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Canyon is a great example of a brand executing multiple content pillars that work together.
Three in particular to pay attention to:
Pillar #1: How we roll - this covers their athletes competitive season
Pillar #2: The Rider - these are documentaries on their athletes
Pillar #3: Bike Builds - cinematic masterpieces showing how they piece together different bikes
So, you watch the doc and buy into the athlete. Then you watch their competitive season via How We Roll series. Then you learn about the products they use during the Bike Build series.
Love it and dialed.
#growthmarketing #contentmarketingtips #brandmarketing
Transcript
Is Canyon's $600,000,000 content playbook. So I'm starting with their YouTube channel. And if you're trying to find your content pillars, then pay attention to this. So they have three content pillars. And the first one is these bike builds. Tier regularly get hundreds of thousands, if not millions of views. And it focuses entirely on the product, but it's a cinematic master piece. Then their next content pillar is centered around the competition season through this How We Roll series. It's more vlog like and brings you behind the scenes of different championships and athletes. But then their third content pillar, and it's centered around their athletes through this The Rider series, where they create these mini documentaries around the athlete's story. Good at how all of these content pillars work together. You buy into the athletes via the rider series. You then watch them compete and use Canyon products through the how we roll series. Then you learn everything you need to know about Canyon products through the build series. And this is the definition of dial.
