Featured in The New York Times

The Goal

Our goal was to boost search result rankings for keywords associated with the client’s core business competencies. To do that, we developed content tangentially related to Shorr’s core business – online shopping and home delivery methods. We believed – correctly – that this topic appealed to journalists and mass audiences.

The Strategy

The campaign had a $10,000 budget, split between research, content production and media outreach.

During the ideation process, we created a mindmap to identify topics related to Shorr’s business focus. We selected a topic – package theft – that we knew we could express as a narrative infographic – a highly attractive format to journalist and an impactful experience for readers.

We surveyed 1,000 people to understand who’s been affected by package theft, what cautionary methods Americans are taking to avoid their online shipments from getting taken, and to see how they think online retailers can keep their packages safe. This proprietary information informed the narrative infographic.

Why it Matters

Journalists and editors are incentivized by views, social shares, impressions, and other engagement metrics. So, the most important aspect of our outreach strategy was finding the right journalists and editors to share our content.

At the same time, content that is overtly relevant to a B2B company can see overly promotional or advertorial. We needed to create & promote content that reflected aspects of the client’s expertise while simultaneously offering something “new” and newsworthy to journalists.