Globe Turnout Gear:
Content Strategy / Content Production / Copywriting
Globe Turnout Gear had already invested in building a wide array of content as high-quality as their products, but traffic had slowed to a trickle. Better management and creative repurposing helped the brand spark new interest from a niche audience.
Shareable and Short
Globe Turnout Gear had already invested in content, building out many long-form downloadable PDFs for use in inbound marketing. With this evergreen raw material, I was able to build out six months of organic social media content for use on Globe channels, bringing their posting frequency in line with industry competitors and taking advantage of their status as an industry thought leader in health and safety. By repurposing in this manner, Globe could reach new audiences, see more value in their content investment, and continue to drive leads back to the full downloads.
Product Promotions
By looking at past post insights, I discovered that fans of Globe Turnout Gear were genuinely interested in new products, regardless of where they were in the buying cycle or their status as decision makers. By repurposing paid ad and website content in fun ways on social media (such as with animated gifs) we could generate more buzz and better educate these enthusiasts.
In addition, paid social supplemented these efforts. The 2016 launch of ATHLETIX at the FDIC event was recognized with a 2017 Ad Club of Maine Broderson Award.
Thought Leadership
Globe Turnout Gear was already sponsoring industry research, and not getting the credit for their investments. As part of these sponsorships, we were able to produce exclusive video for Globe social channels. I edited raw video into shorter, social-friendly clips and looked for opportunities to make older content relevant once more, such as around industry conferences. With planning and calendars, content was no longer forgotten the moment it finished the production cycle, bringing better ROI.