Here at Have Your Say, we know all about the power of content seeding. Sow select seeds with due care – and, crucially, in the right substrate – and after a little watering you’ll be rewarded with a healthy crop come harvest time.
That’s precisely what happened after Urban Micro Greens, a company in central Johannesburg that produces densely grown, highly nutritious seedlings known as microgreens, approached us to spread the word about the health benefits of its products.
Tasked with creating awareness around this type of nutrition and ultimately converting Gauteng-based foodies into customers of Urban Micro Greens, we set about positioning microgreens as the industry’s latest “super food”. We crafted high-quality content that not only kept the company top of mind but also added real educational value for readers.
Of course, seeding this content with the right publications was central to the campaign’s resounding success. This is where the strong relationships we had already forged with individuals at various high-reach titles came into play, helping us to place our content in national publications such as Mail & Guardian, Parent24, IOL Lifestyle and Women’s Health.
We also worked with celebrity chefs to come up with fresh recipes based on the key ingredient of microgreens. These were likewise seeded with relevant titles, giving readers concrete examples of how to use microgreens in their own dishes as well as further emphasising their health benefits.
Thanks to our campaign, the health-conscious market’s knowledge of and demand for microgreens increased markedly, while the co-founder of Urban Micro Greens was quoted in multiple publications, which furthermore listed details of the company itself. Wins all round!
So, whether you’re talking about microgreens or content seeding, taking some care to provide the exact requirements for germination will more often than not result in a bumper crop.