The Concept of Brand Content

Content marketing is fashionable, but few brands or organizations have submerged themselves into the content they publish as deeply as Red Bull.

Over-the-top action and thrills define the Red Bull content marketing strategy and its brand image. The energy drink maker wants to convey an energetic brand profile and its content underscores it. And Red Bull wants to hold the attention of its customer base.

Much is made about Red Bull becoming a publishing house that happens to make an energy drink. But Red Bull's channels and sponsorships are just vehicles for its core brand promise wrapped up in the content it publishes.

In the marketing world, this is called integration. Product, theme, message, channels and content are seamless. You drink Red Bull because you want to be full of energy and inspired to try new and daring things in your life. Red Bull is the coal, but brand content is the engine.

With less fanfare, Patagonia achieves a similar level of seamless integration of product, theme, message, channel and content. The Ventura, California company outfits climbers and surfers who pursue "activities that entail risk, require soul and invite reflection," always juxtaposing its products with awe-inspiring photography from the slopes to the surf.

Patagonia, named after a region in South America with some of the world's most dramatic landscapes, has become synonymous with environmental activism. It donates a percentage of its sales to environmental activities such as opposing oil drilling in the Arctic National Wildlife Refuge.