Cambria Leads Content Marketing by Example

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Barely a week after recording the Hot Take-themed podcast, our predictions are coming to fruition, right here in Minnesota!

Eden Prairie-based company Cambria designs and sells stone countertops, but they recently broke into a more cinematic space with their unconventional video marketing effort, “Legend of Cambria,” a series of seven, five-minute long narrative videos voiced by Colin Farrell. Cambria partnered with another Minnesota-based group space150 for the creative direction, intending to make, as director Alexei Tylevich put it, “a film that was utterly riveting and completely unique.”

Brand-awareness shorts themselves are nothing new, but Cambria have taken a particular angle: the videos are narrative and genre-oriented, serving as consumable content first and brand-awareness second.

The key here is that Cambria has done what many companies fail to do and got out of their own way in their marketing. The piece is high-budget, professionally produced and directed, is designed beyond being flash-in-the-pan (i.e., it has shareable viability longer than one marketing cycle), and it considers the audience first in the brand/consumer relationship of an advertisement.

In a recent Slate and Main Podcast episode, I proposed the viability of this method, and it’s a style I’ve been advocating for marketers to consider for years. Not to toot my own horn here, but... *toot toot!*

What marketers don’t have to emulate (though they certainly may) is the scale of Cambria’s efforts. Not every piece of branded content needs a CGI dragon (the ROI numbers on dragons for 2018 haven’t been released yet) as long as your content presents value. That’s where shareability starts.

For more news, thoughts, and predictions on marketing, be sure to be on the lookout for our weekly podcast and our incoming video series, SAM Sessions.

Hunter Smith