2014 killer content awards

February 16-‐19, 2015 Hya$ Regency, Sco$sdale, AZ

Register Now: Content2Conversion.com

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Embrace Your Creative Side

Create content that aligns with buyers’ every day lives. Make content memorable by including interactive assets that tout cultural figures and moments, or holidays. Take a more creative approach to improve brand association and recognition.

About ADP

•  Automatic Data Processing, Inc. (ADP) is a provider of business processing and cloud-based solutions – including payroll, talent management, human resource management, benefits administration and time and attendance.

•  Fortune 500 Company.

•  Topped Fortunes list of “World’s Most Admired Companies”.

About The Content

•  ADP’s Value Added Services division created a quarterly, mulF-‐touch campaign for FY 2014. Each “theme” had unique content messaging and design, and touted several assets, including infographics, “cookbooks” and more. The campaign included:

The Payoffs Of Creative Content

“One of the most successful campaigns in ADP history.” •  $3.7M in closed-won business •  Another $23M in the pipeline •  ROI for Q1-Q3: 905%

Best Creative Campaign Theme

Multitouch Campaigns: Extend Content Across Channels

Understand the cross-‐channel journey: Buyers today refer to mulFple channels throughout the day, including social media, news sites, mobile apps and more! Consider your media consumpDon behaviors: It will help shed light into how you can potenFally map and promote content across different touch points. Remember to have fun!: InjecFng fun and humor into campaigns will make your brand seem more relatable.

About Sungard AS

•  Sungard Availability Services provides IT OperaFons support and integrated disaster recovery, managed IT services, IT consulFng and business conFnuity management so[ware soluFons.

•  More than half of customers are small and medium enterprises.

•  Sungard AS serves more than 70% of Fortune 100 companies.

•  Targets financial services, manufacturing, retail, healthcare and business services.

About The Content

•  Sungard AS partnered with Bulldog SoluFons to create a holiday-‐themed, three-‐video series.

•  Injected humor into pain points and industry trends that soluFons address by aligning it with holiday struggles. (i.e. family dinners)

•  Videos were promoted via email, social, PR and paid media.

The Payoffs Of Multitouch Campaigns

•  Over 3,000 leads generated in 3 days. •  Email click and click-to-open rates: 2X to 3X the average •  CTAs to download white paper at end of videos saw

87.4% click-through rate. •  Integrated calls-to-action for white papers at the end of

each video saw an 87.4% click-through rate.

Best Creative, Multitouch Campaign

Integrated Campaigns: Embrace Multiple Formats

Think of your target customer: Considering your buyer’s wants and needs, pain points as well as the outlets they use to research trends and potenFal soluFons can help create a content foundaFon. Consider the value of each format: Infographics, E-‐books, white papers and moFon graphics all serve their own purposes and each have unique benefits. Think of how they can work together effecFvely. Be prescripDve: Don’t just talk about the trend and why it ma$ers; offer tacFcal insights to help your buyers know where — and how — to get started!

About Cox Media

•  Cox Media Group, Inc. delivers engaging ad solutions across channels, the Cox Media professionals team helps craft personalized marketing solutions that reach targeted audiences on-air, online or on-the-go.

•  Owns Cox Target Media, which operates Valpak and Oings.com.

•  Operations include 14 broadcast TV stations and one local cable channel, 57 radio stations, 8 daily newspapers and more than 100 digital services

•  Operates in more than 20 media markets, reaching 52 million Americans weekly.

About The Content

•  Partnered with Content4Demand to build a foundational content library of 33 assets. •  The 2014 Success Kit campaign comprised 5 assets in a variety of formats designed

to appeal to their SMB customers.

The Payoffs Of Integrated Campaigns

•  Generated interest from more than 2,000 potential leads.

•  More than 500 downloads. •  Major contributor for Q1 lead and demand

gen performance; putting Cox Media more than 9% ahead of last year.

