Hardscape: Engaging with well crafted content

The brief

Hardscape has helped lead, design and deliver signature hard landscaping projects since 1994 working collaboratively to help realise a shared vision for public places. It is committed to have an enduring impact on the people and places they connect with through schemes.

The company wanted to communicate its credentials and proud heritage to designers working in large architectural firms, moving beyond product messaging to affirm itself as a thought leader.

Objectives

  • Establish Hardscape as a trusted collaborative partner of large architectural practices
  • Elevate the business beyond that of a product supplier and showcase its approach and expertise
  • Gain share of voice in the hard landscaping market and insights on wider issues

Activity

Strategy: thought leadership by elevating the conversation beyond products

  • In-depth research was carried out via telephone interviews with the target audience to understand what information they were looking for from Hardscape – and how they wanted this presented – and on what channels
  • Using these insights a content marketing strategy was developed centred around a monthly piece of insightful/trend led content to meet the core audience’s needs
    • Informative and insightful blogs for the Hardscape website
    • Shared through tightly targeted e-shots to engage the time-poor audience
    • It was then re-purposed as blog posts for the Landscape Institute
    • Then shared via carefully targeted Twitter and LinkedIn campaigns – both organic and paid-for
  • To cement Hardscape’s role as collaborators and thought leaders, landscape architects are also regularly invited as contributors to key trend pieces

Result

  • Content is served to a dedicated database of designers
  • Open and click through rates are increasing month-on-month
    • Average open rate is 20%
    • Average click through rate is 20.5% (against an average industry CTR is 2.9%)
  • To date, social media advertising has generated 3,354 website clicks.
  • On Twitter, the average website link click rate is 2.37%

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