What might that
Here are two good examples.
The Fortune Wild is a short film from the surf wear brand, Sitka. The British Columbia based company is competing in a sector dominated by big spending global brands such as Quiksilver, Billabong, Hurley and O’Neill.
Without a big budget, Sitka co-founder Rene Gauthier needed to focus the company's marketing efforts. Instead of creating activity across all digital channels to try to compete with the big boys, Gauthier concentrated on doing one or two things very well. So the company created video content that people would want to share with others and talk about.
That ambition has led to a series of compelling films, each of which has an enduring appeal. Their first short film Tipping Barrels has been played over 270,000 times and the trailer for their second film The Fortune Wild has been watch over 49,000 times.
This content marketing has helped grow the little-known company's Facebook fan base and Twitter following, promoting brand awareness and sales.