Best Creative, Integrated Campaign

Multitouch Campaigns: Mix And Match Content Formats

Create a variety of content formats based on the buyer’s journey. Consider visual content such as infographics for top of the funnel markeFng, and white papers to idenFfy more ready-‐to-‐buy prospects. Use a central theme but consider a variety best pracFces and topics.

About Toshiba Global Commerce Solutions

•  World's largest provider of integrated in-‐store soluFons.

•  Installed in 60% of the top 25 global retailers.

•  Trusted with store soluFons by the majority of large retailers.

•  More installed units than the largest three compeFtors combined (RBR London, June 2013).

•  More shipments than the largest two compeFtors combined (RBR London, June 2013).

•  Awarded 2012 Global Self-‐Checkout Systems Product Leader (Frost & Sullivan).

About The Content

•  Created a series of assets focused on omnichannel retailing

•  Infographic: A Day In The Life Of The Modern Shopper (Outlines key trends and browsing and buying behaviors of “modern shoppers”)

•  Checklist: Helping retailers get started on the modernizaFon journey

•  ExecuFve Brief: The Secret Sauce Of Modern Omnichannel Retail (10 “ingredients to deliver a consistent customer experience)

•  E-‐book: Roadmap To An Omnichannel Aware POS Update

The Payoffs Of Multitouch Campaigns

•  Total opens: 19,558 •  Total Clicks: 1,120 •  Total Leads Generated: 309 •  One of RTP's best performing social

campaigns, generating a significant number of leads for Toshiba.

Best Creative, Multitouch Campaign

Best Dressed Category: Key Considerations For Visual Content

ExecuDves don’t have enough Dme in the day: Yes, even when it comes to reading your 20-‐page white paper. It’s more difficult to stand out: Because execuFves are so Fme-‐starved and receive so many email “pitches” throughout the day, marketers need to embrace new, highly visual content formats. Think short, concise and easy to digest: Videos, assessments, ROI calculators and other content formats help get to the point without taking up to much Fme.

About OpenText

•  OpenText provides Enterprise InformaFon Management (EIM) soluFons designed to help businesses to grow faster, lower operaFonal costs, and reduce informaFon governance and security risks by improving business insight, impact and process speed.

•  Serves a variety of industries, including financial services, energy, insurance, health care and life sciences.

•  SoluFons include customer experience management, informaFon exchange, business process management and enterprise content management.

About The Content

•  The “Make A Statement” campaign was created to promote the StreamServe soluFon, which helps businesses personalize and brand customer communicaFons such as bills and statements. The campaign included:

The Payoffs Of Being “Best Dressed”

•  Implemented in 6 languages •  Produced more than $3 million in pipeline to date •  Helped improve regional sales-marketing alignment •  Improved inter-regional marketing cooperation •  Set standard for integrated campaigns

Best Dressed Campaign

The Impact Of Influencer Content

Why does it matter?: You’re providing executives access to the thought leaders they value and look to for insights and best practices. Why does it make an impact?: Companies able to collect feedback from top influencers are seen as thought leaders that bring the community together. (Consider Lee Odden’s examples.) How do you maximize results?: Make it easy for people to digest and find the topic and/or influencer they want. Also make it easy to share, so you can make the piece seem more exclusive and prestigious.

About LivePerson

•  LivePerson offers online engagement engagement and service solutions.

•  Solutions include chat, voice, targeted content and video, all of which enable rich, personalized experiences across channels.

•  Targets both B2B and B2C organizations.

•  Recently acquired NexGraph team enhance the data and intelligence

platform at the core of its LiveEngage platform.

•  Clients include Virgin Atlantic, Crate & Barrel, Intuit and HP Snapfish.

About The Content

•  To affirm its position in the digital space, LivePerson collected feedback from 10 influencers in B2B and B2C marketing.

•  Participants included Jim Lenskold, Lee Odden, Larry Freed, Jeanne Bliss, and others. •  LivePerson interviewed the thought leaders on 10 different topics (including social,

mobile, omnichannel, search) in a Q&A format.

