Regardless of where you stand in the content marketing discussion, that’s probably not a headline you ever imagined reading. Sure, “The Muscles from Brussels” is definitely one of the most iconic action leads to ever hit the silver screen, but what does he have to do with content marketing? To answer this question, and find out how Van Damme changed the face of branded content as you know it, let’s take a look at his role in Volvo Truck’s viral video and what it means for marketers moving forward.
The Reason for the Discussion
The whole reason Jean-Claude Van Damme’s name even pops up in the content marketing industry comes from his appearance in “The Epic Split.” Designed to showcase the stability and precision provided by Volvo’s Dynamic Steering system, this commercial features the action star performing a simple split – while balancing between two moving Volvo semi-trucks. Aside from generating a compelling visual that’s entertaining, this short clip offers a wildly creative way to market one of the more mundane products ever sold – semi-truck steering systems. However, it does prove a very important point; regardless of how boring you might see your brand, if you approach your content in the right way, nothing says you can’t create a buzz with your audience.
Understanding the Ramifications
So it’s clear to see that this video was a fun and interesting take on branded content, but what did Volvo receive in return for breaking the mold on branded content? To start, the video currently sits with almost 75 million views on YouTube alone – a number that ‘s even more amazing when you realize the entire focus of the clip revolves around steering configurations in long haul trucks. While becoming a media sensation with casual browsers on the web definitely didn’t hurt this automotive manufacturer’s outlook, the real victory came from within the targeted niche audience that inspired this offering.
Among the demographic of professional truck drivers, Volvo really knocked this one out of the park. According to a report from Adweek that offers insight into the ramifications of this video, almost half of the drivers polled after watching the clip said they would be more likely to choose this brand of truck the next time they were in the market for one. Additionally, one-third of the drivers that participated in this survey took time to check out Volvo’s website, as well as research more information about the line of trucks offered by this manufacturer. If you’re new to the content marketing industry, it’s important to note that this kind of engagement isn’t just handed out freely – to generate this kind of response, you really need to knock the socks off of your audience.
Figuring out Where Your Brand Fits In
Now that you’re up to speed with “The Epic Split,” it’s time to dig a little deeper and find out what lessons you can take from this excellent example of content marketing in motion. While your first answer might be that Jean-Claude Van Damme can really sell trucks, the actual lesson here is that great content comes from being unique, having a plan, and telling a story. Whether you’re in the business-to-business sector like Volvo, or looking to connect with everyday consumers in a retail setting, it’s important to have a smart and focused strategy for getting your message out there.
From here, it’s all about telling a story that matters, according to Sophia Driver of Business 2 Community. Sure, your story might not pack the same literal punch as one that has an action movie and martial arts specialist like Van Damme behind it, but as long as you focus on connecting with your audience, it’s hard to go wrong. If you can put an emphasis on this relationship with your customers at the forefront of your content marketing approach, there’s nothing stopping your next great piece from changing the face of content marketing, just like Jean-Claude Van Damme epic split did.
