Our Clients

Multi-channel digital content strategy and delivery

Digital content delivered across web, social media and email

Client: Harley-Davidson and the Harley Owners Group
Sector: Motorcycles | Membership

Dialogue specialises in content marketing strategy and delivery, and part of our service offering for Harley-Davidson and the Harley Owners Group (H.O.G.) includes multi-channel digital delivery comprising web and social media content, as well as managing the organisation’s email channels.

You can find out more about our email services for H.O.G.  but effective content distribution involves creating a living, regularly-fed eco-system that engages consumers and provides consistency across touchpoints.

It all starts with relevant content. As well as originating content around events that H.O.G. members attend, we also scour the internet for interesting stories that reflect the Harley owners’ lifestyle, and provide opportunities for members to tell their own stories through story submission systems.

The remit

  • Editorial
  • Photography
  • Video
  • Web
  • Strategy
  • SEO
  • Social
  • Email
Social posts from Harley Owners Group

Website

Central to this is the H.O.G. Stories site, which contains content spanning Harley-Davidson history, rides around the world, inspiring motorcycle customisation, travelogues and personal stories from and for members in North America, Europe, Africa, the Middle East, Asia and Oceania.

Dialogue built the site for Harley-Davidson to provide an interface with the group that doesn’t exist on the brand’s website, and it built on and provides a destination for the extensive international email work we do for them.

The website is built for simple navigation, with a blog-like feel that avoids being too corporate, has a member gate to ensure exclusivity and encourage membership renewal, and is constantly evolving. Dialogue developed the strategy for the website, the design (based on H-D’s own website design cues), and managed build and delivery, including front end and back end development, plus the API required to ensure member login is processed.

And of course we manage the website’s content on Harley-Davidson’s behalf, currently in more than 10 languages with content from around the world.

Social media

As part of our 360-degree content activity for the Harley Owners Group, Dialogue manages its EMEA social media account, with a content strategy that is dictated by user interest pillars, providing relevant, seasonal and tactical content promoting membership, events, the H.O.G. Stories website, Harley-Davidson culture, motorcycle touring and more.

To help feed these channels, as well as sourcing and producing written and SEO optimised content, we also provide a range of visual content services including bespoke photography, video, stock photography services, illustration and more. Find out more about our photography and videography service.

Client’s thoughts

With this mindset of being member led, we commissioned an agile digital solution to showcase rider stories from our members, promote their epic journeys/destinations, and empower all to help us define our riding challenges and benefits for years to come.”

Ben Neary, Global Membership and Loyalty Manager
Harley-Davidson

Sector insight

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Proud to be a winner of industry awards, recognised as content marketing experts in print and digital media.

Medium Content Marketing Agency of the Year 2023
Medium Content Marketing Agency of the Year 2022
ALF Sales & Marketing Award Winner 2023
Classic and Sports Car Club Awards
Content Marketing Award Silver
Content Marketing Award Gold
MemberWise Recognised Supplier 2024
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