Reed Learning produced a content marketing strategy to acquire data and drive revenue during the economic downturn.
The approach was a series of two free "little books" addressing topical issues and concerns of HR professionals and those in the market for training.
This approach was at odds with other players in the industry, who were focusing their efforts on discounts and direct response campaigns. By aiming instead to engage with clients' interests and concerns though engaging content, this campaign took something of a risk.
Given the tough economy the ROI of 219% was excellent. The campaign drove 8000 warm leads through paid and viral promotion via online communities and forums, with a cost per lead 80% lower than industry average. This result was described by one media partner as "unprecedented".