Content Marketing for the Countryside Alliance

Extending the organisation’s reach through print and digital content marketing  

Client: Countryside Alliance
Sector: Lifestyle
Output: Magazine | Website | Online and social content | Video

Brief
In 2017, the Countryside Alliance came to Dialogue wanting to both reward their members’ loyalty and improve the reach of the organisation.


Challenge

The Countryside Alliance needed to provide authoritative information on issues and the organisation’s core activities while also being engaging for their members through stories that spoke to them.

Dialogue started working on My Countryside in summer 2017 to support its aim of being, quite simply, the voice of the countryside. Dialogue set about producing a magazine that would inspire rural communities while also supporting and protecting the rural way of life.

Results
The first issues of My Countryside have been a huge success, covering subjects as diverse as sea fishing, falconry and equestrian art.

My Countryside continues to flourish as the must-have magazine for rural dwellers and countryside lovers. Compelling features showcase everything from our best of British traditional breeds to celebrating our Rural Oscars.

These sit alongside beautiful photography and a deeper focus on issues that affect CA members. The magazine continues to thrive, providing thought-provoking editorial for an engaged readership.

We have been able to identify content for use online and social media.

Previous video views were between 1k and 15k at the most but our in-house video content team produced a video to accompany a magazine feature on the growing trend in riding side saddle with brilliant results.

Since going live in November 2017 it has had the following views on Facebook.

– 467,000 views (nearly 10x what we assumed was an ambitious target)

– 5,900 shares

– 5,498 Likes

– 955 Loves

– 335 Wows

– Only 15 dislikes

– 95% organic reach

The cost per view was 0.3p while social engagement was just 8p – and is the biggest video ever launched on their Facebook channel.



If you would like to discuss branded content with us, please make contact with Jason Elkins via Jason@archantdialogue.co.uk or +44 (0)1603 664242.

To find out more about brand communities and content, you can download our free report The Benefits of Brand Communities.

 

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