The WWE: the content marketing champion

The WWE: the content marketing champion

When people give presentations on ‘super brands’, I bet 99% of them will use these as examples: C_K_ and NI_E.

B&T Magazine
Posted by B&T Magazine

Whilst I agree with the above, there is a brand out there that never gets the recognition it deserves in our industry – the WWE. If you have no idea what that stands for, then I’m stone cold stunned. Essentially,. wrestling is two men in tight pants play fighting, however through the power of storytelling it has become a multi-million dollar business.

Before I digress, let’s debunk some of the myths surrounding wrestling and get into some of the WWE’s pedigree. Some facts: according to Nielsen 76% of the WWE’s audience is over 21 years old, 36% of the TV viewers are females, and the WWE grants more ‘wishes’ for sick kids than any other sporting organisation in the world.

The WWE is in the entertainment business and they have created the best content out there – the superstar wrestlers themselves.

Take John Cena for example, who has 14 million Facebook fans, more than LeBron James, Madonna or Kim Kardashian. These superstar wrestlers are tangible, real-life action heroes that fans love to engage with. It’s not like Batman and Spiderman can walk into room, shake people’s hands and have their own social media identities #impossible.

The entire strategy of the WWE is based on content creation and dissemination: Create compelling brands/content and then leverage these through multiple platforms.

No sweat right, any brand can do that? It’s the numbers that really show the the success of this organisation– in 2012 the WWE made $484m. When it comes to social media, the WWE has over 23 million fans and followers on Facebook and Twitter.

While I could write an entire paper on the organisation, I believe there are three core competencies they do so well that we can all learn from:

Content is king and owning your own content is key: For brands to capitalise on the digital revolution they must become ‘content-rich’ and then leverage this through multiple platforms. Beyond TV, the WWE also has WWE Films based in LA using the superstars. The WWE also has the added luxury of owning ALL the rights and IP of their content. Every word that a wrestler speaks, every move that he makes is copyrighted. Even if a wrestler leaves the WWE, he can’t use it elsewhere.

Know your core offering and listen to your fans: One of the key points of WWE is that they sell entertainment. Wrestling just happens to be one part of it. The WWE knows that its fans are at the centre of what it does. When storylines aren’t working or when the crowd begins favouring certain superstars, the WWE will change on the fly in order to make their fans happy. This might mean throwing out the script and copy that has been worked on for months but at the end of the day they know that without the fans they would be nothing.

Find alternate revenue streams without cannibalising your core offering: Without referencing the bleeding obvious for the WWE (licencing and merchandise), it also monetises the entrance music of each wrestler. In keeping current with the music industry’s expansion towards digital music, WWE continues to release every WWE Superstar theme song with partners at iTunes, Amazon, Google Play, and others.

The new horizon for brands like the WWE is how to stay connected with their global network of fans and deliver new products and content 24/7. In the words of Vince McMahon, chairman of the WWE: “We want to make the WWE like the great city of New York, the brand that never sleeps.”

John Corpuz is a creative planner at Match Media. 

Latest News

How Clients Should Rethink The Advertising Process
  • Advertising

How Clients Should Rethink The Advertising Process

Creative development is not an easy process. Anyone involved in it would have, at some point, experienced the sense of frustration at not being able to “crack” the brief, or the despair at watching beloved ideas being shredded to pieces by focus groups.

Opinion

by Sharlene Zeederberg

Sharlene Zeederberg
Whybin\TBWA And ANZ Launch Campaign For Equality
  • Advertising
  • Marketing

Whybin\TBWA And ANZ Launch Campaign For Equality

Building on the brand’s ‘Your World Your Way’ campaign, ANZ is launching a range of initiatives to inspire and support women to build their financial strength and realise a more equal future.

Facebook’s Revenue Leaps 39 Per Cent, Expenses Surge Even Higher
  • Media

Facebook’s Revenue Leaps 39 Per Cent, Expenses Surge Even Higher

Facebook has posted a revenue increase of 39 per cent in its second quarter earnings, however expenses from the social media platform increased by 82 per cent. The increase in the expenses weighed on the stock exchange, with Facebook’s shares falling by 2.2 per cent, according to The Wall Street Journal. The results encompass the three […]

by B&T Magazine

B&T Magazine
Women In Media: It’s Jackie Crossman From Crossman Communications
  • Media

Women In Media: It’s Jackie Crossman From Crossman Communications

In today’s Women in Media profile we meet the CEO of eponymous comms firm Crossman Communications, the wonderful Jackie Crossman. Here, she talks about her career, her motivations and dealing with the Malaysian Airlines disasters from 2014… Last year, 2014, provided the defining moment of my career to date through the world’s most unenviable PR […]

by B&T Magazine

B&T Magazine
The Bachelor Pulls 846,000 On Debut, Nine Wins The Night
  • Media

The Bachelor Pulls 846,000 On Debut, Nine Wins The Night

Ten’s reality love show The Bachelor debuted on the network last night to an audience of 846,000 in a five-city metro, according to OzTam preliminary ratings. The love competition saw 19 women in ball gowns meet the new bachelor, Sam Wood, for the first time, followed by a cocktail party. Already drama between the contestants […]

Exclusive.  Samantha Harris for Priceline.   Photographed by Dominic Loneragan.  30th June 2015  Credit Dominic Loneragan
  • Marketing

Priceline Nabs Aussie Model Samantha Harris As New Ambassador

Priceline Pharmacy is pleased to announce that stunning Australian model Samantha Harris has become the newest Priceline Pharmacy Sister, joining actress Ada Nicodemou, media personality Ita Buttrose and the Adelaide Thunderbirds Netball team.

Adshel Appoints People And Performance Director
  • Media

Adshel Appoints People And Performance Director

Outdoor advertising company Adshel has announced the appointment of Franck Appleby to the role of people and performance director responsible for spearheading Adshel’s investment in people and culture in Australia and New Zealand.

The Future Of PR: Will Science Inevitably Defeat Art?
  • Media

The Future Of PR: Will Science Inevitably Defeat Art?

The marketing world’s been struggling with it for a while now – a transition to data and analytically-led results – so will it soon be the turn of the PR industry? Stunts, releases, media days and conferences are all well and good (and expensive to boot) but will clients soon demand to be shown the actual […]

by B&T Magazine

B&T Magazine