Home  › Social › Social Media
queensland-roomail

Tourism Queensland on the Art of Content Marketing

  |  November 29, 2011   |  Comments   |  

Lessons in driving buzz around branded videos.

Singapore-- With the proliferation of social media, content marketing has become increasingly important. Sarah Whyte, digital marketing manager from Tourism Queensland shared case studies at SES Singapore to illustrate how marketers can bring content to life on digital channels.

Roo Mail Video Mockumentary

How do you engage consumers online and bring your brand to life? Entertain to encourage sharing and discussions around your brand content seems to be the answer for Tourism Queensland's Roo Mail mockumentary.

In August, Tourism Queensland created four videos that included a 40-second teaser and stories around Jackie the kangaroo.

The mockumentary aimed to be humorous and controversial. Tourism Queenland used a combination of bought media, earned through PR advocates, and promotions on its websites and e-newsletters as well as social channels.

#Bananasareback

When Queensland was hit by cyclone Yasi in January, the price of bananas shot up in the country, resulting in negative sentiment.

When a new crop of bananas was ready in October, Australian Bananas - working with its agency Ikon - decided to get the news out with the goal to create positive discussions and sentiment. The board established a Twitter channel to follow the fruit as well as bought Facebook and Twitter advertising.

Additionally, Australian Bananas created video content and leveraged the community to extend conversations, according to Whyte.

The result: Facebook connections increased 162 percent. The brand added 4, 500 fans on Twitter; its video received 10,000 views on YouTube in four days, and it experienced a seven percent increase in positive sentiment.

Whyte also shared these key learnings on content marketing:

  • Content has to be great to be shared.
  • Remember: Engagement first, campaign second.
  • Use targeting.
  • Create a conversation calendar; look for extensions on owned, bought, and shared media.
  • Look beyond the desktop and get more mobile.
  • Follow the data.
  • Learn from the community.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...