A financial services institution was looking to refresh the content it produced around one of its flagship events, with a focus on improving engagement levels.
Designing an integrated content strategy that not only highlighted the event, but also placed it in the context of broader macroeconomic trends and aligned it with the company’s strategic aims.
The company reported increased engagement through its social media channels, and has a framework on which it can continue to build and advance its content marketing efforts.
The flagship event, which is focused on rewarding and celebrating innovation, provides an important platform for the company to connect its corporate client base with expert scientists and cutting-edge ideas.
In order to create an effective plan, we consulted with the company’s marketing team to gain a thorough understanding of its current marketing effort and resources, identify editorial ‘white space’ that would distinguish its content in a crowded field, and advise on best practices in content marketing.
In addition, we audited the existing event content published on the company’s website and social media channels, including Instagram, LinkedIn, Twitter and YouTube.
Based on the information gathered from the marketing team and the content audit, we devised a roadmap for event content that included recommendations for themes, formats, distribution channels and target audiences, as well as a complete publishing calendar.
The plan also included strategies for reusing and repurposing the 2019 content for the run-up to the 2020 event.
Following the 2019 event, we conducted a thorough debrief with the company’s marketing team to discuss outcomes and lessons of the content campaign, and provided strategic advice on future event marketing.
The engagement delivered a strategy that the client could implement quickly and efficiently using its existing resources, and that had an immediate impact on the success of its marketing efforts.
In addition, the content strategy provides a framework on which the company can continue to build and advance its content marketing efforts around this and other strategic events.
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