© DirectionGroup [June 2012]

Fujitsu Content Marketing Case Study

Eoin Rodgers

Tactical Planner - DirectionGroup

What is content marketing?

A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.

Content Marketing Institute, 2012

Content marketing landscape

There are now 40% more content types than 5 years ago

IDG Connect IT Buyer Survey, 2010

We have seen 80% growth in content formats since 2005

IDG Connect IT Buyer Survey , 2010

36% of marketers say producing engaging content is their biggest challenge

Content Marketing Institute, Budgets and Trends Report 2010

Three-quarters of executives said they watch work-related videos on business related websites at least weekly.

More than 80% of senior execs say they are watching more online video than they were a year ago.

65% of senior execs have visited a vendor’s website after watching a video. (Forbes Insights, 2010)

Video content in B2B Marketing

Content marketing – Approach

Insight is key

Utilise brand

expertsMonitor reactions

to content

Harness peer to

peer comms

Revisit research findings

Campaign brief

Create an integrated demand-generation campaign to:

Position Fujitsu as a thought leader

Build awareness for Fujitsu as the only brand delivering in the UK today

Demonstrate Fujitsu’s ability to guide and advise

Target audience

IT Director & CIO

C-Suite

IT Management

Complex decision-making unit

Difficult to reach and heavily marketed to

Target influencers as well as decision makers:

Influencer:

Core Target - Decision Maker:

Influencer:

Our approach – content creation

Deliver a broad spectrum of highly relevant content to all target audiences in support of the campaign objectives:

Video content for IT decision makers

Video content for C-Suite influencers

“Snapshot of marketplace” research report

Practical “hands-on” guide

“Hot Topic” Insight papers

Create a content repository for all content in various formats

Video Content

Management Today

Interviews with prominentindustry spokespeople:

CEO and Founder, Regus

CIO of Rentokill Initial

Marketing Director of British Gas

CEO of The Reading Room

CIO / CTO of Fujitsu UK

Computer Business Review

Probing video interview with 2 Fujitsu experts

Editor took on the voice of the IT Director

Co-branded “info zone” offering additional information,

Insights

Whitepapers

C-Suite Influencers IT Decision Makers

Research Report – Early Adopters

100 “early adopters” share their experiences of cloud computing

Reflecting on changing marketplace

No actual case studies available

“Proof” of adoption needed

Online insights

Online interactive MPU and social media (twitter) polling allowed us to:

Real-time feedback from target audience

Gain insights on important topics

Identify gaps in suite of content

Responses highlighted “hot topics”Cloud Security

Contractual terms and lock-ins

Practical Guide

The White Book of Cloud Adoption

Produced in consultation with UK CIOs – for a UK CIO audience

No-nonsense guide with practical advice form Fujitsu specialists

Established the business case for the technology

Outlined the options and best practices for cloud adoption

Creating relevant content

Research Report

M.Today Videos

Practical Guide

Opinion Piece

Opinion Piece

CBR Video

: Peer to peer

: Social media

: Brand specialists

Our approach – content distribution

Place our content in the hands of our target audience through multi-touch communications:

Direct Comms (email and Direct Mail)

Media PartnershipsComputer Business Review

Management Today

CIO.co.uk

Events (roundtable discussions)

Telemarketing (sales nurturing)

Search (optimisation)

Social Media (twitter community)

Social Media

Partnership with IDG to create a topical discussion community around Cloud Computing

A content manager was deployed to create tweets around valuable news stories, insights and competitive activity, as well as sharing Fujitsu content with the audience

Traffic drivers and a hosted content zone featured on CIO.co.uk

Twitter community of over 2030 IT leaders and is ranked in the top 3% of all Twitter accounts globally for influence and relevance

1:1 communications were also initiated when a follower fitted the campaigns prospect profile

Content distribution - Atomisation

Single piece of content

10 individual tweets

Opinion Piece

Research infographic

PR opportunitiesA webinar

2 Blog posts

Breakfast Briefing /

Roundtable

Results

6,000 interactions with campaign content over 12 months2,000 views of the Management Today videos

More than 1,000 whitepaper / document downloads

50 conversations with prospects from 200 target organisations

Feedback from the sales force: content strategy played a direct role in influencing prospects

Marketing ROI of 106:1 in 12 months

“To see 70 per cent of our leading prospects

for Cloud come directly from our content

marketing effort shows how effective a

targeted and relevant content strategy can

be in the buying chain.”

James Collister

Head of Campaigns

Fujitsu UK & Ireland

www.DirectionGroup.com

Eoin Rodgers

Tactical Planner - DirectionGroup

uk.linkedin.com/in/eoinrodgers

@eoinrodgers