Engage Readers with a Monthly Series

With a myriad of content angles and images available, the National Association of the Remodeling Industry partnered with Family Features as it sought to connect homeowners with its professional members via our monthly series program.

This approach provides a way to distribute new content to editors each month with themes that engage readers while driving additional consumers to the content via cost-per-click Content Amplification campaigns.

Over the course of ten monthly projects and one video, NARI content achieved more than 2,400 earned placements in digital and print publications for more than 145 million earned impressions and 1.7 billion total impressions.

In addition, the creation of a 2-minute lifestyle video added a valuable visual element.

 

Approach:

The National Association of the Remodeling Industry partnered with Family Features as it sought to connect homeowners with its professional members. With a myriad of content angles and images available, our monthly series provided a way to distribute new content to editors each month with themes that engage readers looking to potentially remodel their homes. Content Amplification, as part of the program, drove additional readers to the content via cost-per-click campaigns, and the creation of a 2-minute lifestyle video added a valuable visual element.

Results (10 monthly projects + 1 lifestyle video):

• More than 2,400 earned placements in digital and print publica­tions
• More than 145 million earned impressions
• More than 10,700 total placements in digital and print publica­tions
• More than 1.7 billion total impressions
• Multiple placements in high-circulation publications
• A total ad equivalency of more than $10.8 million
• More than 35,000 Content Amplification clicks to client content
• More than 165,000 total video views, including 70,000+ on YouTube, 50,000+ on Facebook and 30,000+ on Twitter
• More than 65,000 views to completion

Secrets to Success:

• Popular Themes: Creating a campaign that takes advantage of a popular theme – like high-ROI home upgrades, for example – provides our compre-hensive editorial network with timely, appealing content to maximize your brand’s exposure.
• Stunning Images: Highly visual content with appealing images tends to grab editors’ and readers’ eyes.
• Compelling Content: Editors search for themes first then photos and headlines. For best results, deliver a popular editorial hook, eye-catching images, an approachable headline and content readers can easily use.

What is a monthly series program?

By creating a monthly cycle of Basic Releases (300-500 words, 1-2 high-resolution images), the monthly series program provides editors in our network with routinely updated content they can rely on throughout the year. We also create landing pages on our editor site and consumer-facing site (Culinary.net or eLivingtoday.com) designed to showcase all the content that’s part of the program. Each Release is then coupled with Content Amplification (cost-per-click promotion) to drive readers to view the content.

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