Project description: (reason for implementation, CS, history ...

)
Content marketing project called Krytina.sk is a professional portal about roofs designed for all
people who are planning to build or reconstruct the roof or those who have a roof and want to
keep it in a good condition for many years.
Krytina.sk portal was redesigned for the Mediterran Slovakia client in autumn 2016 and we
prepared a content marketing strategy for creating and distributing valuable content. Mediterran
Slovakia is a manufacturer of concrete tiles under the brand Terran, however, Krytina.sk deals
with and delivers objectively non-commercial information about all types of roof covering,
even for flat roofs (for which the folded roofing is not used).
The client's ambition is to gain the position of an informational leader within the roofing
industry (not just concrete tiles) which is gradually being fulfilled. This is evidenced by the
perception of the professional public, the constantly increasing visit rate and the users'
conversions/ conversations? and reactions.
The goal of the project is also to create a community of people who will visit the portal to ask
all their questions about roofs and will use a professional advice which is directed to the
representatives of Mediterran Slovakia.

Description of the target group and distribution of the project to the target groups:
The primary target group is working men who want to build or reconstruct the roof. Another
target group is roofers and specialists working in the construction industry, specifically in
roofing area (professional public).
Krytina.sk project works on the basis of online magazine which we publish weekly. It is further
spread through a variety of channels - an active Facebook profile, a monthly newsletter or via
SEO and liknbuilding.
Top keywords within the segment were selected as part of a detailed keyword analysis. These
key words were also focused on within the content which was subsequently promoted by
linkbuilding. Other themes came from a detailed analysis of discussions, forums and social
networks.
The content is always routinely distributed through the Facebook fan club which currently has
more than 1.800 fans as well as via regular newsletters targeting more than 1.500 contacts that
have requested regular information sending so far.

Description of project's content (selected communication strategy):

The content of the online magazine is created in collaboration with the qualified professionals
in the form of articles and infographics and in line with defined strategy to create a community
of people and to get conversions in the form of marketing leads and sales leads who use
counseling services and direct contact with sales representatives and technical specialists in
Mediterran Slovakia company.
Content consists of the articles and the unique infographics that educate people and help them
to get an idea of all the aspects associated with the construction and reconstruction of the roof
in a comprehensible way.
A complex e-book '5-steps to the new roof' was also created. It discusses the construction and
reconstruction of the roof and it is available to download freely after entering an email address
that is stored in the database and then is used to send a regular monthly newsletter. More than
1.300 people have downloaded this e-book so far. The portal generates high readability despite
the relatively specialized issue it deals with.
Except from professional content, it offers an inspirational and leisure-time content - ideas for
colourful realizations of new buildings, attractions not only from the world but also from
Slovakia. Published infographics are unique in the online area and they show positive responses
from Terran's end-users as well as from company partners, building companies and potential
partners.
Unique content in line with the strategy is also created for the profile on the social network
Facebook - Krytina.sk - all about the roofs, and for the regular monthly newsletter as well.
Linking to a client consists of the banner placement in the articles which are relevant to the
topic that the article discusses and at the same time its placement in the signature below the
infographics and in the e-book. The counseling is directed to consultants from the company.

Description of achieved results (impact on business, sales increase, brand loyalty ...):
We started a cooperation discussing Krytina.sk project with Mediterran Slovakia in the autumn
2016. Our task was to revitalize Krytina.sk portal which has not achieved the required results
for a long time.
We have decided to undergo a complete redesign of the portal and the realisation of the content
marketing on this project in order to create an informational leader from our client in this
industry and to create medium from Krytina.sk portal which is visited online by everyone who
thinks about the new roof or its reconstruction.
We recorded the first results at the end of 2016, shortly after start-up, but within the long-term
activity, we managed to get the project results to a much higher level throughout the year 2017.
Before we started and redesigned the portal, the portal visit rate was counted in tens, up to
hundreds of visits per month (mainly related to direct visits and visits from feedbacks on the
webpage terran.sk).
As a part of our long-term content marketing strategy, we focused primarily on organic rate
visit from search engines but visit rate from social networks and newsletters is present as well.
The organic visit rate was about 20% of total visit rate (in absolute numbers 40 visits per month)
at the beginning of the collaboration when the redesigned portal was started-up which was in
October 2016. A year later, in October 2017, the organic visit rate was almost 72% (in absolute
numbers 5.800 visits per month) so we managed to increase the rate by more than 5.500%
thanks to strategic content marketing.
With an increase of the original and useful content, the average user stay on the site was
increased by more than 61% over the year which is 2:58 minutes. Users spent more than 1.400
hours on Krytina.sk portal which is 1.200 hours more than in 2016.
Overall, over the year 2017, Krytina.sk portal was visited by more than 53.000 unique users (in
2016 it was less than 2.400) who went through almost 100.000 subpages.
In collaboration with experts we have prepared and published 77 pieces of useful and original
content (articles and infographics) that have reached almost 95.000 readings which means more
than 1.230 readings per one article/infographic on average.
Our analyses have shown that the portal is not followed by only end-users who are planning to
build or reconstruct the roof, but also by business partners of our client, several construction
companies, roof makers and the content from portal is shared by the association of roofers in
Slovakia.
Thanks to the CTA elements on the portal over 1.500 MQL - marketing qualified leads (contacts
of the potential clients) and more than 100 direct SQL - sales qualified leads (requests for advice
or requests for price calculations) were obtained during the year 2017.
Krytina.sk portal is already intensively perceived by both laic and professional public, and its
strength is steadily rising which is shown in the increase in visit rate even in the winter months
of the year which means, aside the client's main sales season.

