It comes as no surprise that 76% of people feel that marketing has changed more in the past two years than in the previous 50 (Adobe, 2016). The last year has been explosive for content marketing. From the widespread adoption of ‘always on’ content, the increasing popularity of video and interactive content, to the take-up of brands utilising user-generated content. Research shows that the growth in content marketing has no plans of slowing down, with spend in the UK set to rise 179.2% to 349m in 2020, from 2014 (Campaign Live, 2016).
In the last year, we have worked with brands all across the world, to help them reach their goals through strategy and planning, content creation, distribution and paid promotion tactics. As we start the New Year, we wanted to take a look back over the last twelve months and share some of our favourite projects that we have been involved in.
MaxiNutrition’s Ibiza Challenge
Social Content Strategy & Paid Social Strategy
MaxiNutrition, a leading UK sports nutrition brand, launched the Ibiza Challenge in Summer 2016 with the aim of raising brand awareness and championing loyal customers. Having worked with MaxiNutrition for four years, our role in this campaign was to drive entries into this 30-day body transformation challenge. At the start we developed a social content strategy, ensuring the brand’s key messages would be delivered consistently across all active channels, along with a paid social strategy.
This resulted in the development of e-commerce ads, Facebook, Twitter and Instagram posts, along with the use of a voting mechanic. Additionally, to support this, we created content publishing schedules to help maximise the content’s impact through its distribution.
These activities were hugely important in the end results of the campaign. Out of all the sign-ups, 83.6% were attributed to social channels, and the brand achieved a 158% ROI in sales during the campaign. Over 300 pieces of coverage based on ‘The Challenge’ were achieved through the micro-influencer outreach strategy we additionally undertook, with over 29,000 engagements on social channels and 12,000 visits achieved directly from these channels.
FatFace is a much-loved British retailer, rich with heritage and a captivating story but whose communications have recently focused heavily on product messaging. Wanting to bring storytelling back into their customer communications, FatFace asked us to define a content strategy which focuses on marrying core brand values with the target audience’s needs and desires. Focusing on their website, social channels and email communications, it was important to develop an overarching strategy that could still be tailored to each channel as well as being relevant to both new and existing customers.
In order to get involvement from the marketing and multichannel retail teams, we ran a series of workshops based on which we identified meaningful KPIs, created a new target persona, defined a content proposition and identified opportunities and rules for content on each channel. FatFace have just recently launched their website and will early this year start rolling out their new content plans.
Content Strategy, Creation & Distribution
We worked with global law firm DLA Piper on their European Technology Summit. This event focused on key issues affecting the technology industry, including Internet of Things, FinTech and cybersecurity. To help raise awareness and drive registrations to this industry-leading event, we developed and implemented a content strategy and paid social strategy. As part of this, we created an array of content including infographics, articles, videos and speaker announcements, which were distributed across LinkedIn and Twitter.
The work leading up to the Summit generated a lot of interest, resulting in DLA Piper receiving over 650 registrations for the event – 300% more than the original target! The event was filled with some of the industry’s key professionals and has so far led to over 15 new business opportunities for the firm.
Social Playbook & Ongoing Support
Last year we also worked with Fred. Olsen Cruise Lines, with the primary aim being to improve the quality and performance of their social content. To gain insight into their performance and market, we undertook an audit of direct competitors and the brand itself, in order to ascertain platform best practice that aligns with brand goals and objectives. A social content strategy and social playbook were delivered and presented to the wider marketing team. Ongoing support has been provided via fortnightly calls whereby we analyse and edit the brand’s content calendars. Â We additionally examine post performance and identify opportunities based on the findings.
Before implementing the strategy and playbook, Fred. Olsen’s posts were achieving between 1.5k – 2.5k organic reach on Facebook. After implementation, organic reach increased to over 6k on average with some posts achieving an organic reach of over 30k. Engagement has also significantly increased, with the average reactions, comments and shares increasing from 50 – 100 per post to 200 – 400 per posts, with engagement exceeding 1,500 reactions, comments and shares on certain posts..
The year ahead
Content marketing continues to grow, but producing high quality and truly valuable content needs to be complemented with a good distribution network. In the coming year, we will see a continued focus on customer centric content, ensuring that it is specific, relevant and sparks an interest in the target demographic. Growth within influencer marketing is already evident, but predictions are that brands will not only partner with Instagrammers and YouTubers, but work with them to co-create new and original content (AdWeek, 2016). Brands will continue to utilise video and Syndacast have projected that 74% of all traffic in 2017 will be in this format (Convince and Convert, 2016). Brands that have not already done so, will need to consider content distribution, due to the decline in organic reach on platforms such as Facebook and Instagram. Ultimately, this drop in reach will influence social media spending, which is forecasted to grow 26.3% in 2017 versus the previous year (Hootsuite, 2016).
Well, what a great year it’s been! We look forward to continuing to work with many of these brands and teams, along with new projects and challenges in the year ahead. Last but not least, we’d like to thank all our clients and colleagues for a wonderful year!