This awesome case study comes from a guest marketer author.
Chris Swift is the Digital Content Specialist for Rogers Family Company. His daily focus is on creating engaging content that drives real action from fans, followers and subscribers all across all channels. Follow him on Twitter!
By now we all know that trial and error is how we become better at anything. It’s no different here at Rogers Coffee Company, aka San Francisco Bay coffee, and let’s just say errors are constant and encouraged.
For the past 2 years, my role has been split between content creation, analytics, email and social media. That’s a lot of different hats that require right and left brain activity. To be effective they sometimes need to be working together and I love it.
Each of those roles or hats is important, and separately they feed our goal of engagement, but when used together properly we can create a feeding frenzy of engagement.
FEED THE FRENZY
Analytics feeds content creation & vice versa, content creation feeds email marketing, which is also fed by analytics and so on.
At the end of the day our goal for every role/channel/platform/service etc, is engagement. If we don’t see the engagement, we cut bait. (that means we stop doing/using said tool/channel)
It’s thanks to tools like CrazyEgg and Google Analytics that we are able to identify our failures or lack of engagement.
The data behind those failures is where we find the information gems that guide the development of content and campaigns that create the feeding frenzy.
IT ALL STARTS WITH A BUZZWORD
When we started our blog the mission was clear; create content that is fun, fresh and on target with our “vertical.” (I hate buzzwords, but they do serve a purpose.)
Coffee is our cornerstone content. That wonderful beverage is at the center of every piece of content we produce and that focus has allowed us to create a loyal coffee-loving following.
Makes sense that we choose coffee, right? We sell it so we should talk about it.
But we aren’t using our content simply as a mode for selling product. We are tirelessly focused on providing value to the reader.
We cover topics related to coffee & health, coffee & food, inside knowledge of the company, DIY tips using coffee on top of aggregating other fun coffee content from the web.
For our customers, we want to be a resource beyond just as their coffee supplier and for the organic visitor we focus on creating a quality content experience that will build interest & trust.
So how do we direct the content creation calendar?
The primary directive for everything we do is to, “be worthy”, and this directive is where every piece of content begins.
Some ideas prove to be much less worthy than others, and this is where we focus our creative and analytical efforts when planning the following week’s content calendar.
The content calendar has an ebb and flow to it that offers flexibility in topics, but also maintains a pattern so certain content categories are always fresh.
A key to success is that our content supports the reader’s love of coffee and having a constant affirmation that their love of coffee is justified deepens their engagement with our content and in turn, our brand.
TURNING ENGAGEMENT INTO SALES
When asked about “path to purchase”, there’s another buzz term, we say the blog serves 3 primary roles:
- Direct funnel to our ecommerce site
- Email acquisition, which is dedicated to a secondary long-term brand engagement funnel
- Recirculation or “time onsite improvement” so that we have another shot at 1 & 2
For any first time visitor to www.rogersfamilyco.com one thing is immediately clear, we sell coffee. That is our job after all. But a visitor also notices a variety of content segmented to fit different personas.
Are you a foodie? Are you a coffee lover? Do you like games? Are you interested in the company or the family? It’s all right at your fingertips and is updated daily.
Once a visitor takes a step into a funnel, they are served a different experience based on their content path, but ALL of the experiences are centered on our original directive, “be worthy.”
- A new visitor lets us into their inbox. Be worthy of that.
- We gained a new fan on Facebook or Twitter. Be worthy.
- We earned a new customer. Be worthy.
Seems simple, I know.
The idea is buzzwordy or like something straight out of Convince & Convert and maybe it is, and maybe you are already doing this, but ask yourself, “Are you successful?”
We weren’t at first.
Learning the behaviors, likes and dislikes of your audience takes time and requires patience.
If you put forth the effort to not only learn but then implement your new knowledge in the form of worthy content your subscribers will become your loyal fans.