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.”
Please enter your email to subscribe to the Happy blog
Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.
We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.More about Paid Social Campaigns
All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.
We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.More about Social Media
Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.
But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.
We design communications that help build a consistent brand and convert more leads to sales.More about Design & Brand Building
Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.
Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.
Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.More about Websites
There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.
So when your customers are ready to buy, it’ll be your brand they think of first.More about PR & Content