EPISODE 47

Where do we begin...

The year was 2017, and we were smashing it with our Content Marketing Strategy.

With regular podcasting and social media posts, backed by our brand strategy, we were able to create and share content and attract the attention of prospective clients.

Let’s take a look at some of the numbers (1 October - 31 December 2017):

  • Published content: 11 Podcasts

  • Traffic through to the website from social media posts: an increase of 400% from the same period in 2006

  • Social media posts: 600+

  • Analytics events: 233% increase from 2016

  • Hours spent: 115

So, what happened?

As it happens, we’re a business that needs to make money and it’s sometimes difficult to quantify the time spent on marketing, where it can be difficult to track sales and understand the cost per acquisition.

For the period of 1 October - 31 December 2018, we reduced the hours spent on the strategy by 42% and that’s where we saw things take a nosedive.

Let’s take a look at the numbers:

  • Published content: 6 Podcasts, 3 Blog posts

  • Traffic through to the website from social media posts: -50%

  • Social media posts: -50%

  • Analytics events: -90%

  • Hours spent: 67

Other things to note:

  • Our content marketing strategy was changed to decrease podcasting each week to fortnightly

  • There was an increase in engagement on Linkedin and Instagram

  • The drop in Facebook engagement may be due to the change in their algorithm

  • Our social media post strategy changed from a majority of duplicate posts with slight tweaks that linked back to the original content (ie, our website), to very little duplicate posts but plenty of tailored and unique pieces of content that did not link back to the website

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What we are doing in 2019 

  • Learning from both of these periods, we’re changing up the way we do things by creating a new strategy for the first quarter of 2019 and then reviewing it and changing it up for the next quarter.

    These are just some of the things we aim to do for our strategy in 2019:

    • Increase the hours to increase output to increase attention

    • Focus our efforts on LinkedIn by creating articles and videos

    • Decrease attention on Instagram and merely use it for a behind-the-scenes platform

    • Increase podcasting back to weekly to increase the unique content we are able to produce

    • Use existing data as a way to inform future content

    • Understand that investing in the time for our own product means that we are able to sell methods to our clients because we’ve already done the work to experiment

    • The method of breaking down our main piece of content into 40 smaller pieces of content worked a treat - it was less time for quality content and created a nice volume of posts to publish each week.


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What can you learn?

Here are some of the key things that we learned, that we hope can help you with your content marketing strategy:

  • Never be afraid to get started because you’ll need that benchmark to work from

  • Set some hours aside for your strategy and doing the work so you’ll be able to easily quantify it later

  • Review and refine, rinse and repeat. Social media is an ever-changing landscape and your strategy should grow and change with it.