How We Turn One Content Idea Into a Wider Marketing Campaign
Creating great content takes time, planning and creativity. But its value doesn't have to stop once it's been posted.
At Gather Social, we look at how one piece of creative can work across different channels, reaching new audiences, building interest and encouraging people to take the next step.
Our work with The Soul Space shows how content can become part of a wider marketing campaign, rather than a standalone post.
Start with one strong idea
Every campaign needs a starting point. For The Soul Space, video gave potential customers a glimpse into the retreat experience, capturing the atmosphere, people and moments that made the retreats appealing.
The content brought the retreat experience to life, helping potential customers picture themselves there.
This gave us a creative starting point that could be used to build awareness and introduce the brand to people who hadn't discovered it before.
Make your content work across channels
One video doesn't have to mean one social post.
The same creative can support organic social content, paid campaigns and different messages throughout a customer's journey. Each channel has a different role, but the content can work together towards the same goal.
For The Soul Space, video helped introduce the retreats to new audiences, while paid social activity gave the campaign a way to reach more relevant people.
The aim wasn't simply to get more views. It was to use the creative to build interest and create opportunities for people to find out more.
Build on the attention you've earned
Not everyone who watches a video will be ready to book straight away. That doesn't mean the opportunity ends there.
Engagement can help identify audiences who have already shown an interest, creating opportunities to reach them again through remarketing.
For The Soul Space, the journey moved from video views and engagement towards targeted campaigns for specific retreats. This gave potential customers another opportunity to explore the offer and take the next step.
Instead of treating every interaction as a separate activity, we connected them as part of a wider journey.
Give people somewhere to go
Content can generate interest, but people need a clear next step.
That might mean visiting a website, exploring a specific service or viewing a booking page. Connecting campaigns to relevant website pages helps create a more direct route from discovering a brand to taking action.
For The Soul Space, this meant guiding interested audiences towards retreat information and bookings, rather than focusing on engagement alone.
The wider strategy contributed to more than £125,000 in annual revenue, a 400%+ increase in website traffic and more than 242,000 video views.
Our take
You don't always need more content to do more with your marketing. Sometimes, you need to think differently about how the content you already create can be used.
At Gather Social, we bring creative, distribution and paid activity together to help each piece of content play a role in the bigger picture.
One strong idea can go much further when it's part of a considered marketing campaign.
Want to get more from your content? Let's talk about making your next campaign work across the whole customer journey.
