The phrase “Content is King” has mostly been wiped out by the torrent of rich content coming from every small business and individual. Content is so generalized and commoditized that it can be farmed and aggregated, remixed and relegated to the bottom of everyone’s attention. Content isn’t a call to action or surefire marketing strategy anymore, it is one more drop in the bucket that already overflowing with voices all trying make more than a ripple.
But, there is still content that resonates and manages to break through. In fact, there are even more viewers hungry for information about how to do something or finding a solution that suits their needs. It is just that they aren’t looking for “content”. Much of the time they are looking for Videos. More specifically, they are looking for Videos from experts on the topics that they care most about, which is anything they are looking for Right Now. One company has found a unique solution for providing these videos: Touchstorm.
Touchstorm has figured out a way of deciphering what consumers are looking for and then building videos that satisfy that need; videos that use the products and services of their clients, in fact. Which means that they are cleverly making what would traditionally be ads on the margins of a website, into the main event. This is the reason why consumers are on the page in the first place. This ingenious plan, has given Touchstorm a sales growth of 1,349% over the last three years and landed them at #268 on INC’s list of fastest growing companies. Their innovation is in just how valuable people find these videos that are created to satisfy a pent up need:
Their emphasis on brands being experts really resonates with the way that many consumers look for things online, trying to find the most valuable information, no matter the source. While most companies are relegating their expertise to the fringes of a website or to pre-roll on a video, Touchstorm allows people to put their content and brand front and center. Their dramatic market expansion and the sheer number of small and large businesses who are interested in working with them is evidence enough that the approach works.
But the videos themselves are still a very passive way of consuming the information. While the videos have helped consumers get interested in the content itself, the call to actions are still very much up to the consumer. We would love to see Touchstorm take their innovative marketing strategies for video and layer a higher level of interactivity on top of it, much like the approaches from Quip (discussion and calls to action that follow the video timeline) or Innovid (overlays for videos that allow for clickable products and services). These companies continue to persist in the old paradigm of pre-roll and only-users as experts, so Touchstorm could disrupt both with their unique form of video content.
With their lead generation mechanics finely tuned to the new “Video Content is King” paradigm, we expect big things from Touchstorm in the years to come.