We’ve all heard it before: “Content is king.” But if you’ve spent any time actually building brand campaigns, you know it’s more nuanced than that.

In reality, content is a kingdom. You need short-form for speed. Long-form for depth. Social for energy. Video for emotion. You need content that educates, content that entertains, and content that simply holds the moment.

So the better question isn’t: What content should we make?

It’s: What kind of connection are we trying to create—and when?

That’s the mindset we brought to our multi-year digital campaign with the New Hampshire Golf Association. And what started as a title sponsorship turned into a playbook on how to engage an audience on different levels, in different ways, across a timeline that unfolded like a championship story.

Year One: Elevating the Experience with Hero Content

In 2023, NHGA wanted to bring more visibility to their marquee event, the State Amateur Championship—the most competitive golf tournament in the state. Until then, coverage was limited to leaderboard updates and a few social posts.

We took a different approach.

Our goal was to create “hero content”—video storytelling that gave fans and players an emotional connection to the event. We embedded our crew onsite for all six days of the tournament. Every day, we built a new storyline: reviewing matchups, interviewing players, positioning NHGA leadership as experts, and highlighting the art of course setup.

Each recap was written, edited, and published overnight. It was live sports storytelling, told like a Netflix docuseries—fast, rich, and cinematic.

The Results?

• Over 620 hours of watch time across six highlight videos
• 115% increase in lifetime views on NHGA’s YouTube channel
• 56% view-through rate, far exceeding benchmarks for amateur sports
• 80% subscriber growth
• 2 days of earned media coverage from WMUR
• And perhaps most importantly: a groundswell of pride and excitement from players who said it felt like the PGA Tour came to town

But here’s the key: this hero content wasn’t designed to drive link clicks or even conversions. It was built to deepen emotional engagement and raise the profile of the event. That’s its lane—and it crushed it.

Year Two: Expanding the Funnel with Multi-Tiered Content

In 2024, we built on that momentum. But we didn’t just rinse and repeat.

We stepped back and asked a different question: How can we expand the way people engage with NHGA content—before, during, and after the event—and meet them at different depths along the way?

So, we created a phased strategy:

1. Awareness-Level Content (Top of Funnel)

Leading up to the event, we rolled out fast-hitting social content:

• Course previews (What’s Concord Country Club really like?)
• Player spotlights from qualifiers
• Countdown-style posts to build anticipation

These were snackable, shareable, and designed for speed. No need to click away. The story was the post.

Outcome: Huge jump in impressions and reach—exactly what this tier is meant to drive.

2. Engagement-Level Content (Mid-Funnel)

During the first half of the tournament, we focused on daily social takeovers:

• Real-time photo drops
• Behind-the-scenes reels
• Story polls and Q&As to involve the audience in the action

We saved our video crew for mid-week, capturing a longer-form recap to reconnect fans with what was unfolding.

Outcome: High interactions and a big increase in new followers, especially on Facebook and Instagram.

3. Commitment-Level Content (Bottom of Funnel)

For the final days, we produced another cinematic video, wrapping the tournament with emotional weight and storytelling polish. This content was designed to bring closure and deepen the sense of community.

Outcome: Strong view-through rates again, high rewatch value, and lasting impressions.

So… Did It Work?

Let’s take a look:

Facebook Performance (2022 → 2024)

Year	Impressions	Reach	Interactions	Link Clicks	Followers
2022	14,100	3,100	484	584	—
2023	64,800	30,200	1,700	2,600	—
2024	116,000	64,100	2,300	522	3,600

Instagram Performance (2023 → 2024)

Year	Reach	Link Clicks
2023	5,300	0
2024	17,900	411

The biggest surges were exactly where they were supposed to be:

• Impressions and reach more than tripled
• Follower growth and email subscribers climbed significantly
• Link clicks decreased by design, as more of our content was native and complete—no redirect needed

What This Means for You

If you’re a marketer, a brand strategist, or just someone trying to “do content right,” here’s the takeaway:

Not all content should be trying to do the same thing.

Some content pulls people in.
Some content holds their attention.
Some content deepens trust or drives action.

The magic happens when you choreograph those layers across a full campaign—like we did with NHGA.

It’s not about more content. It’s about the right content, for the right purpose, at the right depth.

And if you do it right, your audience will thank you for it—with their attention, their trust, and their loyalty.