Comments on: 7 Content Marketing Lessons From Red Bull Media House

By: Michael Brenner

Michael Brenner — Thu, 04 Sep 2014 01:17:33 +0000

In reply to Rodney Robinson. Thanks Rodney, because they stay focused on their core mission, content just becomes an extension.

By: Rodney Robinson

Rodney Robinson — Wed, 03 Sep 2014 23:41:16 +0000

I love #4. Content is the core essence. this pivot made sense because what they sold as their brand was , “To Give You Wings.” For this reason, with the correct focus on content, they were already successful in becoming a media house and maintaining their core competency. So inspirational!

By: Michael Brenner

Michael Brenner — Thu, 21 Aug 2014 04:12:51 +0000

In reply to Mike Lou. I don't think there's any question that they are winning the battle for mindshare with the target audience they are trying to reach. The bigger question for me is "why aren't more brands following their lead?"

By: Mike Lou

Mike Lou — Thu, 21 Aug 2014 02:55:20 +0000

very true. If you just look on their website redbull.com it feels like a high quality magazine, which not only attracts the Redbull audience, but an audience typically advertisers and other brands would love to tap into. I would not wonder if they would allow other brands to advertise on their own ‘advertisment’…. And if you compare their traffic on alexa vs. coca-cola.com, they seem to win the battle on getting users to their site as well (which all brands are usually struggling)

By: Michael Brenner

Michael Brenner — Wed, 20 Aug 2014 17:29:52 +0000

In reply to Rosaline Raj. Thanks Rosaline, I think you got it right. Put someone in charge and give them the resources they need to work across the silos. That is why I do not think it's too important to look for someone with writing skills. (I need to write a post on that) but who truly has the passion to be a change agent and a coach and an evangelist inside the company and out.

By: Rosaline Raj

Rosaline Raj — Wed, 20 Aug 2014 10:21:39 +0000

Hi Michael – thank you for your insights. It takes a dream team to create experiential content like the freefall from space and Chipotle’s Farmed & Dangerous. That being said, I think there are two major factors that hold brands back from taking the leap. The first is lack of content accountability. It’s essential that a marketing leader and his/her team “own” the content strategy. Yet, there are many companies that are not ready to take this on – it is still a fairly new concept for some, many are very busy within their own roles and some may think creating content within their own departments (in silos) is enough. Which brings me to the second factor: perspective. A more holistic/integrated approach to communications may help teams better determine content ROI. Understanding that content is not a stand-alone but a part of the overall business strategy will help them create more strategic (and effective) content. When a company has its ducks in a row internally, content literally starts to flow. Now the core content team has an entire company to crowd source from for fun, creative, innovative ideas & campaigns. I know. It’s definitely easier said than done. Thanks for the opportunity to weigh in.

By: Michael Brenner

Michael Brenner — Tue, 19 Aug 2014 19:04:30 +0000

In reply to Atul Dhakappa.

Thanks Atul,

I think it’s less about profit centers (operations) and more about strategic thinking and approach. The entire company creates content. Every person on the planet is now a publisher, more or less. This is really about the approach that comes from understanding how today’s world works. Content is the currency the drives our connections.

By: Atul Dhakappa

Atul Dhakappa — Mon, 18 Aug 2014 18:12:19 +0000

In the yesteryears a lot of companies created IT divisions to support their growth which were later converted to profit centers.
I guess with focus on content publishing, what it is, it is very likely that more and more companies will create profit centers from their content publishing divisions.