How to become daily reading for decision-makers
An innovative content collaboration with LinkedIn is driving spectacular engagement rates for Capgemini, and proving that relevant content delivers results that few other B2B marketing strategies can match. In just six months since the launch of its Content Loop microsite, the technology, consultancy and outsourcing brand has added 130,000 LinkedIn followers, generated 368,856 viral impressions and benefited from 1.8 million shares, of which 69% were on LinkedIn. It adds more than 3,000 new followers each week, the vast majority of which are IT and business decision-makers for major corporations.
So just how did Capgemini establish itself as such a compelling content-led brand? The answer lies in its recognition of the natural relationship it has with content its target audiences are interested in, and its commitment to taking this relationship to a new level. Capgemini set itself the ambition of becoming a definitive content brand for the business and IT space, ensured that it could deliver the most relevant stories for each individual audience member, and then provided its pieces with the additional reach needed to maximise their impact.
Capgemini itself produces one video relating to business and IT issues every day. By working with LinkedIn, the company was able to combine this self-generated content with stories from key business publishers such as Forbes and VentureBeat, producing a content stream of 50 pieces per week that provided an essential overview of emerging issues.
By embedding LinkedIn APIs into the Content Loop architecture, Capgemini uses member profile information to display the most relevant of these pieces for each visitor to the site, delivering a wholly personalised content experience. By promoting Content Loop content using LinkedIn Sponsored Updates, it targets its key audience of business and IT decision-makers wherever they are on LinkedIn.
Capgemini’s content has been conceived from the start not just as a means of driving brand awareness and engagement, but as a vital channel for lead generation. With this in mind, Content Loop stories are always linked to relevant Capgemini experts, with an invitation to connect to those experts through LinkedIn and explore issues and advice in more depth. It’s a strategy that ensures the brand gets full value from the content it creates and shares – and that its pieces act as relevant, audience-initiated conversation starters