Content Marketing Blog

How major events affect your content marketing campaigns

Keeping up to date with major world events has become an incredibly important part of content marketing.

For instance, if your brand acknowledges an event, it shows consumers that you are living in the same world as them, but if you ignore it completely, it can make your brand look oblivious and out of touch with reality.

One major global event that took place recently was the FIFA World Cup – congratulations Germany!

Billions of people from around the world tuned in to watch yesterday’s final, so of course there is lots of potential here for brands to make the most of it.

A recent study by email marketing company MailChimp analysed data both from its clients and its ownemail recipients, and found the World Cup had a major effect on both audiences.

The study measured campaigns sent and engagement rates during three different matches throughout the tournament.

The opening match took place on June 12, which featured the host nation Brazil against Croatia. The study measured email activity in Brazil over the course of the day and found people got all their work done before the game.

The number of campaign sends on Thursdays usually ranges from 8 to 10 per cent, but that Thursday there was a peak of 14 per cent, and almost no activity during the game itself.

They also found a 39 per cent dip in engagement levels, with the number of clicks dropping down to 61 per cent of the average click through rate.

The next day, the study measured Mexico’s email activity during its game against CameroonStudy leaders found campaign sends dipped from 9 per cent down to 5 per cent, as did the number of clicks, during this time.

However, when USA took on Germany there was hardly as much of an impact. The study saw a 1.5 per cent decrease in email campaigns being sent, and only a slight drop in clicks.

As you can see, awareness of these events is vital for brands wanting to connect with consumers.

Not only is this is important for major events, but also on a day-to-day basis. And, it’s not only applicable to email marketing.

For instance, engagement rates on Facebook are 18 per cent higher on Thursdays and Fridays than they are normally, according to Bufferapp.

Being aware of these facts can pay off.

Planning your content strategy around the needs of your target audience and understanding what’s important to them is crucial.

Posted by Dylan Brown

Content Marketing Survey May 2014

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