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Branded Content - Media & Production

What Jeff Goldblum And Light Bulbs Can Teach You About Content Marketing

By Ad Age Staff Published on .

General Electric seems to have figured out the secrets to a successful content marketing strategy. One of its most recent efforts was to release a video starring actor Jeff Goldblum that showed off a mythical "successful guy" lifestyle made possible by great lighting.

The video, posted online at the end of September, earned more than 700,000 views on YouTube in two days. The light bulb that the video was promoting sold out on Home Depot's site in three days, making it a content marketing home run.

Marketers on average are putting 40% of their budgets toward content marketing, according to a survey of 750 marketers and online publishers conducted earlier this year by content-marketing service Outbrain.
Brands like GE and Maybelline use video shoots to cut multiple clips customized to various social networks. As part of a deal with Maybelline, StyleHaul shot a 15-second video specifically for Instagram and then custom 15- and 30-second pre-roll video ads for YouTube.

If you need help figuring out the best way to use your budget to create the right content to market your brands, turn to LookBook to find the right partner.

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