Talk about people, not product: Red Bull's content strategy

By Claire • NewsCred Blog • Aug 14, 2012

In spite of boundless technology, most people still turn to friends when navigating purchases. It’s simple: people buy from people. According to the 2012 Digital Influence Index, 47% of U.S. consumers consult friends and family first. Brands that use relevant, quality content to champion their customers’ (and their company’s) culture stand out from the rest.

Red Bull, an energy-drink producer that logged revenue of $5.12 billion in 2011, doesn’t talk about their products across their award-winning website. Instead, the company’s strategy is centered on what they call “playground content.” Red Bull hires bloggers to attend events, record the pulse of the community, and write stories about life behind-the-scenes, complete with late-night gatherings at the ski lodge, underground music and fashion, and trips to Austin tattoo parlors. Rather than focusing on the beverage itself, Red Bull’s “playground content” tells the story of the people: from multimedia coverage of global BMX, skateboarding, and motocross competitions, to in-depth interviews with DJ Yoda, Erykah Badu and the members of Phoenix.

Red Bull is among 15 in-depth case studies explored in the NewsCred's new white paper "Brands as Publishers: 15 Market Leaders That Get Content Right." For more content marketing insights, download it here.



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