Trade Secrets: Paul Crandall | Content Marketing Needs Guardrails

“With content marketing,” says Paul Crandall, who helped bring Red Bull and GoPro to prominence, “one of the biggest mistakes I’ve seen is brands that don’t do a good job of giving their teams—inhouse and out—the tools they need to succeed. The messaging and brand work hasn’t been done because the thinking hasn’t been done. While successful content marketing can appear organic, that’s only because the team behind it is being super intentional.” 

Start with why your company exists. Content marketing follows from there. It never leads. “Stand behind your brand promise and deliver it at every level of the company, including your storytelling,” says Paul. “Your brand promise should be something you can do better than anyone else in the world.”