Content marketing – when even a tiny golf club starts doing it…

Content marketing – when even a tiny golf club starts doing it…





Content marketing – when even a tiny golf club starts doing it…


Tony Hallett
Managing director

Tony set up Collective Content in 2011 so brands can more easily become publishers and tell stories. This built on 15 years in media, from reporter to publishing director at Silicon Media Group, CNET Networks and CBS Interactive.

My local golf club is nothing special. I like it but others wouldn’t – it spans an old common and is filled with taxi drivers many afternoons. But if even it is turning to content to engage customers, you have to ask why anyone else wouldn’t.

I used to get infrequent emails from them, mainly mentioning special offers or a charity day. It felt more about them than me.

Now I get a regular but not-too-regular newsletters (take note, some retail brands) that I always open. Here’s why:

1. It is set up to sound like it comes from an individual, who seems to be the club pro. Gold star number one – be personal.
2. It usually leads with something to help me – in the latest edition a core stability fitness regime. I will never use it but I get the point. Gold star number two – be helpful.

Golf club CM

3. Sure, there then follow some product promotions. Not all are standard ads, I should note. Would I go so far as to call them native advertising? Some people would. A piece about a new driver (that’s a big expensive golf club that you use – if you’re any good – to hit the ball very far, for non-golfers out there who have stuck with this post) is in the flow of content.

Mind you, a slightly different font means this tactic is rumbled. Feels like something dropped into newsletters from clubs up and down the land.

Though full marks for them linking this equipment promotion to service at the club shop. Gold star number three.

I cursory glance down my personal webmail inbox shows me countless other companies getting this religion.

Vouchercloud now has it’s Better Living blog. Meanwhile clothes retailer Reiss has turned to Men’s Health style director Dan Rookwood for an instalment in its London Lives series.

But what’s that? Are they all Reiss pieces in those photos? I’d say they are, which to me means it isn’t content marketing, just glossy ads. An independent retailer like Mr Porter can get away with more editorial as it can choose across lines and brands.

Reiss CM

Still not the same as a fashion shoot in GQ, you might say. But then how independent is that?

Reiss Gallery
Reiss: Replete with moody video behind-the-scenes look at the shoot.

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