What Motorcycle Holdings is doing to optimise its content marketing strategy

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search engine 464188 1280 100689051 orig


For some motorcycle owners, their bike is their life. For others, it is just the cheapest means of getting from one place to another.

For group head of ecommerce at MotorCycle Holdings, Elliot Schoemaker, the diversity of motivations held by motorcycle owners presents a clear challenge in creating and promoting content that will bring would-be buyers to the company’s showrooms.

That challenge is further complicated by the scale of the company itself. MotorCycle Holdings has been operating since the mid-1980s and was listed on the ASX in 2018. Today, it’s Australia’s largest wholesale and retail motorcycle group. It represents a wide range of manufacturers across more than 30 dealerships, including the TeamMoto Motorcycles outlets and specialised Harley Davidson dealerships, as well as operating services such as smash repairs and rider schools.

“Having multiple different retail brands, each with a different footprint around the country, adds to the complexity,” Schoemaker tells CMO. “The marketing team has to coordinate with the vehicle brands as well, as the various brands we deal with have varying guidelines and different flexibility in terms of what we can do with them.”

It makes for an equally complex content marketing strategy to ensure MotorCycle holdings is getting maximum value from both its organic and paid search traffic.



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About Craig Ballantyne 20357 Articles
I love anything to do with Harley Davidson and have two beautiful children and a beautiful partner. In my spare time i like building websites and love anything to do with the internet.

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