Case study - What does successful content look like
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#GIANTTalks
What Does Successful Content Look Like?
@justinerobson
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Lake Rehabilitation Baku, Azerbaijan
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Lake Boyuk Shor - March 2013
Lake Boyuk Shor - April 2015
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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.
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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
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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
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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
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1. Who is our target audience?
2. What are their motivations?
3. Who are their influencers?
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1. Aquaread flooding guide
2. Interesting & current
3. Useful & informative
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Then what did we do?
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1. Landing page
2. Interactive presentation
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1. Engage with key influencers
2. Be where you audience is
3. Drive exposure & engagement
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The results…
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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
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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