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Al Qaeda is back in the news and this time it’s not Osama bin Laden. But it IS about Osama bin Laden. This story is useful because it has something to teach us about video marketing.

The first lesson is that you can use negative news to make a positive statement. What is Al Qaeda’s “negative” news? Our leader is dead. And the positive news is? Even in death, he’s going to stick it to the enemy.

You don’t have to agree with the message to note its effectiveness. The evidence of its effectiveness is the fact that it made international news.

When any organization has something to say about public events, that’s effective marketing. And the fact that this message was delivered by video makes it even more powerful. Note: Video marketing can be ten times more effective as traditional content marketing.

Another lesson we can pull from Al Qaeda’s attempt to remain in the public eye is that you have to act fast. It hasn’t been that long since the U.S. killed the terrorist leader. Ayman al-Zawahri wasted no time in getting his organization’s message out to all who are interested.

Finally, keep telling your story. No matter what. Al Qaeda could very easily have hung up their hats when their charismatic leader was vanquished. Instead, they’re continuing to tell their story. You should too.

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