, then that’s what you should produce.

It can work for ‘boring’ brands too

It’s easy to dismiss this as it’s a music video. It’s easy to say OK Go command a loyal fanbase and this sort of thing wouldn’t work for your standard run of the mill B2B brand. But that’s not true. Boring brands can create awesome content.

In fact, this video was produced in partnership with S7 Airlines. If you’re wondering what sort of an impact it’s had in the company’s brand awareness, take a look at what’s happened to searches for ‘S7 airlines’ over the past few days:

Google searches for ‘S7 airlines’ (source: Google Trends)

It doesn’t matter how crowded it’s getting, good content can still cut through the noise

I’m not the first person to say this and I certainly won’t be the last. The worst thing you can do in content marketing is create something that’s OK, let alone rubbish.

With many billions of pieces of content created every day, it can be easy to lose hope of standing out. But most of them are rubbish, so take heart.

Good content marketing can’t fix everything

“The song is crap but the video is awesome,” said one cynical colleague.

“Yeah I’m watching it on mute,” replied another.

Well, you can’t win them all.