BUSINESS CHALLENGE
Shift the focus of Hallmark’s creative blog from recruiting to user needs.
SOLUTION
Create consumer profiles based on answers to the question, “Why do you create?”
STRATEGY
Target “Creative Caring Connectors” with content that provides:
- Inspiration to engage them
- Ideas and tips to improve their work and teach new skills
- Community of peers and professionals to offer support
RESULTS
- Survey of email subscribers validated assumptions
- Adding detailed how-to instructions for user-inspired projects dramatically improved SEO and increased organic traffic
- Social media posts engaged our fellow creatives as peers and increased followers
- We ultimately shifted content and resources to Ideas.Hallmark.com to deliver high-quality content to more users
TRISH BERRONG 