A Lesson in Content Marketing from LEGO

Content marketing is one of the most used and talked about buzzwords amongst marketers today. According to a survey by the Content Marketing Institute (CMI) and Marketing Profs, 77% of B2C marketers say they will produce more content in 2016 compared to 2015, with only 2% saying they will produce less.

Content marketing is a necessity in today’s marketing landscape. It can help brands generate more leads, increase sales, increase online traffic, boost awareness, highly engage consumers, and promote customer retention. However, it is often easier said than done. Statistics show that, out of the 76% of B2C marketers who practice content marketing, only 37% have reported to be successful.

Good content marketing is hard to execute, but if done right, can be really powerful. An example of a company that excels in content marketing is LEGO.

How LEGO does Content Marketing

A big part of LEGO’s success can be attributed to its seamless and highly engaging content marketing. According to Joe Pulizzi, a leader behind the content marketing movement, “As a toy company, no one else comes close to what LEGO has been able to accomplish with branded content.”

Here are 5 things LEGO has done right with its content marketing, as well as some lessons straight out of LEGO’s play book:

1) LEGO’s content is guided by a strong brand message that speaks to their audience’s emotions: The brand tries to appeal to its audience by building on the power of imagination, and holds that age does not stop you from using your imagination and creativity.

2) LEGO is known for putting its own spin on trends and current events: As an example, while many simply tweeted their congrats to the Royal couple on the arrival of their second child, Princess Charlotte, LEGO commemorated the historic event… well… by building LEGOs out of it of course!

3) LEGO builds a community around its brand: LEGO lovers are able to connect and share with one another via the LEGO website, message boards, club meetings, LEGO click, etc.

4) LEGO fosters collaboration between consumers and its brand: LEGO thrives on user-generated content. The brand encourages fans to create and share their creations. In doing so, fans feel like they played a part in the company’s success, and this in turn drives retention and brand loyalty.

5) LEGO encourages innovation and creativity: LEGO’s mission is to “inspire and develop the builder of tomorrow”, and a way they do this is by hosting themed competitions.

4 lessons we can take away from this:

  • Content should evoke emotion – To quote Antonio Damasio, “We are not thinking machines that feel; rather, we are feeling machines that think.” Feelings are powerful and we should capitalise on this.
  • Make it personal – Customisation is great for engaging audiences and driving loyalty
  • Be customer-oriented – Strong customer relationships and memorable customer experiences are essential for a successful business
  • Brands with collaborative cultures thrive – Brands are always searching for their next innovation, and consumers are eager to contribute and crave inclusion – consumers no longer want to just consume, but want a more active role when interacting with their favorite brands (source). Through collaborative marketing, brands can create products and services better catered to their consumers, and in turn, drive satisfaction, conversion and sales.

But it’s not enough to just create good content. It’s worthless if no one sees it. The next important step is choosing the right channels.

LEGO uses a good mix of online and offline channels to reach its audiences, such as social media, microsites and email marketing for online; print and in-person events for offline.

Related Article: What Can You Learn From LEGO’s Content Marketing Strategy

Related Article: Build a Brand Content Empire: What You Can Learn From LEGO

Adding in my two cents here, of all their channels, I think LEGO’s use of in-person events as part of their content marketing strategy really shines through. My reasoning is: the focus nowadays is so centered on the promises of online media that we often forget their offline counterparts. With so many brands focusing their marketing efforts online, brands are overloading the online landscape with content, and as a result of this “content overload”, face-to-face communication, then, creates a much greater impact.

Take Brickvention for example. Brickvention is Australia’s very own LEGO fan convention. This year’s convention featured a huge collection of LEGO creations by Australian LEGO fans and modellers, including:


Brickvention 2016 | Photo by: Carmen Chen


Brickvention 2016 | Photo by: Carmen Chen


Brickvention 2016 | Photo by: Carmen Chen

A portrait of Audrey Hepburn

Brickvention 2016 | Photo by: Carmen Chen

The flying island of Laputa

Brickvention 2016 | Photo by: Carmen Chen

Star Wars

Brickvention 2016 | Photo by: Carmen Chen
Brickvention 2016 | Photo by: Carmen Chen

Even the Avengers made an appearance

Brickvention 2016 | Photo by: Carmen Chen

… And the Titanic (obviously!)

Brickvention 2016 | Photo by: Carmen Chen
Brickvention 2016 | Photo by: Carmen Chen

As I’ve never really been much of a LEGO fan, I wasn’t too excited going into the Brickvention exhibition. But as I walked into the convention hall, childhood memories came rushing back and I was instantly hit with a wave of nostalgia, alongside feelings of pride and joy I once felt building with LEGO during my younger days. And before I knew it, my camera roll was filled with pictures of these wondrous LEGO creations. Being there in person, I was reminded of how much I enjoyed these colourful plastic blocks. That evening, I left for home a couple hundred dollars short – a fine display of how effective in-person events can be at driving conversion and sales.

All in all, LEGO’s ability to put out engaging content seamlessly through a variety of different channels is what fuels the brand’s success and longevity.

Related Article: Lego’s Secrets for Brand Longevity




Disclaimer: All images and videos on this website is either original, or otherwise has been appropriately credited and used with permission.


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