Content Strategy Around Royal Wedding Works Wonders

Perhaps you’ve been reading about the differences between content strategy on the Internet as it pertains to advertising and more traditional methods. Much has been made of the differences between the two in that the interactive marketing that’s common online makes use of a more subtle approach where clients are asked to ‘partner’ the brand and campaign designs. The social media marketing and such is constantly looking for new ways to interact with prospects as well.

Still, the old saying ‘the more things change, the more they stay the same’ applies here and no one in the marketing game will let a stellar opportunity to attach a brand name to a special event go by—especially when that event is a Royal Wedding.

It's important to keep in mind there are different parameters on the Internet and although all the pundits are clamoring over each other to define what it means for business, there are some great concrete examples of how all the best content written on William and Kate is also being couched in exposure to brands the average consumer would have never seen before.

Shine is one the best examples of using the Royal Wedding to full marketing advantage. Yahoo’s women’s lifestyle spot is the largest of its kind on the Internet with 30 million visitors per month. Jessica Jensen is Vice President, Women's Lifestyle with Yahoo and when she saw the opportunity to marry Royal Wedding content with brands that deal primarily with women’s products the result has been a staggering effect on traffic and sales for affiliates.

Jensen’s content strategies here include the advertising as well as a virtual guest book that allows people to wish the couple a happy wedding. It’s a great idea and an outstanding way to get people smart enough to see this possibility interacting with the brands.