From 2011 - 2016, Postmates was excelling in the on-demand delivery space, but their content was not matching their ethos: be the largest on-demand delivery platform in the U.S.--- enabling customers to get anything from anywhere. Upon implementing a cohesive content strategy that laddered back to their business goals, digital spend was 40 - 70% more efficient and organic SEO improved by 30%.
How did a refined focus on digital content make this level of impact?
The key is to reach your customers where they are; in this instance most customers were millenials; and millenials spend the majority of their time consuming content on social media. In order to reach potential new customers at the most efficient rate, we had to create content that was tailored to the environment in which they were already consuming media-- which in this case with digital and social. By creating a comprehensive content and social strategy that laddered back to the company's goals, Postmates was able to drive down the cost per new user by up to 70%.
So... how did we do it?
Lack of digital content strategy
Recognizing the Content Roadblock
After running a thorough audit, we identified that the initial roadblock was a lack of a thought through content strategy, roadmap and/or any sort of editorial calendar that laddered back to the company's goals. The content that was running across digital, lacked a clear narrative that tied back to the business vision.
Defining a digital content Strategy
Defining the Content Solution
The first step was to secure a firm understanding of the company's business and growth goals. From there, we identified the key content pillars and how they mapped back to the business goals. We then defined a full funnel content and distribution strategy (both organically and via paid media spend across digital).
Identifying Resource Hurdles
After defining a comprehensive content strategy, the question then became: how do we create this remarkable content that is destined to improve ROI? If you're strapped on creative resources, this hurdle can seem daunting at times-- if not impossible.
Becoming more efficient with spend
Improving Content Efficiencies
In order to overcome the resource constraints, companies will often have to look outside the immediate org and be "scrappy" -- but still maintain quality standards. In this instance, we hired a team of highly qualified yet affordable freelancers-- helping us to realize our content strategy in practice and test different styles to optimize ROI and digital spend.
No Editorial Strategy
Realizing Editorial Obstacles
What if through the auditing process you also discover no editorial presence? We recognized that SEO could be easily improved by creating a unique blog and pushing our own original editorial content.
Pioneering new editorial content
Pioneering New Editorial Content
We launched the blog with the purpose of defining a clear and comprehensive editorial voice, strategy and improving SEO. We folded the editorial strategy into the larger content strategy- writing articles that aligned with key pillars. View the blog here.
Lack of presence on essential platforms
Finding Other Missed Opportunities
The digital landscape we live in is forever changing. So it is likely inevitable that by the time you read this article there may be another new digital publisher to advertise on. Today it may be Snapchat or BuzzFeed... but tomorrow who knows!? The key is to keep up with the trends and continue to recognize where your audience is; use this as a barometer to determine if it's a platform worth testing. In the case of Postmates, we identified that Snapchat was a missed opportunity.
Launching Snapchat & revamping social channels
Launching New Distribution Platforms
Since the Snapchat audience aligned with the Postmates audience, we recognized a lack of Snapchat as a missed opportunity to attract and acquire new users. By launching Snapchat and weaving into our content strategy, we were able to reach consumers we may have otherwise not reached. In parallel we were also very cognizant of the importance of revamping existing social media platforms.