Happy has helped Blackpool Council enjoy a 62% increase in site traffic thanks to content marketing and Strictly Come Dancing.
It’s not just what you say – it’s where you say it. That’s the secret of content marketing, a secret discovered by Blackpool Council’s business development initiative, Blackpool Unlimited, recently.
Blackpool Unlimited helps the town’s new businesses become established, and established businesses grow. Key to its success is its website, a portal through which businesses can find help, information, ideas and funding.
Happy Creative was asked to help Blackpool Unlimited increase visitor numbers to its site, and it began by talking to the boss of the town’s most iconic business, Blackpool Tower, about one of the most important dates in its calendar: the weekend Strictly fever hits town.
It was a revealing interview, involving smuggling Strictly judge Darcey Bussell into the Tower, managing McBusted and coping with a crowd of Craig Revel Horwood fans – just the sort of thing likely to make people click and read.
“Content marketing is about using interesting, informative, original material to drive people to your business,” explains Happy Creative MD, Karen Lambert. “By mixing the behind the scenes insights with a serious look at the business impact of Strictly, we believed we could make a big difference to Blackpool Unlimited’s visitor numbers.”
The strategy paid off, with the resulting article (you can read it in full here) leading to a 62% increase in Blackpool Unlimited’s site traffic.
“Not every business in town has the Tower’s profile,” Karen explains, “but there are lots of businesses with exciting stories to tell, and by telling them we help develop Blackpool Unlimited’s profile, and inspire more Blackpool businesses.”
