ISPO Munich: Using authentic content to build successful brands
Whether Corona, Harley Davidson, Coca Cola and Co. – Customers appreciate these brands above all for what they symbolise and not for what they offer in the form of products. In this article you can find out how outdoor brands in particular are becoming loyal companions and icons of their industry and gain in-depth insights to the ISPO Munich.
from Bernhard Liebl
Communication Manager / Lifestyle & Digitalization
More and more outdoor outfitters face the great challenge of standing out in the fast-moving and competitive world and gaining a competitive advantage through compelling content. In order to be successful as a brand in the market in the long run, you need more than classical product advertising. Give your brand real life through suitable storytelling and use the role of experts and influencers for your own brand success.
At ISPO Munich, the largest trade fair in the sports business, you can clearly see for yourself that this trend is not coming out of nowhere. The fair takes place from 26.01. – 29.01. at the Munich Trade Fair Centre and offers a range of over 2,800 exhibitors from areas such as snow sports, outdoor, health & fitness, urban and team sports. Anyone moving from hall to hall here will not only experience the versatility of the sport, but will also dive directly into the most diverse worlds and adventures of the individual exhibitors.
Meet us @ ISPO 2020
Values such as sustainability, adventurousness, freedom, etc., are becoming one of the most important brand differentiators in the outdoor industry for more and more people. At ISPO Munich, these topics are also clearly in the foreground. This challenges marketers even more to highlight their marketing messages with highly qualified content that addresses exactly these topics. The use of selected influencers or experts provides an ideal opportunity to place your brand prominently for the desired target group through authentic experiences based on these values.
It’s good to know that there are specialists in exactly this field who not only have many years of experience but also an ideal network of experts who can create a lively and compelling story from the desired message. Digital publisher portals such as InspiredBySports, for example, offer an optimal digital environment and the perfect setup to turn brand messages into real experiences for readers.
If you would like to learn more about this and are looking for the optimal opportunity to create a vivid brand presence through appropriate storytelling and the involvement of experts & influencers, you have the chance at ISPO Munich 2020 to have an individual and non-binding consultation with renowned marketing experts from InspiredBySports.
Native Advertising is the key to successful Content Marketing
With a steadily increasing number of new communication channels and the variety of content on the WWW, users are now bombarded with advertising. As a result, readers pay less and less attention to the messages, which is often reflected in the low retention times and click-through rates (CTRs), if companies use a blog at all to market their products.
Good content marketing should counteract exactly this problem. Especially companies in the outdoor industry often lack appealing stories. There is a lot to tell in the outdoor sector, many exciting stories and adventures that consumers like to take up and share with friends or family. This creates an ideal basis for promising content marketing campaigns that deliver added value to readers. The central idea of content marketing is that a brand must give something valuable in order to receive something valuable in return. In this form of marketing, valuable in the sense of good content is unique, original or exclusive content or information that readers cannot get anywhere else.
Placement in the major magazines is extremely valuable. Source: Evernine.
And this is exactly where Native Advertising comes into play. Most companies in the sports industry are not yet familiar with this approach – so here’s a brief explanation: Native advertising uses articles as reading recommendations via the large publisher networks such as Outbrain, plista, Taboola & Co. in online magazines such as FAZ, Süddeutsche, Focus Online, Fit for Fun or MensHealth. They are not perceived as direct advertising via displays, but rather as recommendations for the reader.
So-called algorithms ensure that the reader is shown content that matches his or her user behavior. If a user reads more articles on the topic of hiking, content recommendations from this industry are also displayed. This native placement and the corresponding target group setting guarantees that the readers already have an existing interest in the product and that the campaign contribution offers the reader added value.
A look behind the scenes
But how can you imagine that exactly? You place your content in a brand-neutral magazine environment. This content is then booked into the publisher networks and played out to the target group as a reading recommendation.
With the goal of creating innovative marketing opportunities in the publishing, PR & especially content marketing environment, Evernine offers the ideal support for companies of all kinds, from the creation of targeted content to the right marketing. Especially the digital magazine world of IBS Publishing opens the door for brands in the outdoor industry to carry out successful content marketing in an optimal advertising environment.
Benefit from the advantages of the Halo Effect
Unfortunately, the right content alone is often not enough today to ensure successful content marketing in the long run. The quality and nature of the advertising environment in which the content is played out also have a significant influence on how readers perceive the advertising message.
The neutral platform InspiredBySporty can ideally stage your content. Source: Evernine.
Placing brand messages on third-party platforms therefore offers an ideal opportunity to publish content within a brand-neutral environment. This not only enables the integration of SEO-relevant backlinks to the own website, but also provides the respective brand messages in an absolutely authentic landscape.
As a marketer in the outdoor industry, you can rely on industry-specific digital magazines that reflect the content in a brand-neutral environment. The magazine world of IBS Publishing in particular, with its strong network of influencers / experts and a readership of sports enthusiasts, offers the ideal environment for promising content placement within the right target group.
Rely on the right partner
However, anyone who wants to achieve long-term success with content marketing must be aware that this marketing strategy, unlike classic outbound marketing, often requires much more effort, time and diligence. Especially companies that are active in the outdoor industry often lack personnel, a suitable platform or the necessary know-how to be able to conduct successful content marketing within their own company structure. That sounds interesting for you? Then please contact our marketing experts at InspiredBySports.
Image source: Evernine