View a full range of our ebooks

View full library


Our Location

The PHA Group
117 Wardour Street,
Hammer House,

0207 0251 350
PHA Digital Studio
Fourth Floor,
47 Dean St,

0207 0251 350
PHA Finance Department
117 Wardour Street,
Hammer House,

0207 0251 350

Consumers Will Pay More For High Quality Content

Consumers Will Pay More For High Quality Content

Content marketing has become an increasingly popular method to get a business noticed. For those who are not in the know, content marketing involves creating and sharing content. Whether it is video posts, Facebook and Twitter posts or blog posts – it is a way to get customers to engage with the brand better, customers who are potentially going to be advocates for the brand and spread the word to an even wider audience.

Rather than some traditional methods of marketing, which involves the ‘hard sell’, content marketing helps to build a rapport with them, and helps to give your brand some personality.

You might want to write a blog post about a particular event your company is holding; Instagram pictures of your new office pet or create a viral video and upload it to YouTube. Anything that encourages customers to engage with your brands in a less formal way.

New research suggests that customers could be more willing to part with their cash for a firm that uses good quality content marketing. In fact, two-thirds of consumers are more likely to buy from firms whose content they enjoy, even if it costs a little more than from a brand that doesn’t.

However, when it comes to content marketing, some brands get it wrong; like engineering, or finance, there’s an exponential difference between merely good content and exceptional content. You can distinguish yourself from the 99% of your competitors by pursuing the exceptional – brands get this wrong by sharing other people’s content instead of creating their own. Sharing is a great thing in the world of social media, but when many people are all sharing the same content at a time, it’s pollution.

Brands That Do It Well

Red Bull is a great example of a brand-turned – publisher that has mastered the art of story-telling.

Consumers Will Pay More For High Quality Content

If you’ve seen their adverts, marketing stunts (Red Bull Stratos Jump), it will be no surprise that their blog is designed to entertain and motivate readers.

Red Bull created a lifestyle around their brand by effectively implementing the four I’s of storytelling: Immersion, interactivity, integration and impact.


The Vettel Show


There are few sports in which the concept of forgoing personal success in favour of team victory is a familiar one, to be sucked up, shrugged off and taken with a pinch of salt. But the notion that the accomplishments of the team come first has long been entrenched in the rule book of Formula One. It is one of the most firmly established principles of the race, in fact, that team orders are paramount, to be followed dutifully by the driver as the employee.

It seems, however, that the superiority of the team is valued to a greater degree by certain teams than others. While some, most notably the Italians, believe this principle stands as strong today as it did some 100 years ago, others are of the belief that the notion is outdated, inappropriate in practice and, ultimately, that it dilutes the energy and unpredictable nature of the race. For us, as viewers, the supremacy of the team over that of the individual is something which, at times, leaves us feeling somewhat cheated. It is with a certain sense of resentment that we are made to celebrate a result manufactured from the sidelines, one which the pair on track agreed to but we as Formula One fans did not.

An insertion into the rulebook driven in large part by Max Mosley, which prohibited team orders that interfered with a race result, was notoriously lost in translation and later removed from regulations at the tail end of 2010. Its existence during the Malaysian GP may well have led to a different outcome for the Red Bull pairing.

As with the English judicial system, whereby a judge’s interpretation of the law creates a malleable precedent of case law, so too do the decisions made by Formula One teams today. It seems money speaks volumes and drivers, for the most part, continue to feel bound by the purse strings of the teams for which they operate.

But while the results of the Malaysian GP demonstrated that ‘taking one for the team’ is a notion that sits far more comfortably when your childhood friend is the one set to benefit, it is, it seems, a concept lost of Sebastian Vettel.

In this game, you don’t become three times World Champion through grace, generosity and humility.

Vettel has shown time and again that a win-at-any-cost mentality coupled with the ability to express regret only in hindsight is an irresistible recipe for success (and one which makes for a deliciously compelling combination for viewers). For Mark Webber, however, it is the bitter taste that lasts and lasts.

