crank up your brand - altosagency.com · your audience. by putting your voice in front of potential...
TRANSCRIPT
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What’s Inside
CASE STUDY #1: RIMOL GREENHOUSES
PREFACE
Building a Solid Foundation on Quality Content
“Content Is King”
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3
CASE STUDY #3: EPILEPSY FOUNDATION DONATION CENTER
CONTACT US
Keeping Users Engaged With Unique Original Content
Let’s Build Your Brand’s Tomorrow
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CASE STUDY #2: SHEA CONCRETE PRODUCTS
Boosting Visibility with A Smart Distribution Strategy10
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Preface
“Content is king.”
It’s a phrase tossed around a lot in the marketing world, and for good reason.
For brands in all industries, content is critical to telling that brand story to
your audience. By putting your voice in front of potential buyers, clients,
donors, etc., you significantly strengthen the bond between your brand
and your audience—but getting real results from content marketing takes
a smart strategy, along with the right distribution methods, to get content
right.
That’s where we come in.
Our marketing team at Altos lives and breathes content marketing, from
the content creation and brand positioning stage right through to design,
delivery, distribution, and detailed reporting. By working with our clients to
create meaningful content that attracts eyes and motivates users to action,
we’ve driven real results for our clients.
Read about the success of our clients from a selection of case studies.
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Building a Solid Foundation on Quality Content
Informative, high-quality, and well-formatted content can seriously move
the needle for brands, even in highly niche industries—all while setting a
solid base on which all other marketing can rely.
We’ve spent years crafting a broad base of blog and website content for
Rimol Greenhouse Systems, and the result has been a significant boost to
their overall visibility in search, on social, and in their industry.
CASE STUDY #1: RIMOL GREENHOUSE SYSTEMS
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What We Did
We crafted a strategy to make Rimol stand out as true experts in all
aspects of their niche industry.
The client had a vision: their products are known throughout the industry for
durability and reliability, and so they wanted to reflect that same reliability
in their content offerings. We helped them craft a content plan closely tied
to specific business goals, tying in the information their customers were
already asking with their own in-house products and expertise offerings.
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Why We Did It
Rimol’s vision is to combine useful, functional information for their
consumers with a brand “purpose”—to help farmers everywhere do
what they do better. This has meant mixing ivnformational, keyword-
focused blogs and content alongside customer testimonials, features, and
partnerships, with a specific goal of building brand voice and reputation
within the industry.
Not only has this generated significant interest from customers and industry
leaders, but has also been highly beneficial to Rimol’s search visibility
and paid search ranking thanks to quality longform content with images,
proper meta setup, and robust internal/external linking.
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How We Did It
Great content begins with the brand itself—in this case, the experts that
Rimol already had in-house, from experienced manufacturers to lifelong
growers and gardeners.
By leveraging their native expertise against commonly searched-for
keywords and phrases, we have been able to work closely with the client’s
own salespeople and company experts to deliver quality content across
all content channels that former and potential customers actually want to
engage with.
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Where We Did It
Key to building out Rimol’s content offerings has been generating
content for multiple channels. This has meant not only creating great and
engaging content, but also keeping close ties to sharing and repurposing
opportunities on social media, email, and beyond during the entire content
creation process.
Furthermore, because we manage all social channels, content creation has
always been a multi-platform effort. This has allowed us to plan out content
marketing and distribution holistically, rather than piecemeal.
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What Happened
Since implementing our content strategy for Rimol, their website has seen a
significant increase in traffic year-over-year, including a significant reach
increase over time and a significant increase in time spent on site. This,
combined with robust CRO efforts, has helped drive up goal completions
and produce more qualified site traffic Year-over-year.
+62%
+3,000%
+61%
+6%
+10%
+3%
+15%
-1%
+8%
+57%
+3%
+15%
20162015 2017 2018 2019
Goal Completions
Traffic from Social Media
Organic Traffic
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Boosting Visibility with A Smart Distribution Strategy
The best content in the world won’t make much of a splash if it doesn’t
reach the right audience. All too often, we see brands creating great, rich,
informative content, only to see all that effort die on the vine thanks to a
poor distribution strategy. But it doesn’t have to be that way - and our work
with Shea Concrete Products is proof positive.
CASE STUDY #2: SHEA CONCRETE PRODUCTS
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Working closely with the subject matter experts at Shea Concrete, we
crafted a strategy to give their own in-house content—namely, a first-in-
the-industry podcast and on-the-worksite visual storytelling—a wider
reach by magnifying their offerings across multiple platforms. The result has
been a significant uptick in initial interest in their content from the moment
of publication, driving better results faster through their content offerings.
Working closely with the subject matter experts at Shea Concrete, we
crafted a strategy to give their own in-house content—namely, a first-in-
the-industry podcast and on-the-worksite visual storytelling—a wider
reach by magnifying their offerings across multiple platforms. The result has
been a significant uptick in initial interest in their content from the moment
of publication, driving better results faster through their content offerings.
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What We Did
With seven decades of experience in their field, Shea Concrete brings a
lot of expertise to the jobsite. They decided to leverage this expertise into
quality, informative content across multiple formats and channels, and
tapped Altos to help spread the word.
We crafted a robust content distribution strategy around their original
content offerings—which includes podcasts, live on-site seminars, worksite
photography, and more—to make sure all that great content is seen by the
audience most likely to appreciate it, want to see more, and take action
after engaging with the brand.
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Why We Did It
Great content deserves to be experienced by the audience most likely to
enjoy it. When it comes to content creation, Shea had it covered—but the
crucial missing link in the process was finding a way to get it to the right
people, at the right time. They tapped Altos to help launch their content
to maximize reach, both at the time of publication and beyond, to ensure
maximum value from each content investment.
