BORD GAIS ENERGY
As publishers we wanted to leverage overall public interest in small business by developing content that would capture, serve and grow an audience interested in the SME sector. As advertisers, Bord Gais wanted to reach SMEs with the message that they are business suppliers for both gas and electricity. With this common ground established, what has resulted has been a mutually beneficial collaboration. We have developed a strong sponsored SME news vertical providing useful and relevant content and Bord Gais are now reaching a targeted and growing audience of readers with an interest in small business.
SME now appears as a vertical in our Business Etc offering and from May until December 2014 we published on average 48 SME Bord Gais sponsored articles monthly. Bord Gais ads display in all the ad units on all articles within the SME vertical and the SME landing page is consistently Bord Gais branded with a page takeover including banner, skins and all other ad units.
An editorial plan was established prior to the start of the campaign and each month a certain amount of SME content revolves around the monthly theme, themes were established in response to the current events of that month. Regular features are also part of the offering. Results have been excellent with traffic to the SME vertical growing month on month and average social interactions per article doubled between May and December.
View some of the sponsored articles live here: http://businessetc.thejournal.ie/smes/