Content writing // Ministry of Ideas trend report (2019)

Read the full report: https://lemiami.com/pdf/MOI_Brand_Activism_Report.pdf The Challenge: Originally a one-day conference at the beginning of the week-long LE Miami travel trade event, the marketing team wanted to grow Ministry of Ideas to become a revenue-generating event in its own right, devising a strategy for targeting travel-adjacent marketing and PR professionals for ticket sales. To do this, they needed new, relevant leads. The Opportunity: I had previously researched and devised a new content-for-marketing strategy, which led to the creation of a new group digital marketing role. In this case I saw the opportunity to run a content marketing campaign that would grow relevant leads for Ministry of Ideas while positioning our brand as an industry thought-leader. The Process: I researched and pitched several topics for a piece of gated pillar content to the Ministry of Ideas marketing team, from which we agreed to run with a trend report on the activist economy. I commissioned part of the report, before taking over the researching and writing process myself; I also briefed our in-house designer and worked with her to create the finished PDF. Meanwhile, I briefed the content team and oversaw the creation of a ‘web’ of cluster content comprising reworked existing content and new commissions. Ahead of the scheduled campaign launch and with the annual LE Miami & Ministry of Ideas event coming up, which I knew would lead to a surge of organic traffic to the website, I suggested to the marketing team adding the gated report to the homepage. The Results: Adding the gated report to the homepage resulted in 103 downloads during the week of the event, of which 60% (77) were new leads – all with no advertising costs.