It's not easy to turn the benefits of content marketing into precisely focused goals, but pinpointing your core purpose makes it easier to find new ways to achieve it.
In today's article we want to show you through 3 real examples how strategically targeted campaigns can amplify the persuasive power of a brand , excite your audience and achieve objectives at each stage of your sales funnel.
Although the sectors, audiences, creatives and investment levels are different in each example, we can learn from each of them to improve our content marketing strategy.
Example 01 - Objective: Brand awareness / Brand: Glenfiddich
Scotch whisky is a drink strongly associated with tough characters from culture and action movies. But does the strength of the spirit give it the power to win the attention of high-net-worth individuals, discerning and sybarites of spirits? That was the goal that Glenfiddich, a luxury whisky distiller, aimed to achieve with an integrated multimedia campaign built around the 40th anniversary of the Forbes 400 list.
To deliver a compelling narrative and set the tone for the campaign, they started with the following statement: “It’s time to redefine what it means to be rich and successful.”
Glenfiddich kicked off the campaign with a study of the personal and social priorities that indicate professional success: It investigated the attitudes and characteristics that define success. The brand created its own list of the 25 richest people, profiling influential achievers who embodied those characteristics.
The stories that resulted from this research were published and promoted through the distribution of premium brand content and articles on the Forbes website, social media ads and sponsorship of the Forbes 400 edition. In addition, they ran a number of ads that posed thought-provoking questions, featuring an overlay of the Glenfiddich stag logo and the phrase “Power or respect? Ask yourself what you want.” Key concepts and related imagery were incorporated into content on their own website and those of Glenfiddich products to tie it all back to the brand’s Scotch whisky.
The integrated campaign resulted in over 20 million cross-platform impressions. It also changed perceptions: Glenfiddich saw an increase in brand awareness (18%), identification as a luxury brand (60%) and association with the stag logo (25%).
The content pieces received nearly 300,000 views, of which more than 2,700 came through organic search.
Example 2 - Objective: Lead Nurturing / Brand: EPCON
Epcon is the largest home development company in the United States. Epcon and its franchise clients build homes in residential areas and developments with maintenance included, a formula that is very popular with buyers over 55, a group that continues to grow. It is a B2B company that offers its clients designs, expertise and sales support to attract the group of buyers over 55 who are looking to downsize their homes and enjoy living in a residential area with like-minded people.
