Content Strategy, Website Development, eNewsletters, Social Media, Campaigns
What i did
For 4.5 years I was behind all things digital marketing for Visit Brisbane. Here I turned the site from a directory-listing yellowpages style site, to an inspiring and education destination brand driven by rich content marketing.
My goals were:
- To position Visit Brisbane as the most trustworthy, authoritative online publication for leisure experiences in the Brisbane region
- To generate industry leads and partner clicks to high-quality experiences throughout the Brisbane region
- To continue to grow the Visit Brisbane web and social audiences
- To increase engagement and subscribers of the Visit Brisbane eDM
With no budget, yes zero dollars, I needed to be creative and work twice as hard to get results. My highlight was definitely implementing an incredible content marketing strategy. With a focus on producing quality articles, the site grew 30% year-on-year to 15.2 million views/year.
01. Content Strategy
Back when I first started with Visit Brisbane, the idea of turning a brand website into a publishing platform was fairly unheard of. Fast forward a few years, and thanks to a consistent blogging strategy Visit Brisbane was receiving 15,200,000 views a year, with more than half of the traffic being organic SEO article views.
These articles were the core of our digital marketing activity and made increased the monthly eNewsletter open and click-through rates, plus social media engagement rates absolutely skyrocket.
I was even invited to speak at an annual conference about driving visitation using content.
02. Email Marketing
I changed the monthly Visit Brisbane eNewsletter from competition-driven to content-driven. The result? The open rate went from 22% to 49% average. The click-through rate went from 6% to 13%. Content wins – and helps kick our goals of educating locals and visitors about things to do in the city.
I was invited to speak at Email Marketing Summit Australia about the newsletter in 2017.
Want to work together?
Just get in touch. I’d be more than happy to chat and see if we’re the right fit.