As brands seek new ways to tell their stories, some are finding value in creating brand museums to showcase their company history and heritage. Whether it’s a dedicated space in a flagship store or global headquarters, or a standalone venue such as the Harley-Davidson Museum in Milwaukee or the Mercedes-Benz Museum in Germany, nostalgic on-site visitor experiences can be an effective form of content marketing.
Nostalgic on-site visitor experiences can be an effective form of #contentmarketing says @dawnpapandrea. Click To Tweet
“Heritage plays really well with audiences,” says Jason Dressel, managing director of client strategy and development for The History Factory, a heritage-management agency that recently helped launch the New Balance Global Headquarters Visitor Engagement Cente [...]
Most marketers know that having a documented content marketing strategy and understanding one’s audience are vital for success. Where you may fall short, however, is by under-investing in media research — the type of research that will help uncover how you will distribute and promote your content before you create it. That comes from Chad Pollitt, vice president of audience and co-founder of Relevance, and author of The Content Promotion Manifesto.
“Research will not only tell you who you’re writing for, it will also uncover how you’re going to promote your content from an earned and paid perspective,” he says.
In other words, the days of “if you build it, they will come,” are over, says Pollitt. Today’s content marketers must connect with audiences on their turf.