Branded content has been a buzz word on marketers' lips but many are still grappling with how to make it work. Aussie, the home loans firm, thinks social platform Pinterest could be a big part of the answer.
The brand does not currently have a presence on Pinterest but Aussie general manager for marketing Stuart Tucker told AdNews there is a lot of potential on the platform. It already uses Facebook to post DIY and moving home tips and invites fans to share their own wisdom. Pinterest, a pictorial platform, could be used to deliver home renovations and home buying content.
“Everyone is wrestling with content at the moment but we [marketers] probably don't know exactly what that means and how we get it out," said Tucker.
"We're all still arguing about who creates the content and whether it should be internal or external, but it doesn’t matter at all. Everything we produce now is content. It's a big shift for marketers to get their head around but if you get it in your mind that everything you create is content, it changes the way you create and distribute.”
DIY and crafts are some of the biggest interest topics on Pinterest as users seek to share inspiration on the image based platform. It's this existing behaviour that Tucker believes makes it a good platform for Aussie to start conversations about topics relevant to its customers.
Tucker believes that the brand has a broad range of topics it can play a role in on Pinterest, whereas other brands might have too narrow a niche.
When someone is in the market for a home loan and buying a house, it's more than likely they will have an interest in home decoration or renovation.
“That's where something like Pinterest gets interesting. If you think about it as an extension of our content – home decorating, renovating, furniture – those are points of big interest [for our customers] and that's where Pinterest comes into its own. Renovators are big users and that's good for us.”
Brands can also use Pinterest to re-divert traffic back to their own websites which makes it measurable and trackable. Aussie spends half its marketing budget on digital activity and employs an attribution model that helps it measure which channels come through which channels, not just relying on last click metrics.
In March, SocialMediaNews.com.au calculated Pinterest had 630,000 active Australian users.
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