July 18, 2013

red bull: the content marketing machine

Mashable recently did a fantastic feature on Red Bull. You may have heard of them. Little blue and silver can? The kids mix it with vodka? Right. You know what else they make that you can consume besides an energy drink? Content. Lots of content. In fact, they have an entire division (more like a company) dedicated to this content. The Red Bull Media House churns out bite sized morsels of content goodness. They produce print, television, online, mobile, music, games and feature film content.

Their dedicated website for content is called the Red Bull Content Pool and it is aimed at producers, editors and journalists looking to quench their content thirst. What they have done a masterful job of is putting their product second, a distant second. The real focus is the content which in turn builds brand loyalty which eventually equates to sales.

The Mashable piece also highlighted a solid report by the Altimeter Group. They have done a great job of categorizing what stage companies are in with regard to content marketing using an exercise analogy (stand, stretch, walk, jog and run). Check it out, it is well worth your time.

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