Webinar: Maximizing the Impact of Branded Content
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Webinar: Maximizing the Impact of Branded Content
Recently, Hannah Michelson, Marketing Manager for the University of Minnesota Medical School, joined Jenny Johnson, Foundry425’s Creative Accounts Manager, on a Webinar to chat content marketing. It was moderated by Sean Haley, Foundry425’s Executive Director. In it, Hannah discusses Where Discovery Creates Hope, a content marketing campaign that the University of Minnesota’s Medical School has been producing with Foundry425.
The campaign is heading into its second year. Hannah explains that the content marketing campaign helps them own “the narrative on who we are and what we offer, and we really like that this was much more than an ad. She continued that the “curated stories really encapsulate the breadth and depth of who we are.”
One of the benefits of working with Foundry425 is that – because we’re part of Star Tribune Media Company – we can help you distribute your message. And that benefit goes beyond just placing the media. We can also help optimize the campaign’s performance.
“We’ve been able to get really analytics,” Hannah notes. “In turn, that helps get buy in from leadership and to let them know we’re on the right track.”
“Having digital in the building, to be able to tell us how things are performing, is a huge advantage,” Sean added. After looking at the numbers, it helped inform a decision to move more of their distribution budget into social media.
The analysis goes beyond the typical Web data. “When we're talking about measures of success, we try to look at that brand percentage, familiarity and trying to grow affinity for brand,” notes Jenny.
But the value of the content is not limited to the marketing campaign. Having strong content benefits the U in ways they had not necessarily expected.
“I think one other piece – that we didn’t realize initially – was how valuable these stories are,” Hannah explained. Like many institutions, the U recognized the need for video content but did not have the in-house staff to produce them. “We’ve seen them used in fundraising events and aware ceremony presentations.”
“That’s been an exciting part of the learning process for us. You know, there is a huge need for this content and I would say there is no better team than the one we have working on it.”
As Jenny Johnson will tell you, this story is not unique to the Medical School. “We have a variety of different advertisers that we work with, each with different objectives.