•  “It was our most successful E-book of 2013!” •  “It produced the most downloads of any thought

leadership asset in 2013.” •  Avg. Open Rate: 11% •  Highest click-through rate: 17% •  Total Downloads (over 6 month period): 800 •  MQLs from Campaign: 270 •  One of the “11 Must Read eBooks to Get

Content Marketing Smart for 2014” by TopRank, December 2013.

•  2095 total blog views for a six guest blog series.

The Payoffs of Influencer Content

Best Influencer Content

Encourage Social Sharing

Make content as focused as possible: When planning sections for a white paper or E-book, try to think of a few final takeaways or best practices for each section, so readers can easily sift through. Know the power of call-outs: Key statistics or powerful quotes can be highlighted in asset call-outs, making certain points stand out more to readers and encourage them to read on. Make it easy to share: Thanks to the powers of social media, content has the potential to go viral. “Click-to-tweet” call-outs can help make it happen.

About LinkedIn Sales Solutions

•  LinkedIn Sales Solutions helps B2B organizations implement social selling strategies to improve relationships and boost sales.

•  LinkedIn Sales Navigator helps sales professionals generate more leads while reducing the role of cold calling.

•  Helps sales professionals connect with 300 million up-to-date professional profiles.

•  Offers the tools and information to help companies build relationships and trust with prospects and customers.

About The Content

•  Although “social selling” is a hot term, many businesses don’t understand what it means and how they can apply it to their organizations.

•  LinkedIn Sales Solutions created this tactical piece to show how sales professionals can drive revenue with social selling.

•  Outlined best practices from thought leader Koka Sexton.

•  Tips from Koka are outlined in call-outs and feature LinkedIn and Twitter share buttons with pre-created posts.

The Payoffs Of Social Amplification

•  Shared on Twitter 8,086 times and 54 times on LinkedIn. •  Drove over 400 downloads of the E-book in just one

month of promotion on Demand Gen Report.

Best Social Amplification

Social Media: Your Amplification Tool Of Choice

Craft your strategy: How often do your target buyers tap into social media? Which networks do they frequent? This can help you determine where to focus your amplification efforts. Take cues from YouTube stars: Viral superstars have used video as the hub of their superstardom. Think of how video can play an impact in your marketing strategy, and help get your company’s message out! Promote social on other channels: Think of how insights and themes from social posts can extend to other outlets, including emails and even your company web site.

About VoltDelta

•  VoltDelta is a global provider of cloud contact center solutions for enterprises.

•  Part of Volt Information Sciences, VoltDelta has data centers in the U.S., UK and Germany to cost-effectively support multinational organizations.

•  Solutions include Automatic Contact Distribution, Integrated Voice Response, automated outbound telephony-based campaigns and a speech-enabled survey solution.

About The Content

•  The “Art and Science of Customer Experience” white paper was part of a larger 2013 campaign designed to reposition company and elevate overall presence.

•  Promoted in email campaigns (sponsored and event follow-up), banners and advertisements.

•  Implemented social campaign with YouTube video of VoltDelta employees.

•  Focused on the Art and Science of Customer Experience.

•  The “Art and Science of Customer Experience” concept extends across social, video, the web site and blog.


•  37.4% open rate for event follow-up emails. •  8.9% download rate for event follow-up emails.

Harness The Power Of The Crowd

Embrace your customers and prospects: Use feedback as the foundation of an event or campaign. Tap feedback: Your customers and prospects will provide you with valuable feedback into your business and even give you ideas for future marketing campaigns! Include a call to action: Once customers participate in social conversations or refer to interactive content, offer a compelling and relevant call to action that will encourage them to learn more.

About VMware

•  VMware offers core server virtualizaFon soluFons to more than 500,000 customers worldwide, including 100% of the Fortune 100.

•  Recently recognized by Gartner as a “Visionary” in the group’s Data Center Networking Magic Quadrant.

•  Saw YOY revenue growth of 14% to $1.36 billion in Q1 2014 earnings results.

•  Clients include NYSE Euronext, Revlon and DucaF.

