RED BULL may give you wings, but it’s the international corporate giant’s innovative use of content marketing, or brand journalism, that has launched the brand into the stratosphere of marketing success.

Red Bull Media House prints one of the biggest magazines in the world with a distribution of 4.8 million, offers Red Bull Mobile services, operates a TV station and produces documentaries, movies, music, apps and even games for all devices.

The strategy is called content marketing and their objective is simple: “To excite customers with outstanding quality content". More...

Photo by Free Digital Image(s): FreeDigitalPhotos.net

I have read many definitions of content marketing but, whenever somebody asks the question: "What is content marketing?" none of those definitions really get the message across.

I've put together three definitions which I think are more succinct, if a bit similar.

Which one do you think is best? Your comments would be most welcome...

And if you have a better one, let's here it. Click through to post your comment.

Thank you!

Best wishes

Colin

Marketing is all about visibility. The more visibility you have, the more business you will do.

People like to do business with people they know, like and trust and, in the words of entrepreneur Jack Daly:

“Selling is the transfer of trust. People do business with people they trust, and they get to trust the people the get to know… and they get to know the people the SEE more frequently”.

So even Jack agrees… be seen, be heard – with your existing customers and your target market.

Here's how you do it...

Photo By Graeme Weatherston

A good, short, sharp presentation grabs the audience by the throat and gets to the point fast. Then, when you have their attention, ask for the referral.

Don’t try to be cute or oblique, and you’re not telling a joke with a punch line at the end – remember you’re scrapping for your audience’s attention. Even if they look like they’re listening, it doesn’t take long for a person’s mind to go wandering.

Simple and succinct beats rambling every time.

A good formula is the proven AIDA principle – Grab Attention, stimulate Interest, create Desire and call to Action.

Three tips for establishing a good online reputation

Two out of three New Zealanders will Google a person before meeting with them for the first time. Which begs the question, what are your potential clients and business associates finding when they Google your name?

If you are not actively managing your online reputation, it will be developing organically which, it goes without saying, is a dangerous state to find yourself in. Image by jannoon028