How Red Bull Takes Content Marketing to the Extreme

James O'Brien writes for The Content Strategist, a digital magazine by Contently, the leading technology company for brand publishing tools and talent.

The button is five stops in, counting from the left on the homepage of RedBull.com. Along the smaller of two navigation bars, it's sandwiched between "Audio" and "Games." There it is, the fifth one: "JUST EPIC."

In a sense, the channel embodies Red Bull's entire marketing approach. You want to click it. You have to see what it is. What is this epic stuff?!

Click.

Instantly, you're browsing videos of a 12-year-old skateboarder nailing the world's first ever 1080 (that's three full revolutions) during a ramp jump. You're inside a…
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