CITY OF MELBOURNE
Content creation for What’s On blog

blog.thatsmelbourne.com.au

The Pitch

The team at City of Melbourne had big ambitions for their blog. They wanted to see the unique stories of Melbourne businesses shared with a much wider audience.
 
The What's On website and blog showed potential as a first-choice online destination for both Melburnians and visitors to the city alike. In order to do so, they needed to significantly increase the output of their top-notch multimedia content.

The Solution

City of Melbourne came to Bakewood in their search for a provider who could service the multi-facetted needs of their brief on a weekly basis across the course of the year.

We were asked to respect the marketing strategy already devised by the City of Melbourne team and continually pitch new ideas in accordance with this strategy.

Our responsibilities included the research, fact checking and writing of posts, as well as visiting venues to take striking photos that fit within the format of a blog.

On occasion, we also shot 90-second videos that are professional and engaging, and showcase the best of Melbourne while still meeting the turnaround times and budgetary restrictions of a production intended primarily for social media purposes.

The Result

While working with Bakewood, City of Melbourne noted an increase of blog traffic.

Such an increase not only helped the team promote businesses and events within the City of Melbourne; it also facilitated more accurate charting of blog trends. For example, Bakewood’s ‘list posts’ were deemed popular and, consequently, we increased the frequency of this style of post.

We also worked on City of Melbourne’s 30 Days of Christmas campaign in 2014, which required us to produce a blog post per day, including weekends, from 25th November to Christmas Day. That specific campaign recorded an increase in traffic and a decrease in bounce rates from 2013.

Our achievements with What's On have seen Bakewood produce a number of promotional and research videos for other departments within the City of Melbourne.