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How We Did It
Key to crafting a quality content distribution strategy was providing insights
on the content creation process itself, which meant working closely with
Shea’s content creators to develop rich, informative, and audience-
specific content created especially for multi-channel distribution. This
means making sure Shea’s content—from podcasts to testimonials to
on-site photography—is created with social media, email, and industry
publication in mind.
By creating custom graphics to maximize social media visibility, adjusting
publication language to best match the tone and feel of each channel, and
creating consistency in design and voice across all content offerings, we
helped Shea craft a recognizable and reliable presence for their audience
to get comfortable with.
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Where We Did It
We know how important it is for good content to get in front of the right
audience, at the right time, and to inspire the right actions. We took a close
look at all of Shea’s content offerings to determine which channels would
best fit the topic, helping drive users to take the desired actions at each link
in the chain.
Shea’s Precast Podcast, for example, provides a unique opportunity to
carve out a space in a relatively untouched audio content space for the
industry. We set up Shea on a platform that would distribute their audio
content across all major podcast networks, helping increase visibility
regardless of user preference.
Similarly, we ensure that all other Shea content—from press releases to
videos and more—reaches the right audience through a combination of
targeted emails and social distribution to direct their existing audiences to
stay engaged with each new piece of content.
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What Happened
By combining Shea’s content expertise with our expertise in putting in front
of the right eyes, we’ve helped to push Shea as an industry leader with a
niche content focus in an emerging format, connecting the brand with the
industry to establish a firm spot as trailblazers.
2,200+PODCAST DOWNLOADS
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Keeping Users Engaged With Unique Original Content
One of the major challenges for any nonprofit is getting potential
audiences engaged with their organization—but even harder than that is
keeping them engaged later on down the road. Once a donor, volunteer,
or neighbor has made that connection, it’s critical to keep them informed
and engaged.
With the right content, marketers can help nonprofits do just that.
CASE STUDY #3: EPILEPSY FOUNDATION NEW ENGLAND DONATION CENTER
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In our work with the Epilepsy New England Donation Center we found
that by providing regular, unique, and refreshingly relevant content to
users already connected to the brand, we could help bring users back
into the fold of regular engagement. And, by adjusting our content
distribution strategy to best meet user patterns, we’ve been able to keep
them engaged at higher and higher levels, driving real results for the
organization.
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What We Did
One of the greatest assets that the client brought to the table when we
started working together was a massive existing email list, containing just
about every donor they’d worked with in the past few years. But much of
this extensive list was underutilized, and engagement rates with their email
strategy was low.
We saw an opportunity, and crafted a robust email content strategy
to not only delight that audience, but to bring them back into regular
engagement - all while continuing to bring new users into the funnel. And
because we also manage the client’s social media channels, we took
many of the lessons and successes we’d learned from those channels and
put them to use in email to great effect.
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Why We Did It
Working with the client, we recognized the power of their existing email
audience to not only build brand visibility, but also to drive real actions
that would benefit the donation pipeline. We determined that engaging
these users would drive the best results for the brand in terms of both
driving up donations and increasing visibility, and the results have proven
to net out exactly that.
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How We Did It
We saw in the client’s large email a list a huge opportunity to engage a
broad audience. But a relatively stagnant email strategy had built up a
bit of brand blindness in those users, and we identified a need for fresh,
unique, and even surprising content to “wake up” that existing audience.
We crafted a unique email strategy based on the concept of
“microblogging”—making each email its own, unique, and insightful piece
of content available only to those on the email list. Using the lessons we
learned about what content had previously succeeded on social media,
we crafted an email content strategy designed to offer real, useful advice
that users would actually want to engage with - and that they did.
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We also identified a key missing link in the client’s email distribution
strategy: giving up on gaining engagement after the first initial send.
Not all users are on email right when it is sent and, thus, do not click or
engage—but that doesn’t mean they’re not interested, By identifying
the best and most active times, and the re-sending emails to audience
members who did not engage the first time, we have been able to
significantly increase engagement rates with emails.
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Where We Did It
We recognized the most opportunity for audience engagement on the
client’s most established audience channels: social media (especially
Facebook) and email. Here, we could guarantee with relative certainty
that all audience members had at least some prior engagement with the
brand, making it that much more sensible to try and appeal directly to the
very reasons they first connected with the brand in the first place.
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What Happened
Click-Through Rate
Unsubscibe Rate
Open Rate
By combining Shea’s content expertise with our expertise in putting in front
of the right eyes, we’ve helped to push Shea as an industry leader with a
niche content focus in an emerging format, connecting the brand with the
industry to establish a firm spot as trailblazers.
Epilepsy Foundation Industry Average (MailChimp)
34.55%
9.85%
0.18%
20.39%
2.66%
0.17%
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Great content can drive great results—but to get there, you need to start
with a quality content strategy.
Before you can begin telling the true story of your brand, it’s critical that
you have a plan laid out to get your valuable content in front of the right
eyeballs. With a reliable, data-driven content strategy, you can make sure
your story is reaching exactly those people who need to see it.
You should know; we’ve been building and executing time-tested content
strategies for years, and the data shows just how big of an impact content
marketing can have with the right tools and team there to offer support.
If you’re serious about turning your content marketing efforts up to the next
level, don’t hesitate to get in touch. We’re anxious to learn more about
you, and we’re here to make sure your customers are too.
Ready to Start Telling Your Story?
Let’s Build Your Brand’s Tomorrow
Get in touch with our team at Altos and let’s start
working on a content strategy that works for you.
(603) 222-9052 [email protected] altosagency.com
4 Bedford Farms Dr., Suite 107 Bedford, NH 03110