Just last week, we worked Samsung to make a case for why social websites are good for business.
Well, we are here to make a case for content. Literally.
Working with Eloqua‘s triumvirate Joe Chernov (head of content / communications), Brian Kardon (CMO) and Alex Fisher (head of web marketing / analytics), we demonstrated the value of investing in content creation in our case study, shared visually above and verbally below.
- Marshal your supporters. Employee trainings, playbook, guidelines.
- Widen your audience. Go beyond trade pubs and beat reporters, look for adjacent and still relevant groups.
- Create a cross-platform narrative. Don’t stop at Twitter and Facebook. Look to blogging, social documents and video.
- Make distribution part of the story. Include those you hope to spread the word from the beginning.
- Extend the shelf-life of the content. Stagger distribution, just like we did with holding onto this piece of content.
- ADVANCED: If wonky, lean into it. We took the “School House Rock” approach with The Future of Revenue. It worked.
- Circle back and remember your base. Create educational materials that empower, advance, inspire. We developed the Grande Guide with Eloqua. It also worked.
Word of mouth:
- 12,000 visitors to Eloqua’s brand new blog
- 2,600+ tweets
- 30,000+ views/downloads
- 50 blog posts, many from the AdAge Power 150
- Applause from influencers including Scott Monty, Jeffrey Hayzlett, Jeremiah Owyang, Jennifer Aaker, Valeria Maltoni, David Armano and Sarah Evans
- 43% increase in traffic to the corporate website
- 21% increase in demo views, and it’s VIP to note that demo viewers is our #1 leading purchase indicator
- 12% increase in page views on Eloqua.com
- 14% decrease in “bounces” from Eloqua.com
- Industry-wide recognition / awards (e.g., the WOMMY, awarded by the Word of Mouth Marketing Association; proud members, we are)