a marketing framework which has been built on the premise of combining SEO, Content Marketing, Social Media amplification concepts to get a disproportional amount of media coverage which help build brand awareness, product trial, brand loyalty and ambassadorship.
This framework has been built based on the SEO concepts I’ve been using for years, with a proven track record with eBay, Airbnb and now with Fanatics.
Since started to use LUMPS, the web has changed. Don’t get links that easy, so how would you work this now days?
Brand helps you to
Get your content shared,
Get you links
Gets you traffic / business
Worked with JM for 6 months, learned a lot. In front of fridge, what Coke do you pick?
Base of the Khufu Pyramid & the pyramid of the sun are ~ the same 230 meters.
Pyramids and the river Nile matched exactly Orion’s belt in the year 10,000 BC
Start of my interest in pyramids, which resulted in multiple trips to…
Chitchen Itza calendar: Kukulcan
4 sides with 91 steps, makes for 364.
Top concludes 365
Equinox 2x a year, start of spring & fall
Pyramids are so much more.
Place to burry a king
And although there might be more interesting stories to be told with a beginning at a pyramid… I would like to tell you about an experience I had visiting the pyramids at Teotihuacan
- Audience moves up higher on the pyramid
- Gets emotional connected,
- Sharing your content is more likely
Just like in retail marketing, any brand online needs to build a presence first. Your customers will need to be able to find you, before trial can happen and a relationship between the brand and the customer can be established.
Once customers have tried your product, you could build further trust in the brand through authoritative and trustworthy content.
Bird = Belo
Man always in the shadow of the Wall
Girl always has Rousch colored sweater
Key to unlock the chain, has Belo, unlocked from traditional way of travel through Airbnb
Amplification through an offline event, with a lot of social media interaction with Hashtag
Random selection of people West/East
Neighborhoods painted on walls in West (local artist)
Beer in fridge (Carlsberg) East side, look but no touch
Look out tower to wave to East
Instagram photo booth – send messages to friends on other side, with #Hashtag included
Ultimate social amplification is: have one of your industry peers present your campaign at Mozcon in front of ~1500 people.
People who do internet marketing for a living, and will be telling your story again, and again…
SO that was the Content-Brand pyramid for Airbnb,
Let’s have a look how we have used this framework at Fanatics, a company with a long track record, 20 years, but a very low brand awareness
Let’s have a look at the online content we have been producing which helps us to build the Fanatics brand.
Besides online, we have made a number of drastic changes in our marketing strategy;
New logo & design
More aggressive PR strategy
Fanatics THE brand of the Fan
Why is this working?
Products sold by Fanatics
Passion of the fan, nostalgia
Demand in search
Showcases our unique access to players, and create ultimate fan experiences, while including the product; custom jersey.
Using the player for Social amplification
These pieces didn’t go un-noticed, here are two slides Matt Sitala presented at State of Search
The Jersey content is a build up to something bigger which is coming later this year, Fanatics Branded jersey’s.
NHL replica jerseys are build from the ground up, where we conducted fan interviews to listen what they would like to see in a jersey.
Goes to show the Content-Brand pyramid goes further than just online content to capture SEO traffic, PR or social engagement. It needs to be integrated in the product/company strategy