Dornbracht: Content Is Tomorrow’s Advertising Solution
Our customer Aloys F. Dornbracht GmbH from Iserlohn, manifold design-award-winning manufacturer of high-quality faucets for bathrooms and kitchens, leaves nothing to chance when it comes to content marketing. The target group-oriented control of content is paramount. With videos, high-quality footage and interesting links to cultural projects, the company offers a lot more to its customers and interested parties than mere product information, but creates an aesthetical staging of bathroom- and kitchen worlds. Robert Müller, responsible for online marketing at Dornbracht, explained Dornbracht’s content marketing strategy to us in an interview.
How does your company use content marketing? Which media formats and channels do you use for your content marketing strategy?
In order to address the various stakeholders equally, from top architects to installers and end customers, we are sing various communication channels. The most important medium is the corporate website, which offers a presentation of our company- and product world as well as services and downloads, and also documents our cultural commitment. The various target groups, such as press (PR messages), applicants (job offers), trade and crafts (training courses), architects (references) are addressed in 15 languages in a target-oriented way. The precise design, supported by HD film materials and full screen picture galleries, supports the claim of the brand Dornbracht.
In addition, social media channels, such as Twitter, Facebook, Google+, Pinterest and YouTube, are intensively used as information channels and interaction media. Architects, specialist planners and other interested parties can access our product program anytime from any location via our iPhone and iPad App, which has been launched last year. The recently launched „Dornbracht LIVE“ gives a glimpse behind the Dornbracht-scenes, poses questions and encourages discourse. In the course of the classical online communication, our „UPDATE Newsletter“, which provides Dornbracht’s customer base worldwide with target group oriented information, is employed.
The particular challenge is represented by a topic-appropriate channelling as well as the local relevance. Not every product or brand theme does for example work via social media, and not every cultural theme works in a B2B context. Other factors are local communication activities, such as customer events or campaigns that are not of supra-regional interest. In times of digital information floods, Dornbracht must economize information, and give customers only a compliable degree of information, by the highest personalization. Via Sitecore, we have the perfect tool to offer personalized content internationally.
To create relevance, testimonials, such as product managers, apprentices or employees from the sales department are for example invited to comment on Dornbracht products and services. Videos are easy to consume and are a valuable supplement regarding the classical communication. Otherwise, Dornbracht’s communication works increasingly with project references regarding the themes art, culture and architecture.
How does technical implementation look?
We are using many different tools as technical helpers. The target group-oriented channelling of content, for example in respect to geographical relevance, is done by our Sitecore content management system – fully automated. Furthermore, social media tools as well as intranet solutions based on SharePoint for the management of our editorial activities are employed. System-supported approval workflows make an important contribution to the professional handling of extensive data amounts in an international context. It is the aim of all technical solutions in the framework of content management to minimize the editorial efforts and to create relevance and geographic reach for the target group.
How is the dividing line between content and advertisement drawn internally?
The transition is fluent. Content is tomorrow’s commercial. Thus, I don’t see a separation here, but rather a change that companies must face.
Which risks and dangers do you see using content marketing?
The particular challenge is to communicate in a credible way. This can only happen in the framework of one’s own fields of competence. Furthermore, a balanced degree of distance and proximity between sender and recipient should be created.
Are there plans to further develop this topic, and if yes, in which form?
Value added-driven communication is always an advantage. Dornbracht exploits this field parallel to all classical communication forms.