Case Study: Using Content Marketing to a Fuel Demand Generation Program

CASE STUDY: USING CONTENT MARKETING TO DRIVE DEMAND GENHow a focused content marketing program drove measurable demand generation results

Spire Content & Strategy @SarahSkerik

The Challenge:

In 2014,PRN launched a new knowledge center, featuring dozens of new pieces of content, as part of a comprehensive new demand generation program.

Imperatives: • Generate qualified

inbound traffic • Develop search rank for

the new content• Generate leads

The Plan: Promote the New Site With Content

Key plan elements included:

• An editorial calendar aligned with personas

• Identification and use of target terms to build search rank

• Utilizing an array of assets and channels to reach qualified audiences more broadly

• Capitalize upon newsworthy moments using organic social conversations, news events and industry trends as context for messaging.


Editorial calendar

Target keywords identified

Built into each promotional piece

Persona-driven

Content developed to speak to each

Channels & assets selected & created for each audience

Deployed selectively

Incorporated fresh, timely and topical

content

Real time responses put PRN in the conversation,

in context.

Ed Cal Snapshot: Ensuring all topics and personas are covered

Date Channel Topic Persona Keyword DG element

Product line

Oct 7 PRN blog + press release

Emerging PR tactics

Persona A

PR measurement

New PR bench- marks

Product A

Oct 8 PR Daily article + PRN blog (breaking)

Google algo changes > content tactics – (agile response)

Persona B

SEO PR Driving Content Discovery

Product B

Oct 9 YouTube Visual PR trends Persona C

Visual storytelling

Visual Storytelling for PR

Product C

Oct 10

PRN Blog Visual PR trends (embed vid)

Persona C

Visual storytelling

Visual Storytelling for PR

Product C

THE TACTICS A look at specific tactics employed as part of the KC Launch content program


Incorporating real-time response into the mix

• Monitor social media & industry sites for newsworthy developments that are contextually relevant to the content strategy

• Have people and process in place to develop swift responses

• Publish content with appropriate CTA and promote.


Capturing newsworthy moments

Starts with a great hook

Industry event

News story

Social buzz

Respond via PRN blog

Promote post

On social With press release

Media or blogger pitches

Develop related visual(s)

Infographics Deck Video

Real-time response example:

News event: Seachmetrics search engine study

Response: • Blog post

• Shared across PRN social channels

• Contained embedded link to related content asset

• Contributed story for PR Daily • Contained link to original blog

post • Also contained link to another

content asset in author signature line

• Also shared across PRN social channels


The blog & article were shared more than 1500 times. Click-throughs to the promoted content asset numbered 300+

Using Evergreen Content to Generate New Visibility

Blog• Analyzed most popular blog content

• Selected content that was relevant to the content program

• Refreshed each post • Added new CTAs promoting related content

assets

Twitter• Analyzed PRN’s tweets to identify most

effective tweet structures and popular topics • Researched relevant hashtags• Developed multiple tweets for each piece

of content • Randomized order and scheduled tweets


Earning media with owned content

• Promoted blog posts and content assets (white papers, infographics, etc.) with press releases and PR pitches• Employed newswriting style

with authoritative voice • Focused story on the

information offered within the content (e.g. findings, tips.)

• Distributed press releases online via PR Newswire

• Resulted in nine stories during the course of the program (link)


http://prnewswire.mediaroom.com/index.php?year=2014&s=29508

THE RESULTS Measuring the impact of the content marketing program


Results

Web site traffic: • 66% increase in organic search traffic

• 144% in mobile visits • 55% increase in return visitors

Leads generated: • More than 1,000 leads generated in the first month

• More than 5,000 leads generated in 100 days

• Content conversion rate was twice the forecast.


Make your content generate measureable business results.

Sarah Skerik

President

Spire Content & Strategy

http://www.spirecontent.com

[email protected]

Spire Content & Strategy @Sarahskerik

http://www.spirecontent.com/

mailto:[email protected]