It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Caravan and motorhome components manufacturer, AL-KO, says its investment into a content marketing and digital strategy is about lifting brand awareness in the consumer market.
The company announced a partnership with content marketing agency, King Content, this week to deliver its new mobile-optimised online portal, Without a Hitch, providing advice, tips and how-to guides on caravans, trailers and vehicle towing. AL-KO has also produced an e-book on towing, and is offering weekly newsletters to registered subscribers.
AL-KO’s marketing services manager, Brad Hooper, said the editorial-led approach will help the company target prospective customers such as towing enthusiasts and holiday goers, and is part of the company’s plans to raise brand awareness of its products for the caravan, trailer and marine markets.
Hooper told CMO AL-KO had historically concentrated on B2B relationships and being the “hidden brand beneath the caravan”. However, the release of its AL-KO ESC technology for caravans 18 months ago raised the need to have more control of its relationship with the end consumer market, he said.
Adopting a content-first online strategy was also about tapping into the rise in consumers using digital channels to source information, he said.
“Our research showed there was a general move to digital from the core participants in our market such as grey nomads and younger families,” Hooper said.
“AL-KO fields questions every day related to towing. It’s our area of expertise, so we knew we could provide a valuable resource to help people such as caravanners and boat owners get the most out of their lifestyle and set off on the road more confidently.”
AL-KO will use its growing content pool to build its social media community in the hopes of becoming a hub for caravanning enthusiasts to communicate with their peers, he continued.
“We want to create a community around the brand, as well as establish partnerships with industry and national bodies,” Hooper said. “We want the content on our site to be more agnostic.”
Alongside content generation, AL-KO has asked King Content to help redevelop the brand’s whole Web presence including several microsites, which Hooper said needed to be better optimised for mobile and lead conversion.
“Usually you’d bring in a development agency that could then bring content into your digital assets, but we are trying for a content-led approach,” Hooper commented.
Key metrics AL-KO will use to measure content success include engagement with specific articles, as well as subscriptions to its newsletter and e-books. It will also track these activities through to its product-related microsites to ascertain lead conversions.
King Content founder and CEO, Craig Hodges, said the objective of Without a Hitch was to create a utility to attract new customers to the AK-LO brand.
“The market is currently over-saturated with lifestyle hubs so we wanted to claim a space by providing really useful how-to information relating to towing a caravan, trailer or boat,” he commented. “We wanted to make ‘how-to’ glamorous and more importantly, useful to Australians.”
More from CMO on how brands are utilising content marketing:
- 7 CMOs share their content mariting dos and don'ts
- L'Oreal goes back to the future with content marketing agenda
- CPA Australia tops list of brands on LinkedIn for content marketing
- Suncorp appoints Edge to deliver Business Insurance Hub
- Tourism Australia invests in news-style content, virtual reality