I love the branded content work Airbnb does. I interviewed the team lead on their Wall & Chain project, Dennis Goedegebuure, about how the program came about. Key to the success is the depth of the story — it’s got historical context which makes for a richer story. But I also love that the story is true and came from an Airbnb customer herself — and wasn’t invented in a creative meeting. Airbnb figured out a way to capture customer stories at scale, and this program spawned this content and other stories.
Find a mechanism to allow you to collect customer stories at scale. For example, Airbnb recently launched a platform where people can submit their own stories at Create AirBnB.
You can read more from Ann on content marketing and beyond at Annhandley.com, and also check out BOBCM curator Justin Kirby‘s interview with PJ Pereira at multiple award winning Pereira O’Dell mentioned above.
Ann’s feedback forms part of our latest report for the next edition of the Best of Branded Content Marketing, and you can find out more about the report, the responses to date and even participate yourself here.