Playboy, a well-known men’s lifestyle magazine brand, is revving up its content marketing with a variety of techniques in an effort to engage consumers.
Last year, the publisher relaunched its website with a “safe for work” strategy, where all the content from the usually risqué brand became “PG-13.” The relaunch has given the brand a 258 percent lift year-over-year in global unique visitors, according to Robin Zucker, senior vice president of digital marketing for Playboy.
In addition to its new website, the company has forged a strong presence on Facebook to promote its content.
“Facebook has been a key driver of both reaching audience for brand acquisition, as well as driving traffic and brand engagement,” said Zucker at ClickZ Live New York.
Along with a main brand page, Playboy has set up a variety of Facebook pages for specific products such as The Playboy Mansion. Zucker and her team customize sharable content for this page.
To diversify its content marketing further, Playboy also creates branded content with other brands. For example, in collaboration with energy drink Red Bull, Playboy created a video where professional cyclist Danny MacAskill performed his bike tricks alongside Playboy Bunnies lounging in bikinis at the Playboy Mansion. The video has generated 4 million views on social media.
For more on how Zucker and Playboy approach content marketing, check out the video interview below.
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