About The Content

•  Vmware sought new, innovative ways to engage beyond traditional webcasts, emails and events. Hosted live Google+ Hangout to showcase VMware’s expertise in virtual desktop infrastructure.

•  Viewers submitted questions and comments via Google+, Twitter and Facebook; panelists addressed feedback in real time.

•  Distributed videos, including the live event and video clips, via social channels and left content un-gated for new prospects. Added CTA to access resource for calculating the ROI of VDI.


•  ROI of more than 1,600% •  More than 5,100 live and recorded video views •  16 questions received during presentation •  70+ positive mentions on FB and Twitter •  CTAs generate more than 400 new contacts •  8% conversion rates

Tapping Into New Tactics: Consider Emerging Content Formats

Always remember the power of the crowd: Surveys are an effective way to understand industry trends and most importantly, prospect pain points. Take a modular approach to content: Apply survey results in creative ways. Consider flipbooks, which enable you to embed videos, social sharing and other content types in a traditional E-book / white paper format. Share results and encourage feedback: Look to other outlets, such as media publications and social networks, to share results and start conversations.

About Oracle

•  Offers solutions to retailers to help them create more compelling, seamless and relevant experience across channels.

•  Solutions include: Analytics, Merchandising and Supply Chain.

•  Clients include Kohl’s, Neiman Marcus and C. Wonder.

•  Recent acquisitions include Eloqua, BlueKai and Compendium.

About The Content

•  Tapped into the Retail TouchPoints audience to understand retailers’ omnichannel investments.

•  Garnered 125 respondents to create a comprehensive survey report.

•  Shared real-world examples, including TOMS, Saks Fifth Avenue and Best Buy. Video highlighted success stories from Oracle clients.

•  Created an interactive video summarizing the survey results, and promoted the survey on the RTP web site, PR and social.

The Payoffs Of Interactive Content

•  67 shares on Twitter from the RTP web site

Best Interactive Content

Keep It Interactive

Consider new media: There are a variety of new apps and solutions that help make traditional marketing channels, such as email more compelling. Get to the point: If you’re trying to drive attendance to a live or digital event, outline the key points: Why the event matters, what attendees will learn, and when it will be held. Get the click: A call to action can encourage prospective event attendees to learn more or even register. Consider additional information you’d like to share and the most valuable way to share it. For example, want to prove the value of the event? Include a video montage of feedback from past attendees.

About SAVO

•  SAVO offers sales enablement solutions, encouraging businesses to harness the power of sales process, social collaboration, mobility and analytics.

•  SAVO technology and consulting services are designed to help companies align marketing, sales and operations.

•  Partners include Salesforce.com, Richardson, Corporate Visions, Microsoft, Oracle and SAP.

•  Recently received $10 million in growth capital from XT Capital’s Venture Finance Group.

About The Content

•  Wanted to develop communication strategy to drive attendance to its annual Sales Enablement Summit.

•  Needed to rise above email noise to reach analysts, customers and industry thought leaders who may be interested in attending the event.

•  Used digital post card app, Inspire, to create tailored message sent via email and accessed via microsite.

•  Used Inspire to deliver interactive, personalized videos that outlined the overall value of the show.

The Payoffs Of Interactive Content

•  Inspire postcard sent to 145,000+ potential attendees in February 2014:

•  14% open rate; 7% click-through to postcard •  14% of postcard viewers clicked to Summit site

•  Increased Summit attendees from 450 in 2013 to more than 500 in 2014.

Best Interactive Content

Integrated Demand Gen Campaign

Align thought leadership with industry trends. Target specific buyer personas with relevant content. Make content easily accessible to buyers. Deliver content in a variety of formats. Engage prospects in a conversaFon. OpFmize for social amplificaFon. Addresses disFnct buyer stages.

