Here's how Clyde pushes his e-mobility blog
How can you achieve high user engagement on a corporate blog—and how do you drive traffic to the website? Capture Media and Redact implemented the necessary measures for Clyde.
Clyde offers a flexible car subscription and is fully committed to electromobility. In collaboration with the Redact agency, the company has now also launched a blog and aims to position itself as a pioneer and expert in the field of e-mobility. The goal of the new blog is especially a high user engagement, but also traffic from the blog to the corporate website. To achieve this, Redact has brought the digital advertising specialists from Capture Media on board.
Capture Media developed Fusedeck, a privacy-compliant tracking and analytics technology that fully measures and maps real user interactions on the site. The holistic engagement advertising setup includes a broad media mix (display, native and social media) and uses content from selected blog posts to engage users across all channels. In the process, the campaign is continuously optimized for the best-performing channels.
More insights for future measures
The goal of the campaign is to generate real awareness on Clyde's e-mobility blog and to determine more insights about the actual interests of the target group for future blog posts and advertising measures. For site engagement ads, only those users who can be shown to be active on the site for at least eight seconds, thereby demonstrating genuine engagement, are charged. Campaign sources are dynamically optimized in real time.
In addition to the campaign, a focus was placed on evaluating traffic and optimizing the blog in the "think" phase. For this purpose, the users were divided into four content engagement segments: A user actively engages with the content for at least 30 seconds in "Low", while in "Medium" and "High" the active dwell time is 60 and 90 seconds, respectively, and requires reading several blog posts. The "High+" status is awarded if there has also been a jump to the corporate website.
Result: Just over half (52 percent) of the users are "Low" engaged, which means that over half of the users were actively on the page for at least 30 seconds. Just under 30 percent of sessions are "Middle" engaged, meaning they are actively engaged with the content for at least 60 seconds (about 300 words). The remaining 18 percent of sessions are "High/High+" engaged and users are actively engaging with the blog posts for at least 90 seconds (approximately 450 words). Overall, the campaign achieved an engagement rate of 55 percent.
Responsible at Clyde: Benjamin Kägi (Senior Product Owner), Fabian Huber (Senior Manager Performance Marketing), Laura Strukamp (Senior Manager Communications), Nicole Baumgartner (Senior Experience Designer), Renato Späni (Head of Marketing); responsible at Capture Media: Laila Kuhn (Digital & Analytics Lead), Sandro Albin (Managing Partner), Sascha Prukner (Lead fusedeck© Consultant); responsible at Redact: Barbara Mayer (Content Strategist), Marc Bösch (Lead SEO & Analytics), Silvan Duss (Senior Consultant Content Marketing).
