For years we did the standard email marketing communications with our customers. We were letting them know of new products we had available and offering different ways of packaging our 200+ item catalog of comic strips, columnists, and games.
The regular communications were acceptable, but the message to our customers was always, “we are selling you this, we are selling you that.” I wanted to enhance our place in the publishing industry by having Tribune Content Agency be a thought leader.
We wrote helpful blog posts that highlighted Trends in the industry—giving specific tips like how to do SEO research on the latest topics.
I was the leader of this initiative, encouraging coworkers to write on various topics where their expertise would shine through. I designed and illustrated their posts. We experimented with multiple formats of blog posts, from the standard post to designing custom infographics. I wrote about 1/3rd of the posts.
All these posts were promoted across our various channels on social media, our flagship website, and the five websites where our customers download our content.
The results were amazing! Compared to our standard emails, we achieved an 800% increase in clicks on these thought leadership posts.