Global Gifting Franchise

All Points Digital (APD) partnered with this national brand to help them achieve their business goals. The overall goal was to implement and maintain a content strategy that went beyond creating a library of quality content. More specifically, APD needed to develop a content strategy that not only followed best practices, but expanded the customer base and introduced the brand to new opportunities. The client’s digital marketing had to be consistently created, promoted, and linked to and from high quality content.

In addition, the national gifting brand asked APD to create a comprehensive content strategy that expanded their reputation as a birthday and funeral gift. The content strategy had to align with their brand identity around celebrating life’s special moments with the right gift. By identifying key moments in which someone might be trying to digitally search for an appropriate gift or treat for friends or family, this key brand could appear in the search results and expand its customer base, and thus, increase its revenue.

The ongoing challenge: generate a content marketing strategy that draws on interesting, applicable occasions in order to grow their customer base and demonstrate a return on investment of content marketing efforts.

The APD team understood that it was important for this national brand to invest in blog content as well as more specific material throughout the site that was tangential to the product catalog. It was imperative to connect the brand’s products with moments in time as potential buyers go online to find the perfect gift.

APD encouraged the client to take a step back from online branded content and associated topics and, instead, focus content efforts on connecting the brand and product as the answer to a question their future customer is searching. The content marketing strategy needed to address the key question: “What is the right gift for this occasion?”.

It was clear to APD that by investing in digital content that was tangential to the core ethos of the brand, the customer base grew significantly. Content marketing helps increase brand awareness and introduce new customers to what the company provides. Through a variety of series around all types of gifts and the best gifts for every occasion–including the best gifts delivered–the comprehensive content strategy captured a wider net of customer search behavior and, thus, increased the revenue of the already nationally successful business.