From mixed messages to 125,000 views

Social Strategy

Before a single post was published, we did the research. That meant a thorough analysis of Vale Royal Abbey’s brand, their target audiences, and the wider wedding and events venue landscape – examining what competitors were doing, identifying the gaps, and building a strategy around where the real opportunities lay.

We developed a content mix built around four pillars:

• Weddings – showcasing the venue as a setting for one of life’s most significant moments, from the grandeur of the Great Hall to the thoughtful details that make a day unforgettable
• Afternoon tea – positioning the Abbey’s hospitality offering as a destination experience in its own right; timeless, relaxed, and worth seeking out
• Events – covering the full breadth of what the venue offers, from intimate christenings and birthday celebrations to milestone gatherings and funeral receptions
• Brand and heritage storytelling – drawing on the Abbey’s extraordinary history and the people who bring it to life, celebrating the venue’s character and the community built around it

The tone we developed is approachable, warm, and professional – a voice as inviting as the venue itself. Rather than simply promoting services, the strategy was built around stories: real moments, real people, and the kind of content that makes someone stop, feel something, and want to be part of it.

Organic Social Media

With the strategy in place, the work of building a consistent, high-quality social media presence began across Facebook, Instagram, and Google My Business.

Across all platforms, Cheshire Cat Marketing manages a regular programme of posts spanning all four content pillars – image-led content, graphics, video, and reels – maintaining the posting consistency that both the algorithm and the audience require. Every post is written, designed, and scheduled by the Cheshire Cat Marketing team, with each piece crafted to serve the pillar it belongs to and the audience it’s speaking to.

Reels have become a key part of the content mix, giving the venue’s setting, team, and atmosphere a chance to come to life in a format that rewards quality and creativity. Video content is building genuine visibility for the brand in a competitive space.

Alongside social media, CCM manages Vale Royal Abbey’s Google My Business profile – keeping it regularly updated with posts, managing and responding to reviews, and optimising the listing to support the venue’s broader online visibility and local search presence.

All of this is 100% organic. No boosted posts. Everything achieved through content quality, strategic consistency, and a genuine understanding of what the audience wants to see.

Content Days

There’s a moment that captures exactly what the content days at Vale Royal Abbey are about.

A couple got married at the Abbey ten years ago. This year, they returned – to the same venue, the same rooms, the same setting – to celebrate their anniversary over afternoon tea. When they did, the Cheshire Cat Marketing team were there. We captured photographs of them together in the venue they love, recreated moments from their original wedding day, and created a piece of content that told their story in a way no promotional post ever could. A dedicated blog is in the works too. It’s the kind of content that communicates more about Vale Royal Abbey’s relationship with its guests than any amount of copy – and it came from being present, being ready, and recognising a story worth telling when it walked through the door.

That’s the spirit behind every content day.

CCM has carried out multiple content days at Vale Royal Abbey, each one carefully planned in advance. We provide the team with detailed content briefs before every visit, outlining exactly what we’re looking to capture, who needs to be available, and what preparation is needed, so that no time on the day is wasted and no opportunity is missed.

On the day itself, we capture a wide range of assets: photography of the venue’s facilities, grounds, and details, video footage for reels and social content, staff interviews and soundbites that bring the team’s personality to the surface, and, where the opportunity arises, guest stories that give the brand a genuinely human dimension. Where imagery from other photographers is used alongside our own, we ensure they are always properly credited.

The result is a growing bank of high-quality, authentic content that feeds the social media strategy, the website, the blog, and the broader brand narrative – and grows richer with every visit.

Content Strategy & Creation

Alongside the social media work, Cheshire Cat Marketing manages a monthly content programme for Vale Royal Abbey’s website – researching, writing, and publishing blog articles designed to build organic search visibility and drive the right traffic to the venue.

The process is thorough. For each article, CCM carries out detailed keyword research, analysing competitor content and trends within the wedding and events industry to identify the topics most likely to generate meaningful traffic. We develop a content planner that maps out each article in detail – the target search terms, an assessment of how competitive they are, the article’s angle and structure, and the approach we’ll take to make it stand out. Then we write it, source or create the imagery, and upload and publish it ourselves. The client doesn’t lift a finger.

The focus is primarily on wedding-related searches – the area with the strongest potential return on investment for a venue of Vale Royal Abbey’s calibre – though the content plan covers the broader hospitality and events offering too.

SEO results take time, and the foundations we’re laying now are designed to pay dividends for years to come. Vale Royal Abbey’s website is currently being rebuilt by CCM – and when the new site launches, the body of content already created will be perfectly positioned to perform. We’re building the foundations now so that the results, when they come, are built to last.