Red Bull Content Marketing Case Study

Nothing has changed since Gutenberg.” According to Sperl, Red Bulletin delivers the Red Bull marketing team plenty to work with as the print magazines sell more than two million copies per month and the website brings in thousands of users every day – “there’s ROI for the parent company.” A recent highlight is Casper is a mattress company (and frequent podcast sponsor, as my fellow rabid podcast listeners will surely know) with a big goal of changing the way mattresses are bought – which is in a tiny box and in the mail.

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These three brands have done a great job at finding a topic that weaves together all of their stories (adventure, sleep, and small business success); and the creation of high-quality long-form stories has gone a long way in building each company’s reputation as an expert for each of their chosen topics.

It’s the long way round to content marketing success, but telling great stories keeps customers (existing and prospective) around longer and coming back for more (just look to Red Bull’s 2 million strong monthly readership for proof).

In the last few years, many marketers have favored short, snackable pieces of content over the longer in-depth counterpart.

It was assumed that long-form content (1,200 words) had no place in a world of tiny phone screens and 140 character limits.

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.

Red Bull Content Marketing Case Study

Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council.

Ever since then, Red Bull’s been mainly targeting a segment of 18- to 34-year-old men based on their interests—being outdoors, taking risks and having fun.

The brand began sponsoring “edge sport” athletes, like base jumpers, BMX racers and mountain bikers, as well as “e-sports,” which did not have many big brands attached to them.

American Express is providing stories that help small business owners learn from other’s mistakes and successes.

Within the context of content marketing, successful storytelling aligns (both directly and indirectly) to a company’s mission without actually calling out the company’s products or service – storytelling is not the place for a hard sell.