BrandContent is a boutique content marketing consultancy with over a decade’s worth of experience in tech and financial services. Using knowledge gained from her previous role as a journalist, Founder and Managing Director Sharon Flaherty adapted the traditional publisher newsroom model and amended it for non-media brand’s marketing departments. The strategy has proved extremely successful in helping brands foster closer relationships through the delivery of innovative content that makes an impact.
BrandContent's aim is to help their clients create and implement content intelligently in order to meet their objectives and engage their audiences. However, prior to using Meltwater’s media intelligence platform, BrandContent found it difficult to understand which content is resonating with their audience. They risked wasting time on pushing messages that weren't sticking and not focusing on those the audience cared most about.
As with many companies, BrandContent exists to not only survive, but to flourish. Business development is, however, impossible if we don't know where we currently stand. By staying in the dark and not understanding our position we're at risk of straying from our focus and therefore goal.
“I wouldn’t be able to do my job without Meltwater's media intelligence as I’d constantly be in the dark. Media monitoring and listening is crucial."
A sufficient media intelligence tool sheds light on outside insights that can help us achieve our aim, as well as obstacles in our way. It’s not enough to purely look at data from inside our company, the internet leaves a path of digital breadcrumbs in its trail, and those that follow the breadcrumbs are on the road to success. This ever-growing path helps us to understand who’s saying what, where, and how – thus setting context and giving us the information we need to craft smarter strategies.
BrandContent also use Meltwater’s media intelligence tool to continuously grow their own company through the learnings provided by analysing both internal and client strategy. “We use Meltwater to ensure we stay focused and on message. For example, if we notice that a client has an unequal spread between consumer and trade publications, we will assign more time reaching out to a particular type of press,” Sharon explains. By doing so, BrandContent successfully satisfies their clients’ needs by smashing KPI targets.
BrandContent uses Meltwater’s media monitoring solution to analyse both qualitative and quantitative metrics, such as content clicks by social channel and comments on posts, to determine message resonance and understand whether they are creating engaging content. Moreover, Sharon explains, “Competitive benchmarking is a great way to gain a feel for the media’s appetite.” By keeping tabs on competition, companies can better understand what their competitors are doing well and mimic a similar strategy. For example, they may come across messages and tactics that repel their target audience and avoid making the same mistake.
"Data pulled from such metrics guide our strategy, helping us to deliver on our aim by creating content that we know will fuel positive engagement. For example, Competitive benchmarking is a great way to gain a feel for the media’s appetite.”
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"We use Meltwater to ensure we stay focused and on strategy. For example, if we notice that a client has an unequal spread between consumer and trade publications, we will assign more time reaching out to a particular type of press"
“Competitive benchmarking is a great way to gain a feel for the media’s appetite.” By keeping tabs on competition, companies can better understand as to what their competitors are doing well and mimic a similar strategy.
“Competitive benchmarking is a great way to gain a feel for the media’s appetite.”