Everybody is talking about content-marketing. But what exactly is it? Is it just another, academic sounding, term of the modern economy or an useful instrument for companies of all industrial sectors?

The idea behind “content-marketing” is to provide useful information for your costumers and to create a bond between the costumer and the company. The difference to classic marketing is that the company’s product is not nessecarily the main focus of the action. In the context of classical marketing, a manufacturer of football-boots  for example, would talk about his shoes and the brand itself. Content Marketing however could contain news about recent soccergames, practice-tips for clubs or funny quotes from soccer-players. It is important that the content is liked by the target-group and creates a buzz which can be used for reaching set sales-goals after all.

One can say, that content marketing can be described as all the marketing activities who take care of filling a company’s media channels with interesting content. It is irrelevant if this happens via the classic social media channels like Facebook, Twitter and Instagram or via the publication of one’s own magazine. Every provision of interesting information, colorful pictures or sophisticated audio-podcasts in the name of a company can be described as content-marketing.

Quite often, separate brand-channels are created and filled with life. In this case, the published content is always closely connected to the product or the service. The rising popularity of Content Marketing can be backed by the numbers. The percentage of companies who use content marketing on a regular basis rose from 60% in 2012 to 93% only a year later. The main focus should lie on a pre-determined target group. That way, and that way only, a positive effect can be noticed in the long run.  With an effective steering of content-marketing, a company catches the eye of the costumers at first before they hopefully purchase the product of the company.

Pioneering the methods of effective content-marketing is without a doubt Red Bull. Regular events like the Red Bull Air Race, the extremely YouTube-Channel or their very own magazine, the “red bulletin” are great examples for how content marketing should be done.

The example Red Bull shows to perfection how sports can be used to convey advertising messages. An army of “Red Bull Athletes” produces inspiring stories every single day, that are shared through Red Bull’s media channels. The adventorous spirit of their extreme-athletes, the dynamic of their skateboarders an the braveness behind Felix’ Baumgartners stratosphere jump (Red Bull Stratos) amazed millions of people worldwide and convey the core-values of the Brand Red Bull.

Sports in todays world are omnipresent and almost solely connected to positive attributes. Sports produces small and big hero-stories every single day, that can be used for brand-communications in an effective way!

If you are interested in using sports for your content-marketing, please do not hesitate to send us an e-mail to support@sponsoo.de or search through our database.