Preklad obrazku:

Organic Visit rate of Krytina.sk portal

Krytina.sk portal was taken under our supervision in October 2016. Thanks to the redesign,
optimization and realisation of the functional content marketing, the organic visit rate increased
from about 25-30 visits to 5.800 visits, which represents more than 5.500% increase in organic
visit rate.
Magazine visit rate
The magazine with regular cumulative content is a key feature of the Krytina.sk portal.
In 2016 the magazine recorded 1571 visits (of which 481 were organically from search
engines). In 2017, the magazine visited more than 81.000 (of which organic visits were almost
60%).
Average time spent on the page
In comparison with 2016 in 2017 the average time was increased by 61.55% - 2:85 minutes,
and the sum of the total time on the page was 578.84% it is over 1414 hours (in 2016 it was
about 208 hours) spent on Krytina.sk portal. The average duration of magazine visit was 3:43
minutes in 2017 it is 70.98% more than in 2016 (2:10 minutes).
Krytina.sk portal positions in search engines
We have been tracking 1.000 key words (relevant in the industry) with a minimum of 10
searches per month from the start-up of the portal. In September 2016 after using all of these
key words the portal did not appear in the 1-3. position on Google search, within the usage of
2 key words, the portal appeared on the 1. page of the search, with 6 key words on the 2. page
of the search.
By January 1, 2018 after more than a year of content marketing, Krytina.sk portal was displayed
after entering 120 top key words in top 3 positions on Google. Using 95 key words it appeared
on the 1. page and using 98 key words on the 2. page of the search. In the 1. position between
the key words there are phrases such as roof repair, roof reconstruction, roof coverings, hip roof
or flat roof.
Visit sources
Organic visit rate was about 20% of total visit rate (in absolute numbers 40 visits per month) at
the beginning of the collaboration when the redesigned portal was started-up which was in
October 2016. A year later, in October 2017, organic visit rate was almost 72% (in absolute
numbers 5.800 visits per month, the visit from social pages is almost 17,5%.
The number of gained marketing qualified leads MQL and sales qualified leads SQL
Content marketing project and the related activities generated more than 1.500 marketing leads
(from those more than 1.200 are from Krytina.sk portal) and more than 100 relevant sales leads
(all from Krytina.sk portal).

Project description: (reason for realisation, CS, history ...)

