The Value of Credible Content and How to Leverage It
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The document discusses how credible content marketing can build trust and drive revenue. It provides two case studies: Covisint used objective market research and a well-received white paper to establish itself as a trusted authority, and IOD used insights from research to inform its pricing, positioning and launch approach. IOD's two-pronged soft launch approach over six months, which included blog posts, events, media articles, email campaigns and social media, helped maximize the value of its white paper and build its brand awareness and thought leadership.
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The Value of Credible Content and How to Leverage It
- 1. The value of credible content and how to leverage it
- 2. Presenters Cynthia Porter President, Porter Research @porterresearch Go-to-market research Elisa Logan VP of Marketing, IOD Incorporated IOD-Incorporated Your HIM edge
- 3. Trust in marketing “Content builds relationships. Relationships are built on trust. Trust drives revenue.” Andrew Davis, Monumental Shift How to earn reader trust: • Don’t mislead readers • Avoid mixing thought leadership and solution promotions • Beware your own personal bias
- 4. Two case studies in credible marketing jCovisint A credible content success story. kIOD A real-world look at how Elisa and IOD are using content marketing to engage buyers and establish trust.
- 5. The Covisint example About the research… • Goals: inform solution roadmap; educate market • Objective research team • Well-received topic Beyond the research… • White-paper development • 14 media links, citations • Established as trusted market authority
- 6. The Covisint results From research to results: • White paper development and promotion • 14 media links / citations • Established Covisint as trusted market authority
- 7. - DO I -
- 8. The inside scoop • Real needs/pain points • Buying decision influences • Competitive landscape Influenced: • Pricing • Positioning/messaging
- 9. Big takeaways • No clear leader in the space • Real need for technology with specific functionality to help hospitals reduce financial risk
- 10. Two-pronged approach Hard launch:(3.5 months) • Sales push • Integrated campaigns Soft launch:(3.5 months) • Brand awareness • Marketing-centric Maximizes value of whitepaper and impacts: • Thought leadership • Brand awareness • Sales support
- 11. Whitepaper Campaign Summary December January February March April Blog Posts Events PR / Press Releases HIMSS Pitch Placement Social Media Webinars November Email Campaigns HIM Directors (4) CFO’s (5) Infographics BETA Customers Website Sales Support / PPT HFMA (June) Sponsored Content May
- 12. By the numbers…. • Whitepaper: 1 • Media articles: 3 • 1 • Infographics: 4 • Email campaigns: 9 • C-Suite – 5 over 5 months • HIM Directors – 4 over 5 months • Social Media Posts: 32 • 14 tweets (2/mo for 7 months) • 12 LinkedIn (2/mo for 6 months) • 6 Facebook (1/mo for 6 months)
- 13. Q&A 15 HIM solutions iodincorporated.com 920-469-5000 IOD-Incorporated Market research solutions porterresearch.com 678-282-1188 @porterresearch Questions?