At the end of every year I review the content Team Hallam has produced over the last 12 months. It is always one of my favourite ways of closing down one year and making plans for the next.
We produce content under a number of guises: blog posts on our own website, writing guest articles for other highly authoritative sites, as well as creating content such as videos and images that perform well on social media.
Our content gets discovered and consumed via an ever-growing range of channels: email marketing, search engines queries, and social media sharing. And of course, the mobile explosion is changing how our audience engages with content, and what they expect.
Video Engagement: How Does 96,000 Views Sound?
By far our most successful piece of video content was “A Day in the Life of Rosie”; with our GoPro wearing office dog showing just how much affection she can shower on visitors to our office, for Take Your Dog to Work Day.
Publishing this content on Hallam’s own YouTube channel and social media had some good engagement.
However, the real traction was achieved when several key social media influencers shared our video, including Facebook’s “Now I’ve Seen Everything” and the Nottingham Post. This lead to more than 500 comments and over 96,000 views across a number of different shares. Most importantly, it led to what I would consider to be the gold standard of social media marketing: over 100 shares.
Evergreen Content: Updating Our High-Quality Content
One content marketing strategy we used this year on our website was evergreen content updating: refreshing valuable content with a view to providing better user experience, as well as giving content a boost in the search engines’ visibility.
The evergreen strategy certainly paid dividends.
Analysing our top performing content in terms of traffic from the search engines, acting as landing pages, 7 of the top 10 had been refreshed over the course of the year:
Content can take many forms and meet a wide variety of needs.
What we discovered this year, is that it is the human side of the business that gets the most social engagement. From our career opportunities to our recent business merger, events that we’re presenting to awards that we have won, our most successful content for social engagement was all about the people who make up Team Hallam.
Email Newsletter Engagement
We spotted a third trend with our content generation: what interested our email newsletter audiences tended to be very practical how-to articles.
Visitors from our email campaigns spent longer time on our site, viewed more pages of content, and of course were almost exclusively repeat visitors who loyally come back to the site to consume our content.
Our most popular posts for our email newsletter readers were:
To round off the project, we have been doing research in a number of other areas; in addition to those I’ve written about, that you could also be applying to your own business.
- What kinds of content have been successful for your competitors?
- How well is the content you’ve placed on other sites performing?
- Which kinds of content have the greatest success in generating conversions (in our case, lead generation)?
- Which kinds of content entice loyal visitors, and which kinds generate new, fresh visitors?
- Which content formats (text, video, images) are working the best?
- What kinds of content needs to go into your content generation calendar?
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