Express Scripts, Healthcare Insights from the Express Scripts Lab
Liberty Mutual Insurance, Safe and Smart Living Blog
Pioneer Services, Blog for Military Families
SpareFoot, The SpareFoot Blog
To see all the winners of the
2014 PR Daily Awards click here!
Skanska builds a powerful blog
The development and construction company was reticent about distributing content, but it worked with PR firm InkHouse to create a highly informative outlet.
When your employees are focused on building housing projects, business developments, and infrastructure, it’s understandable that social content isn’t their first priority.
Still, Skanska USA
, the American arm of the Swedish company, wanted to build up its content machine, so it hired PR firm InkHouse
to help. InkHouse’s job was to create a blog—after some back-and-forth, executives agreed to WordPress—and promotional materials for that blog that would inspire employees to want to contribute. Over 11 months, the PR firm exhaustively searched for information that would make worthwhile blog posts, and published 97 posts from 35 employees.
Now, Skanska’s blog, Constructive Thinking, is thriving. In just over a year, it has earned nearly 120,000 page views, more than 30,000 unique visitors, and more than 41,000 visits. Visitors hang around, too. On average, they stay on the page for a minute and 25 seconds. That’s in part because the content is so robust. InkHouse and Skanska’s employees collaborate for video, Instagram photos, infographic campaigns, and big projects that last for months. For those reasons, Constructive Thinking is the winner of Ragan’s 2014 PR Daily Award for Best Blog.
The blog has also helped boost Skanska’s social media followings. In particular, Twitter has gotten a big push, gaining 4,700 followers in less than a year.
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