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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in