By Joe Pulizzi published May 17, 2011

Rent-to-Own Content Marketing: Red Bull

A big part of a content marketing strategy is acquiring an audience.

The majority of media companies spend thousands, even millions on audience development strategies in order to qualify and distribute to their target audience.  Tactics used include post cards, direct mail, telemarketing, email solicitation, social media, etc.

Most non-media brands generally send their publications, such as a print magazine or email newsletter, to their current customers. That’s great if you have their print or email addresses, but what if you don’t?

Enter the “Rent-to-Own” content marketing strategy.

The idea is this: buy advertising or promotional space in targeted websites and publications to create attention to your content marketing product.

Most companies do this for lead generation, or simply to promote their own products and services. Companies like Red Bull use it to get people to subscribe to their magazine Red Bulletin.

Ad for Red Bulletin

In the example above, Red Bull advertises Red Bulletin on my LinkedIn page.  That page takes you to the magazine home page featuring this video.

From that page, I could subscribe to the print magazine, receive the email updates, or even download the iPad version (which I did).

Often times it’s easier to get people to subscribe to a content product than pay attention to your product ad.  Might be worth a try.

 

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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  • http://www.marketingclout.co.uk Lucinda Brook

    Thanks for this Joe. In the UK ‘content marketing’ as a term is in its infancy. It’s not very well understood outside the marketing universe. There is also a tendency to think that it excludes (rather than shifts focus from) all traditional forms of marketing – when in actual fact it’s more about using ‘content’ as the hub – the pull instead of the typical sales pitch. Using content within targeted ad / dm opportunities can be highly effective… Thanks Lucinda

    • http://blog.junta42.com Joe Pulizzi

      Thanks Lucinda…I believe that content marketing as a term is used in the UK as “customer media”. But your point is well taken and I agree. The story becomes the center for all your marketing, even the traditional side. The best content marketers, like the Red Bull example, are ones that integrate both together. Thanks for commenting.