Story Is Always The Answer
One of our clients operates an education platform primarily targeting individuals transitioning into coding as a profession in a B2C context. We collaborated with their marketing team on four objectives:
Assessing why previous campaigns had not driven enrollment.
Creating brand/audience alignment.
Producing content that educates them about the benefits of learning to code.
Inspiring them to take action.
During research, I uncovered two key insights :
Their initial campaign content was stereotypical, deterring potential students.
There was significant overlap between the creativity attracting individuals to "artistic" fields and that employed by coders. This market segment, often laden with heavy debt and low-wage jobs, was substantial.
I opted to emphasize the similarity in creative output along with the financial security coding could offer. This materialized in the form of a mini-documentary narrating the story of one of their graduates, who holds a master's degree in violin performance.
Modular Value
Developing content properly allows us to remix and reorganize it to suit the needs and preferences of the intended audience, recognizing their diversity. We broke the documentary into clips for social and the interview was distilled into an article:
The article was also made available as a podcast:
In the end, we produced one primary piece of content that spawned three others. Consequently, the intended audience enjoyed the story in their preferred format, amplifying brand reach and providing potential clients/customers with natural and meaningful connections.
Results:
Page Views: 30,000
Sessions Per User: 3.2 (industry standard is 1.4)
Average Time On Page: 6 mins (industry standard is 1.8 mins)
Bounce Rate: 15% (industry standard is 70%)
Enrollments: 2813
Conversion Rate: 30% (industry standard is 2.3%)
Timeline: 8 weeks