How we helped
Wellmeadow had been developing an approach to content creation we call "Content Leveraging". The idea is to minimise the amount of time an expert in a business (who typically is under serious time constraints) spends on content creation whilst maximising the output. We used this approach on this project for the content creation strategy.
We conducted a 25-minute interview based around a pre-prepared structured set of interview questions. SEO analysis was undertaken as part of the development of the question set. This was to identify any trends or keywords that should be included in the content.
We then filmed the interview which took approximately 25 minutes. From this interview we were able to get enough data to start building out the marketing campaign.
Alongside the content creation, we built out the campaign in HubSpot. The campaign's lead magnet was a carefully crafted e-book, enriched with insights from the expert interviews. This process generated over 100 pieces of supporting content, including video shorts, social media posts, blogs, and emails, each designed to engage and inform the target audience about the potential of Grainger & Worrall's giga casting technology.
At the heart of the campaign's implementation was the development of engaging HubSpot landing pages. These pages were specifically designed to showcase the valuable e-book and collect the contact information of interested prospects through a gated form. Upon submission, not only did leads receive the insightful e-book, but they were also seamlessly guided into an email nurturing campaign. This strategic approach aimed to deepen their interest gradually over a span of 2 to 4 weeks, forging a strong connection with Grainger & Worrall.
To further elevate the campaign's structure, a specialised landing page was crafted to highlight the engaging video content, seamlessly integrating it into the overall website design. Leveraging HubSpot’s marketing hub tools, the campaign was effectively promoted across LinkedIn, Twitter, and Instagram, ensuring broad exposure to a targeted audience.
Speaking about the campaign, Grainger & Worrall's commercial director, Jay Schofield said "Wellmeadow used their content leveraging approach on our latest marketing campaign focussed on our giga casting processes. From a 25-minute interview, they were able to create over 100 pieces of marketing content including e-books, video, blogs, and social media. The campaign generated 80 leads in the first two weeks and continues to attract new contacts into our CRM."
