The document discusses content marketing and advises that by the time one decides to enter content marketing, defending champions will already be competing. It acknowledges that one is not Red Bull and lacks their resources. It then provides tips for developing a content production process such as starting practical work, identifying existing content, empowering employees, inviting consumers, forming partnerships, licensing content, and curating other content. The overall message is to accept the challenge but develop a process and seek various resources rather than trying to compete alone against major established brands.

1. Fishing for Contents?
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2. Sooner or later…
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3. Source: http://energydrink.redbull.com/commercial#video/2637667048001
…by the time you are
tempted to jump into
Content Marketing

4. you will notice that the defending
champions are already in the water
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5. and the challenge seems GIGANTIC.
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6. You soon will realize that
you are not Red Bull
and you got no wings.
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7. You are going to ask yourself:
„Where does the Content come from
and who is going to create it for me?“
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8. Don’t wait until
knowledge strikes you
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9. Source: http://energydrink.redbull.com/commercial#video/2637501276001
Accept the
Challenge

10. Start with some practical work
(after you have done the theory)
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11. Source: http://energydrink.redbull.com/commercial#video/2636458151001
Establish and improve
your internal process design
for content production

12. Source: http://energydrink.redbull.com/commercial#video/2470339729001
Identify & Recycle
existing content

13. Empower Employees
to create content
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14. Invite and incentive
Consumers & Fans
to produce content
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15. Form allies and create
Original Content
with your agency partners
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16. Watch out for new
Coops & Business Partners
to produce content
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17. Accelerate by
Licensing content
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18. Reach out and
Curate content you like
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19. Good Luck.
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20. Concept