3 Case Studies in Successful Marketing Campaigns and What They Taught Us About Content Marketing
Is content marketing effective? These three case studies show how three different companies utilized different content marketing strategies to achieve success and growth in under a year.
Case Study #1: How HotPads increased their blog traffic by 4,000% using original content
The Challenge: With fewer than 400 views on their blog per month, HotPads needed to curate traffic that would convert visitors into an engaged, returning audience. HotPads decided to turn to original content and forego the use of any paid content or promotions in order to achieve their goals for growth.
The Strategy: HotPads turned to content creators to create and publish original story-based content to their website. They focused on hiring quality, vetted journalists and content writers to produce the content.
- >4,000% traffic increase in 7 months
- 270 original articles produced in under a year
Never underestimate the power of original content. HotPads used storytelling to get their message to the right people and created an engaged audience that helped them grow into the popular rental site we know today.
This content marketing case study shows why companies must shift their focus from paid content and go for original content if they want to get a surge in traffic on their website. Paid content and promotion can be a strategy but the dominating factor in any marketing campaign must be original content.
Case Study #2: “Perceptions of Perfection” goes viral
Superdrug.com wanted to build a campaign that would bring more attention to the lasting problems surrounding body image issues, especially in women. The goal was to offer and raise awareness of resources available to anyone struggling with these problems. This was a sensitive topic that needed to be handled well in order to be effective.
Graphic designers from 18 countries around the world were hired, all with the same simple task: photoshop the same image of a model and make her attractive in a way that fits their country’s beauty standards. The results were shared as part of the campaign to show the vast differences in beauty standards across the world.
- Almost 600 pickup placements, including on major sites such as Buzzfeed and The Huffington Post, as well as international coverage by multiple news outlets
- Nearly 1,000,000 social shares
- Multiple celebrity endorsements
Appealing to emotion in a way that is relatable to your audience is an effective way to connect and encourage engagement. Emotions are also a key factor in viral content.
This is one of the best content marketing case studies as it involves a topic that’s difficult to deal with. Handling human emotions can be extremely tough. The strategy employed in this campaign was simple but well-planned and innovative. A large percentage of women from across the world are dealing with body image problems. You have to be truly in their shoes to view the problem from their perspective and understand their feelings and emotions. The strategy was brilliant in many ways.
Case Study #3: Dell’s Lead Nurturing campaign achieved $40 million in incremental revenue
Dell’s marketing strategy didn’t account for following up on leads from partner campaigns, leading to ROI losses and a disconnect between Dell’s marketing efforts and their sales channels.
Dell began a lead nurturing solution that utilized thousands of pieces of unique content that would personalize the experience for every lead, guiding them through interactive content including emails, landing pages, and more that would enable viewers to explore and educate themselves about Dell’s products before ultimately making the decision to buy.
- Dell saw an average 35% sale value increase in nurtured leads vs. unnurtured
- 300% engagement rate improvement
- $40 million in incremental revenue from marketing partners
Always follow up on leads and never leave your customers with a dead end when they are viewing your content. Dell’s efforts in creating thousands of pieces of interwoven content allowed for a highly personalized campaign that appealed to a wide audience.
Different companies have different goals to achieve their idea of success, but the many sides of content marketing offer something for everyone when it comes to reaching those goals, whether it’s company growth, greater ROI, or greater brand recognition. Content marketing strategies are the most effective when marketers take the time and research to understand their target audience. The key takeaway from any content marketing case study is to craft a strategy that revolves around your company’s goals and the story you want to tell.
The above content marketing case studies show why success in digital marketing is directly proportional to the ability to create engaging content. To achieve this you must have a deep understanding of the buyer’s journey and know how to influence the next moves.