Learning from Deliveroo’s Belfast Content Marketing

It doesn’t happen as often as it should but, every now and then, I’ll scroll through my Facebook newsfeed and stumble across some social media marketing that actually makes me stop, read, listen or watch…

Happily, that happened recently when I was targeted with a Deliveroo Facebook ad.

The fast-food delivery tech giant (bit of a weird phrase that…) aren’t strangers to moving with marketing trends and recently launched a #BestofBelfast campaign that thankfully let content marketing do the talking and selling.

What is Content Marketing?

Before we look at the Deliveroo ad let's just confirm what content marketing actually is.

According to Google, content marketing is “a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services” so that’s that then.

For me, I see content marketing as one of the more interesting sides to marketing in general.

Instead of a simple “here we are, this is what we do and this is how much it costs” message you focus on providing value as a hook to draw the customer in.

This value could be to inform, educate, humour, provide a cause for thought or countless other variations and it is paired with creative text, images or video to cut through the noise of everything else out there in the ether.

Deliveroo and John Long’s Fish & Chips

In the case of Deliveroo, they caught my eye by telling me a short story (in a video under 1 minute) about John Long’s Fish & Chips, a staple of the Belfast food scene for decades that I’d never even heard of!

Now I’m interested.

Not once did the video say “buy now” or talk about an “evening special”. Instead, the video told me that John Long keeps things traditional, that he hasn’t changed his batter recipe in over 100 years and that his patrons love it. That’s what hooked me in.

Obviously it helped that the video looked and sounded great as well and you can easily see a difference between the John Long's content ad above and the more regular "order from us" ad seen below.

Image uploaded from iOS (2).jpg

Lessons to Learn

So, with all that in mind what can we learn and how can we apply it to our own businesses?

The formula is simple…

Decide what type of value you want to bring to the table. Think about what is going to truly interest your target customer and then combine that with eye-catching creative that makes them stop and listen to you and you alone.

See? Simple.

It’s the application and creation that’s the hard part.

For more on content marketing contact me here.

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