Short-Form Content

Brands that created snackable, easy-to-digest content to generate engagement from audiences.

Click a logo to read more information.

The Goals

BetterCloud recognized the need to create a go-to resource that would empower, educate and celebrate modern IT professionals as they navigate their transition to the cloud.

The Assets

In April 2016, the company launched BetterCloud Monitor, a resource hub that offers holistic and complete coverage of the industry’s most popular SaaS applications and the impact on IT professionals. The Monitor’s key themes include: Trends in cloud IT; communication and leadership; the evolution of IT; and IT best practices.

The Monitor arms readers with knowledge that will help them understand and embrace new trends and disruptions in enterprise technology, giving them access to articles, a daily newsletter and a library of more than 1,000 educational videos.

The Results

Since its launch in April 2016, BetterCloud Monitor’s online audience has grown by 144% and reaches more than 84,000 weekly visitors. Additionally, more than 100,000 IT professionals subscribe to the BetterCloud Monitor daily newsletter.

Lessons Learned

Create content hubs that feature snackable, easy-to-digest content so your audience can quickly navigate a diverse menu of assets and valuable thought leadership.

The Goals

JDA needed a data-driven strategy that tied content creation directly to revenue. The company also wanted to get a better understanding of how content was performing — from actual visitor consumption and engagement, to impact on revenue results.

The Assets

JDA used technology to create custom content groupings so team members could track and assess content by word count, title length and more. Using this process, they determined which type of content was best for a variety of purposes, from shareability to revenue generated. The company determined that longer blog posts (between 750 and 999 words) generated greater revenue. Using this and other metrics from the custom grouping methodology, JDA created several top-performing blog posts.

The Results

A single top-performing blog post generated more than $500,000 in pipeline revenue.

Lessons Learned

Leverage data to better understand how your target audience engages with content, and refine your strategy and investments based on these behaviors.

The Goals

FedEx Small Business Center wanted to create content that would help make the freight shipping process easier for small and medium-sized businesses (SMBs).

The Assets

The company built six distinct experiences in partnership with ion interactive. The experiences included:

→ The Freight 101 tool, a step-by-step guide that educated SMBs about the shipping process;

→ The LTL Freight Classification Tool, which uses interactive icons to guide SMB owners through the process of estimating the freight class of their cargo and to introduce product solutions;

→ Beginning Your Export Journey, an interactive assessment, was designed to help SMB owners self-identify pain points in their international shipping models and offers customized solutions;

→ Customs Compliance Made Easy, which educates SMBs about regulations in international markets; and

→ The FedEx Freight box page, which features tools that help customers get information about FedEx Freight box.

The Results

Since June 2016, The Freight Box experience has generated 136,000 site visits. FedEx also saw a 151% increase in Freight Box shipments within six months, compared with its pre-launch shipments. The service has also grown an average of 86% in month-over-month volume, as well as an 82% average increase in month-over-month revenue.

Lessons Learned

Using short-form, interactive experiences, you can educate buyers in an easy and engaging way.

The Goals

Many brands use social media as a channel to show a more personal side to their brands. Giving their employees an outlet to share their opinions and experiences can not only help augment the brand story, but also attract potential recruits. Previously, Grant Thornton LLP used social media to promote job openings and highlight key people who recently joined the company. However, the company wanted to revise its employer brand strategy to add more value for followers and authentically tell the Grant Thornton employer story through powerful imagery and light-hearted ad copy.

The Assets

Within a six-month period, Grant Thornton completely reimagined its social strategy. The new content style uses actual photography of employees, has more personal and approachable copy and includes a call-to-action to visit the Grant Thornton Careers website.

The Results

Since updating its social recruitment content strategy, Grant Thornton has seen a significant increase in social impressions and engagement.

Lessons Learned

Don’t be afraid to take chances, especially on social. Test different copy and image styles to see what resonates with your audience.