One idea, twelve weeks of content
Fliteline's marketing runs as omni-channel campaigns, not one-off posts. Each campaign starts as one idea and becomes six weeks of blog posts and twelve weeks of LinkedIn posts, reposted to Instagram and X, with white papers and landing pages around them, every week, in Fliteline's voice and its own templates.
- Client
- Fliteline
- Built
- A content programme
- Rhythm
- Every week
- Channels
- Blog, LinkedIn, Instagram, X
A small team, a hard-to-explain service, and buyers who read before they call.
The problem. Fliteline's buyers are professionals, so Fliteline needs to be present where they are, on LinkedIn first, and to sound the same everywhere: on the website, in a white paper, in a post. A team busy running charters cannot also write every week.
The approach. We run it as a programme. Each campaign starts as one idea agreed with Fliteline's team. From it come six weeks of blog posts and twelve weeks of LinkedIn posts, two for every article and each leading back to it, built in Fliteline's social templates and reposted to Instagram and X.
A Fliteline campaign calendar with invented content: one idea, What to decide before you ask for a charter quote, splitting into six weeks of blog posts, twelve weeks of LinkedIn posts and reposts to Instagram and X.
One idea
A single question Fliteline's buyers ask, answered from every side.
Six weeks of blogs
Each article answers one part of the question.
Twelve weeks of LinkedIn
Two posts for every article, each leading back to it.
How one idea becomes a season.
The campaign, step by step: the idea, the blog posts filling six weeks, the LinkedIn posts filling twelve, and three posts in Fliteline's social templates being reposted to Instagram and X.
It starts with one idea
A campaign begins as one question Fliteline's buyers ask, agreed with Fliteline's team before anything is written.
Six weeks of blog posts
The idea is worked into a run of articles, each answering one part of the question, written for the people searching for it.
Twelve weeks of LinkedIn
Two LinkedIn posts for every article, each one leading back to it.
In Fliteline's own templates
Every post is built in Fliteline's social templates, the same type, colours and mosaic as the website, then reposted to Instagram and X.
What the programme includes
Planned months ahead, published every week, and built from the same brand system as everything else.
- A campaign calendar planned months ahead
- Weekly blog and LinkedIn posts in Fliteline's voice
- Social templates in Fliteline's brand, for single posts and carousels
- Reposts to Instagram and X
- White papers, each with its own landing page and LinkedIn ad
- A brochure for each service, to download from the website
Where it stands
The programme runs every week, across the blog, LinkedIn, Instagram and X, and every enquiry in the CRM carries the campaign it came from.
One idea now runs through every channel Fliteline's buyers use, in one voice, alongside the website, FliteMapper and the CRM.
What we used
- LinkedInWhere Fliteline's buyers are, first
- AhrefsWhat people search for, before we write
- PostHogWhat readers do next on the website
- CRMThe campaign on every enquiry
