Short-Form Content

The Goal

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.

The Asset

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.

The Results

  • Security Intelligence has exceeded IBM Security’s expectations for the site.

  • Articles from Security Intelligence have been the source for news coverage in The New York Times, BBC and other respected media outlets.

  • Security Intelligence continues to grow in viewership and influence.

Lesson Learned

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.

The Goal

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

The Asset

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.

The Results

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:

  • 33% sustained increase in web traffic
  • 10% increase in returning traffic
  • 60% increase in time spent on site per visit
  • 70% increase in the number of page views per visit

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.

Lesson Learned

Short-form content can tell a complex, data-rich story by leveraging compelling imagery and interactivity.

The Goal

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 Asset

An interactive infographic created using the Ceros platform depicts NASDAQ’s steeped history of technological innovations, providing a timeline of key milestones in the exchange’s history.

The Results

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.

Lesson Learned

Creative and interactive content can serve as a reminder of your brand’s rich or interesting history.