Five Things We've Learned from Our Content Marketing Projects in the Last Year

Over the last 12 months, Latitude has launched more large-scale content marketing campaigns than ever before.

Each has brought a considerable amount of success for our clients, in lots of different ways.

But we can always do better. So we’ve been reflecting on the campaigns we launched, analysing how and why things went so well.

Here are five things we’ve learned over the last year.


If Your Campaign Isn't Original, Make It the Best

Very few of our projects feature original research. We don’t often give people information they can’t find elsewhere on the internet.

But what we do is take information, and present it in a way that has never been done before.

That’s what we did for Project Queen.

Anybody can go on the official Royals website and find a list of countries the Queen has visited.

And the Telegraph even created its own animated map.

But nothing comes close to the level of detail we compiled into a single page, complete with interactive features, original artwork and well-researched information.

We’ve created the number one resource for Queen Elizabeth II’s travels. Everything you could possibly want to know can be found on this page.

So why would people looking for this information go anywhere else?

It’s a great piece of evergreen content that will benefit our client for years to come.



Offer Value, Not Just Something Interesting

For most people, looking at all the different places the Queen has travelled is interesting – if only mildly so.

But it’s not something they need in their life.

Projects that produce tremendous value often yield results.

Value can be given in many ways. In our opinion, the most important piece of content marketing we’ve done is Project Bookshelf.

This page helps people understand what it’s like to live with dementia – either as someone diagnosed with the disease, or as a close family member or friend.

We worked with Dementia Friends to add authority to the project.

The feedback we received from people who live with dementia was extremely heart-warming. Knowing we had a positive impact, however small, was the best result we could have asked for.

But the project’s success from a brand awareness perspective showed that adding value to people’s lives was the right way to go.



Take the Time to Really Consider Your KPIs

Not every content marketing project tackles such a sensitive and emotional topic as dementia.

So you can’t always have that level of impact on people.

It’s important to determine - and then stick to - your KPIs. With a keen focus on one or two in particular.

In the past, our content marketing activities have been focused on trying to achieve a little bit of everything. Links, Facebook shares, Tweets, website traffic etc.

But by prioritising one over the others, we’ve found we’re able to produce fantastic results in that one area.

This happened with Project Zombie – for which we decided links were the most important thing. Most of the hours we dedicated to promotion and outreach were focused on earning high-quality links.

It got a decent number of shares too – almost 800 on Facebook – but our decision to fixate on links led to some very impressive figures (168 backlinks from 32 unique domains).



Target a Niche Audience - and Utilise Their Passion

If you’re targeting big numbers, it can be tempting to produce content that appeals to a mass audience.

But the truth is, most of these markets are saturated with content.

We’ve found it much more effective to build projects around a smaller audience. I don’t mean “small” as in people who love the Queen, or zombies – but really small.

For an insurance client of ours, we produced a timeline that chronicled the entire history of the VW campervan.

You don’t get more niche than Project Campervan.

It is such a small space that very little content has been produced on this subject. But there are plenty of VW campervan enthusiasts, eager to help promote a campaign based on their passion.

We took advantage of that and earned over 2,000 Facebook shares.



The Simplest Ideas Are Often the Best

Sometimes it pays to keep things simple.

Our most successful content marketing project had less resource than any other – and yet produced incredible results.

And it continues to perform, both online and offline, more than a year after launch.

The project in question - Project Pup - centres around an infographic created for a DIY conservatory client. The infographic provides information about which plants can be poisonous for dogs.

Not the most ground-breaking idea. But it provides a lot of value to people with dogs.

So much so that it was picked up by lots of different Facebook groups, and shared almost 9,000 times on the platform.

Given the lack of time and money invested into this project, the results have been quite incredible.

As a result, we’ve been exploring ways in which we can take this approach, and introduce it to other campaigns.



Each of these five projects has taught us a lot about content marketing.

No campaign is guaranteed to go viral – or even gain any sort of traction. But by constantly re-examining our work, and using those lessons to build a better framework for future projects, we’ve given ourselves the best possible chance at success.

If this sounds like something your business could do with – get in touch with us using our simple contact form.


May 22, 2018|

About the Author:

Matt is the leading copywriter for Latitude Digital Marketing, and has worked at the agency for two years. He recently graduated from the DMA's Future Copywriters'