Background:
Nielsen was looking for new ways to drive revenue for a well-known industry report.
I recently joined the team responsible for The Total Audience Report, one of the company’s most read reports. The original iteration of the report was free, but the year before the team was asked to use the report to drive additional revenue. The report was put behind a paywall, which was unsuccessful. This time, they wanted to work with the Demand Generation team to create an email campaign.
My role was to re-think the typical launch plan to help power the lead generation campaign and demonstrate the power of an amplified, multi-month top-of-the-funnel content campaign.
Headwinds:
The cross-functional team working on the report launch had never worked together before.
We were working against a short launch time frame, with only two weeks between approval of the near-final draft and the start of the development of the content campaign.
The content marketing team needed to prove the value of creating more content.
Tasks
Support the nurture campaign with top-of-the funnel content
The press pitches were very popular and helped immensely with brand building, but we needed more content the next level down to further drive report downloads and webinar registrations.
Re-think our social content
My task was to create a campaign that went beyond a few social posts featuring charts from the report and prove the value of an extended, more engaging campaign.
Think long-term for the always-on lead generation campaign
We not only wanted to extend the conversation past the initial launch month, but we needed to ensure that any person accessing any related content, old or new, would be placed into the nurture campaign.
Approach
Connect the dots: Our team collaborated to produce a content support plan that included three articles, four videos and one podcast. My plan was to create a web that connected all the current pieces, as well as the past pieces, guaranteeing that willing readers were placed into our nurture campaign. For current assets, I added a call to action on the page that would drive visitors to download the report or register for the webinar. After the webinar was complete, all the assets were updated to push the visitors towards a new “hub” page. The hub page consolidated all the previous reports, articles, and trended data. The previous report page forms were updated to feed into the nurture campaign. The relevant solutions pages were also updated and connected visitors to the hub page.
Create a mini-content campaign for each asset: Working with the social media and creative teams, I developed a mini-campaign for each of the assets launched. This included a promo video, social fact graphics for Twitter and Facebook, slideshows for LinkedIn, and LinkedIn polls.
Results
Results from Q3 2020
$244K net new revenue
17 new sales opportunities
36.4K unique page views across all articles
3.5K report downloads
1.6k webinar registrants
6M social media impressions
16.8K Engagements
Campaign Elements
Videos, polls, slideshows and fact graphics
Each article published was accompanied by a LinkedIn slide show or a one-page PDF highlighting the key points.
In between videos and articles, we published polls and shared fun facts from the report.
The three insight videos, plus the one promo video, saw a total of 5K views in Q3 2020.
LinkedIn slideshow example
LinkedIn Poll
Social fact graphic
LinkedIn One-Page PDF
Hub Page Launch
Between Q3 2020 and Q1 2021, the page received 16.3K page views and 13.4K unique page views.
Average time spent on page: 2 minutes and 15 seconds
Bounce rate: 49.37%
