Content marketing from members magazine to multi-channel member engagement
Client: British Eventing
Sector: Leisure | Country Living | Equestrian
Awards: Sport and Recreation Membership Magazine Award, MemCom awards 2014
Campaign: Website | Content | Video | Magazine | Ad Sales
In 2009 British Eventing wanted to relaunch its bi-monthly magazine for its 15,000 members. The aim was to bring a fresh look to the title with better pacing, editorial features, design and a more attractive advertising model.
The challenge was to meet the needs of a wide age range (12-60 year-olds), varied competing levels (from absolute beginners to Olympic stars) and enthusiasts.
As well as providing a full publishing service for the magazine covering editorial, design, production, advertising sales, print and distribution, we also needed to deliver a digital edition for web and mobile.
The relationship with BE has subsequently developed to include the monetisation of BE’s monthly e-newsletters, bi-monthly themed e-newsletters and BE’s official website.
In 2016, we launched BETV, an online video platform. Dialogue provided end-to-end video services for the channel, which features news updates, training videos and exclusive interviews with leading event riders.
In 2017 we designed additional benefits for members with the launch of a fashion-led Look Book and tote bag, distributed at Badminton Horse Trials. The same year also saw the first year of live-streamed events, which helped to take member engagement to the next level and attracted a peak audience of 20,000 worldwide.
A new addition to 2018 was BE Life Online, an eventing lifestyle website that provides lifestyle content and repurposed SEO-friendly magazine articles to widen the reach of the brand and provide an extra revenue stream.
The magazine is rated highly among members with 81% stating that the magazine is a valuable member benefit and 85% of the readership thinking the quality of content is good or very good.
Expanding the magazine’s core offering digitally has improved the reach of British Eventing and boosted ad revenue across the website, email, video and live streaming as well as across channel. In 2016 just 10% of the ad revenue came from digital sales, in 2018 we forecast this to move to 32%.
If you would like to discuss magazine or digital content with us, please make contact with Jason Elkins via Jason@archantdialogue.co.uk or +44 (0)1603 664242.