And it’s not great because we produced it :)

At this point, branded content and content marketing have been around for a long time. They both represent a shift away from selling and instead focus on educating and entertaining consumers. The idea is that if you can educate and entertain someone, they will think of you when they need to buy your products or services. Although the idea seems simple enough, it’s not always easy to pull off. I can attest to doing it poorly on more than one occasion. i.e. “3 Tips For Hiring a Video Production Company in Minneapolis.”

When this kind of content is bad, it feels like a veiled sales pitch. When it’s good, it can stir emotions, hope and even inspire. Sometimes building a brand can be easy as talking about what you believe in. I think this video is compelling because it highlights three core beliefs that Design Ready Controls has about being a good company. They believe in:

1. Taking care of the environment

2. Stimulating the local economy

3. Rooting for customer success

There is nothing in this video about what they specifically do. Nothing about customer pain points or product benefits. Just what they believe in. So why is this valuable?

When I watch the video I think (1) this is a company I would want to work for and (2) this is a company that I would want to do business with.

They have sold me on the company without actually trying to sell me anything.