What makes great automotive content

This is a post from PRISM’s Social Army – regular briefings on topics aligned to our business or close to our hearts. Today’s entry is from Leonard Rowe, from PRISM’s Ford Australia Content Factory.

Creating memorable and engaging content for the automotive sector involves many variables – especially in a nation of motoring fanatics, such as Australia.

Aussies love pledging allegiance to either Holden or Ford. When moving to a new school in South Australia as a child, I remember one of the first playground questions being which side of the motoring fence I was on. Just like supporting a local football team, there are endless man-caves in Australia cloaked in Ford paraphernalia, or the GM subsidiary Holden.

That said, the times, they are a changin’. Australia’s love affair with the two brands has become polygamous over recent decades. Automotive manufacturing in Australia is also coming to an end, so not everyone has a distant cousin working the production line of one brand or another, anymore. The pool of new and exciting vehicles is forever-growing within the nation. We have far more brands to choose from than the US, which, considering the vast population difference, proves there is great pressure on the incumbents to remain relevant.

Competing in this crowded market, what makes our content stand out from the rest is the ability to create a human connection to an already well-recognised brand. The desire to take a peek inside someone else’s life is inbuilt to all curious humans – the underwater welder fixing a submarine is probably intrigued by a content creator discussing future vehicles with Ford, and vice-versa.

So, rather than just producing a piece of content about the latest technological updates in a vehicle range, why not talk to the person behind those advances, throwing in a creative twist to boot? Building a real-life story around, say, an engineer, is all important. Illustrating an engineer’s interests outside of work, for instance rock climbing, and then explaining how that personal passion complements their work, we believe is a more engaging way to tell a story about a new technology or nameplate. Put simply, humans engage with human stories far more than they do with nuts and bolts.

Ford’s blue oval is one of the most recognisable badges in the world, so with great content championed by real employees who are passionate about what they do, we have a winning combination going forward in the ever-changing automotive world.

Leonard Rowe

November 2, 2017