About Redline Content
Redline Content founder Craig Thomas knows how to tell a story.
He has worked as a writer and editor for large media organisations such as Channel 4, Sky, The Guardian, The Sun, The Daily Telegraph, Channel 5 and the Daily Express. He’s also been a juror on the UK Car of the Year since the inception of the awards.
In addition, content marketing clients have included adidas, cinch, Shell, Siemens Bosch, E.ON, Suzuki, HERE Technologies, Royal Bank of Scotland Private Banking, Lombard and Gridserve.
Over the last 20 years, Craig’s work has embraced these two disparate strands of storytelling: journalism and brand content.
As the number of outlets for traditional journalistic storytelling declines, brands are becoming publishers themselves.
While who tells stories might change, those stories still need to be told.
Born from experience
Redline Content was launched by Craig in 2009, in the wake of the global financial crisis. Not the most auspicious of starts but, to paraphrase the lyrics of New York, New York, if you can make it then…
That crisis had a huge impact on many industries, accelerating trends already in play and introducing new, previously unforeseen challenges.
Traditional media outlets were already experiencing a double whammy of reduced reach and lower advertising revenues: lack of investment was now added to the mix.
Consumers are still hungry for information, though. Brands can sate that hunger by becoming publishers themselves.
And that’s where we come in…
Why content marketing?
Content marketing is now one of the main ways in which brands build relationships with consumers.
And those consumers - exposed to 7 hours of content a day - prefer great storytelling, rather than intrusive ads or overt promotion.
That means your content can’t be about you: it’s about giving the consumer something they want.
So what is in it for you?
As a publisher, a brand can lead a potential customer through the sales funnel, then build a relationship with them through the lifetime of the ownership. That makes customer retention far easier. And a lot cheaper.
That’s not all. Effective content also creates opportunities for sales enablement and lead generation - and can help create richer customer data.
Redline Content can help you unlock all these benefits.
Automotive expertise
As the traditional media industry faces existential challenges, the automotive industry is about to cross some Rubicons of its own.
The increasingly urgent demands of the climate crisis are prompting the industry pivot away from CO2-emitting internal combustion engines and towards electric vehicles.
Consumer demand for increased connectivity, and the technological possibilities of automated vehicles, will also usher in a mobility revolution in the next decade.
And as we’re all persuaded to walk and cycle more, what does this more active travel mean for the future of car ownership?
Automotive and mobility brands will have plenty of stories to tell consumers over the coming years. Becoming a trusted source of information, about all the changes ahead, will help those brands build more lasting - and more profitable - relationships with their customers.