New content campaigns turned passive readers into dedicated consumers

Challenge:

A few years ago, Cox Communication’s Northeastern division decided to produce an innovative new series of content marketing campaigns. Their mission was to turn passive readers into dedicated consumers of CoxHub, a source for local sports, news, food and drink, and entertainment across New England.

CoxHub was looking for a way to reach a local audience and drive new pay-per-view customers, but the company needed to establish an editorial infrastructure. In the past, Cox published one paragraph stories to accompany their video content. But they needed more high quality, multimedia focused feature editorial, with a quality mix of graphics, images and video.

With little experience in the online space, CoxHub turned to Contently for its easy-to-use content platform, network of quality contributing writers, and a data-driven approach.

Solution:

Armed with a robust content creation platform and access to skilled contributors, CoxHub saw engagement rise immediately. After this initial success, the company started using Contently’s analytics and distribution, which reduced the cost-per-click when promoting content. After the first year alone, CoxHub produced 1,200 stories, and the conversion rate for pay-per-view events increased by 50 percent.

“Contently provided Cox Communications with an editorial platform that allowed for a streamlined content creation process, as well as access to passionate writers who are not afraid to go the extra,” said John Parris, director of field and channel marketing.