Delivering integrated content marketing campaigns in complex industries such as legal or financial services can often be challenging. You want to produce content which is useful but also engages with the user. Content marketing has seen a drastic change over the last few years where the direct sell is being avoided whilst appealing to your user’s interests and behaviours is key.
We decided to focus our efforts on a campaign around legal myths for Co-op Legal Services. Working with our PR and Social Media teams from the start was essential to deliver a joined up campaign. From commissioning research for the Press, working with the practice areas to answer common questions to defining a target audience for Facebook, all were vital.
We knew legal misconceptions often divided opinion therefore a quiz felt like the appropriate tool to adopt. Appealing to people’s competitive sides proved to strike a chord as they instantly started sharing their scores on Social Media. Over 5,500 users completed the quiz overall which surpassed previous campaigns. 143,000 impressions were delivered on Facebook with 5,000 users engaging with the post.
A leading Legal IT website featured the quiz on their site as well as bloggers. All of which delivered traffic to the website.
A PDF download of the questions from the quiz with additional examples also achieved strong engagement with 40,000 views on Slideshare.
96% of the traffic from all sources to the campaign were new to the website. Put another way, we were engaging with people who had never visited the website before and we couldn’t think of a better introduction.
This proves that if you do your research, get under the skin of your audience and work collaboratively, you can deliver a results driven campaign. In this instance, the business was also presented to a new audience.