With over 12,000 downloads to date the new Irish Red Cross First Aid app is a great example of an approach to content marketing,
The app links perfectly to what the Red Cross believes – ie that everybody can learn basic first aid – and the App aims to get that message out there and make first aid more accessible to the general public.
When it comes to its inbound marketing benefits, this newest a
ddition to their content marketing family is really working. From a lead generation perspective they have already received inquries about first aid training courses – increasing their reach in terms of those who know that they provide this service.
The Analytics tool within the app is allowing the Red Cross learn more about the demographics and behaviour of their users. Analytics information is also used to tailor Social Media posts with content related to content that is popular on the app. Therefore offering consumers more of the content they want to see.
The same information from Analytics was used to optimize Adwords and Facebook ad copy. Initially the ads had the general sound of ‘download your app’. But soon the ad copy was optimized to reflect why the user should download the app-‘Would you know what to do if someone was bleeding?’
It’s been only a few weeks and the app is already sitting at the head of the table of content marketing at the Irish Red Cross. People don’t get all their news from the TV or radio anymore, but increasingly rely on their phone to instantly deliver them important information. The Red Cross, along side its role in disaster relief, is an active player in preparedness matters, eg notifying the public of various emergencies. The push notifications functionality of the app allows just that –deliver useful content to those who need it and also in a real-time fashion, thus bringing the organisation much closer to its audience.
The biggest take-away from this project was how useful app Analytics can be for the marketing and communications teams if thoroughly checked and compared with other stats from Email or social media campaigns. Even more, being able to track which campaigns or traffic sources triggered the app is pure gold and it allows for proper analysis of referral sources and also budget changes so as to suit the better working referral channels.
Really clever idea by Digital Planner Shane O’Leary. He has created this really useful resource for people who are interested in digital stats. This is a great example of content marketing for a few reasons:
- Shane has created something people want (and are searching for)
- He has made it available to download through his site (driving visits)
- People are now more aware of digital planner Shane O’Leary
- Finally he has shown that content doesnt need to be intimidating or ridiculously long to be of value
If you would like your copy of the The Irish Digital Consumer Report 2013 – check out Shanes site here
Marketing Directors are searching for that something that will help them measure things in a more scientific way, but don’t want data for data’s sake, they want something that will actually start to shift the needle for business growth but that is clearly linked to ROI. A big ask, but something the digital space is really starting to live up to, especially with the increased emphasis on content marketing.
There is a danger of getting distracted by the shiny ball and I don’t for one second subscribe to the view that content marketing is going to kill advertising. But it is certainly changing the landscape significantly. The funnel has become more complicated now and we all know how savvy consumers are these days. It’s no longer possible to put lipstick on bad business. As agencies we need to help our clients to do more and move people from being strangers to customers and ultimately promoters of their products.
Content marketing is an incredible tool in your armoury. It is not a shallow advertisement, a blatant self-promotion or an attempt to trick readers. It is about great content that is interesting and engaging. Content that people want to share with a friend, or that makes them feel differently about a brand. Many brands are engaged in a race to the bottom and competing on price, but this isn’t a strategy for the long term, it doesn’t make people feel anything, you are just something on their functional list of “to-dos”.
It is brining relationship marketing into the connected world and offers relevant scientific data that allows you to make informed decisions on. The days of people saying that “50% of my advertising works, I’m just not sure which 50%” is over. Even the biggest of companies can and should now act like lean star-up’s, testing and tweaking and amplifying what is working to drive better leads and convert more sales.
Shiny Ball warning again. There is of course a danger of getting distracted by a creative shiny ball. As Patrick Collister, a creative director for over 25 years and now at Google says “Within some digital agencies, people tend to think platforms are a substitute for ideas, but you need both. Technology drives creativity, but it doesn’t lead it”.
These are interesting times and I certainly believe that a content marketing strategy should be forming a part of your companies digital strategy.
Did you ever think that connection would be made!
In my house Barbie is adored (along with Peppa, Rapunzel, Aladdin & Jasmin, big doggy and teddy!). And its not just my two and a half year daughter that loves Barbie, her mum is pretty into it too, my nieces and nephews are keen on it as well.
What has struck me lately is how brililant Barbie is at Content Marketing. Mattel have created some brilliant content on youtube, short 3 minute videos that pretty much showcase their product range. It’s all done really well though, the pieces are humourous and engaging. There is no hard sell, they don’t need to do that, but they keep Barbie top of mind. As a parent this content can help me out, so instead of having to watch a long cartoon or programme I can get away with a short 3 min Barbie video. It makes me feel good about the brand. My daughter isnt demanding a new Barbie everytime she sees one of these videos but it does make her want to play with her Barbie so the next time its time for a treat she may well choose Barbie (she may also well choose a big ball – who knows!).
It may seem surprising that Barbie is a queen of content, but when you think about it, it makes sense. This is one of the only pieces of content I am aware of, but I am sure there is a huge Content Marketing strategy in Mattel I am yet to stumble across!
And now to brigten up your Friday – here is a short piece about Barbies life in the dream house – enjoy!! (if i have to watch it you do too!)
A short presentation about Content Marketing – enjoy
If you would like to know more, let me know