The Syllabus:
At the onset of the automotive inventory crisis, spurred by the Covid-19-related ongoing semiconductor shortage, automotiveMastermind (aM) wanted to shift its content strategy to support dealers faced with inventory constraints. aM knew its integrated marketing strategies needed to quickly evolve from helping dealers maximize their profitability to helping them reimagine how they approach vehicle sales and acquisitions.
Lesson Plan:
The company created 58 content assets, including blog posts, E-books, white papers, live webinars, earned media opportunities and video podcasts, with product messaging focused on equipping dealers with the tools needed to adapt to evolving inventory challenges. As part of its integrated communications campaign, aM also distributed a press release announcing how its product expansions were helping dealers drive sales and acquire inventory from untapped sources amid ongoing inventory shortages. It compiled all assets into a content stream.
Report Card:
From January through December 2021, the inventory content stream generated:
- 9,213 pageviews
- 6,892 sessions
- 465 form submissions, with a 13% conversion rate on gated assets
Year to date, the website has seen significant improvement in its search rankings, collecting 2.18 million search impressions and 138,000 clicks from search. Additionally, its distribution on PR Newswire resulted in 165 placements, while targeted pitching resulted in seven media placements in aM’s target dealership/tech media outlets.
Report Card:
From January through December 2021, the inventory content stream generated:
- 9,213 pageviews
- 6,892 sessions
- 465 form submissions, with a 13% conversion rate on gated assets
Year to date, the website has seen significant improvement in its search rankings, collecting 2.18 million search impressions and 138,000 clicks from search. Additionally, its distribution on PR Newswire resulted in 165 placements, while targeted pitching resulted in seven media placements in aM’s target dealership/tech media outlets.
