Defining a Brand Through Content Marketing 11dr29

1. Defining a Brand Through
Content Marketing
By Damon Richardson
Photo Source: CC0 from Kaboom

2. 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]
Photo Source: CC0 from Kaboom

3. … rather than pushing or interrupting them
with direct sales or promotional messages. [1]
Photo Source: Flickr, “Sale” by Kevin Dooley

4. 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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5. 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 Youtube
Photo Source: Screen-Shot Apple Website
Photo Source: Screen-Shot Apple Newsroom

6. 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]
Photo Source: CC0 from Kaboom

7. 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]

8. 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

9. 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

10. 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]

11. Photo Source: Screen-Shot Coca-Cola Journey
Coke engages users through a social feed
of personal pictures with their brand.

12. 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

13. Using Analytics and
Custom Content
78% of CMOs think custom content is the future of marketing
[1]
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14. “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]
Photo Source: CC0 from Kaboom

15. 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

16. Paid Media is sent to a general audience
Owned Media > Paid Media in reaching the right Demographic
Photo Source: Flickr, “POEM” by Walter Lim

17. Photo Source: CC0 from Kaboom
Content Marketing as Owned
Media
can lead to Earned Media
if done right…

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

19. 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]
Photo Source: CC0 from Kaboom

20. 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

21. 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/
Photo Source: CC0 from Kaboom