Innovative content marketing campaign delivers big wins for Institute for Sustainability. in website traffic. online audience reach

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1 Innovative content marketing campaign delivers big wins for Institute for Sustainability Wise Up Media expertise delivers: 79% GROWTH + 600,000 OVER 300% GROWTH in website traffic online audience reach in Twitter followers We are very, very happy with the results. The campaign reached a very large audience and raised the profile of the Institute. As an organisation we learnt a lot. Emma Joy, head of communications, Institute for Sustainability

2 The world of corporate communications is changing Today, corporate communications are fast-paced, freeflowing, multifarious, realtime and two-way, involving conversations with thought leaders, insiders, bloggers, journalists, community managers, forum moderators and forum members. In this environment, brand reputation can be built directly, through social channels that are international, open 24 hours a day and streaming seven days a week. But to operate successfully in these channels, corporate communications teams need to embrace new skills and disciplines to help them monitor and tune-in to the ebb and flow of industry sentiment and comment online. Hanging-out in the right places at the right time is vital for a brand to join the conversation and share its story with its target groups in a way that is both timely and compelling to the insiders who will advocate and promote share-worthy stories to their audiences. Too many organisations and agencies fail But too many organisations fail to monitor social channels and too many agencies fail to help their clients produce shareworthy stories that resonate with their audiences. The approach of this campaign had to be more than just getting coverage in traditional media. Ginny Mackean, communications executive, Institute for Sustainability

3 Putting social content at the heart of brand communications When seeking the services of an outside agency to help disseminate content and build its brand reputation, the Institute for Sustainability put social performance measures at the heart of its selection process because it understood the importance of reaching relevant audiences across multiple platforms. Emma Joy, head of communications at the Institute, has worked on integrated campaigns for about 10 years so her understanding of the importance of this approach isn t recent. I was keen to engage social media channels when the organisation was in a position to be able to maintain the conversation once it started it, she explains. The Institute picked content marketing experts Wise Up Media following a formal tender, because the agency was able to demonstrate it could generate targeted media coverage across a multitude of print and online channels simultaneously and to grow the Institute s reputation as the source of expert advice to the construction industry. We appointed Wise Up Media to work with us due to their thorough understanding of our organisation and experience in the sustainability and built environment sectors. The approach for this campaign needed to be more than just getting coverage in traditional media, says Ginny Mackean, communications executive at the Institute for Sustainability. Specifically, the Institute was looking to boost the volume of qualified visitors and visitor engagement to its corporate website by a measure of 20 per cent within the project s tight six- week timeframe (November 6 - December ). The Institute was looking to boost the volume of qualified visitors and visitor engagement to its corporate website by a measure of 20 per cent.

4 Hit the ground running To achieve this, Wise Up Media had to hit the ground running and be conversant in the language and detail of domestic retrofit and knowledgeable about the construction industry s sustainability challenges. Unpacking the assets The Institute was awash with great content, and its communications team had developed a range of assets that included video footage, research papers, reports, infographics, guides, checklists, Q&As and more. The customer persona Equipped with a thorough knowledge of the assets, the second challenge was to fully understand the pain-points, needs and motivations of the Institute s target groups. For this, Wise Up Media used a bespoke content questionnaire that helped get under the skin of the target groups and establish the foundation for the editorial content strategy, key messages, voice and positioning. The content matrix With a detailed knowledge of the Institute s target groups, Wise Up Media introduced a content matrix to help think through the dimensions of different content (educational, inspirational, entertaining...) and map content formats (articles, press releases, blog posts, community forums, infographics, case studies, Q&As, explainer videos...) against the media preferences of the different target groups. The editorial calendar Once we had gained a detailed understanding of the target groups and their needs we were able to extract the most relevant and helpful messages from within the assets and put these into an editorial programme and a publishing schedule. This provided a valuable framework for organising the assets, for locating them and for repurposing them into storytelling that was fit for dissemination across the full spectrum of relevant channels.

5 Jump start the content creation The hardest part of any content marketing project is overcoming procrastination and getting started. To overcome these problems Wise Up Media introduced an express content planning approach to identify the steps different personas take to solve a problem or achieve a goal. This focused attention first and foremost on the customers and provided an impetus and guiding framework for the creation of practical, hard-working content. Kick off The Institute had some great content, but much of it had been written for the construction industry by researchers and academics. In the first instance, the internal communications team distilled the research into a set of key findings summaries, which were developed with key audiences and industry in mind. Drawing on its own editorial (storytelling) and PR expertise, Wise Up Media then worked closely with the Institute to distill the reports into articles, blogs and other formats, including a 'curtain raiser' press release designed to gain the attention of journalists and reach a wider audience. Video As part of the content marketing programme, Wise Up Media produced a film to open up to wider Youtube audiences a set of guides produced by the Institute setting out the business opportunities of domestic retrofit and to entice viewers to return to the Institute s website to view or download the 'Retrofit Guides' in full and use these as a resource. The team came up with a format, narrative and style that demystified the dense content of the guides into three chapters that could be presented as three separate shorts ensuring viewers would not disengage with the content. This enabled the video to contribute to the social media activity and principal marketing goal of driving additional qualified traffic to the Institute s website.

6 Applying the learnings More than ever communications needs to be on message, relevant and in tune with the needs of its target markets. It s essential to know the science, tools and disciplines that will enable you to engage with the bloggers, the thought leaders, journalists and insiders who care most about your industry or activity. The Wise Up Media team has spent many years refining the science of content marketing to connect firmly with all segments of the sustainable business sector and to engage with them through the creation and distribution of relevant, helpful and compelling content. Performance outcomes Wise Up Media s content marketing support delivered very significant and tangible outcomes for the Institute, including surpassing all key performance goals and delivering a multifaceted print and online content marketing campaign that remained within the original budget. Results The results far exceeded the projects original key performance goals delivering a significant boost in both mainstream and social media channels: 79% increase in unique visitors to the corporate website against 20% target 12 articles secured including 6 top tier + 600,000 online audience reach 311% increase in Twitter followers 21 retweets for Institute content versus an average eight retweets from top performing stories in the construction and built environment sector 26.3% increase in KLOUT 80% increase in postings and inbound links from industry discussion groups including LinkedIn.

7 Conclusion Wise Up Media s content marketing approach helped clearly define the information needs of the Institute s target audiences and provided the tools and framework to develop a range of relevant and compelling customer-centric stories and information. Over the relatively short term of the project. the quality and relevance of the content successfully positioned the Institute as a true expert resource within a multitude of channels. Through a process of induction and support, Wise Up Media worked successfully with the Institute s communications team to hone the techniques and disciplines needed to create different forms of content for both mainstream and social media channels and to develop the kind of relationship with customers that is so important to a forward thinking and trustworthy brand. The Institute is firmly in control of its content marketing, acting like a publisher and creating an ongoing programme of quality relevant content to grow its reputation and competitive position as leading source of practical information and expertise to the sustainable construction and domestic retrofit sectors.

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