Defining a Brand Through Content Marketing

By Damon Richardson

Photo Source: CC0 from Kaboom

Content marketing is about engaging prospects and

consumers with informative or entertaining content they’ll want

to use or consume for its own sake… [1]

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… rather than pushing or interrupting them with direct sales or promotional messages. [1]

Photo Source: Flickr, “Sale” by Kevin Dooley

Owned Media is any communication channel or platform that belongs to your brand that you create and have control

over. [2]

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Examples: your website, retail stores, blogs, social media channels, apps

and brochures. [2]

Photo Source: Flickr, “The Apple store, Cambridge” by Judy Dean Photo Source: Screen-Shot Apple Twitter

Photo Source: Screen-Shot Apple YoutubePhoto Source: Screen-Shot Apple Website

Photo Source: Screen-Shot Apple Newsroom

The key to a successful content channel is that you have engaging content that is relevant and valuable, and that

you are using all available data to personalize the experience for the user. [3]

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Red Bull is a massive content marketing

industry all of its own

Photo Source: Flickr, “Felix Baumgartner sous voile” by Benoit DUCHATELET

with an archive of over 5,000 videos, 50,000

images, and a range of high-octane sports

events to its name [1]

Red Bull has stepped into its users' shoes and is saying, "You guys are so cool! Let's hang together." And its users seem to prefer being cool and doing exciting

things with their favourite brands over being "sold to.” [6]

Photo Source: Flickr, “Red Bull Soap Box Race. Kiev 2011” by Alexandr Gorb

1. Consumer engagement through sportsmanship, heroicism and ideals

2. Viral videos depicting feats of athleticism and bravery – evoking the

rush people seek from drinking the product

3. Brand recognition through logo saturation

4. Attainment of widespread brand recognition and loyalty first among a

core demographic, then carefully building a credible bridge to achieve

it in another [5]

Red Bull: From Extreme Sports to Brand Loyalty

Photo Source: Flickr, “Red Bull Records.” by Alberto Martin

Communities

Photo Source: Flickr, “Apple Store, 5th Ave., NYC, 7/12/08” by Rob DiCaterino

compelling for manufacturers who want to create direct relationships with

customers [5]

Photo Source: Screen-Shot Coca-Cola Journey

Coke engages users through a social feed of personal pictures with their brand.

Nike has created the Nike+ running

community while UnderArmour is

developing an owned media strategy around its

recent acquisition of MapMyFitness. [3]

Photo Source: Flickr, “Nike” by Maxime FORT

Using Analytics and Custom Content

78% of CMOs think custom content is the future of marketing [1]

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“The most successful companies use analytics to understand how well they generate demand and the quality of the

customer experience they provide,” says Joerg Niessing [4]

Improving the customer experience is the end game, but getting there requires more than data. It requires the right data, from

multiple channels, integrated to give a holistic picture of the customer journey [4]

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Both Tweets and Facebook Posts with images have significantly higher user engagement rates than those without. [1]

Visualizing metrics such as posts, shares, retweets, comments, likes, and overall user interaction can help give a better understanding of what the consumer likes within

the Brand

Photo Source: CC0 from Kaboom, and Wikipedia Commons

Paid Media is sent to a general audience

Owned Media > Paid Media in reaching the right Demographic

Photo Source: Flickr, “POEM” by Walter Lim

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Content Marketing as Owned Media

can lead to Earned Media

if done right…

Owned media, if marketed right will be shared around the demographic you are trying to reach.

Shared media, although very overlapping with the other 3, revolves around shared content, word of mouth,

referrals, community-driven content, co-creation, etc. This is an area where both content marketing and social

media marketing come into play. [8]

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The great thing about content

marketing, though, is that every brand

can tailor the approach to suit their needs and

resources

Even very niche businesses can benefit

massively. [1]

Photo Source: Flickr, “Consumer Confidence” by Chris & Karen Highland

Works Cited: [1] Toole, C. (2013). Brands as publishers: inside the content marketing trend. Retrieved March 03, 2017, from http://curve.gettyimages.com/article/brands-as-publishers-inside-the-content-marketing-trend [2] Bennett, S. (2014, October 23). Paid, Owned and Earned Media: What's the Difference? [INFOGRAPHIC]. Retrieved March 03, 2017, from http://www.adweek.com/digital/paid-owned-earned-media-meaning/ [3] Bonchek, M (2014, October 10). Making Sense of Owned Media, Harvard Business Review [4] Marketing Analytics Can Improve the Customer Experience - SPONSOR CONTENT FROM GOOGLE ANALYTICS 360 SUITE. (2016, August 19). Retrieved March 03, 2017, from https://hbr.org/sponsored/2016/08/marketing-analytics-can-improve-the-customer-experience [5] Dragon Fly. (2013). Putting Your Brand on the Front Page – Lessons from Red Bull. Retrieved March 3, 2017, from http://dragonflyeffect.com/blog/puttin-your-brand-on-the-front-page-lessons-from-red-bull/ [6] Ayyar, R. (2015, January 29). Red Bull on Content Marketing. Retrieved March 3, 2017, from http://www.targetmarketingmag.com/article/case-study-red-bull-content-marketing/all/ [7]Gratt, M. (2016). How to Promote Your Content Across Owned, Earned, and Paid Media. Retrieved March 3, 2017, from http://www.convinceandconvert.com/content-marketing/how-to-promote-your-content-across-owned-earned-and-paid-media/ [8] Clerck, J. D. (2016). Content: owned, earned, paid, shared and converged media. Retrieved March 03, 2017, from https://www.i-scoop.eu/content-marketing/content-marketing-owned-earned-paid-shared-converged-media/

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