You’d be forgiven for thinking that Red Bull’s 13th one-two finish and a nail-biting battle to the finish line would be enough to warrant them kicking back to relax and enjoy an ice-cold can of energy. Alas, while 43 points might position them where they want to be, it is the means by which those points were obtained that Christian Horner and team were less than impressed with.

For Red Bull, the constructors’ title is the thing that holds financial promise and generates column inches. But Jonathan Mcevoy was on the money when he said that it is the drivers and the cars that compel viewers to watch Formula One; we could care less about the financial consequences for a team.

That being said, with a friendship as acrimonious as that of Webber and Vettel’s’, Red Bull will continue to make headlines.

The two possible outcomes following the dramatic finish in Malaysia? Vettel desists from trampling on Mark Webber and opts dutifully to respect team orders, resulting in a high profile, much talked about one-two victory come the end of the season for Red Bull. Hooray! Alternatively, Vettel and Webber continue to lock horns, Vettel refuses to bow down to Horner and co, and his lack of team spirit is, once again, front page news.

For Red Bull, it’s pretty much win-win.


Words by Sarah Taylor

Red Bull Gives You Wings

Felix Baumgartner jumped into the stratosphere from a balloon floating on the edge of space, a whopping 24 miles above Earth. He broke three world records in the process and held eight million people glued to the livestream on YouTube. This breathtaking and dangerous stunt was YouTube’s biggest livestreamed event to date.

Red Bull sponsored the entire display, pushing a giant promotional leap for the brand. The stakes were high, in every possible sense, as this promised to be either an awe-inspiring spectacle or one of the most gruesome publicity stunts of all time. As anyone who watched the livestream knows, nerves were running pretty high.

There was scope for a lot of things to go wrong throughout the four-minute free fall. As Baumgartner plummeted down to Earth at speeds reaching 834 mph it was only his pressured flight suit that prevented his fluids from turning to gas. There was also a terrifying moment when Felix began to spin uncontrollably before regaining his composure. It is pretty clear that Felix had to have nerves of steel to pull off the stunt and thankfully he landed safely, even on his feet, in the middle of the New Mexico Desert.

Of course Red Bull had also taken a risk through their association with such a daredevil activity. The company pumped millions of dollars into preparations for the event, which began seven years previously. The company’s appeal is youthful and edgy and everyone knows that, ‘Red Bull gives you wings.’ It’s easy to see how their sponsorship of the jump fits in with the brand’s image but even so, this was a huge investment and there were questions as to whether it would pay off.

Other promotions have included everything from Flugtag – a homemade, human-powered flying machine competition, to the funding of extreme sports, climbing, free falling and Mountain biking. The Red Bull Stratos mission took things one step further.

In the end, the publicity seems to have been as extreme as the act itself. Press around the world reported the event and even as it was happening it became a hit on Facebook and Twitter, with more and more people sharing the link to the live stream as Baumgartner ascended in the balloon.

When Baumgartner landed Red Bull posted a picture of him alive and well on his landing. This was then shared on Facebook more than 29,000 times, with 216,000 likes and more than 10,000 comments within 40 minutes. Soon after landing, Red Bull collected questions for Baumgartner on Facebook and Twitter, promising that he would answer three at a post-jump news conference.

The Twittersphere was also buzzing as the jump took place, with half the worldwide trending topics on Twitter being related to Baumgartner’s antics. He even managed to overshadow Justin Bieber for a brief but beautiful moment in time. Red Bull’s name has been flashed everywhere and their association with the leap seems to have paid off. Although we are still to see whether sales actually increase, we can be certain that they managed to get people talking.

The prospect of something going horrifically wrong must have been a daunting prospect to Red Bull. With eight million pairs of eyes glued to their screens, there was potential for a PR nightmare. In the end, they pulled it off to a spectacular degree. And of course, you can’t position yourself as a risk-taking brand without taking a few risks.

Red Bull Gives You Wings