case study - what does successful content look like

#GIANTTalks

What Does Successful Content Look Like?

@justinerobson

Lake Rehabilitation Baku, Azerbaijan

Lake Boyuk Shor - March 2013

Lake Boyuk Shor - April 2015

Between June, July and August, the UK experienced around 366.8mm of rainfall, which made 2012 the second wettest UK summer on record and the wettest in 100 years, behind the 384.4 mm rainfall in 1912.1981-2010 average.

2012 366.8mm

1912 384.4mm

Though rainfall levels have yet to top the highs of 2012, rainfall was the highest in three years in 2015, with an average rainfall level of 272mm, which is 113% of the 1981-2010 average.

The LeveLine-EWS uses the AquaTel telemetry device

The LeveLine-Mini detects the changes in water level

Communicate directly with the AquaTel unit with your mobile phone

Aims

Help establish Aquaread in the flood equipment marketplace

1.) Get the website ranking for flood-product search queries

2.) Increase awareness of LevelineEWS system

3.) Generate enquiries for LeveLine EWS system

9

Audience groups Topics Keywords Influencers

Identify

Create

Share

Written

Evaluate

Image Video

Influencers Tracking and analytics

Create content that will connect and engage

Once created, share it with the people your audience listen too already

As ever, monitor what works and do more of it

Content Engagement

1. Who is our target audience?

2. What are their motivations?

3. Who are their influencers?

1. Aquaread flooding guide

2. Interesting & current

3. Useful & informative

Then what did we do?

1. Landing page

2. Interactive presentation

1. Engage with key influencers

2. Be where you audience is

3. Drive exposure & engagement

The results…

15% increase in twitter followers during campaign period

Far greater engagement & exposure than competitors

The flood guide campaign contributed to 140% YoY increase in SEO traffic & subsequent enquiries

Take Aways

Consider your audience first

Create something authentic that is of interest and will provide value to your target audience

Drive exposure & engagement o your content by being where your audience is