“We wrote our first blog post before we wrote our first line of code.”
- Jon Miller, founder, Marketo

Blogging is important for every business. So we don’t just offer ghostwriting services for others. We blog for ourselves. Why? To discuss big issues such as content strategy, commissioning and ROI, as well as tactics for effective copy creation or editing, not to mention news about Collective Content.

Remember, over a third of marketers say blogs are the most valuable content type. Let us know what you’d like to read about here.

Content marketing landmarks

Content Marketing Landmarks: Oreo Cookies

The second the power went off in the 2013 Super Bowl a light bulb lit up in the mind of an Oreo Cookie marketing staffer.

While the game play was interrupted for more than 30 minutes in the second half due to a stadium-wide power outage, Oreo’s media team quickly prepared a graphic and tweet. The image was of a cookie shining out in the darkness with the message ‘Power out? No problem’. It added: ‘You can always dunk in the dark.’

With the power off in the stadium and emergency lighting throwing little illumination, the crowd was bathed in the light from their smartphones. Meanwhile at home users searched for updates on the outage.

When the Oreo message appeared it had a captive audience. The message was retweeted and favourited thousands of times.

Official advertising costs for the Super Bowl are huge. In 2013 a 30-second ad slot alone cost $4m.

The quickly improvised graphic and tweet from Oreo underlined the difference between the value of traditional advertising and that of real-time content and messaging relevant to an unfolding event. A real clash between old and new.

The success of the improvised tweet also demonstrates the value of having a responsive brand newsroom. The power outage was a little over 20 minutes in length but in that time the Oreo team mobilised, made a quick decision on creative and used Twitter to spread the message.

A bit of quick thinking by a responsive brand team delivered more value than a $4m 30-second ad ever could.


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Content marketing landmarks: Jyske Bank

Faced with the prospect of using increasingly expensive and ineffective traditional marketing methods, Danish bank Jyske did what any financial institution would do. It opened a high-tech TV studio and threw itself into producing regular, high-quality content.

It may not be the biggest bank or indeed even known outside of Denmark, but Jyske is beloved of content marketers for its bold and surprising strategy of committing to developing high-quality and quality content. The bank’s studio produces daily news reports as well as programmes that help educate its audience about business and finance as well as lifestyle content.

The content Jyske crafts is not just for customers and prospects – it is also a key form of communication for the bank’s employees. The daily morning news programme is streamed live to thousands of Jyske’s employees in more than 100 locations.

The organisation thinks of itself as a bank and media company and has had a long tradition in content marketing (it’s also published a print magazine). However, faced with difficult and increasingly expensive distribution logistics – as well as the rise of video on mobile devices – it needed to move with the times.

Jyske’s head of communications Lasse Hoegledt told the Content Marketing Institute in 2015: “When we started in 2007 we were living in a media world getting more and more fragmented. We thought, ‘What can we do to get our message out to our audience without relying on older media?’”

The bank doesn’t shy away from negative stories about Jyske, preferring to be part of the conversation rather than pretending the situation doesn’t exist. This commitment to openness and transparency helps build trust in the content it produces and, consequently, in the brand itself.

And irrespective of the medium, Jyske is yet another company that creates value by developing high-value content that doesn’t just talk about itself but focusses instead on being useful to employees and customers.

What we like about its story was its willingness to commit so much energy and investment to do this in a way that is diametrically opposed to its traditional identity as a bank.


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Content Marketing Landmarks: Red Bull

When I think of Red Bull and content marketing I’m always reminded of an Onion article called ‘Nike to Cease Manufacturing Products’.

In the (entirely fictional) article the sportswear company supposedly announced it was doing away with all the tedious product research and development to focus solely on its advertising efforts.

The point is that Red Bull is so synonymous with content marketing and enjoys such high brand awareness that it’s easy to forget that it produces and sells fizzy energy drinks.

Apple CEO Tim Cook famously said all the company’s products could fit on one table. Red Bull could fit all its products on a modest drinks tray.

Red Bull’s marketing really has nothing to do with drinks but everything to do with building a strong association with excitement and adventure. It goes beyond content into sports and headline-making stunts from space. But it’s the content element that Red Bull has managed to exploit and master so successfully.

We recently featured some of the thoughts of the company’s founder and CEO Dietrich Mateschitz in our content marketing quotation series.

Mateschitz said: “Brands need to take the phrase ‘acting like a publisher’ literally.”

There’s no doubt the company followed this axiom. In fact, Red Bull set up an entire content company, Red Bull Media House, to manage the prodigious output of content ranging from its brand publication, the Red Bulletin, to its vast library of extreme sports and stunts videos.

Often we hear agencies worry that the product isn’t front and centre. Red Bull is proof that the product doesn’t need to be in the frame at all.

But unlike The Onion’s fictional Nike marketing executives focusing on advertising for advertising’s sake, the Red Bull team is focused on executing a winning strategy of creating and publishing content to build the brand awareness that will help sell billions of cans of fizzy energy drinks.


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Contact us

Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

Twitter:  @ColContent

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