About IBM

•  All familiar with IBM, more than a century making the world a smarter place. •  Nearly $100 billion in sales in 2013 •  431,212 employees •  Probably familiar with their Smarter Planet campaigns.

www.rethinkyourcustomer.com

An Inside Look At IBM’s Approach

Today we are recognizing them for their Smarter Commerce iniFaFve •  Campaign “challenged” industry execuFves

industry to not only acknowledge the influence of empowered customers in today’s connected world, but to “rethink” how they are leveraging every opportunity to place them at the center of their business.

•  Campaign centered around an interacFve microsite featuring content for each our 12 line of business buyers.

•  Storytelling through video, eBooks, case studies, white papers and reports tailored to what each of our 12 LOB audiences care about in one central place, so it’s easy to find relevant informaFon.

The Payoffs Of Integrated Demand Generation

Since launch in late April, 2013, the interactive platform has yielded: •  over 38,000 impressions •  100,000 page views •  Over 13,000 responses •  high quality leads that have rapidly progressed

through the pipeline and generated significant wins for the business.

Best Integrated Demand Gen Campaign

High Impact ROI

Gauge interest through campaign responses—open rate, click throughs, etc. Track the impact your content campaigns are having . Use the intelligence gathered to idenFfy future content opportuniFes.

About Bonitasoft

•  One of the fastest-growing providers of business process management (BPM) solutions.

•  Recently named by KMWorld as one of 2014’s top “100 Companies that Matter in Knowledge Management.”

Driving ROI With Targeted Content in Business Process Management

•  Addressed the complex and technical standardization of software using the “BPMN 2.0” standard for graphic modeling (industry guideline doc was 508 pages long).

•  Created the 25-page “Ultimate Guide to BPMN2” providing examples and graphics to help non-technical users better understand BMPN 2.0.

The Payoffs of High Impact ROI Content

•  890 downloads / registrations (gated content)

•  Best-performing email lead nurture content with 19% click through rate (open to click)

•  Cost-to-pipeline ratio of programs using this content = 27 ($1 of marketing cost has led to $27 in pipeline). This is 33% better than similar programs which are not using this content piece.

•  54 sales opportunities created •  15 sales opportunities won to date (others

still in process)

Best High Impact ROI

High Impact From Influencers

Provide pracFcal Fps UFlize insights from market leaders PosiFon your internal execs as experts

About LinkedIn Marketing Solutions

The Influence of LinkedIn •  277 million users

•  187 million unique visitors per month

•  50% of the Fortune 100 use LinkedIn Marketing Solutions

About The Content

•  Created the Sophisticated Marketer’s Guide to LinkedIn •  Featured Ask The Expert profiles •  Case study profiles •  25 Social Media Experts You Need To Know

The Payoffs Of High Impact ROI

•  10K Downloads in less than 30 days •  More than 1/3 were Marketing Qualified

Leads •  Corresponding webinar drove over 3K

registrants •  Additional repurposed pieces drove

thousands of views and social shares •  Now available in 3 different languages

and still going strong.

Metrics-Based Content: Embrace Your Inner Math Nerd

Understand the metrics that maUer: What metrics ma$er to your target market and audience? How do these metrics help businesses quanFfy success? Use these quesFons as the hub of your content. State it simply: Although numbers someFmes “do the talking,” throwing metrics around can someFmes be confusing. Try to add context or explanaFons to your content so it isn’t as daunFng. Offer best pracDces: Share how your buyers can leverage data to improve overall profitability.

Learn From Optum

•  Optum helps increase access to affordable, high-‐quality care; improve efficiency in the delivery of health care services; and facilitate fast, easy access to informaFon that supports decision-‐making across the health care system.

•  Has a global team of 65,000 team members.

•  Works with a set of clients across 140 countries, including those who diagnose and treat paFents to those who pay for care, deliver health services, and those who supply the cures.

About The Content

•  Optum launched a nurturing campaign with an E-‐book at the center, which walks organizaFons through the steps they need to take to become data-‐driven health care providers.

•  Used Moneyball as a metaphor to illustrate the power of analyFcs in health care.

•  Target markets for the piece included hospitals, health systems and large physicians groups.

