A creative content campaign has the potential to attract high numbers and quality of links, thanks to the presence of an on-site asset and, typically, a level of interactivity or engagement to which journalists are happy to send their readers.
For a creative content campaign to work, then, it requires a combination of media knowledge and also a solid understanding of the target audience of the content itself – namely, your target customer/persona.
This is where we see the main reason for an investment in this style of campaign. While the benefits of link acquisition should certainly not be underplayed (and, indeed, are an integral part of any SEO or online strategy), the ability of these campaigns to engage with users is where the doors open to a much broader set of benefits.
The benefits you might see from creative content campaigns are far reaching and include:
- Link building
- PR coverage
- Referral traffic
- Audience building (trackable for remarketing)
As an asset, your creative campaign becomes even more valuable; for example, when used as a top-of-funnel asset for something like a paid social media campaign, your creative content is compelling, engaging and helps to identify a wider set of audience members likely to go on to invest in your product or service.
So, while a larger scale creative campaign might carry a heavier investment, we believe it should also carry a larger return – by achieving more links and a broader set of KPIs.