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Red Bull, an energy drink, was born in the early ’80s after an encounter between Dietrich Masteschitz, a toothpaste salesman from Austria, and Chaleo Yoovidhya, a Thai businessman.On tasting Krating Daeng, the local energy drink manufactured by Yoovidhya’s company, Masteschitz went into partnership with Yoovidhya and spent the next few years perfecting the brew to launch it internationally.
Ever since then, Red Bull’s been mainly targeting a segment of 18- to 34-year-old men based on their interests—being outdoors, taking risks and having fun.
The brand began sponsoring “edge sport” athletes, like base jumpers, BMX racers and mountain bikers, as well as “e-sports,” which did not have many big brands attached to them.
Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.
Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council.
The magazine serves as a marketing tool for Red Bull, and the company provides financial support to supplement the advertising revenue generated by the publication.
Why it’s Great Red Bull has adopted a traditional journalistic approach to creating long-form features about sports, culture, and lifestyle (all topics prevalent in Red Bull’s other marketing initiatives) that are both relevant and interesting to the brand’s target demographic.
Many of the content found in the magazine and on its website are well over 1,2000 words, and the editorial team is dedicated to telling unique, real-life stories that provide both value and entertainment.
The magazine puts a high emphasis on visual storytelling, using exclusive photography and illustrations to bring long-form content to life.
Robert Sperl, editorial director at Red Bulletin, spoke to Super Content Marketing, about what’s required to make great content in 2016.
He said, “It’s about telling stories that people are interested in. It sounds easy, but it’s about finding people who do the right thing and talking about them in the right way, finding images that fit, and finding the right platforms to reach your readers.