To build trust and brand consideration among enterprise risk and IT professionals, IBM Security needed content that projected an authentic understanding of their challenges. The content also had to deliver insight that would enable leaders to continually strengthen their organization’s security measures.
IBM Security partnered with Skyword, a content marketing technology and services company, and Racepoint Global, an integrated marketing and communications agency, to build www.securityintelligence.com. The website is designed to help buyers safeguard their organizations with original news and analysis content covering application security and threat analysis, among other topics.
It is key to choose a platform that empowers the marketing team to deploy a publishing workflow comparable to that of a newsroom, with tools that foster collaboration and content optimization.
Ipreo, a provider of capital-market intelligence, data, and technology solutions, wanted to create more awareness for iLEVEL, its data management platform for private capital markets. By starting a conversation about some of the little-known but potentially devastating risks of poor data management practices, Ipreo hoped to create urgency around the issue and encourage private capital firms to begin or renew their search for a comprehensive solution
Ipreo partnered with DemandLab, a full service marketing automation agency, to take a popular but lengthy brief previously published and condensed the data into an interactive infographic — highlighting the risk of spreadsheet errors.
The new piece enabled viewers to navigate the story at their own pace on any device. In addition, the creative visuals enabled Ipreo to tell a complex, data-driven story in an accessible, appealing and easy-to-consume format.
Supported by a modest $700 ad buy on LinkedIn, the interactive infographic attracted 1,000 views and spiked web traffic by 100% when it launched. The post-launch results include:
By reaching new leads and re-engaging existing leads, Ipreo generated five new opportunities valued at more than $800,000 and directly influenced 63 opportunities valued at more than $6.2 million.
Short-form content can tell a complex, data-rich story by leveraging compelling imagery and interactivity.
NASDAQ, a provider of trading, clearing, exchange technology, listing information and public company services, was looking for creative ways to reinforce its brand and reputation in the marketplace. NASDAQ wanted to call particular attention to its technology leadership.
The interactive infographic was part of a holistic NASDAQ ad campaign, which has garnered more than 2,300 pageviews and more than 1,630 unique visitors. Average time on the infographic itself was 3 minutes.
Creative and interactive content can serve as a reminder of your brand’s rich or interesting history.