ATTRACTING AND EDUCATING A NICHE AUDIENCE
To attract the right audience, you have to speak their language. And who better to demonstrate the value of Wisconsin’s start-up community than the entrepreneurs who have tread this ground before? Wisconsin’s lead economic development agency needed a better way to attract and cultivate the entrepreneur and start-up community in the state. Knowing that this sophisticated and tech-savvy audience was hungry for information and education, we implemented a multi-faceted content marketing program designed to create an emotional connection. Utilizing video interviews with actual entrepreneurs as the foundation of a broad distribution strategy and tapping into state partners for content syndication, the program exceeded expectations by every metric.
FIND OUT WHAT WE CAN DO FOR YOU
The campaign generated an increase in visits to the website, as well as an increase in time spent and overall engagement on the website. On social media we saw an increase in followers and re-posting of content; many statewide partners also shared the content on their owned and social media channels. The video was showcased at the Wisconsin Innovation Awards ceremony in Madison, Wis., where there were more than 300 entrepreneurs in attendance, and received more than 4,000 total impressions.