Content Marketing Case Study:The Little Book of Learning&The Little Book of the FuturebyReed Learning & L&Co              ...
Twitter          @reedlearning          @landcodesign           B2B Marketing Summit 2012
The company          B2B Marketing Summit 2012
The past…            B2B Marketing Summit 2012
Declining DM               Reed Learning Directory Volumes   4,000,000   3,000,000   2,000,000   1,000,000          0     ...
Getting sign-off “A quality booklet covering issues surrounding professional training to be associated with Reed Learning ...
How much?!                   £17k on a book?! At                    a time like this?!             B2B Marketing Summit 2012
Goals – 2,000 relevant training & HR leads – At least 100% ROI from attributable revenue – Impression of trusted partner w...
A printed book            B2B Marketing Summit 2012
Creating the content            B2B Marketing Summit 2012
Creating the content            B2B Marketing Summit 2012
Creating the content            B2B Marketing Summit 2012
Creating the content            B2B Marketing Summit 2012
Channels           B2B Marketing Summit 2012
Outcomes• “Requests for copies from our membership  was unprecedented and demonstrates the  value the guide gave.”  Publis...
What we learned• Invest time and money• Begin with very clear objectives• Don’t sell too hard• Collaborate                ...
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"The Little Book of Learning & The Little Book of the Future" - Reed Learning

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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".

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"The Little Book of Learning & The Little Book of the Future" - Reed Learning

  1. 1. Content Marketing Case Study:The Little Book of Learning&The Little Book of the FuturebyReed Learning & L&Co B2B Marketing Summit 2012
  2. 2. Twitter @reedlearning @landcodesign B2B Marketing Summit 2012
  3. 3. The company B2B Marketing Summit 2012
  4. 4. The past… B2B Marketing Summit 2012
  5. 5. Declining DM Reed Learning Directory Volumes 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 B2B Marketing Summit 2012
  6. 6. Getting sign-off “A quality booklet covering issues surrounding professional training to be associated with Reed Learning and kept by anyone with even a passing interest in learning. It should engage those interested in the training industry, associate useful information with the Reed Learning brand, provide subtle calls to action (not too salesy), be kept on desk, drive people to register on web.” B2B Marketing Summit 2012
  7. 7. How much?! £17k on a book?! At a time like this?! B2B Marketing Summit 2012
  8. 8. Goals – 2,000 relevant training & HR leads – At least 100% ROI from attributable revenue – Impression of trusted partner with customers’ interests in mind – not a faceless corporation B2B Marketing Summit 2012
  9. 9. A printed book B2B Marketing Summit 2012
  10. 10. Creating the content B2B Marketing Summit 2012
  11. 11. Creating the content B2B Marketing Summit 2012
  12. 12. Creating the content B2B Marketing Summit 2012
  13. 13. Creating the content B2B Marketing Summit 2012
  14. 14. Channels B2B Marketing Summit 2012
  15. 15. Outcomes• “Requests for copies from our membership was unprecedented and demonstrates the value the guide gave.” Publisher, Trainingzone.com• “The Little Book of Learning was the only thing I hung on to from the HRD exhibition and was the initial reason I got in touch with Reed” Head of L&D, Citrix B2B Marketing Summit 2012
  16. 16. What we learned• Invest time and money• Begin with very clear objectives• Don’t sell too hard• Collaborate B2B Marketing Summit 2012

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