Material Depot
Work from
2022 – 2022
Industry
Construction & Procurement
Work Description
Material Depot is a growing B2B company catering to professionals involved in the construction industry. They are an online material and texture library. Their content needed to reach and engage with their potential and existing clients in a way that proves them to be knowledgeable and relatable.
What I did
• Create and manage content strategies for different social media platforms
• Experiment with content funnels that appeal to target groups
• Plan content to increase reach and click-through rates
• Strategize and create content to support diverse marketing initiatives
• Recycle content for Social Media and Blogs
Content Strategy
My Process
In the company, I worked on Content Management, Social Media management, copywriting, SEO optimisation, and occasional email marketing and webpage content writing.
I started by looking into previous ways of creating content and strategies used and established by the company. This involved looking into content that worked well- higher reach, engagement and clicks. The effort and time consumed for each content piece were noted. Besides that, research was conducted on the types of content used by core and miscellaneous user groups, which were often changing. This included searching for existing platforms they used and engaged with.
With the knowledge so far, and using basic Social Media and Hashtag strategies, I started experimenting with content ideas, keeping the existing successful content categories still on the run. Content funnels were made and planned to be scheduled for times when the user group are active online. The funnels changed at times regarding insights and brand product changes.
Content strategies had been made for Instagram, Facebook, LinkedIn, Twitter and Quora. Insights of each experiment and content piece were taken 2 weeks after it was first posted. Successful ideas were taken forward and improved.
Results
In 6 months,
• The content style was made for the brand on many platforms
• The Social Media followers on Instagram increased from 7K to 17K
• Social Media content reach grew by 20.2%
• The engagement rate increased from approx. 1.3% to 10.85%
• Improvement in SEO scores was done in blog posts
Social Media – Instagram
Informational Posts
Informational posts consisted of educational content. To be a leader in the construction industry, being knowledgeable and understanding of the field is required. Such content engages and educates the users.
Brand-Related Posts
Services and products on the platform are brought to the users on Instagram with brand-related posts. New products, features and offers are conveyed through these posts.
Engaging / Relatable Content
Using funny and engaging content relatable to core user groups is a strategy to keep the users on the hook. It has helped reach many new users as well.
Stories
Stories were mainly used to engage directly with the users, showcase the products and increase website traffic. Within 2 months, the reach of the stories had tripled.
Advertising
At this new and growing construction-tech firm, experimentation was the key. From ad formats to copies and graphics, different types of advertisements have been worked with. Ads were made for Instagram, Facebook, LinkedIn and Google. Different ads were created for different campaigns.
Carousel Ads
