Not convinced by Social Media’s R.O.I – How does £5.7 million in 4 weeks sound?

Still unsure of Social media’s potential? Or maybe you’re an enthusiastic marketing manager trying to convince your board about the benefits of content marketing? Either way, listen up…

This is how a start-up business raised £5.7 million through content marketing alone in only 4 weeks. Wow.

Full disclosure: the whole story actually takes a little longer than 4 weeks. So it’s not the overnight success it first seems, but it’s still testimony to the power of digital marketing and brand building done correctly.

The project in question was a new card game. To get it started the creators wanted to raise $10,000 funding using Kickstarter, you can read more about the project here.

A Social Network

Elan Lee and Shane Small, who devised the game, then approached Matthew Inman (known for his online cartoon The Oatmeal) to illustrate it. Matthew’s cartoons are incredibly popular and he has a fiercely loyal audience.

It’s a textbook example of how Social Media and content marketing can work together.

On announcing this partnership, Matthew’s 3 million Facebook followers and over 400,000 Twitter followers turned out in their 1000’s to support his new project (with money).

Social Realism

Now, raising millions in a week won’t happen for everyone (more’s the pity), but, there’s an audience out there for every company. The crucial element, however, is making these potential customers brand loyal, and to do that you need to be communicating with them regularly.

By engaging with these potential customers you will regularly, you will begin to build a loyal audience who are interested in what you do and say.

So, if you’re still trying to convince your ‘purse string holders’ to buy-in to content marketing, point them towards Exploding Kitten Cards to see what is possible, even for something as crazy as this.