Building corporate communities

ClientColsubsidioServicesContent Marketing, First-party Data, Lead NurturingYear2019

Colsubsidio needed to establish a communication channel to deliver specialized content among affiliated companies and identify prospects in specific business sectors to build a community based on valuable content.

Colsubsidio is a private non-profit organization legally mandated to provide supplementary benefits to the employees of the subscribing companies, such as training, health services, and cultural and recreational spaces.

One of the main focuses in training is the development of human talent and environmental impact, as well as the promotion of business trends and good practices.

Colsubsidio needed to identify and distribute specialized content among affiliated companies and specific business sectors.

Web site redesign to increase content interaction

Execution

As Strategy Director of the Digital Studio of Publicaciones Semana, I led the project to create highly specialized content aimed at affiliated companies and target sectors to develop a conversation around these topics.

Initially, the focus of the project was content related to human talent issues, but given the project’s reception, it was expanded to address the problems of social development and environmental impact. The following distribution channels were defined:

  • Digital: website, social media and newsletter
  • Printed: monthly magazine
  • On-site and streaming events: conferences, corporate events

One of the intermediate objectives of the project was redesigning the website to increase the average time of each visit and the number of pages consumed per session.

Within the digital execution, particular emphasis was placed on promoting the newsletter as a tool to build a user base. According to the contents consumed and the additional information captured, a segmentation was carried out to establish the topics of most significant interest among the affiliates and which companies could become future Colsubsidio clients.

Distribution

Highly targeted ads

Brand Awareness

Media endorsement

Lead nurturing

Email marketing

Editorial production and use of branded content to reach target segments

What were the results?

Thanks to content development according to consumption patterns and SEO recommendations, the readership increased, and the registered user base grew beyond the planned KPIs.

The website’s interaction and content consumption indicators increased thanks to the redesign and iterative process to improve the interfaces.

With the analysis of user interaction, opportunities were found to improve the business training offered by Colsubsidio.

Prospects were also identified among registered users, which allowed the commercial team to approach new clients who were already familiar with the brand and the catalog of services.

Technologies and other nerdy stuff

  • The websites were developed in WordPress
  • I led the card sorting process (using Optimal Workshop) to develop the new site version.
  • I managed Hubspot Marketing Hub to collect profile information generated in different spaces and automate communications through newsletters.
  • We used Google Analytics to analyze web traffic.
  • I Designed tracking dashboards using Google Looker (Formerly Google Data Studio) to gather information from data sources such as Hubspot and Google Analytics.

Project status

Active but not involved in the execution.

Where are the numbers?

Although the information on this case study is public, I prefer to talk personally about the KPIs. Let’s meet together!