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Content Marketing: The AMI 2014 Winner
Jo Macdermott, Owner and Senior Marketing Consultant from Next Marketing, State Finalist of the Australian Marketing Institute 2014 Award for Content Marketing, share her strategies and phenomenal results.
By: Next Marketing
In 2012, Next Marketing implemented an SEO strategy, which resulted in the business gaining a top ranking on Google for keywords such as “Marketing Agency” and “Marketing Agency Melbourne”.
‘The increased traffic led to a high volume of enquiries but unfortunately many of the enquiries weren’t from suitable clients who understood Next Marketing’s premium brand positioning. Time was spent responding to these types of enquiries, which was taking staff away from core business.’ Macdermott says.
‘Next Marketing needed a way to connect to their target audience of small businesses with marketing budgets and educate people about their business before they made an enquiry. They also wanted to position the business as an authority and Jo Macdermott as a thought leader in the marketing industry to attract higher budget clients.’ Macdermott says.
To attract the identified target audience, build engagement and grow the business, Next Marketing decided to implement a content marketing campaign in late 2012.
By distributing valuable content across the world wide web, Next Marketing believed that they could establish themselves as thought leaders, demonstrate their marketing expertise and build their brand to attract the type of clients that would be most beneficial to the business.
‘At this time content marketing was still relatively new as a marketing strategy so it required an innovative and creative approach.’ Macdermott says.
‘The goal of distributing the content would be for it to act as an online sales person for the agency and reduce time spent by staff dealing with unproductive enquiries. ‘ Macdermott says.
It would also help Next Marketing maintain its number one position on Google and enhance Next Marketing and Jo Macdermott’ s reputation as a thought leader in the marketing industry.
‘The approach was not only tailored to the specific audience, but to the specific platform being used. Social media updates and posts were varied depending on whether they were for LinkedIn, Google+, Twitter or Facebook and guest posts and editorial content carefully targeted for the intended publication and it’s audience. The content was used in as wide a variety of different ways as possible.’ Macdermott says.
The timeframe for this campaign was 1 May 2012 – 1 May 2014 and the results here reflect that timing.
Blogging – Regular blogging and promotion of blog content on social media led to a significant increase in traffic from social media platforms, totalling:
LinkedIn – increase of 428%
Twitter – increase of 369%
Facebook increase of 247%
Listing on the Blog Chicks directory led to 110 referrals and blog subscriptions increased by 10%. The number of visitors generated from Feedburner over the two-year period was 1,049.
Ebooks – Prior to September 2013, the strategy for tracking e-book impressions involved recording through ISSUU, an online publishing program and there were 2,155 impressions recorded.
From October 2013 onwards, the strategy changed whereby eBooks were downloaded through a sign up form on the Next Marketing website. Since that time, there have been 44 pdf downloads.
Editorial Content – The editorial content distributed to relevant publications has resulted in a number of referrals to the Next Marketing site.
Flying Solo – 253 referrals
Dynamic Business – 161 referrals
Anthill – 36 referrals
E-zine – 56 referrals (total article views were 1,596)
Email Newsletter - Results from the email marketing campaign have been positive. The email database has grown by 39% and open rate has remained reasonably consistent, taking into account the fact that as the database has grown the open rate is expected to decrease.
As a result of the database increase, traffic to the site has increased by 109.75%.
For more information contact
03 8060 8544
03 8060 8544