Organic Content / Creative Direction
When I began at CompanyCam the brands social presence was minimal, most videos were stuck at 200-300 views with no other engagement than employees of the company. My objective was to figure out what resonated with our audience and show how it can be measured. Through the process I’ve developed multiple content series, built pillars, tested and iterated at speed and used AI to develop models for measuring organic socials success outside of just vanity metrics (but the result is the same, if you’re vanity metrics look good so will the other stuff).
The total following has grown over 100,000 followers and has generated 50 Million impressions. Through regression modeling we are also able to see impact inside the “dark social funnel” and halo effects that create business positive business outcomes. The key to this growth has been looking at the data, testing, dialing and than testing some more.
Using the social first data, we began to isolate and find content pillars and series that worked. Testing many different styles and types of videos and iterating on messaging until it began to resonate gave us a base of information to make it easy to try new things with more certainty and a better grasp of what would continue to work. Through out this process we also gathered valuable insight into the mind of our audience and our user, learning what they find entertaining and informative and how we can start to shape series to attack particular goals. With that information in hand I was able to translate it even farther through more data points.
Using 100 of columns and rows of data and AI, I was able to help articulate business impact that the organic social content was having across different business outcomes through regression modeling. This allowed for better decision making and helped inform what was working and what wasn’t.
We were able to see a much more full picture of what the content strategy was contributing to the business.
