Columbia Sportswear, a leading outerwear and sportswear brand, had an in-house team producing written and video content. Columbia hosted their original content on a dedicated blog and worked with a variety of different social and content discovery platforms to promote their content and drive blog traffic. In spite of dedicated marketing efforts, their quality content was not getting the anticipated engagement levels.
GENDER: MEN AND WOMEN
HOW COULD COLUMBIA SCALE CONTENT VIEWERSHIP TO NEW HEIGHTS?
Columbia’s small in-house content creation team set a demanding monthly editorial calendar. The high volume of content was great for customer engagement, but difficult to manage manually via multiple distribution platforms. Additionally, Columbia lacked the bandwidth to gather and analyze insights from each platform in order to optimize their content marketing strategy.
Columbia’s small in-house content creation team set a demanding monthly editorial calendar.
Story by PulsePoint automated the distribution of Columbia’s branded content to outdoor enthusiasts. This was done at scale across premium digital destinations, using 25+ native, social and content discovery channels.
1. CONSOLIDATE MULTIPLE DISTRIBUTION CHANNELS INTO ONE AUTOMATED PLATFORM
Story by PulsePoint leveraged direct integrations with major social, native and content discovery networks, to scale Columbia’s content across a variety of distribution channels*, all managed within a single platform.
2. FIND THE RIGHT AUDIENCE
Story by PulsePoint’s technology identified the top performing stories, tracked engagements and optimized in real-time across an array of page-level metrics, social actions, page views and clicks. Story by PulsePoint’s consumer interest targeting reached Columbia’s key audience of outdoor enthusiasts with relevant content at scale. Content was distributed across premium digital destinations such as ESPN.com, TravelandLeisure.com, Mashable.com, MensHealth.com, SI.com, and StyleWatch.com
3. INSIGHTS THAT INFORM
Story by PulsePoint’s page-level analytics allowed Columbia to understand which pieces of content were performing best across each distribution channel and enabled strategic optimization. Findings showed that seasonal content generated the highest level of engagement, so Columbia was able to leverage these results to drive strategy going forward.
After implementing a seasonal content strategy to meet audience preferences,