•  Target execuFves included Chief Medical Officers; CEOs; CTOs; CIOs; VPs; and ExecuFve-‐level Directors.

The Payoffs Of Metrics-Based Campaigns

•  Between 18,000 and 19,000 contacts are now in various stages of the lead nurture track.

•  E-book engagement in the first month has included 199 downloads via email direct response, with a 12% open rate and 7% click-to-open rate.

•  Advertising and events triggered 250 downloads.

Best Metrics-Based Content

Empower Your Sales Force

Identify key challenges for prospects in your industry. Tailor content to market opportunities and/or solutions Empower sales teams with content and resources that speak to challenges and solutions. Provide multiple formats

About Equifax

•  Creates and delivers unparalleled customized insights that enrich both the performance of businesses and the lives of consumers through the comprehensive and differenFated data it manages, the experFse in advanced analyFcs it provides, the state-‐of-‐the-‐industry soluFons it develops, and the leading-‐edge proprietary technology through which the soluFons are delivered.

•  Generates 158 billion credit score updates per month and 60,000 updates per second.

•  Has operaFons in the U.S. and 18 other countries.

•  Named a Top 20 company to work for by the Atlanta Journal-‐ConsFtuFon; ranked 24 in Bloomberg/BusinessWeek top 50; 48 in InfoWeek 500.

•  Created infographic and E-‐book as part of a refined value proposiFon aligned with the business’ evoluFon.

•  IdenFfied three pillars focused on “Precise B2B Insights.”

•  Wanted to empower sales teams to tell value story “from the outside-‐in perspecFve.”

•  The new sales enablement tools were presented during the annual group kick-‐off meeFng by the SVP of Data and AnalyFcs.

About The Content

The Payoffs Of Metrics-Based Content

•  Well received by business leaders and sales reps •  Has helped elevate and change customer

conversations from data quantity to quality •  Enabling more in-depth consultative engagement

with customers and prospects

Best Metrics-Based Content

High Impact ROI

Spot informaFon gaps within your market. Provide industry benchmarks. Use content to gain a compeFFve advantage.

About Autotask

•  Leading SaaS provider to IT industry

•  End-to-end business management platform featuring all essential systems: CRM, service desk, projects, timesheets and invoicing

•  Serving 5,000+ accounts worldwide

•  Seven languages and 70+ countries

Maximizing The Mileage

Created “Metrics That Matter” campaign around proprietary survey data. Maximized their mileage by survey data in a modular fashion to help create: eBook •  Infographic •  Brainshark •  Flipbooks •  Webinar •  10 Blog Posts •  Social Posts

The Payoffs of High Impact ROI

•  Influenced 35% of revenue in first month of the campaign.

•  Drove 20% of all inquiries for two consecutive months. •  Influenced 10% of total revenue for the year. •  Payback in under 6 months.

Buyer Focused Content

Make it educational. Involve key players within the industry. Help establish industry best practices. Make the content practical and easy to apply. Collect input from existing clients.

About

•  Broader mission to deliver educational content to the talent acquisition industry.

•  Celebrate and elevate leaders among client base.

•  Supported the content launch through multiple channels.

Learn From LinkedIn Talent Solutions

•  The playbook established a framework to enable recruitment, marketing and communications teams to develop, promote and measure a winning employer brand or "talent brand”

•  Through brainstorming with internal SMEs and talking with clients, built a 5-step framework that was used in multiple countries, from the US, Canada and Brazil through much of Europe to India, Australia and Asia-Pacific.

•  Multiple blog posts over several months on our own blog, the Talent Blog.

•  Bylines in 2 key trade publications •  Webinars in the US and Canada, Brazil, Netherlands,

France, UK, Australia, and India •  Social promotion via channels including Twitter, LinkedIn,

SlideShare (including targeted status updates and House Ads on LinkedIn, and organic and Promoted Tweets on Twitter)

•  Sessions at industry evens, attended by 2500+ industry professionals.

•  Hundreds of hard copies distributed to clients at events in multiple countries around the world.

