My Favorite Content Marketing Video: Pamela Muldoon

Posted November 4, 2016

No matter what industry you’re serving, the primary goal of marketing is to motivate people to take some sort of action. We categorize these actions in different ways (engagement, conversion, etc.) and these actions have different weights, or levels of value, for each company.

Today, digital content has become a primary mechanism for companies who are trying to trigger that motivation in potential customers. But few companies actually succeed. Why is that?

To put it bluntly, most content coming from brands has no heart, and is devoid of any emotion. But why is that? Well, there are lots of reasons. For starters, it’s a lot harder to create content that engages consumer emotions. It’s much easier to talk about ourselves, or focus on general information, facts and specs.

Another reason is that many brands have never infused emotion into their DNA, so it’s uncomfortable territory for many executives. But data doesn’t lie. Studies have shown consistently that emotional content is at least 2x more likely to be trigger engagement.

Pamela Muldoon’s Favorite Content Marketing Video

This week’s content marketing video, submitted by Pamela Muldoon, is a great example of the power of using emotion in a branded video to drive a primary action for the organization. The video was created for FATH (Fundación Argentina de Trasplante Hepático) by DDB Argentina, and is a story of friendship that seeks to inspire people to become organ donors. Here’s what Pamela had to say:

“This video has it all…story, emotional connection and an ending that brings it all home with a simple CTA. Powerful, moving…I dare you not to tear up. To me, this video is a consummate piece of content marketing. I would love to know what the actual ROI is in terms of increased donors following this campaign.”

The Man & The Dog

Series Recap

At the end of each post, we’ll provide a recap list of all videos in the series.

A new favorite video post will be published every Friday until we run out of video submissions. If you’re reading this and have a favorite video that we should consider for the series, please submit it via our contact form and tell us why it was so valuable to you.

Brody Dorland

Brody leads the DivvyHQ team with more than 20 years of experience in the trenches of corporate marketing, advertising agencies, entrepreneurship and establishing himself as one of country's top digital marketing strategists. Brody's primary focus is helping companies and marketing agencies shift their mindset, structures and processes so that they will think, act and consistently deliver like publishers.