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Release the Content! Five Content Marketing Lessons from The Kraken

by Verónica Jarski  |  
March 7, 2012

The inky illustration of a mythological sea creature on the dark rum bottle lured us in. How could we pass over a product called The Kraken? That night, before opening the bottle, I first checked its website for recipes. I found them... and also discovered a fun, unique example of content marketing.

Check out these five content-marketing tips to help you craft entertaining, unified content for the ages:

1. Give your content a unified look
The Kraken Rum website matches the look of the bottle, but doesn't copy it exactly (that would be snooze-inducing). With its mysterious black-and-white illustrations, inky icons, and fonts, the website feels old world---with a twist. You can imagine Perseus managing this website.

2. Educate and entertain your customers
Are you wondering what the barnacles the Kraken is? The Kraken website offers three 2-minute videos that look and sound like they come from a history class in Ancient Argos. For example, "Why the Kraken Squirts Black Ink" relates the origins of the brand. Plus, six recipes guide you in unleashing the Kraken in your glass.

3. Offer your customers the opportunity to create content
Brilliantly named "The Journal of Kraken Research" and looking like a yellowing paper journal, the blog encourages customers with an artistic bent to share their images of the Kraken. The images include crocheted Kraken dolls, a watercolor painting, an ink drawing, and a visual pun. The brand even makes uploading pictures fun, for it calls the pictures "Veritable Proof" of the Kraken's existence---once again tying into the overall theme of the brand.

4. Appeal to the different learning styles of your customers
The Kraken website presents content in various styles, such as a slideshow of illustrations with accompanying text, short videos, and an app. And the store locator is perfect for impatient hands-on folks who just want to get to the store already and buy a bottle to drink that evening.

5. Offer a memento of your encounter
Give your customers a little something to take with them once they leave your site. It can be a fresh idea, cool tip, or lesson to make their workday or off-hours better. Consider giving them a freebie that makes them laugh, smile, or think (maybe even all three).  For example, Kraken offers its website visitors recipes for better enjoying their product, entertaining videos, a gallery of eye candy, and even free sea-monstery desktop wallpaper.

For more inspiration about content marketing, download the MarketingProfs Content Marketing Success Stories guide today.

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Michael Cunningham Wed Mar 7, 2012 via blog

    LOVE this find, the article and the title. Thanks

  • by Alistair Fri Mar 9, 2012 via blog

    Come on guys, bigger pictures please :)

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