Content Marketing_Workbook_v2.0 PT1.pdf

The xero site also offers content such as webinars

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The Xero site also offers content such as webinars and training courses, and e-guides on accounting and small business. If consumers sign up for these content offerings, their email addresses will therefore have been acquired by Xero, giving them an additional channel to market and promote their products through. Xero is a good example of B2B business that produces many different types of content. In all likelihood, most small and medium sized businesses won’t have the resources to produce as much content as Xero does, however it’s useful to see many different types of content and decide what’s best for your organisation.
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58 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Red Balloon Red Balloon are an Australian gift experience company, offering corporate and personal experience days such as racing car driving, skydiving, gourmet dining and adventure sports. The company was founded by Naomi Simson in 2001, and has grown from her front living room into a successful leader in the travel and leisure industry. Individuals can buy a friend, family member or partner a gift voucher or a specific experience, and companies can book an experience in bulk for their employees, for team building activities or company activity days. The company works with partners, whose goods and services are promoted and booked through Red Balloon – such as Skydive Australia and V8 Race Experience. Red Balloon serves as the booking agent, taking a commission on each booking made through their site. Red Balloon’s strategy is focussed on producing content for their social media channels, such as Facebook, Twitter and Instagram, as well as their blog, reached through the Red Balloon website. The blog offers articles that appeal
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59 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 to adrenaline junkies, travel lovers and anyone looking for a unique gift or experience. Red Balloon’s Facebook community has over 150,000 followers at last count. They post content to advertise specials and sales, long-form articles on their blog, photos reflecting the ethos of the brand and videos to promote the various experiences available through Red Balloon. Their video content is mostly short form clips, showcasing slow-motion shots of anything from kitesurfing to wine pouring on a Friday! These clips are aimed at a young, affluent, adventure-seeking target market who would be potentially inspired to experience something after seeing a teaser for it. The photos posted on their Facebook page are geared towards quick and easy shares – simple concepts with shareable motifs – such as a beautiful beach with a relatable quote about pining for the weekend, or a cute dog posing as Red Balloon’s head of security. These simple themes will be easy to relate to for a large portion of their target audience, and are easy to engage with.
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60 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0
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