Influencer Content
The Goal
Event Farm wanted to create an online platform for prospects to have their event marketing questions answered by industry thought leaders.
The Asset
The Future of Event Marketing is a free online series consisting of 12 video interviews with industry experts focused on the future of event marketing.
The Results
To date, the online series has garnered the following results:
- 1,379 total registrations
- 628 leads with Future of Event Marketing as first conversion point (46% of total)
- 349 MQLs generated (26% of total)
- 31 opportunities generated as a result of the series
- Approximately $280,000 in possible pipeline revenue generated as a result of the series
- 9,143 total contacts in our marketing automation database after 10 weeks of promotion, up from fewer than 6,000 before the series launched
The first attempt at paid social ads resulted in 39 Facebook leads ($219.66 spend; $5.78 cost-per-lead), three Twitter leads ($100 spend; $33.33 cost-per-lead) and 26 LinkedIn leads ($200 spend; $6.66 cost-per-lead).
Lesson Learned
A combination of earned and paid social, as well as word-of-mouth promotion, works best to maximize content reach.
The Goal
Vormetric, a data and cloud security solutions provider, wanted to break through the noise in the marketplace surrounding security, as it is a difficult, unwieldy initiative that is a challenge for many organizations.
The Asset
The company produced a largely vendor-agnostic E-book designed to help explain what is happening in security — while also demonstrating Vormetric’s expertise in the field. The content is developed around themes to help organizations develop a fact-based perspective on security.
The Results
The asset was part of an overall educational campaign that positioned Vormetric as a thought leader and subject matter expert in the security field.
Lesson Learned
Use your company’s expertise to make your content less of a hard sell.
The Goal
Glassdoor wanted to leverage its popular lists to raise awareness of its offerings across all industries.
The Asset
Using Glassdoor’s 2015 Top CEOs list, which is based on executives’ public ratings on Glassdoor, the company distilled inspirational advice and management best practices into a well-received E-book.
The Results
- 4,493 views on SlideShare
- 87,032 page views on Business Insider
- 70% click-to-download rate from internal email promotion
Lesson Learned
Expanding on a successful content format can increase engagement and amplification.