Luxury brand content strategy

Elevating Hedsor House as a luxury wedding thought leader

If you’re a marketing manager in the luxury or lifestyle space, you know that coming up with what makes you different isn’t easy. We see you. Trying to stand out amid a sea of brands vying for the same audience, often with similar offerings, day in day out? It’s tough. 

This is particularly true in the high-end wedding industry. Today’s couples demand so much more than just a beautiful dress and champagne; they want deeply personal experiences that reflect their unique identities and values, all while drawing inspiration from curated social media feeds. 

Hedsor House, an exquisite Georgian country house nestled within 100 acres of pristine Buckinghamshire parkland, partnered with us to develop beautifully written editorial content. The aim was to tap into this evolving trend for meaningful and personalised special events, going beyond merely highlighting the venue’s exceptional features and positioning Hedsor House as a thought leader, setting a new standard for luxury weddings.

This strategic approach was designed to capture the hearts and minds of high-end couples, generate significant industry buzz and solidify Hedsor House’s reputation as the ultimate wedding destination for couples who care.

Our challenge 

Despite being a frequent feature in lifestyle publications and having earned a reputation as one of the UK’s most desirable wedding locations, Hedsor was keen to elevate the brand’s marketing strategy. It was time to become the name that comes to mind for both couples and industry professionals.

The brand was looking for consistently high-quality, engaging editorial content that would:

• Maintain its position at the forefront of the UK’s luxury wedding venue market, ensuring it remains the top-of-mind choice for discerning couples.

• Establish Hedsor as the thought leader and trendsetter in the wedding industry, making it the go-to source for expert insights and quotes.

• Resonate directly with the desires and expectations of modern couples, adding value to their journey and inspiring them as they plan their big day at Hedsor House.

• Enhance SEO visibility, driving valuable organic traffic and boosting its online presence.

• Provide versatile written material that could be effectively leveraged across all marketing channels, including email and social media, for maximum impact.

The S&S solution: storytelling

Drawing on our decades of experience as journalists, Salt & Sage developed a targeted content strategy to kickstart the launch of Hedsor’s Journal page, creating three long-form blog posts, each addressing a key trend in contemporary weddings:

• Blog 1 – Sustainable Luxury Events: showcasing how to throw an eco-chic celebration without sacrificing any of the glam, positioning Hedsor House as the go-to for sustainable weddings.

• Blog 2 – Weddings with Children: celebrating the rise of family-friendly weddings and proving Hedsor House can create magical moments for everyone, no matter their age.

• Blog 3 – Modern Wedding Trends: diving into how couples are rewriting the rules and highlighting Hedsor House as the perfect place for a one-of-a-kind celebration.

The content creation process included:

Luxury brand content strategy: creating meaningful, storytelling content that positioned Hedsor as a thought leader, driving engagement and elevating its reputation.

In-depth research: comprehensive research to identify relevant, high-quality outbound links and attract valuable inbound links, boosting SEO performance.

Expert interviews: as former journalists, we love asking all the questions. Our approach always includes up to one interview per blog post to gather unique insights and perspectives.

Optimised structure and presentation: strategic use of varied headlines, bullet points and compelling pull quotes to enhance readability, engagement and SEO.

Strategic calls to action: implementation of compelling yet tactful calls to action, incorporating a mix of direct and indirect selling techniques to encourage enquiries and bookings.

Content repurposing ideas: we always share actionable recommendations on how to repurpose each blog post for maximum impact across PR, social media and email marketing.

Editing process: two rounds of revisions per blog post to ensure the final content met the highest standards of quality and accuracy.

Flexibility and responsiveness: we’re here to support you. With expert insights, regular communication and a reliable, dedicated team of two, our clients can always expect copy delivered on time, to budget and with a smile!

The impact

• Elevated brand positioning: Hedsor House is now seen as a thought leader in the luxury wedding scene, attracting high-end couples and garnering attention from key industry influencers.

• Increased engagement: the tone and style of the blog content resonates strongly with potential couples, providing valuable inspiration and solidifying Hedsor House’s relevance in their wedding planning process.

• Improved SEO: it takes time for the data to come through, but so far, search rankings are up, meaning more organic traffic to its site.

• Content for repurposing: Hedsor now possesses a valuable library of content that can be repurposed across email marketing, social media platforms and public relations initiatives, maximising their marketing investment.

But don’t just take our word for it…

We sat down with Fran Everist, director of sales and marketing at Hedsor House, once the blogs were live and asked her a few questions: 

Q: What were you looking for when you approached us for your writing project? What problems were you facing?
A: We were looking for some professionally researched and written blogs about various trends within the wedding industry. The aim was to create some authentic content that helped position us as thought-leaders in our space, but also provided a genuinely interesting read

Q: What did you think about the work we delivered?

A: The team was super responsive, quick to understand the brief, and delivered just what we wanted. We are super happy with our new content.

Q: What did you like the most about working with us?

A: Responsive, professional and quick to understand and get under the skin of our brand.

Q: What has surprised you the most about working with us? 

A: How quickly you took a subject that you don’t work in regularly, and crafted such an engaging read.

Q: What would you say to someone who is considering working with us?

A: Do it!

Fran Everist, director of sales and marketing at Hedsor House