We created and started-up the content-marketing Naša voda portal (nasavoda.sk) for the
MINERAL WATER Inc. client in June 2017. It is an online magazine about the beauties and
water wealth of Slovakia. It provides tips for trips around water-related places, maps less well-
known tourist sites, encourages to nature and health protection in relation to drinking regime.
The target group is people with a relationship to nature and Slovak products - young people,
families with children and middle-aged people. In the strategy, there were designed the types
of people who the content is made for.
Description of the target group and distribution of the project to the target groups:
A target group of people of different age categories connects love for nature, for Slovakia and
for Slovak products. In communicating through different channels, we have been able to create
an active community of people who connect the portal with the publisher and guarantor of the
project and thus with the mentioned water brands of the MINERAL WATER Inc. client.
Naša voda portal works as an online magazine with the regular content on a weekly basis. The
content is precisely selected based on a detailed analysis of keywords, discussions, social
networks as well as potential customers. In particular, we select topics that a large number of
people are interested in, as well as topics that have not yet been given enough space to. The
magazine regularly publishes the content in the form of articles, photographs, and infographics.
The articles inform about the various attractive places in Slovakia suitable for trips. They also
always provide useful tips and curiosities about places.
The content is divided into clear categories - infographics, western, central and eastern
Slovakia, tips for trips and health and drinking regime. Readers can find a specific area of
Slovakia that they are interested in and that one they are going to visit. Categorically, the regions
are divided into western, central and eastern Slovakia.
Infographics are a transparent visual product signed by the client's brands. They belong into the
popular content what is evidenced by reading statistics and sharing interactions on the Naša
voda.sk profile on the Facebook social network. Some of the infographics were taken over by
well-known Slovak media.
We have also created a large more than 50-page e-book, Sprievodca vodným bohatstvom
Slovenska. This e-book is available for readers free of charge after entering the email address
which it is sent to. An e-book serves as an offline water guide in Slovakia. It is processed in a
smartphone storage format for readers to read anytime. They can also reach the information
about places where they do not have access to the Internet - especially in the nature without a
signal. In the case of the Internet access, the e-book is also linked to the specific coordinates of
the mentioned water sites. When you click on the pictogram of the location, the user
automatically gets to Google Maps with the filled coordinates of the given location.
Excellent reading statistics are also achieved by a regular monthly newsletter. It primarily does
not promote commercial information about MINERAL WATER Inc. products, but it brings top
news from the magazine or information about current competitions. The average open rate of
newsletters is about 40%, the click rate is around 10% and it is regularly sent to more than 3.000
users.
The content is further disseminated through social networks on Facebook and Instagram
profiles. For both profiles, the unique visual content is created to support the project strategy.
Several promotional items under Naša voda logo have been created which are highly popular
between portal fans. They can win these items on the basis of active engagement into the
magazine activity/events.
Description of project´s content (selected communication strategy):
A complex content-marketing strategy standing behind the whole idea of the portal is following
the goals, namely, creating an active community of people who connect the portal with the
publisher and guarantor of Naša voda project that means they connect with the water brands of
the MINERAL WATER client. One of the main goals of the project is to build awareness of
client´s brands, even among the younger target group that has not been able to come across with
products of these brands so far.
Throughout the project, linking of the content to a client is done with easy branding using non-
violent banners in text in magazine articles or using signature in infographics and e-books.
MINERAL WATER Inc. through their brands Baldovská, Drobček, Salvator and Saviour is a
sponsor of smaller competitions realized on Facebook and Instagram profiles where
competitors can win their products.
Description of achieved results (impact on business, sales increase, brand loyalty ...):
The aim of the project is to build awareness of brands as Baldovska, Salvator, Drobček and
Savior and to create a media space that the client can use 24/7/365.
Within 6 months from starting-up of the project in June 2017, our project has succeeded in
gaining more than 3.000 regular subscribers of the magazine Naša voda, in creating a
community of more than 1.500 fans on Facebook, and during the first 3 months of the portal, it
has reached more than 20. 000 unique visits. The impact of Facebook posts is 535.000 which
is more than 21% of the total population of Slovaks active on this social network.
In addition to this goal, the portal also fulfils sales targets via the competition that took place
on Naša voda portal. Condition to take part in the competition was the purchase of 6 packs of
Baldovská, Salvator or Drobček. This competition attracted more than 2.500 people who
registered more than 5.500 receipts with the purchase of 6 water packs.
During the realisation of the project we also received dozens of positive feedbacks from people
who perceive the activity of the company. To illustrate here is only one of them:

I like your enthusiasm to promote the beauties of picturesque landscape of our country
alongside our exceptional Slovak rarity - mineral and spring water described on your portal
Naša voda. Today, number of Slovaks go abroad to discover the wonders of other countries and
at the same time we do not know our natural treasure here in Slovakia. Personally, I was
surprised by the amount and density of mineral and thermal springs in Slovakia. "
Peter and his family
Turčiansky Ďur

OUR WATER FOR MINERAL WATER Inc.

Slovakia is a water power and the country of a real water wealth that fascinates generations of
Slovaks and foreign tourists.
But many people still do not know what Slovakia hides.
That's why we have decided to create a content marketing project, the informational and
touristic portal Our Water, with cooperation of the client of MINERAL WATER company - a
producer of mineral and spring water. This portal presents the wealth hidden in Slovak water
in a catchy way.
The portal has registered more than 20 000 visits in the first three months since its start-up. It
presents the diversity of water beauties as well as the health benefits that water provides to
mankind in an attractive form and through a variety of content
In our regular magazine Naša voda, we create educational and inspiring content in the form of
articles, serials, photographs or unique infographics.
We have also created an e-book about water wealth which is a unique publication not only in
Slovakia, but also in the world.
It offers tips for trips, describes interesting water sites and the reader gets on the GPS location
of the current place on Google Maps with just one click.
The company MINERAL WATER Inc. for which the portal was created is one of the oldest
producers of mineral and spring water in Slovakia (under the brands Baldovská, Salvator,
Drobček and Savior). Its connection to water wealth and its history is therefore completely
natural.
We have created a community of people that tracks the content on social networks, regularly
communicates with each other, engages in organized competitions and regularly reads a
newsletter.
For the client, we cultivate not only the educational content that teaches Slovaks to discover
and appreciate our water wealth, but also we build awareness of its brands and create the
position of an informational leader in the mineral and spring water sector.