Right now, Starbucks is launching a content studio to produce original entertainment.

The move is part of a wider trend where consumer-facing companies attract an audience by creating high-quality content. Luxury goods firm LVMH, for example, also announced a new entertainment venture earlier this year.    

There are many other examples, too:

•                Nike makes docuseries and podcasts about sporting success.

•                Outdoor clothing firm Patagonia makes environmental documentaries.

•                Energy drinks firm Red Bull provides updates on music events and artists.

The So What 

The most successful organizations are using content creation to foster vibrant communities, by cultivating authentic, trusting relationships with their customers, says Neal Zuckerman, a managing director and senior partner at BCG who leads the Global Institute for the Future of Television (GIFT). 

“To do that well, means any firm with bold ambitions to grow its customer base should behave more like a media firm.”

At their core, media firms connect with their audiences in one of four ways. 

•                Educate by providing information and knowledge to increase understanding and awareness. 

•                Entertain by offering content that is enjoyable and captivating to capture and retain attention. 

•                Enlighten by inspiring or provoking thought through insightful and meaningful content. 

•                Engage by creating interactive dialogue that fosters a sense of communit...

((출처)) BCG, 링크드인