The Payoffs of Buyer Focused Content

•  14,000 downloads in 10 months. •  $1.1M in bookings attributed directly to the

Playbook. •  A further $500K+ driven by related webinars

and other activity.

Best Buyer Focused Content


Simplify complexity Provide multiple touch points Target buyers and influencers Tie into key industry themes and events

About Optum360

•  New venture from Dignity Health and Opum to meet the growing demand for greater transparency, simplicity, and value in health care billing.

•  Dedicated to transforming the registration, documentation, billing and payment system so it works better for hospitals, health systems and other care providers, and delivers a better patient experience.

•  With a workforce of more than 3,000 employees from Dignity Health and Optum,

Optum360’s revenue cycle management services meet the large-scale needs of of major hospitals and health systems, and enable new care delivery and risk-sharing models, such as Accountable Care Organizations.

About The Content

The Payback of Buyer Focused Content

•  Achieved 4 qualified sales opportunities. •  Equating to $2.8 million in active sales pipeline.

Best Buyer-Focused Content


Provide thought leadership on complex issues. Become a trusted partner. Make content informative, yet easy to digest. Provide a streamlined experience.

About ADP

•  ADP serves as a trusted partner for clients and prospects.

•  Each year ADP handles more than three million government notices and documents and moves $1.3 trillion in payments to the Internal Revenue Service.

•  ADP managed open benefits enrollment for 15 million employees and their dependents for the 2014 plan year.


•  Developed a fully integrated campaign around hot topics issues of Affordable Care Act (ACA) or Health Care Reform (HCR)this message.

•  Included thought leadership, lead generation, lead nurturing, sales campaigns and proposal/close tools.

•  The integration of this message provided the backbone for a streamlined client experience throughout their buying process, from recognition of need to selection of ADP as their provider.

•  From a content generation standpoint, we developed assets that would help explain the requirements of the law in a way that allowed our audience to easily digest the regulatory details, help identify the impact to themselves as employers and take action.

•  Unique visitors the Health Care Reform landing page: 80,074 viewing on average 114,787 pages.

•  Delivered 12 webcasts with over 11,000 registrants from April 2013-Present with an average 62% attendee rate.

•  Facilitated 32 live seminars to over 2700 registrants across the U.S.

•  Nurtured over 24,000 contacts with an Email performance that exceeds best in class industry standards with a 39.5% open rate vs. best in class 22.4% and 10.4% CTR vs. best in class 4.2%.

•  Influenced over $20M in closed revenue.

The Payoffs Of Buyer Focused Content

Best Creative Campaign Theme

Web Content Strategy

Consider your site to be the hub of your brand.

Design your web site to be visually appealing, yet well-‐organized and easy to navigate.

Make sure your site can be accessible and easy to read across mulFple devices, including smartphones and tablets.

Offer content that spans a variety of topics and formats.

Include elements like fun facts and interacFve slide shows to put a more personal spin on your company.

Use social media as a mechanism to have valuable conversaFons and promote new/relevant content.

About NanoLumens, Inc.

•  Consider your site to be the hub of your brand.

•  Design your web site to be visually appealing, yet well-‐organized and easy to navigate.

•  Make sure your site can be accessible and easy to read across mulFple devices, including smartphones and tablets.

•  Offer content that spans a variety of topics and formats.

•  Include elements like fun facts and interacFve slide shows to put a more personal spin on your company.

•  Use social media as a mechanism to have valuable conversaFons and promote new/relevant content.

About The Content

•  Went through a web site redesign in an effort to be$er promote content and thought leadership.

•  Put new focus on client educaFon. •  Added a variety of new resources,

including: FAQ videos, infographics and white papers.

•  Ramping up social media presence and focusing more on client and prospect engagement; building one-‐to-‐one conversaFons and gevng quesFons answered.

The Payoffs Of Creative Content

•  Web site visits increased by 14% •  20% increase in unique visitors •  Load times decreased by 35%

Best Web Content Strategy