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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

Latest Podcast

More podcasts

Sign in