Creating a Gold Standard Content Marketing Program

A global diagnostic device and service provider whose employer solutions span wellness, condition management and case management. They needed best practices for content marketing and demand generation — and, lacking experience in both, needed benchmarks to guide future lead forecasting.

No in-house content marketing muscle and no benchmarks to plan against — they needed a program that would both perform and teach them what “good” looks like.

First, we analyzed their prospect list and identified the 10% of contacts matching the desired titles and company size. Our creative team developed compelling, consistent imagery with a prominent call to action, and we shifted from broad messaging to a large audience toward specific messaging to a smaller, targeted one. Then we instituted the content marketing program: targeted titles were directed to a landing page to register for a “Healthy Workforce Webinar,” and after the webinar, attendees received a whitepaper on a similar topic. Every component aligned with the next — the right list, the right marketing mix, the right offer.

Hundreds of marketing qualified leads, exceeding original estimates by more than 150 leads. Metrics included a 17% email open rate, 11% click-through rate, and 38% landing page conversion. The program was voted “Content Marketing Gold Winner” by the 2015 AVA Digital Awards.