100 million is the number of subscribers in over 190 countries who have chosen to be part of the “Netflix” family, an online movie rental company that has transformed into the number one player in the “Video Streaming” industry, a name that everyone knows today, with over 125 million hours of content watched daily.

         One of Netflix's key secret weapons that it uses to teach brands, big and small, around the world is the power of content marketing in building a successful brand.


         1. Use audience feedback to guide content direction A crucial question that often arises in content creation is where to start. For Netflix, the most valuable asset is the voice of the audience or customers. It may sound idealistic, but this is the reality. Amidst the vast amount of content flooding the online world, many pieces come and go without anyone paying attention or wanting to engage. This is because they lack a strong first step, which is designing content without understanding customer needs.


         “It is very important for brands to understand the role they will play or convey to their target audience. For startups just beginning their business, they may create a brand stance based on understanding a limited customer base, while companies that have already established themselves must not only work hard to research and understand their current customers but also potential future customers.”  


         2. Content is as valuable as gold, but it depends on whether you are giving it to those who appreciate it Before becoming a giant in the streaming industry today, Netflix started as a small online video rental service. If we look back to the 90s, the golden age of the video rental industry, Netflix was on a different level from Blockbuster. Therefore, it is not surprising that when Reed Hastings, the founder of Netflix, approached Blockbuster's executives in the year 2000 to propose a partnership, he was met with a firm rejection. However, as time passed and the world changed dramatically, the popularity of video tapes, CDs, and DVDs dwindled, and Blockbuster's revenue fell, while Netflix, which quickly recognized the changing trends, adapted its business model to better suit the preferences of modern audiences, ultimately becoming the dominant player in the streaming business.


         Nevertheless, what we learn from Netflix is that while content is important, what matters more is not just delivering valuable content to customers but doing so in a way that they want to receive it.


         3. Know your competition and yourself to win every battle The timeless secret is knowing your competition and yourself. The simple principle in creating content that resonates with customers is to think outside the box. Instead of doing what others do or copying their success, you need to think one step ahead, finding ways to deliver value in what you have. Think about tomorrow more than today. Remember that whenever you say “today,” you are referring to yesterday, which is something that has already passed and cannot be changed.


                4. Stop borrowing others' noses to breathe Netflix is an example of a company that thinks big, envisioning its business in the online world far beyond what anyone else could imagine from the start. This is a strength worth emulating and building upon: Netflix focuses on customer needs and uses content marketing strategies to meet those needs, emphasizing continuity and consistency. Then, it gradually adds diversity to its content, never forgetting that captivating content must have the charm of originality. Instead of relying on others, Netflix chose to create a new phenomenon by producing its own content, revolutionizing itself from a platform where members paid to watch movies or series to one where many choose to pay to see Netflix's original content, which cannot be found on other platforms.


         5. Special is not enough; it must be tailored-made It is not only high-end or luxury brands that can offer tailor-made services to make customers feel special. Netflix has shown that video streaming can do this too. For example, when Netflix launched the series House of Cards, a famous political drama, it used a cool method to create buzz by producing seven different teasers to reach various target audiences, whether you are a hardcore political enthusiast or someone who enjoys historical narratives or films discussing sexuality; this series is ready to be the answer with its multiple perspectives for movie lovers.

         All of this represents the 5 key lessons that marketers should know and adapt to fit the context of their own products or services.