Iver Make-Up Academy

The Iver Make-up Academy (IMA) specialises in training students for work within the TV, film and theatre industries. But with so much interest in hair and make-up online, how did the academy rise above more general searches to reach their niche audience?

The Iver Make-up Academy had plenty of visitors to their website, but the traffic was made up of general beauty-enthusiasts. As a result, enquiries were lower than they would’ve liked. They wanted to reach a more relevant audience by improving organic visibility for the right searches and target key audiences on social media.

We planned and produced a 6-month content strategy to improve IMA’s search visibility, raise their overall brand profile and engage their target audience on social media.

Firstly, we used search term calendars to track trends in relevant topics over the last 4 years. Based on the data gathered, we produced a content calendar outlining the pieces of written content we would create. Our content team then worked directly with IMA’s professional tutors to include a level of technical detail and insight in each written piece that would appeal to the target audience. Relevant content was then promoted on Facebook to engage key audiences.

We planned and produced a 6-month content strategy to improve IMA’s search visibility, raise their overall brand profile and engage their target audience on social media.

Firstly, we used search term calendars to track trends in relevant topics over the last 4 years. Based on the data gathered, we produced a content calendar outlining the pieces of written content we would create.

Our content team then worked directly with IMA’s professional tutors to include a level of technical detail and insight in each written piece that would appeal to the target audience. Relevant content was then promoted on Facebook to engage key audiences.