EGA Content Development

Category
Lead Generation, Marketing & Promotion, Strategy Planning
About This Project

About This Project

Goal: Develop evergreen content that will: continually drive traffic to website, establish client as a subject matter expert providing useful resources to crafters, and provide opportunities for lead generation.

 

The Strategy: The Embroiderers’ Guild of America (EGA) was formed for the express purpose of fostering the art of needlework and associated arts. The EGA provides a center to be used as a bureau of education and information regarding the art of embroidery for all guild members. Developing evergreen content enables them to give instruction and research in the art of needlework and to distribute related materials and publications to members and to the public. We worked cooperatively with the EGA to determine topics of interest and then developed various articles and tutorials (like Introduction to Visible Mending) to build a library of evergreen educational resources that can be accessed today, tomorrow and in the future.

The Result: New evergreen content, promoted across social media channels, increased traffic to the EGA website as well as contributing to a consistent increase in new membership applications each month.