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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in