Marvel is one of the biggest, and hottest, production companies right now. It is an incredible place to seek and gain content marketing inspiration from, too! This company has an excellent approach to content marketing, as we can all see with their ad campaigns for their films, including the latest The Avengers: Age of Ultron.

(If you have yet to see that film, take the chance to go and have a fun, summer movie experience, all while learning from some of the top marketers and writers in the comic industry.)

Just what can you learn from Marvel for your small business and content marketing? This blog is going to look at that and how it can help you create an excellent, effective content marketing strategy that will bring in tremendous success.

7 Tips from a Giant in the Content Marketing World: Marvel

What are the lessons you can expect to learn from Marvel? There are many different ones, but I take a look at a few of the top ones that can really help to impact your business. Get ready to take some notes and learn just how to improve your content strategy, and bring in new clients with a superhero-sized plan!

  1. Marvel Builds Their Brand Through Content, Constantly. When it comes to the content marketing world, Marvel can’t be beat with their epic content strategy. Their main way of survival is to, obviously, create excellent content, and they make sure that they are always doing so while building their brand through it. The Marvel brand isn’t exactly as it was ten or twenty years ago and this is because they’ve taken the chance to build and grow their brand over the decades. Their superheroes have taken on different elements and have had mega life changes throughout the comic books, and when it comes to the Marvel Cinematic Universe, we see even more changes to characters and their stories. Marvel has multiple universes with multiple hero and villain story variations, making their content very strong, which helps to make their brand incredibly powerful.How can you apply this to your content strategy? You can easily use your content whether for web, blogs, social media, or any other type to help build your brand and make it better. You can create an incredibly, strong company that people trust just through content, which is what Marvel has been and is doing with their client base. Start working on your content to help create and improve your brand to bring in more clients, as well as helping you keep your existing ones for many years. 
  1. Marvel Provides Multiple Content Formats for Fans. I’ve mentioned this multiple times when it comes to creating content; multiple formats are vital to your content marketing, and Marvel understands this. If you aren’t a big fan of reading comic books, you don’t have to worry because you can easily go to many different Marvel films to watch superheroes battle it out with villains. In addition, if you prefer comic books to movies, then you are perfectly fine there. You can also watch various Marvel television shows ranging from Agents of S.H.I.E.L.D. to Daredevil, and soon there will be even more Marvel television taking over the TV world. Marvel doesn’t just limit themselves to story-based content, however. They provide access to a variety of things including conventions for their fans and are constantly growing and evolving to meet the demands of the comic fan world.Providing different formats for your clients is a great way to not only give existing customers easier ways to consume content, but also to bring in newer clients.  You will be able to reach a wider customer base by doing so, and you will see a significant increase in your views, clicks, and revenue just by providing different formats to your clients. The formats can be anything ranging from YouTube videos to social media content and infographics. Don’t limit yourself; be like Marvel and allow your content to develop in order to grow your client base and business. 
  1. They Approach the Entirety of Their Universe. Marvel doesn’t just pick and choose which aspect of their universe they will promote and provide content for – they approach it all. They take a holistic type of approach, which helps make their various universes feel consistent. When you approach the Marvel Cinematic Universe, you will see an overlap of heroes and villains throughout several movies, bringing stories from different films together to create a larger, more impressive story. No matter which Marvel film you see, you will see reference to another and another. This is mighty impressive as they have a huge cinematic universe, but it helps make it an incredible experience for fans. This is a great example of what a holistic approach can provide to your content marketing strategy. You aren’t necessarily keeping stories together to create an impressive universe, but if you approach your marketing holistically, you will notice that you have a higher chance of being incredibly successful with your content. A great way to start approaching the entirety of it is to sit down with people in your business to brainstorm ideas across all content formats and fields, helping create a consistent strategy. Once you do that, you can then implement it and watch as the success starts increasing. 
  1. Vision Isn’t Just an Awesome Avenger. The Avengers: Age of Ultron was an epic film that introduced a few new characters to the Marvel Cinematic Universe, including Vision. Vision is a pretty cool character, but his name is also a great example of what Marvel has. When it comes to making films for their cinematic universe, Marvel has an incredible vision and is planning all the way to 2020 and beyond for their releases. If you aren’t sure of just all that Marvel will be releasing, you can take a look at the full calendar. Remember, Marvel does keep releasing news about upcoming films in various phases, and we might just hear of more films soon.What this shows is a great example of planning ahead and preparing for what your clients want. There are many movies listed that involve some of our favorite characters from the MCU such as Thor or Captain America, but we are also seeing some “new” faces. If you’re a fan of Captain Marvel, then you’re in luck! Planning this far ahead and letting everyone know seems like it might be a silly move on Marvel’s part. However, with this whole list, people are beginning to mark their calendars and countdown to the films they are most looking forward to. This shows just how important planning a ways into the future is, as well as how great it can be to involve your clients in the process. 
  1. Symbolism is a Vital Aspect to a Marvel Superhero. Marvel places a major importance on symbolism, as does DC and any other comic production company. Symbolism is what helps set their various superheroes and villains apart, making things easily recognizable for fans. We all know what Spider-man’s symbol is, same with Captain America, Black Widow, the Hulk, and more. This symbolism helps to drive a personal connection between fan and character, which helps to promote the brand and provide an epic marketing strategy without doing much sales copy. When you go to buy a shirt based off of a superhero, you look for the logo, not a long description of said hero, right? Marvel knows people like the symbols, and that we connect with them.Why is it important for you to follow this particular aspect of Marvel, or any superhero franchise company? Because people love symbols and they connect with them easier. Having a logo with an ICON can help you bring in more clients and create a brand that people know and trust. We recently rebranded, and if you look at our Twitter page, you’ll see our icon representing our whole brand. Much like the simplicity of superhero logos, it’s easy and fun to recognize. This is going to help immensely to set us apart from other writing agencies, and the same can be said for you and your logo. Create something that is unique to your business, and help yourself stand out in the sea of other businesses. Being recognizable is a great way to bring in new customers.
  1. Everyone Loves a Hero and Marvel Knows It. No matter what, everyone loves a hero, and this is constantly seen in Marvel comics and films. The company knows how important heroes are to people, and they work to create heroes we can all look up to and love. By doing so, the company works to create a personal relationship between the company and the fans, as well as the specific hero, such as Captain America and the hero’s fans. Personal relationships are great for Marvel because this means that more people will be willing to buy comics, toys, and see films if they have that connection. No, Marvel doesn’t know the fans’ favorite color, food, or the names of their pets, but they still create the sense of a relationship with fans. They embrace the idea of emotions, which helps them to establish that relationship with their fan base, creating long-term, happy fans.

