SEND IT: Leveling Up Petzl Content Marketing


The Experiment

Objective

Find opportunities in Petzl’s marketing content

Questions I Wanted To Answer

  • Is it easy for Petzl to generate the content it needs to maintain an authentic brand voice?
  • Does content have a framework to drive action, inspire results, and inform customers?

Approach

I conducted a qualitative audit of social media channels to pinpoint opportunities for content marketing.

Taking both a production and strategic lens to this process, my evaluation of the “ease” of creating content is based on the balance of user-generated versus Petzl-created content.

After looking at how much content Petzl consistently publishes on all channels — and whether it leverages consumer content to spread the message — I wanted to investigate the possibility that there was a formula behind the content.

The accompanying presentation delves into each of these points.

Tasks

  • Review digital channels, pulling out 2–5 recent examples from each
  • Poke holes in what’s being done, and how it can be done better
  • Look for commonalities and messaging touchpoints

Results

Findings

Overall, Petzl wins for consistency in voice and quality of content. Earned leads (the only type tracked here) are qualified on the basis of the content’s intrinsic value, i.e. it is authentic, and followers — old and new —consistently engage, although statistics vary widely.

That said, there are certainly opportunities to improve content marketing through several lens, namely approach (segmentation) and messaging (i.e. creating calls-to-action).

Although content is consistent and speaks with a clearly defined voice, I didn’t see any of the type of interwoven campaign content I might have expected.

Note: we’ll go into these two key points during the presentation.

First, a quick channel overview

Google Plus, with 2.7K followers, monthly posting seems to consist of high level events only.

Facebook, with 247K followers, the most active digital channel, has original content that’s shared on a consistent cadence. Sharing happens in several languages, as does interaction.

Twitter: 68.3K Followers

It was only after looking at multiple channels that I realized Twitter was the only one consistently publishing in various languages. While it’s great to see global representation in at least 5 languages, I wonder whether any analysis has been done to determine that this is the best channel to be multilingual — and if its reach alone disqualifies the need for category- and/or vertical-specific channels. (More on that later.)

Vimeo

Vimeo, the “professional’s” home for video content seems like the most natural place to upload every non-product-focused video. Yet, this channel seems to host the exact same videos as Youtube. If video really is the future of content marketing, perhaps it’s worth evaluating the value of including just the best (i.e. inspiring, awesome, moving, adventure, etc. stories) here instead of Youtube.

Also: this channel is named “Petzl-sport;” is there a Petzl Professional, and why isn’t it easily accessed from Petzl.com?

The first of 9+ paegs of video content hosted on

Youtube

Advertising on YouTube can be both a blessing and a curse: comptetitors’ channels are shown, but I wouldn’t have found out that Petzl Professional also has its own channel if I hadn’t seen it in the related links.

Could Youtube best be leveraged as a home for primarily product videos, particularly given the lower quality video the channel affords?

Second, a category overview

Petzl plays in two major verticals: outdoor retail (sport) and professional (“work-at-height” professions). While both verticals likely overlap in terms of fan bases, engagement is significantly lower on Petzl Professional content shared on the Petzl Sport channels. From a consumer point of view, I wonder: why isn’t content segmented?

Evaluating user- vs. Petzl-created content against consumer interaction.

Suggestions

Segment Content by Vertical

Separate Sport and Professional categories, creating dedicated channels to each.

Link respective channels to their “homes” on Petzl.com. The site’s content is already divided; why not link appropriately?

Create Clear Calls to Action

Use the Inspire-Motivate-Inform framework

Using user-generated content shows that Petzl is in touch with its fan base — and that everyday athletes are driving its mission forward.

Inspire: You can “access the inaccessible” too. Tap into audience psyches with an emotional connection.

Leveraging Petzl Foundation content could inspire outdoor enthusiasts to not only get outside, but to also be part of a change. Here, Petzl could link to a Call-to-Action with a partner (i.e. conservation) organization.

Motivate: call the community to action by showing them what impact they can have.

This user-submitted image lets followers know that Petzl also “plays” in the professional realm. Better yet, the conversation it inspired among users includes references to higher education, becoming part of the community, and resource sharing.

Inform: connect with audiences by giving them solid, trustworthy, timely information.

Bonus

Wait for it — because it’s all in the presentation.

About Dani Reyes-Acosta

I am a content strategist focusing every aspect of her work on digital. To create compelling brand stories, she consider how to approach online content, information design, and lead generation across all web, mobile, email, social, and digital media as part of a larger strategy.

Want to learn more? Contact me or check out my LinkedIn profile for more background information or to inquire about a project.

Please note: this is a case study examining Petzl America’s content marketing strategy. I do not have any affiliation with Petzl.