You've probably heard the mantra repeatedly: " You can't be successful in content marketing unless you know what goals you're trying to achieve ."
It is not easy to convert the benefits of content marketing into precisely focused objectives, however, specifying your main purpose makes it easier to find new possibilities to achieve it.
In today's article we want to show you through 3 real examples how strategically targeted campaigns can amplify the persuasive power of a brand , excite your audience and achieve objectives at each stage of your sales funnel.
Although the sectors, audience, creatives and levels of investment are different in each example, we can learn from each of them to improve the content marketing strategy.
Example 01 - Objective: Brand awareness / Brand: Glenfiddich
Scotch whiskey is a drink strongly associated with tough characters from culture and action movies. But, does the strength of the liquor give it the power to win the attention of people with high purchasing power, demanding and connoisseurs of spirits? That was the goal that Glenfiddich, a luxury whiskey distiller, was aiming to achieve with an integrated multimedia campaign built around the 40th anniversary of the Forbes 400 list.
To deliver a compelling story and set the tone for the campaign, they started with the statement: "It's time to redefine what it means to be rich and successful."
Glenfiddich kicked off the campaign with a study on the personal and social priorities that indicate career success: He investigated the attitudes and characteristics that define success. The brand created its own list of the 25 Richest People, profiling influential achievers who embodied those characteristics.
The stories that resulted from this study were published and promoted through the distribution of premium brand content and articles on the Forbes page, ads on social media, and sponsorship of the Forbes 400 issue. In addition, they ran some ads that posed questions that thought-provoking, with an overlay of the Glenfiddich stag logo and the phrase “Power or respect? Ask yourself what you want." Key concepts and related images were incorporated into the content of its own website and those of Glenfiddich's products to link it all to the brand's Scotch whisky.
The result of the integrated campaign was obtaining more than 20 million cross-platform impressions. It was also successful in changing perceptions: Glenfiddich experienced an increase in brand awareness (18%), identification as a luxury brand (60%) and association with the stag logo (25%).
The pieces of content received almost 300,000 visits, of which more than 2,700 came through organic search.
Example 2 - Objective: Lead Nurturing / Brand: EPCON
Epcon is the largest home development company in the United States. Epcon and its franchised clients build villas in residential areas and developments with maintenance included, a very popular formula among buyers over 55, a group that continues to grow. It is a B2B company that offers its clients designs, experience and sales support to attract the group of buyers over 55 years of age who are looking to reduce the size of their houses and enjoy life in a residential area with similar people.
It is a growing business model, but relatively new for construction companies. Many of Epcon's potential franchisees have little experience with this type of real estate project and to this must be added the development time and the necessary financial investment, which means an added difficulty when selling this type of project.
To strengthen the credibility of this B2B goal, provide the necessary training, and speed the journey from qualified lead identification to customer conversion, Epcon launched a unique video mailing campaign.
Knowing that shoppers often throw away traditional print advertising without reading it, Epcon gave the shipment an eye-catching digital update. A 5-inch video screen turned your usual brochure into a highly immersive medium.
Using an ABM (account-based marketing) marketing strategy , Epcon sent out the video cards to target high-value prospects, even customizing the video content for each segment.
Upon opening the brochure, prospects could click play on the screen to view four installed videos: company information, builder and buyer testimonials, and interviews with some EPCON executives.
The result of this persuasive, immersive and educational campaign was that, because Epcon delivered the right content to the right prospects at the right time, it was able to achieve a follow-up of more than 80% of the campaign target and doubled its number of visits. sales.
Example 3 - Objective: Improve customer satisfaction and loyalty / Brand: ServiceNow
Combining email automation based on the behavior of the recipients, allows you to better direct leads towards the end of the sales funnel.
The most successful content strategies are those that control what type of information a lead needs at each stage of their buying process, but also use their pieces of content in each communication to reinforce their brand, beyond the closing of the sale.
Software maker ServiceNow takes all these aspects into account to ensure an efficient purchasing process. Its platform provides accurate information and assistance on the needs of each customer account to speed up the sales process, optimize actions and maximize customer satisfaction with the brand experience.
ServiceNow uses automated behavior marketing to send personalized emails to a wide range of targeted segments. These segments span all three stages of the ServiceNow post-purchase lifecycle: initial onboarding, activation and deployment, and renewals.
For example, ServiceNow analyzes product usage and applies models and telemetry data to categorize customer accounts into groups defined by usage level: no usage, low usage, medium usage, or high usage. ServiceNow uses its marketing automation system to identify and implement the most appropriate email content for each account. In addition, the platform itself automatically suspends the delivery of emails until the client completes the call to action of the previous campaign.
This strategy allows ServiceNow to get unbeatable results from their campaigns, with open rates of 53-61% and click-through rates of 10-16% across all their campaigns. More importantly, these targeted accounts use their products 70% more than non-targeted ServiceNow accounts.
A clear strategy provides endless possibilities
These three brands achieved remarkable results by staying focused on one goal and using a combination of creativity and technological means to achieve it.
If your company does not have a clear content marketing strategy that allows you to guide potential customers in all their interactions with your brand, contact a PGR marketing strategy specialist and get the knowledge, advice and tools you need to Create a plan that attracts, facilitates sales and builds loyalty .
