What Netflix Can Teach Businesses About Publishing Original Content
The use of Netflix and other digital streaming media services is at an all time high, as half of American households subscribe to at least one. As these services are in high demand, the competition against one another is fierce. When up against other major players like HBO and Hulu, Netflix chose to alter its strategy by focusing on original content to drive growth. This year alone, Netflix plans to release 1,000 hours of original content, an increase from 600 hours in 2016.
The word spreads fast about some of Netflix’s most popular original series (i.e. House of Cards, Stranger Things, and Orange is the New Black) and the binge-worthy hype is cause enough for people to subscribe. So what keeps them hooked? They come for one or two shows original to Netflix and are subsequently sucked in by other original content that is continuously released.
Netflix user ratings show that original content is preferred when compared to syndicated content. On average, ratings for Netflix originals are 11 percent higher than the platform’s syndicated content.
Why Should Businesses Focus on Original Content?
For businesses, original content is not much different from Netflix Originals. It is something unique that you offer your target audience, which can only be found on your website. In a digital world where so much information is available with just the click of a button or the tap of a finger, it may seem cumbersome to produce something original that hasn’t already been done a hundred times over.
This is where creativity comes into play. You can take a trending topic that is highly searched and put your own unique spin on it, offering audiences an angle that hasn’t been approached yet.
Google Says So
According to SEO best practices, developing a content strategy that includes heavy doses of originality is extremely beneficial to your business. Among the many search algorithms that Google has rolled out, is Panda, initially introduced in February 2011, which requires that sites have unique, quality content in order to be ranked higher in search results. Sites with low-quality or thin content are penalized with low rankings. Continually updating and improving your website will not only make it stand out to search engines, but also constantly provide your audience with valuable information.
Stay Ahead of the Competition
The more original, high-quality content you produce, the more pages Google has to index, adding to your website’s authority. As long as you develop a solid content strategy and remain a step (or two) ahead of your competitors, your site will start to earn more online real estate, and you can move toward a higher organic search position. But keep in mind, your content has to be good. This means brainstorming topics that are useful, engaging, and relevant to your audience.
Take Action for the Win
Don’t just write to get something out there. Keeping it original for the sake of Google isn’t enough. Bear in mind your business’ goals when curating content. Be sure to incorporate an effective call to action to connect to your audience and build a relationship with them – one that leads them further into your sales funnel.
A call to action is a great way to provide your readers with some form of actionable task or next step to take. In most cases, this could mean submitting a form, subscribing to a newsletter, or even making a purchase. Identifying your business’ goals first will help to determine where you want your reader to travel next on your website.
The influx of Netflix’s original content has added value to its brand and thus, improved viewers’ perception of the streaming service. Similarly, offering valuable content to your business’ target audience can improve their perception of you. The more they can rely on you as a resource, the better your chances are of converting a browser into a paying customer.
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By Brigitte Bradnick, Digital Marketing Associate
Brigitte studied English and Print Media Studies at Millersville University. After dabbling in the world of digital marketing during her internship with Lupeer, Brigitte developed a passion for the field. Her ability to master tasks and organize like a pro, all while sporting an infectious smile, made her a natural fit as Lupeer’s Digital Marketing Associate. Brigitte injects intellectual curiosity in everything she does and is committed to delivering high-quality results to our clients with an ambitious and proactive mindset. She enjoys working in an agency setting where she can continue to be challenged, providing her the opportunity to grow professionally and creatively. Brigitte is obsessed with achieving her daily step goal on her Fitbit and enjoys running after a long day of being awesome in the office. As a self-proclaimed bibliophile, Brigitte tries to read whenever physically possible, even if that means succumbing to digital means, listening to audio versions of books.