Let’s explore how six companies in six industries find amazing results from their content marketing programs. Armed with data showing a high engagement rate for videos on the site and in newsletters – and a familiarity with its target millennial audience’s tendency to watch video on mobile devices – the IEEE GlobalSpec team designed a video-focused newsletter. The newsletter content includes video that’s interesting to a general engineering audience. Results According to Skyword’s Anthem case study, TheBenefitsGuide.com earned: 103% growth in page views 102% growth in search views 73% in organic traffic Lessons observed Anthem invested in empathy and objectivity, and it made all the difference to business owners. When visitors submit questions to the site, the answers get published as a blog post on its “FAQ ask an expert” page. Why it’s different After receiving 20 submissions, the marketing team developed multiple versions of the videos, according to Susan Moeller, senior marketing manager, BuzzSumo. Results The Trades Built on Pride video campaign, according to Susan, earned: $15.72 for every $1 spent in one month (from the consumer-focused video) 95% growth in TradeMaster (contractor) accounts and 120% increase in revenue (from the HVAC provider-focused video) Lessons observed Think of unique avenues to engage and ask your target audience to help create the content. Why it’s different BuzzSumo used its own data to develop the top headline research. Results The BuzzSumo post earned: 13,000 shares 721 backlinks 272,000-plus page views 30 service sign-ups Lessons observed Think about what data your brand can offer that would most interest your audience. Taking your content marketing program from good to great means looking for ways to differentiate your content, focusing on your target audience, and constantly refining your methods to achieve your goals.
Imagine increasing revenue by 34.7% ($3.4 million in one year) from your FAQ section alone or growing conversion rates from your blog by 800%.
These aren’t made-up numbers. These are real results from real companies shared in response to our request for examples of awesome content marketing via HARO and other channels.
Let’s explore how six companies in six industries find amazing results from their content marketing programs.
IEEE GlobalSpec: Engineering360.com and Engineering in Motion
The world’s largest online destination for engineers and technical professionals, Engineering360.com, published by IEEE GlobalSpec, offers news and analysis to 8 million engineers.
Armed with data showing a high engagement rate for videos on the site and in newsletters – and a familiarity with its target millennial audience’s tendency to watch video on mobile devices – the IEEE GlobalSpec team designed a video-focused newsletter.
Why it’s different
IEEE GlobalSpec used a proprietary model to find people who interacted with its videos or webinars to develop the circulation for the newsletter, according to Zander Wharton, senior account executive of Finn Partners.
The methodology focused on selecting the audience most likely to interact with this type of content, not which industries they were in. The newsletter content includes video that’s interesting to a general engineering audience.
Results
The Engineering in Motion Engineering360.com video email campaigns, according to Zander, earned:
- 36% email open rate
- 23% click-through rate
- 80% engagement rate
Lessons observed
Deliver content in the format your audience prefers. Don’t be afraid to be more general and less niche in your targeting.
Anthem BlueCross BlueShield: The Benefits Guide
Health insurance provider Anthem BlueCross BlueShield developed The Benefits Guide to provide objective, practical information to business owners looking to promote office health or to better understand the Affordable Care Act (ACA).
Why it’s different
The Benefits Guide serves Anthem’s small-business-owner audience through objective, simple, and actionable content.
A technology upgrade helped Anthem improve the visitor site experience by providing content recommendations based on the visitor’s interests and behavior rather than only on the currently viewed content topic, according to Lauren Cranston, PR and social media specialist at Skyword.
The team also designed a form for requesting more information that fit the site’s design. It felt more organic than a typical sales lead generation form and ended up capturing some of the highest qualified traffic coming through the page.
Results
According to Skyword’s Anthem case study, TheBenefitsGuide.com earned:
- 103% growth in page views
- 102% growth in search views
- 73% in organic traffic
Lessons observed
Anthem invested in empathy and objectivity, and it made all the difference to business owners. Personalizing content recommendations based on a holistic view of the visitor, not only the topic consumed…
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