Content Marketing and March madness

I mentioned on my “about” page that I’m a huge college sports fan (Go MSU!), but I haven’t talked about sports much on the blog. Today that’s going to change. As it turns out, there are many logical ways to connect my love of content marketing and my love of watching amazing offensive rebounding. (It’s true — I swear!).

First up, I think that sports television programming is, in fact, the godfather of all content marketing. Nike, Reebok, Under Armour, Gatorade,  and all the others, sponsor literally hundreds of hours of video content that showcase their products in action–isn’t that what the games are, after all? (This topic likely merits a whole lot more conversation, but I’ll let it rest in the interest of someday getting to actual topic of this post–oh look, here it comes!).

As I’ve watched the NCAA tournament this year, I’ve been surprised at how few of the advertisers take advantage of this prime touchpoint to send users to more content about their brands.

Lowe’s is an exception–their pretty commericial with a jaunty little tune makes a prominent call to download their iPad app, which I thought was really smart. But when I dutifully checked the app out, I discovered that there’s nothing in it that ties it to the commercial or the mindframe I was in when I saw the spot. That was a disappointment.

I’m not saying that the entire app needed to be devoted to decorating your home in your team’s colors–but some reference to the ad would have created a continuity to frame my experience of the story Lowe’s is trying to tell me as a brand.

I think there’s huge potential for someone out there to get the whole user flow right–tie all the advertising and content marketing pieces together so they amplify and create a great multi-channel experience. And to be clear, I don’t think an end-card on the video that says check out our website is it. of the But I don’t think anyone has landed that particular white whale yet. Do you?