While innovation and thinking outside the box are important for success in marketing, there’s no need to reinvent the wheel every time. By studying the best content marketing case studies, we can learn the most effective techniques and take inspiration to use in our own content marketing strategy.
Quick Takeaways:
There’s a lot to learn from studying the most successful content marketing examples.
It’s not always easy to get executive buy-in for content marketing.
You can usually prove the content marketing business case with a small budget and a limited timeframe.
Capgemini
Consulting company Capgemini had a problem. The awareness of their brand was low and they needed to boost the reputation of their consultants. Despite working with some of the world’s top brands including KPMG, Deloitte, and Accenture, revenue growth was slow and they were falling behind their competitors.
The executives at Capgemini believed the answer to their lackluster marketing efforts was to invest in paid advertising in golf magazines and airports, and even to sponsor a professional golfer. They’d seen their competitors carry out this strategy with apparent success.
However, digital advertising and brand campaign manager Rena Patel was of a different opinion. She’d tried this type of expensive marketing before and had seen disappointing results. Rena had also realized the brand was not engaging with its customers and that this proposed strategy was even further from the interests of their customers. Capgemini customers were not interested in golf, and most didn’t even know the names of the famous golfers that the brand executives wanted to sponsor.
Instead, she set out a content marketing plan that would engage Capgemini with its target audience at a much lower budget. She set the goal of attracting nearly a million new visitors to the website and put her own reputation and job on the line by taking full responsibility for the strategy.
The content marketing strategy for Capgemini revolved around a storytelling website. This site answered some of the real questions and challenges of the brand’s customers on topics such as Big Data and the Cloud.
After one year, the site achieved Rena’s original goal of delivering nearly one million new visitors to the brand website. They also attracted over 100,000 new followers to their LinkedIn page, as well as 1.8 million shares of their content. In fact, this content marketing strategy was responsible for generating nearly $1 million in sales in just the first year, and an even more impressive $5 million in its second year. It’s now estimated that the content marketing program pioneered by Rena is brining in the company a staggering $20 million a year.
You can read more about Rena’s content marketing strategy for Capgemini in the book Mean People Suck.
Quick Takeaways:
There’s a lot to learn from studying the most successful content marketing examples.
It’s not always easy to get executive buy-in for content marketing.
You can usually prove the content marketing business case with a small budget and a limited timeframe.
Capgemini
Consulting company Capgemini had a problem. The awareness of their brand was low and they needed to boost the reputation of their consultants. Despite working with some of the world’s top brands including KPMG, Deloitte, and Accenture, revenue growth was slow and they were falling behind their competitors.
The executives at Capgemini believed the answer to their lackluster marketing efforts was to invest in paid advertising in golf magazines and airports, and even to sponsor a professional golfer. They’d seen their competitors carry out this strategy with apparent success.
However, digital advertising and brand campaign manager Rena Patel was of a different opinion. She’d tried this type of expensive marketing before and had seen disappointing results. Rena had also realized the brand was not engaging with its customers and that this proposed strategy was even further from the interests of their customers. Capgemini customers were not interested in golf, and most didn’t even know the names of the famous golfers that the brand executives wanted to sponsor.
Instead, she set out a content marketing plan that would engage Capgemini with its target audience at a much lower budget. She set the goal of attracting nearly a million new visitors to the website and put her own reputation and job on the line by taking full responsibility for the strategy.
The content marketing strategy for Capgemini revolved around a storytelling website. This site answered some of the real questions and challenges of the brand’s customers on topics such as Big Data and the Cloud.
After one year, the site achieved Rena’s original goal of delivering nearly one million new visitors to the brand website. They also attracted over 100,000 new followers to their LinkedIn page, as well as 1.8 million shares of their content. In fact, this content marketing strategy was responsible for generating nearly $1 million in sales in just the first year, and an even more impressive $5 million in its second year. It’s now estimated that the content marketing program pioneered by Rena is brining in the company a staggering $20 million a year.
You can read more about Rena’s content marketing strategy for Capgemini in the book Mean People Suck.
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