Cummings Creative Group

Marketing Without Marketing. How GoPro Mastered Content Marketing


Content Marketing has become increasingly important over the past few years as Google rolls out the Panda and Penguin algorithm changes, which means your site needs to have quality content (text or imagery like infographics) but it’s also possible to master Content Marketing by including video. The best example is GoPro, which I’m sure you know is the designer of action cameras to capture beautiful photos and video no matter where you are or what you’re doing.

Not only does GoPro sell amazing action cameras, but they give every customer the chance to share their footage with the world on the GoPro site and its official YouTube channel, plus annual awards with up to $5,000,000 in prizes. They’ve also partnered with athletes to create unique videos all over the world, which allows us the viewer to get a first-person POV of things we’d be too afraid to attempt.

The result is hundreds of videos that are highly shareable across Facebook, Twitter, and Reddit to generate tens of millions of free views every year for GoPro and make people wonder what they could capture with an action camera of their own.

Companies don’t need to go to extremes like swimming with sharks to generate videos users will want to watch and share, a behind the scenes tour of a factory or showing how a product is made can grab someone’s attention.

Here are a few popular videos that GoPro has used to show the versatility of their cameras:

Up close with lions

Dangerous bike tricks across rooftops

Swimming with dolphins

Snowboarding with Olympic gold medalist Shaun White