Content Marketing Case Study: Le Ski
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Transcript of Content Marketing Case Study: Le Ski
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Content Marketing:A Case Study
@skipedia
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@skipedia
The Brief
Skipedia already works with Le Ski, running their Adwords, and advising on marketing with Expedient Marketing.
Le Ski were looking for a new approach to increase traffic this autumn, with a focus on bring new users to the site.
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@skipedia
The Solution
We proposed a change of focus from traditional channels, such as print ads in magazines or stands at shows.
Our strategy was to drive traffic by creating great quality content…
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@skipedia
Strategy
Le Ski have been in business over 30 years, but operate to only three resorts. We decided to use this as our key focus.
Our goal was to:
• Link Le Ski in users’ minds to these resorts
• Demonstrate Le Ski’s experience, knowledge and longevity
• Create content that would be ‘evergreen’
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@skipedia
Content Type
Content took three forms:
• Infographics
• Quizzes
• Video
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@skipedia
Infographics
• Hosted on the site rather than Facebook or Visual.ly to drive traffic to website
• Cross-promote the quizzes and ‘win a holiday’ competition
• Included Le Ski specific data to reinforce the company’s longevity and connection to the resort
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@skipedia
Quizzes
• Designed to encourage social sharing and further maximise brand mentions and reach
• A mix of resort-specific and Le Ski oriented questions to reinforce the company’s connection to the resort
• Familiar format to other quizzes to maximise response
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@skipedia
Quizzes
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@skipedia
Video
• Created a series of short, 30-45 second videos
• Personalise the staff, making them more than just a voice on the end of the phone
• Demonstrate their insider knowledge
• Optimised for SEO and will be used as social content
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@skipedia
Video
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@skipedia
Platforms
• Hosted on Le Ski’s own website
• Facebook Boosted Posts
• Twitter Ads incorporating Twitter Cards
• Blogger Outreach and personal press contacts
• Use of commercial partnerships including print
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@skipedia
Results
• Over 3000 entries to the competition in 4 weeks
• 64% increase in traffic
• 12% increase in proportion of new visitors
• Confidentiality prevents revealing a precise ROI
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@skipedia
‘Le Ski: A Content Marketing Case Study
Presented by Iain MartinSkipedia Travel Marketing
October 2014