Challenge
Raise brand awareness and capture the attention of hard-to-reach small businesses and individuals for a local accounting firm.
Solution
Sharing content that would be relevant and interesting to their audience on their social channels. Given the type of business, we published to Facebook, Twitter, a LinkedIn Company Page, in addition to the partner's personal LinkedIn Profile pages. We also focused our promotions on a small geographic area near their location to increase the likelihood that people would consider their firm as an alternative to their existing provider.
The campaign included:
- Sharing 2 links per week to relevant, newsworthy content items on other websites
- Writing & publishing 1 commentary post per week on their blog
- Promoting content to their target audience
Results
After one year of executing the content marketing strategies, the results (compared to the previous year) showed that content marketing was an effective way to reach and engage an audience seeking professional services.
Our goal wasn't necessarily to increase overall traffic to their website, but rather to focus on getting the right traffic to their website. Despite only publishing one commentary post per week, which took people directly to their website, the overall traffic on their website increased from 2,381 to 5,557 visitors.