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Mailchimp Bets Big on Streaming B2B Content
Nowadays it seems like everybody’s launching a streaming platform.
Joining Netflix, Hulu and Amazon Prime are Disney+ and Peacock.
There’s Quibi, which spent millions of dollars recruiting celebrities including Kevin Hart, Lebron James and Jennifer Lopez.
Then there’s Mailchimp.
The integrated marketing service best known for hosting emails (like this one) launched MailChimp Presents, fusing entertainment and entrepreneurship lessons in an all-new “business entertainment platform” including streaming series, documentaries and podcasts.
Mailchimp content includes Trade Show Show, a mockumentary about high-stakes trade shows and Werrrk!, a quasi-Queer Eye show where the hosts help make over small businesses.
Mailchimp’s streaming platform is focused on empowering entrepreneurs — original content that aims to offer guidance to small businesses.
Here’s how the company’s VP of Brand and Mailchimp Studios Mark DiCristina put it: “We can make ads all day long. But creating stories about entrepreneurship is a much different conversation.”
Content Marketing Can be Fun
When it comes to content marketing, we tend to focus on informing our audience. We want to be seen as experts sharing valuable information with prospects and clients.
But there are other ways to connect. Good content can go beyond just being informative. It can entertain. It can commiserate. It can inspire.
But you have to get the medium right. When good content is packaged in the right formats, viewers pay more attention.
More and more organizations of all shapes and sizes are embracing podcasts to create content that engages and informs. Mailchimp certainly sees potential in creating streamable, entertaining content.