AL-KO appoints King Content to lead content marketing and digital strategy

The brand's marketing lead says having editorial content will help the company raise brand awareness across the consumer caravanning market, as well as provide the tools to launch its social media strategy

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:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in