The Kentucky Derby is one event that can genuinely grab the hearts and imaginations of millions of people all around the world.
This yearly horse race, dubbed the “most exciting two minutes in sports,” has become a treasured institution for racing fans and casual horse racing enthusiasts.
Many people are unaware that the Kentucky Derby is actually a masterclass in content marketing. After all, it has turned into a brand that managed to thrive for centuries, and they must do something right to keep the buzz from fading.
The Kentucky Derby can teach you a few things about content marketing, and in this article, we will go through some of the things we can learn from their brand awareness campaigns.
Kentucky Derby Marketing Master Class
Embrace Tradition, but Don’t be Afraid to Innovate
According to TwinSpires, the Kentucky Derby has been held for over 140 years and has grown entrenched in tradition.
Every aspect of the event is imbued with a sense of history and reverence, from the mint juleps to the rose garlands.
But it doesn’t imply the Kentucky Derby is a relic of the past. In recent years, race organizers have embraced new technology and social media platforms in order to attract a larger audience.
First, they constantly use influencer marketing to promote the race and spread the word on social media to build hype.
The Kentucky Derby has remained relevant and appealing to new generations of fans by blending history and innovation. Being a sporting event with a rich history, the Kentucky Derby organizers managed to perfectly highlight their most valuable aspects without ignoring modern standards.
So, the lesson here is to respect history and tradition but always leave room to adapt to the latest technologies.
Tell a Compelling Story
The days when you post random things on social media or any other publication and get lots of views are gone.
Nowadays, content matters!
It’s not enough to post highly engaging images and videos that don’t have any additional value to the readers. This means you need to connect with fans on a deeper level, and the best way to do that is to tell your story.
The Kentucky Derby is more than a horse race; it’s a story big enough to write a couple of books and make movies about it.
Every aspect of the event, from the optimistic owners and trainers to the majestic thoroughbreds, is part of a broader story.
The Kentucky Derby is able to develop an emotional connection with its viewers by emphasizing the race’s backstory. Content marketers may benefit from this by concentrating on the story behind their products or services.
By delivering a great story, you may make your brand more approachable and engaging to your target audience.
Leverage Influencers and Brand Ambassadors
Since the internet is now a place where the competition is fierce, building brand awareness or encouraging people to try out your products or services as a new business is hard.
Since new businesses are coming and going every day, people are more reserved about which business they trust. And in order to build a successful online presence and fan base, you need people to trust your business.
The best way to do that online is through influencers and brand ambassadors. Such online personas are great for spreading the word about your brand, but also you’ll be able to convert their fan base into your loyal customers since most of their following already trusts them.
The Kentucky Derby attracts many high-profile individuals, ranging from actors to politicians. The event, however, has its own group of brand ambassadors in the shape of riders and trainers, in addition to the A-listers.
These personalities have their own devoted fan following, and the Kentucky Derby is able to reach a larger audience by harnessing their influence.
Content marketers may learn from this by finding industry influencers and brand advocates. Collaborating with these individuals may magnify your message and reach new audiences.
Create a Sense of Exclusivity
This is a common and very effective strategy for making your brand look exclusive and desirable. Companies like Louis Vuitton design strange-looking outfits and organize runways for pieces nobody will buy.
However, they make the brand look exclusive, and most of their profits come from selling regular T-shirts with their logo printed on the front.
The same form of exclusivity comes from the Kentucky Derby.
What is the first thing that comes to mind when you think of the Kentucky Derby? – Celebrities, Prestige, Elite, Fashion, and Elegance, right?
The Kentucky Derby is one of the most exclusive events in the world. Everything about the event is designed to create a sense of exclusivity and prestige, from the high-ticket prices to the strict dress code.
Content marketers can learn from this by creating their own sense of exclusivity around their products or services. Positioning your brand as exclusive and desirable makes it more attractive to your target audience.
Offer Valuable Content
There is never a boring moment at the Kentucky Derby. There’s always something to keep fans amused, from pre-race excitement to post-race commentary.
This is an important lesson for content marketers: if you want to keep your audience interested, you must provide them with something worth viewing.
You can cultivate a devoted following and establish your brand as a genuine heavyweight in your industry by delivering insightful and interesting content. So, mount up and start producing material as thrilling as a day at the races!
To Sum Up
The Kentucky Derby isn’t just a horse race – it’s a prime example of content marketing done right.
By blending tradition with innovation, telling a compelling story, leveraging influencers, creating an air of exclusivity, and delivering top-notch content, the organizers of the race have won the hearts and minds of millions of fans worldwide.
Content marketers can take a page from their playbook and use these same principles to achieve similar success. So, whether you’re racing to build brand awareness or trotting towards increased sales, remember to stay true to these winning strategies!