sprottmoneylogo.jpg

CONTENT MARKETING

 
sprottmoneyblog.png

CHALLENGE

  • Low brand recognition within the precious metals industry
  • Low traffic to the website and low session duration
  • Sales through eCommerce store was experiencing stagnant growth 

DELIVERABLES

  • Created a content marketing strategy that focused on becoming a one-stop resource for all precious metal news and insights
  • Developed wide array of content, which included podcasts, blog articles, interview segments, and daily 15-second news spots
  • Set up a weekly newsletter collating best performing content to drive subscribers to the website

RESULTS

  • Improved website KPIs within 6 months: traffic increased by 60%, new users by 60.5%, and pageviews by 119%
  • YouTube videos and podcasts achieved an average of 10,000 views and 3,000 listens respectively, which brought in 70% new sessions to the website 
  • Sprott Money website moved to the first page for organic Google search results in Canada, leading to a 20% increase in online leads

SOCIAL MEDIA and email STRATEGY

CHALLENGE

  • Twitter and Facebook follows were stagnant month over month 
  • No clear strategy - all channels would have the same content and promotional posts
  • Efforts were not driving traffic back to the website

DELIVERABLES

  • Defined individual goals each social media channel: Twitter to increase brand engagement and sign ups, LinkedIn to boost thought leadership within the industry, Facebook for promotions and company events, and YouTube to increase brand awareness
  • Aligned the content plan with the different social media plans for a steady flow of relevant posts curated for each channel
  • Developed an email marketing strategy that included segmentation, a editorial calendar, and A/B testing for news, products, and promotions 

RESULTS

  • Increased Twitter following by 54.1%, Facebook by 20%, LinkedIn by 27.3% and YouTube by 87.7% within 6 months
  • Affiliate relationships and blog partnerships garnered 20% sales increase 
  • Social media channels contributed a 30% increase in website traffic 
  • Newsletter organic subscriber rate grew by 124.5% within 12 months, increasing CTR to store landing pages by 15% compared to 12% industry standard