Content marketing
Data-rich industry studies
Content marketing designed to build brand and bottom line
Data-rich industry studies
Top-of-funnel marketing programs must have mass appeal and deliver immediate value to grab attention in seconds, and ideally, endure for years.
Key result
#1
Top source of referral traffic
Page 1 Google rank for "future of recruiting"
Most downloaded content for 2 straight years
How one survey became a nonstop lead engine
Objective:
Create a top-of-funnel (TOFU) content marketing campaign built around one industry study to enhance brand and product awareness, earn industry coverage, improve SEO, and generate leads.
Approach:
Keeping all survey creation, execution, and final production in-house, I led a multi-media and multi-channel content program
- Crafted and launched surveys to over 1k employee and employer respondents
- Analyzed and synthesized data to produce key insights
- Designed and published industry white paper, webinar, blog posts, infographics, and more
- Partnered with PR team to craft the press release and assist with media outreach messaging
Results:
- Earned coverage on CNBC, Yahoo! Finance, eMarketer.com, and more
- Most effective and efficient content lead generator, generating both the most downloads for 2 years straight and the highest on-page conversion rate (26%)
- Earned and kept first page Google ranking for the term "future of recruiting" for past 2 years and running
