Breast cancer. There’s nothing fun or funny about it. It’s not a subject that makes you think about content marketing. Breast cancer and social media content marketing might appear to be an unlikely combo, but Bob Carey and The Tutu Project not only succeed, they excel.
Bob’s wife, Linda, is a breast cancer survivor. During her treatment, he sought ways to help her through it. His concept—ridiculous photographs of himself—struck a chord with his wife, and she shared them with others during her chemo treatments. Bob’s a professional photographer, and they had just moved to the East Coast when he began taking self-portraits wearing a pink tutu. The photos made Linda laugh and six years after her second bout with the disease, Bob and Linda self-published Ballerina, a collection of his photos and stories. The media picked up the story, there was an appearance on Today, and the rest, as they say, is history. Now there’s a website, blog, social media presence, book, calendar and prints.
So, you may be thinking, a guy had a clever idea and that’s great, but how does that help me? The Tutu Project’s success is worth noting because they’re doing content marketing right. They have something of value to say. They understand the power of a great image. They deliver an authentic message. They do not deviate from their mission. They know how to leverage social media.
Kathleen Gossman – Project Manager