Are you looking for an example of a company that is into content in a big way? Check out Red Bull, the energy drink company that runs the Red Bull Content Pool. The company stocks more than 50,000 photos and 5,000 videos about sports, culture and lifestyle and makes the material available to their 4.8 million subscribers. These tend to be TV stations, platform providers and cinema distributors.

Why do they do that?

Does the content they provide proclaim the benefits of drinking Red Bull, the beverage? NO! But it says reams about Red Bull as an expression of a lifestyle.

Red Bull realizes that content marketing is all about informing people without working too hard at selling them. The theory is that providing lots of valuable information will align them with the values and interests of their target audience (in this case, that’s all about an active lifestyle) and that they are so connected to their target audience’s needs and interests that they will, of course, resonate with the Red Bull product. Red Bull is the drink for people who push the envelope of physical activity and so people will, of course, buy their beverages.

Red Bull is a large corporation with enormous amounts of money to throw at their content marketing strategy. But you can get involved with content marketing, too, to the limit that your budget will allow. And the more ways you can find to do this, the bigger the profile you can develop, and the more you shine. If you do this well, you will make it obvious to anyone looking for the service you provide that you are the ONLY choice in the field and your competition will fade into the background by comparison. And you will generate more revenue as a result.

That doesn’t mean that it’s time to give up on that quaint old-fashioned habit of meeting people face-to-face. Your own unique process of making a sale still stands. It’s just that your content marketing efforts will give your prospects more opportunities to get to know more about your company and what it can do for them. It supports your sales team any other marketing you do. People might meet you at a trade show or networking event, and like you on first impression. But if they are remotely interested in doing business with you, they are going to see what they can find out about you online.

So first of all, you want to HAVE material available that routes directly to your company, and, secondly, you want the material people find online about you to share positive and consistent messages about your business.

Like Red Bull. Exciting lifestyle videos project the brand image Red Bull wants to project and they are aligned with the people Red Bull wants to attract as customers.

Your business might not have the massive budget that it takes to keep the Red Bull content pool up to date. But it might be a good idea to consider how you can develop content that aligns with your customers needs and interests.

May I help with that? If you would like a conversation about how Crossman Communications can support your goals in this area, please get in touch!