Cap has arrived! See Marvel’s Avengers: Age of Ultron,” in theaters May 1.

Posted by Captain America on Tuesday, March 3, 2015

This is a great model for all sorts of businesses. You can easily achieve this personal connection by embracing what people love, and what they want to see from your business. Don’t hesitate to get a little emotional with your posts to help establish that connection. This will help set your business apart from others as one that can be trusted. A great place to start with developing a relationship with your clients is via social media and engaging with your customers through your customer service. Get personal on social media and promote excellent relationships with every one of your clients. 

  1. Iron Man and the Need for Being Social. Another lesson you can learn from Marvel is how to be social with your clients. If you know anything about Iron Man, you know that Tony Stark loves being social and can throw some epic parties. Marvel embraces this Tony Stark spirit by having incredible social media campaigns for all of their films, comics, and more. A great example of an awesome social media campaign is that of Marvel’s Deadpool. If you don’t know much about Deadpool, people refer to him as the “Merc With a Mouth” because he isn’t your classic do-good Marvel superhero. In a way, he is the epitome of anti-hero, and everyone loves him. Due to his sassy, and (be warned) not safe for work (NSFW) ways, the social media campaign has been hilarious. Photos are being released that are perfectly Deadpool, and people are getting more and more excited for the film to be released in 2016.

Deadpool always delivers. Even on Mother’s Day.

Posted by Deadpool Movie on Sunday, May 10, 2015


First official look at #Deadpool. Eat your heart out Burt Reynolds.

Posted by Deadpool Movie on Friday, March 27, 2015

While you don’t have to, and most likely shouldn’t, go the way of Marvel’s marketing for Deadpool, this does show how to use social media. First of all, Marvel is expertly reflecting the brand of Deadpool and second, they are also connecting with their fans in new, fun ways. Take this as a lesson to use social media and reflect your brand accurately and perfectly through your tweets, posts, and interactions. Don’t be afraid to be a little silly with memes and jokes, either! That will help make the social media experience a fun one for you and your followers.

Copywriters and Content Marketers, Assemble!

What are some of the lessons from Marvel that you plan on implementing into your content marketing strategy? These are all great to use and you will see some pretty great success if you start following Marvel’s amazing examples. If you need help creating awesome content to go with your new content strategy, choose Express Writers! Our team is top notch when it comes to producing expert copy, and we can help get you to Marvel-levels of awesome with our work. Take a look at our web content and copywriting services to see what all we can provide you and your business.

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