The Game of Humanity is a free online board game (HTML/browser) that traces the path of Mankind from the Beginning of Time to the here and now. It invites players to ponder how the 100 billion humans who came before us propelled our species from humble hunter-gatherers to Rulers of the Planet in 70,000 years. And it engages players in challenges that show us how our fundamental Human Nature can bind us together and keep us apart.
The creator of this free educational project hired me as Marketing Consultant, with the goal to find five hundred new players to try their game.
To achieve this I planned a content strategy on the most effective channels for virtual board games. They already had started Twitter and Facebook accounts, and where posting great content but lacking a formal distribution strategy. Research showed that besides Twitter and Facebook, a strong section of their audience were Reddit and Pinterest users, so we started new accounts to expand the reach of the game.
Like most games, this one had a lot of content, but it's browser board game nature lead their assets to be perfect for refurbishing and digital distribution.
By simply separating the visual and written content we're able to expand the visual content to make it more eye-catching for the fast-paced social media, plus taking advantage of the SEO value of the quality written content with added hashtags, we're able to display the game's brand with a call to action and a link straight to the subscription page to maximize engagement conversion.
After the foundation for the community was in place, we moved to longer lasting content
David Simon, the creator of The Game of Humanity, has great writing skills and wanted to be closely involved in the content development process, so I supported his writing with research, digital formatting, and distribution.
With the support of a strong social media strategy, we turned our attention to the website. The Game of Humanity website was already fully functional, but it lacked an SEO strategy. It's important to remember to submit your site to Google console as soon as possible, it can take a while to start reporting the data. After the right keywords were in place and the metric tracking system was installed, the site was ready to generate and analyze traffic.
While The Game of Humanity's goal is not monetary gain, they do have clear goals and expectations for their investment in my services, and while social media analytics can give you a general idea of the status of your campaigns, modern marketing demands accountability of the resources, and to satisfy this I installed a traffic tracking system into their website so we could see the actual results of our content marketing strategy and improve my weekly analytics reports.
