Drewry's Thematic Approach to New Coronavirus Hub Breaks All-Time Daily and Monthly Engagement Records

We interviewed James Harley, Head of Marketing and Business Development at Drewry Shipping Consultants, about the success of his recently created Coronavirus Hub. You will have seen a number of Coronavirus Hubs go up on Affino sites recently, and each has its own particular formula for curating and presenting Themed, Topical Content based on a variety of Coronavirus impact factors - but essentially guides for navigating those turbulent waters.

For Drewry, the Thematic approach employed on this landing page is quite different to the rest of the site which very particularly targets the audience based on specific industry streams / sectors, job roles and areas of expertise. The Coronavirus Hub by contrast has a much broader purview which leads to a broader appeal overall.

The end result is that various different disciplines are reading the same material and being exposed to parts of Drewry’s offerings that they would not typically have been exposed to previously. James is a real advocate of using Affino Conversion Events to track every engagement activity and different degrees of engagement accrue variously between 2 and 10 points for activities ranging from Article Read to Webinar Attendance and Report / Product Review. You get nothing for simply landing on a gateway page - there has to be some sort of measured response.

As the key provider of global shipping intelligence, Drewry typically thrives in uncertain times - when the need for key insights, data and consultancy is at its highest. The new Coronavirus Hub has allowed Drewry to better leverage its broader portfolio, reputation, and educational credentials in particular.

James talks about the need to engage in Thought Leadership and be able to best martial your resources and present them in as accessible fashion as possible for the broader audience. Drewry are one of many Affino clients who have taken a leadership stance for their industry - and brought various parties within that industry together in one place - where they have rarely if ever mixed together to such a degree.

The Coronavirus Hub was turned around by the Affino Projects Team in collaboration with James and the Drewry team in under a week, and on the day the Hub was announced via Newsletter - engagement literally went through the roof - as can be seen on the following two Conversion Event Engagement Level Charts :