Content Marketing:A Case Study

@skipedia

@skipedia

The Brief

Skipedia already works with Le Ski, running their Adwords, and advising on marketing with Expedient Marketing.

Le Ski were looking for a new approach to increase traffic this autumn, with a focus on bring new users to the site.

@skipedia

The Solution

We proposed a change of focus from traditional channels, such as print ads in magazines or stands at shows.

Our strategy was to drive traffic by creating great quality content…

@skipedia

Strategy

Le Ski have been in business over 30 years, but operate to only three resorts. We decided to use this as our key focus.

Our goal was to:

• Link Le Ski in users’ minds to these resorts

• Demonstrate Le Ski’s experience, knowledge and longevity

• Create content that would be ‘evergreen’

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Content Type

Content took three forms:

• Infographics

• Quizzes

• Video

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Infographics

• Hosted on the site rather than Facebook or Visual.ly to drive traffic to website

• Cross-promote the quizzes and ‘win a holiday’ competition

• Included Le Ski specific data to reinforce the company’s longevity and connection to the resort

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Infographics

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Quizzes

• Designed to encourage social sharing and further maximise brand mentions and reach

• A mix of resort-specific and Le Ski oriented questions to reinforce the company’s connection to the resort

• Familiar format to other quizzes to maximise response

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Quizzes

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Video

• Created a series of short, 30-45 second videos

• Personalise the staff, making them more than just a voice on the end of the phone

• Demonstrate their insider knowledge

• Optimised for SEO and will be used as social content

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Video

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Platforms

• Hosted on Le Ski’s own website

• Facebook Boosted Posts

• Twitter Ads incorporating Twitter Cards

• Blogger Outreach and personal press contacts

• Use of commercial partnerships including print

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Results

• Over 3000 entries to the competition in 4 weeks

• 64% increase in traffic

• 12% increase in proportion of new visitors

• Confidentiality prevents revealing a precise ROI

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‘Le Ski: A Content Marketing Case Study

Presented by Iain MartinSkipedia Travel Marketing

October 2014