NOAH London 2019

The content strategy that 4x engagement rates and 3x website traffic

ABOUT:

Two months before event day, NOAH Conference was looking to promote their upcoming conference, NOAH London 2019, by establishing a digital marketing strategy that would increase engagement, impressions, reach and followers on their social channels.  ​

GOALS:

  • Connect with the target audience through community initiatives and knowledge sharing 

  • Increase social media sentiments organically; no ad budget will be allocated into promotion

MY APPROACH:

  • Collaborated with conference speakers to create interview pieces for participating companies

  • Created marketing partnerships with participating companies to increase NOAH’s reach

REASONING: 

  • Interview content promotes brand credibility. The interviews are conducted with CEOs, founders and C-Levels from Europe’s fastest growing companies 

  • Interview content shares thought leadership. From building a brand, scaling company culture, to 2030 industry predictions, the interviews aim to inspire other industry leaders

  • It taps into a wider reach. A win-win marketing strategy for NOAH and participating companies as it pushes its brand towards other online channels and communities 

  • Low cost, fast outcome: all interviews are conducted through email and posted directly on the blog

RESULTS:

* results are compared to previous NOAH London marketing period in 2018 to refrain from seasonality bias

  • Content: 67 out of 180 companies participated in the interview content initiative

  • Impressions: LinkedIn 2x, Instagram 8x, Facebook 2.5x, Twitter 3.2x

  • Engagements : LinkedIn 5x, Instagram 3x, Facebook 3x, Twitter 1.6x

  • Website Impact:

    • Website traffic 3x

    • Average session duration 4x

    • New users 1.4x

    • Bounce rate decreased by 23%

 

LEARNINGS:

  • People like promoting themselves. If you find a way to leverage that, your company can win by spotlighting others

  • Startups were more eager to participate compared to bigger corporates; startups are more likely to promote the content multiple times and work on more marketing initiatives 

  • Stakeholder management is very important in this project. Create a spreadsheet to keep up with each interview status and point of contacts to follow up with

  • Email interviews work like a charm. Not only was the method fast, easy and effective, but companies also feel more comfortable answering in a controlled environment over a live method with more margins of errors

 

© 2020 by Priscilla Tenggara

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