{"id":530513302,"date":"2015-11-06T16:16:10","date_gmt":"2015-11-06T20:16:10","guid":{"rendered":"https:\/\/contently.com\/?p=530513302"},"modified":"2015-11-11T14:06:14","modified_gmt":"2015-11-11T18:06:14","slug":"the-content-marketers-guide-to-rob-gronkowski","status":"publish","type":"post","link":"https:\/\/contently.com\/2015\/11\/06\/the-content-marketers-guide-to-rob-gronkowski\/","title":{"rendered":"The Content Marketer’s Guide to Rob Gronkowski"},"content":{"rendered":"
\n

(Full disclosure: I drafted Rob Gronkowski on my fantasy team this year.)<\/em><\/p>\n

Most professional athletes aren’t famous enough to get major endorsement deals. Those that do typically just appear in 30-second commercials and sweat Gatorade or talk to Papa John. But New England Patriots tight end Rob Gronkowski, the transcendent bro that he is, has moved beyond that to become a content marketing stud.<\/p>\n

He stars in Nike’s new two-minute video, Snow Day<\/em>; steals the show in Madden: The Movie<\/a><\/em>; and this summer, he published an autobiography titled It’s Good to Be Gronk<\/em>. While promoting the book, he even told The New Yorker<\/a><\/em>, \u201cYeah, no one can stay up with us. We party-rock too hard.”<\/p>\n

His latest content campaign, for Capital One, might be his best. I present to you Gronkonomics:<\/p>\n

\"\"<\/p>\n

Incredible. To be clear, Gronkonomics isn’t a spoof or a parody, and that’s what makes it so intriguing. Despite his goofy, fratty reputation, Gronk has been financially savvy since he turned pro. He’s on record saying<\/a> he has yet to spend any of his NFL contract.[note]He’s in the middle of a six-year deal that will pay him a total of $54 million.[\/note] Instead, he simply relies on his marketing income, which makes sense since he really only needs to buy grilled chicken, whey protein, and gas for his legendary spring break party bus<\/a>. Capital One took advantage of this little-known insight, getting him to offer financial advice to consumers about things like sub-savings accounts and emergency savings funds.<\/p>\n

The main lesson here for marketers who partner with celebrity endorsers is to create campaigns with a unique and honest angle that stays true to a brand’s identity. Finding that sweet spot can be difficult, but when it works\u2014as it does here\u2014people will want to pay attention. If Gronk bought a new neon Hummer (or party bus) every week and burned through his contract, people would just shrug the campaign off with a laugh.<\/p>\n

Everything he does is funny, but it’s not a joke, and brands are taking full advantage of that. Adam Smith, John Maynard Keynes, Milton Friedman… Rob Gronkowski. Why the hell not?<\/p>\n<\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

What the hell is Gronkonomics? And why is it actually a smart marketing campaign?<\/p>\n","protected":false},"author":61,"featured_media":530513303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3515,5730],"tags":[9053,9052],"class_list":["post-530513302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-finance","tag-gronkonomics","tag-rob-gronkowski"],"acf":[],"yoast_head":"\nThe Content Marketer's Guide to Rob Gronkowski<\/title>\n<meta name=\"description\" content=\"What the hell is Gronkonomics? 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