Solution
Taking control with owned content
During the slower months and without any new campaigns, PAN knew there was a need to be proactive with thought leadership. While trend-jacking industry news and proposing a proactive consumer survey, the team emphasized an owned content strategy.
This approach allowed Smartly.io:
- Control the message and narrative, ensuring message pull-through for important terms and topics
- Weave in data from an owned Smartly.io and PAN global consumer survey research and analysis to demonstrate understanding of consumers and buyer behavior, as well as market expertise
- Comment on industry trends in a controlled manner—offering timely advice and insights to its target audience of marketers and advertisers
- Position a new, emerging spokesperson as PAN increased the company’s visibility in the retail space
result
A top placement win
One top placement in Adweek, a top tier outlet for Smartly.io, titled “A Little More Than Half of Consumers Are Buying From Social Ads.” ran online, and also appeared as the lead in its Target Marketing newsletter. The piece was a win for a number of reasons: it increased Smartly.io’s message pull-through on key marketing and retail terms, served as a platform for a new spokesperson for the company and helped maintain visibility and momentum among an influential marketing audience following its big splash the prior quarter.
Adweek shared the piece on its Twitter and LinkedIn channels, reaching 637.7K Twitter followers and 1.2M LinkedIn followers—spurring engagement of likes, shares and comments among a marketing and social advertising audience.
PAN and Smartly.io understood the importance of reaching a targeted, yet influential audience—which is why a placement in Adweek and its newsletter was a huge win.
Reaching 7,729,776 unique monthly visitors and 100% reach to Fortune 500 CMOs, Adweek is considered to be the most trusted source of news and insights for the marketing and advertising community, reaching an elite audience of brand marketers as well as the agency leaders and decision-makers behind the industry’s biggest accounts. Additionally, Adweek’s newsletters reach an audience of 2M+ each week.
A strategic thought leadership approach to owned content has allowed us to position our brand on the topics that matter most to our business and in the publications that reach the right influential audiences.
Robert Rothschild | Former Vice President & Global Head of Marketing at Smartly.io
