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 New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire TODAY! Register now and save $300!

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

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...
    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...